Board Service Requires Mutual Understanding of Motivations, says Former Alliance Board Member

She says she’s served on boards with individuals who lacked that sincere passion for the organization and its work. Oftentimes they serve because it looks good on their resume, or because it helps their business or political careers. When that happens, she says that the board, organization, and community are deprived of the critical leadership they need.

In addition to knowing her own motivations, her service has always been guided by an understanding of the organization’s goals in seeking new directors. Jackson says effective board members are those who know why they are being asked to serve.

“You have to know that what you can contribute is of real value to the board and that your contributions will be used well,” she says.

That has, on occasion, created difficult choices for Jackson. As an African American, she believes that some organizations have only asked her to serve because they sought diversity.

“I turned those down,” she recalls. Boards should aspire to represent the diversity of the community the organization serves, she says, but finding individuals with the appropriate skills, passion, and qualifications should be the first priority.

The Fund Development Function

There’s more to being an effective director or trustee than passion, however.

“You have to love asking for money,” Jackson says with a chuckle. She acknowledges that some board members view asking for funds to be the most challenging part of their role.

	Left to right: Jane Pirsig, executive director of Alliance member Aurora Family Service, Milwaukee, and Gwen Jackson

Asking for financial support for organizations she’s passionate about is not difficult for Jackson however, because she knows how critical financial resources are in order for those organizations to achieve mission.

She also says that asking for donations or other financial support comes more naturally to her because she’s not afraid of rejection. If someone says they can’t provide financial support, she doesn’t take it personally. “I just respect their situation and say I will be back again next year, when their circumstances may be different.”

Effective board members do more than ask for money, however. They must “walk the talk,” Jackson says. Their dedication must be demonstrated through personal financial commitment.

“It doesn’t have to be a large contribution,” she says, “but it should be something within their scope of giving.”

Walking on ‘Nonprofit Water’

As one of the Milwaukee community’s most well-known and beloved activists, there are few local charitable nonprofit organizations that Jackson hasn’t touched. Through this work, she’s impacted the lives of tens of thousands of men, women, and children.

“She walks on nonprofit water,” says Peter Goldberg, president and CEO of the Alliance and a Milwaukee-area resident.

Goldberg worked with Jackson during her time on the Alliance board. “When Gwen Jackson speaks, people think,” he says. “It is more than just listen. Her values and commitment over a lifetime are heroic and admirable. We all have such a tremendous amount of respect for her commitment and insight.”

The list of organizations Jackson has served reads like a “who’s who” of Milwaukee nonprofits; among them are the YWCA of Greater Milwaukee, Girl Scouts of Wisconsin Southeast, Greater Milwaukee Foundation, Women’s Fund of Milwaukee, Milwaukee County Commission on Aging, Milwaukee Art Museum, Milwaukee Urban League, and United Way of Greater Milwaukee.

Jackson has also committed a tremendous amount of energy to support the American Red Cross. She began serving the organization in 1960, and that tradition continues today. During these more than 55 years, she has served the organization in numerous volunteer leadership capacities, including at the local, regional, national, and international levels. Jackson even continues to maintain an office at the Milwaukee chapter.

She was named the American Red Cross’ National Chairman of Volunteers, the highest volunteer position in the organization, in 1988. She is also Chairman Emeritus of the Red Cross of Southeastern Wisconsin, and in 2003 she won national recognition from the organization for her volunteer work.

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