How To Engage The Next Members Of America's Rural Boardrooms

This article was originally published at Forbes.com.

Across rural America, farmers, business owners and community leaders are stepping into board seats that govern some of the most complex, high-impact organizations in the country. Oftentimes, these organizations have budgets in the hundreds of millions (or billions) of dollars. These aren't ceremonial positions. Volunteer board members in cooperatives, Farm Credit organizations and other member-led associations hold important influence in shaping strategic direction, setting policy and guiding the future of rural industries.

Yet many of today's new board members—especially younger producers, women and large-scale operators—are balancing full-time jobs, family responsibilities and the daily demands of their operations. Some juggle multiple roles across their communities. While they bring valuable, modern perspectives, they don't always step into board service with the time, tools or support to fully contribute from day one.

Representation Matters

In agriculture, board service often attracts a familiar set of voices—those with flexible schedules, prior leadership experience or strong traditions. But if we're serious about building boards that reflect full membership, we need to think beyond who's always served and consider who's missing.

That includes the largest producers—farmers and livestock operators whose day-to-day demands keep them close to operations and often far from boardrooms. It includes younger members who are still building careers and confidence. And it certainly includes women, who, in our work with farmer-led boards, continue to be underrepresented in agricultural leadership despite their growing presence in operations, ownership and advocacy.

Nominating committees and governance structures play a vital role here. Building representative boards doesn't happen by accident. It requires thoughtful recruitment, outreach and flexibility. It requires redefining what "qualified" looks like and making space for people who may lead differently, ask different questions or represent a new generation of rural leadership.

Board diversity (whether by age, gender, business size or perspective) isn't just good optics. It's essential to make better, more forward-looking decisions. As the agriculture and energy landscapes shift, your board should evolve alongside them. That evolution starts with who you invite to the table—and how you support them once they arrive.

Onboarding Is Key

Orientation should be more than a welcome—it should be a launchpad. When new board members join, they're stepping into roles that are both high-impact and high-responsibility. They're also stepping into a whole new world that's often full of industry jargon, hierarchical structures and strategic initiatives they may be unfamiliar with. 

Every rural member-led organization—whether an electric co-op, Farm Credit organization or farmer-owned cooperative—should have a documented, structured orientation plan, not just binders full of bylaws and meeting minutes. A real plan should last multiple months versus just one meeting, and it should be intentionally designed to meet board members where they are.

Orientation That Starts With Purpose

A great orientation doesn't start with what your organization does. It starts with why it matters. Before walking through organizational charts or acronyms, ground your new board members in the bigger picture: What is your mission? Why does the organization exist? What role does the board play in advancing that mission? This clarity helps members understand they're not just there to vote—they're there to lead.

Clarity On Expectations

One of the biggest sources of board disengagement is ambiguity. Onboarding should spell out what preparation looks like for each meeting, communication cadence, ongoing responsibilities beyond meetings and how to achieve tactical tasks like submitting expense reports and accessing board portals.

When New Members Join, Pause To Listen

One of the best reasons to bring new members onto boards is to gain a fresh perspective. But, too often, boards unintentionally press fresh voices into old rhythms. 

When new members join, consider it a natural moment to pause and assess. What questions are they asking? What assumptions are they challenging? What are they seeing that long-tenured members might miss? Creating processes to gather and reflect on these insights—through facilitated conversations, anonymous input or structured dialogue—helps boards avoid "we've always done it this way" mindsets.

This listening isn't just about onboarding—it's about board evolution. New voices can recenter boards on core missions, reveal blind spots and refocus energy where it matters most—but only if you take time to hear them.

Turn Understanding Into Advocacy

Once new members feel heard, trained and supported, they're ready for the most important job a board member can do: advocate.

This is especially true in rural-facing cooperatives, where board members are often the most trusted messengers. They explain complex rate changes at coffee shops, invite neighbors to give feedback on new initiatives or celebrate the value of patronage and dividends locally. But that only works if they're equipped with the right messages and tools, and if they believe in them.

Create Messaging Resources That Equip And Empower

To turn understanding into advocacy, board members need more than talking points. They need clear, flexible messages they believe in and can make their own. A central message framework helps board members internalize the big picture while giving them the freedom to speak authentically. It organizes key ideas around mission, impact and relevance so members can adapt messages for different audiences without losing focus.

Ensure your board periodically revisits its mission and strategy, and then share success stories that members can retell with pride. Create space for their voices to shape—not just echo—organizational direction. A well-engaged board member doesn't just nod in agreement. They talk about you after church, at the Little League field and at the local diner.

It's Not About The Seat—It's About The Voice

Engaging a new generation of rural board members isn't about filling seats. It's about unlocking voices. Every new board member brings perspectives that can strengthen the whole, but only if they're invited, equipped and empowered to share them.

Rural organizations are at a critical crossroads, navigating industry shifts, generational turnover and rising expectations. Those who invest in real engagement—especially from newer and more diverse voices—won't just survive. They'll thrive. And the future of rural America will be better for it.