Activating Your Board as Community Ambassadors

Most pregnancy center boards are filled with generous, mission-minded individuals who faithfully give, pray, and support your staff. But here’s the truth: a board that only gives financially is underperforming.

In today’s landscape, where costs are rising, abortion access evolves, and community trust matters more than ever, your board members must be more than check-writers or occasional decision-makers. They must become ambassadors.

When properly equipped, your board is one of your greatest assets for reaching donors, influencers, and even potential clients in your community. Let’s explore what it means to activate your board as ambassadors, and how to get there.

What Is a Board Ambassador?

An ambassador is someone who represents, advocates, and communicates on behalf of your center in their spheres of influence. This includes:

• Speaking positively about your mission in everyday conversations

• Referring potential volunteers, donors, and clients

• Representing the center at church or civic events

• Making personal introductions between your leadership team and key community members

• Sharing or reposting social media content

• Inviting friends to fundraising events, open houses, or prayer gatherings

Being an ambassador doesn’t require a professional public speaker or a social media influencer. It simply takes intentionality, clarity of message, and relationship.

Why It Matters Now

Pregnancy centers are increasingly facing:

• Misinformation and stigma from media and online narratives

• Limited digital reach due to increasing costs and restrictions

• Donor fatigue in a crowded nonprofit space

• Fewer walk-ins and higher stakes for each client encounter

Your board members are trusted voices in the community. People are more likely to listen to their neighbor, pastor, or colleague than to an online ad or a fundraising email. When your board members tell the story of your center in their own words, it opens doors no marketing campaign ever could.

Shifting the Board Mindset

The first step is shifting expectations. Some board members may not realize that community representation is part of their role—or may assume only staff should handle outreach.

Here’s how to lead this shift:

1. Clarify Roles in Writing

   
   

   Update your board member job description to include “ambassador” language:

   
   

   “Represent the center positively within your church, workplace, and community. Share opportunities for involvement and introduce center staff to key community leaders as appropriate.”

2. Model the Behavior

   
   

   Invite your board to follow your lead. When your executive director or key staff actively build relationships, celebrate those efforts in meetings and updates.

3. Cast Vision Regularly

   
   

   Use stories of impact to keep your board emotionally connected. If they feel the heart of the mission, they’ll be more inclined to talk about it.

   
   

Equipping Your Board as Ambassadors

Don’t assume your board knows what to say or how to share the mission. Equip them with clear, usable tools:

1. Create a “Board Ambassador Kit”

Provide a simple folder or digital kit that includes:

• A short, compelling elevator pitch about your center

• Key talking points or FAQs

• Print brochures or leave-behinds

• Links to shareable videos or social media posts

• A list of upcoming events they can invite others to

  
  

2. Offer Conversation Starters

Some board members may be unsure how to naturally bring up the center. Help them with prompts like:

• “At our board meeting last week, we heard an incredible story I’d love to share…”

• “Our center is seeing more abortion-minded women than ever. Can I tell you what we’re doing to support them?”

• “Have you ever toured our center? I’d love to set that up for you.”

  
  

3. Incorporate Ambassador Activity in Meetings

Instead of asking only for financial or governance updates, ask:

• “Who did you talk to about the center this month?”

• “Did anyone share a social post or invite a friend to our gala?”

• “What’s one person you’d like to introduce to our director this quarter?”

Normalize and celebrate ambassador wins, even the small ones.

Building Confidence in Board Members

Some board members feel hesitant or unqualified to represent the ministry publicly. You can build their confidence through:

• Training

Offer short, mission-based ambassador training sessions quarterly. These can include storytelling tips, common Q&As, or handling tough conversations about abortion with grace.

• Shadowing

Invite board members to attend a client services tour, partner luncheon, or church presentation with a staff member. Let them see the tone and language you use.

• Encouragement

Affirm their efforts. A personal thank-you text after a successful introduction or a shout-out during a meeting goes a long way.

Practical Ways Board Members Can Be Ambassadors

Here’s a list you can share with your board today:

• Invite a small group or Bible study to tour the center

• Ask your pastor if the center can speak during Sanctity of Human Life Month

• Personally sponsor a table at your next banquet—and fill it with new guests

• Host a coffee or dessert night at home with a short presentation by the director

• Introduce your executive director to a business owner, civic leader, or young adult pastor

• Share the center’s social posts and write a personal caption

• Include the center in workplace giving or charitable matches

Even if each board member does just one or two of these each quarter, the cumulative impact can be huge.

Start Small, Grow Strong

Not every board member will become an outspoken advocate overnight. That’s okay. Start by cultivating one or two champions who "get it" and can inspire others. Over time, as success stories build and culture shifts, the ambassador mindset will grow.

Final Thought for Executive Directors

If your board isn’t yet embracing the ambassador role, don’t default to frustration. Instead, gently lead them into it. It takes casting vision, providing tools, and celebrating progress.

You’re not asking them to do more for the sake of busywork—you’re inviting them to multiply the mission in ways only they can. When they step into this role, they’ll find deeper purpose and joy in their board service.

And your center will gain a team of trusted, mission-passionate voices echoing your message in living rooms, boardrooms, church pews, and coffee shops all across your community.

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Want a free resource? I've created a document including sample conversation starters and FAQs just for your board! Simply send me an email ehale@lifeadvancementgroup.org