A Dummy’s Guide to Tricky Trustees
An excerpt from the book, Who Cares?
In a book on audience-centred strategy it seems fitting that we should think about your board as an audience in its own right.
You will need to learn as much about your trustees as possible, because – I don’t think I can overstate this – probably the biggest single factor in whether you succeed in winning new investment will be how well you’ve understood them. And just like any other audience, your board will be motivated by a range of different things.
To get you thinking, here’s a dummy’s guide to tricky trustees. Admit it – you have at least one or two of these in your charity, right?
