Why Your Digital Presence Matters: 5 Learnings for Trustees Driving Governance

In today’s digitally connected world, every trustee has a presence - whether they’ve curated it or not.  

This isn’t about self-promotion but rather about showing up with transparency and credibility - values that matter more than ever in an increasingly online world.

In this blog, we’ll explore five realistic ways trustees can build a thoughtful, authentic digital presence that supports governance, attracts partners and strengthens trust. We know that so many trustees are often volunteers juggling multiple responsibilities, but what we also know is that small, intentional steps can go a long way.

After all. Small changes make big differences.

1. Why your online brand matters as a Trustee

Funders, partners and potential collaborators will often google your name before a meeting or appointment. Your digital presence serves as a credibility check and can either inspire confidence or raise questions.

A strong online presence isn’t about spotlighting yourself but more about helping others see the values you stand for and the communities you serve. In cultural charities especially, where identity, representation and relevance matter, silence or invisibility can send the wrong signal.

Ask yourself: If someone looked you up today, would they know what you care about, who you serve and how you lead?

The board members of Museum of the Home regularly share updates about governance work, consultations and equity-related initiatives on LinkedIn. This builds visibility and trust, especially in a time when museums are being asked to be more transparent and inclusive. Two standout examples include Arthur Kay and Janet Chapman,

2. Personal vs. Professional: Where’s the line?

Trustees often wear multiple hats: founder, mentor, donor, volunteer. Your digital presence can reflect your whole self, not just your formal title.

Each platform offers a different opportunity to connect:

- LinkedIn is ideal for values-led professional reflections. Update your trustee role and share why it matters to you.

- X or Threads are great for spotlighting articles and sector insights, giving you the chance to highlight the good causes you care about.

- Instagram or TikTok allow you to create behind-the-scenes content, human moments from events and “day in the life” posts.

- Substack is perfect for long-form reflections or storytelling that brings your board experience to life.

You don’t need to be loud. You just need to be present. Be it on LinkedIn, on Instagram, on X, on Facebook – wherever you feel most comfortable posting. You don’t need to be everywhere; you just need to be somewhere.

Small changes make big differences.

The Roundhouse in London often features board members alongside artists and youth leaders in digital campaigns, demonstrating a shared commitment to their mission and a culture of collaboration.

3. Red flags and reputation gaps 

A few digital pitfalls trustees should watch out for:

- Outdated bios that miss recent roles or misrepresent involvement. If your online biography lists past roles but omits your current board position, recent projects or evolving areas of expertise, it sends a message - even unintentionally - that you're not engaged or up to date. It may also cause confusion for partners or donors, especially during moments of public attention or scrutiny. An out-of-date profile can make it harder for others to see the value you bring.

- Inconsistent messaging across platforms. Inconsistencies can create doubt about your alignment with organisational values or strategic direction. For example, if your charity champions equity and inclusion, but your personal profiles make no reference to it (or worse, contradict it), the gap becomes a liability.

- No digital footprint at all, which can raise credibility concerns in a digital-first world. While it may seem safe to stay invisible, a complete absence online can work against you. In a digital-first world, where people expect transparency and traceability, having no presence can feel opaque or even suspicious - especially for those in governance roles. Journalists, funders, stakeholders and community members are more likely to trust boards that are visible and engaged with the public.

- Tone mismatch between personal posts and the values of your organisation. Even if you are active online, your tone matters. Posts that feel overly self-promotional or apolitical can conflict with the mission of the organisation you represent. This doesn't mean trustees need to censor themselves, but it does mean staying mindful of how personal content reflects on collective leadership.

These are fixable, but only if you’re paying attention. Consider doing a quick online audit of your presence at least once a year.

4. Building (or rebuilding) your Trustee brand

Start small.

Update your LinkedIn profile with your trustee role. Add a sentence about why you joined the board, as this alone can invite meaningful conversation.

Tell a story: What impact has the organisation had on your life or in your community? Why do you care about this work? These are powerful narratives that can build trust and inspire others.

You don’t need thousands of followers to make a difference. Commenting on a colleague’s post, resharing the charity’s content or publicly thanking a partner can all amplify the mission without extra noise.

Reframe the idea of "branding": It’s not about ego. It’s about building transparency and credibility - for your stakeholders, your peers and the communities you serve.

Autograph, a photography charity focussed on identity and human rights, features trustees in their digital storytelling. Board members occasionally share personal reflections about exhibitions or artist talks, bringing a human voice to institutional messaging.

5. Board-Level Digital Presence

A strong board culture includes shared responsibility for digital presence.

Too often, only the CEO or comms lead is visible online - while trustees remain silent.

Ask yourself:

- Who speaks for the brand?

- Are trustees visible as champions and advocates?

- Does the board have a digital strategy or shared guidelines?

One simple suggestion: rotate a “digital liaison” role among trustees. This person could support major campaign amplification, highlight governance moments or encourage peer engagement online.

If you’re looking to go one step further, encourage every trustee to engage in one small online action each month. This could be resharing a report, commenting on an impact story or spotlighting a team member.

Micro-actions build macro-trust.

Being a trustee today means showing up; not just in the boardroom, but in the public, digital sphere where decisions and relationships are increasingly shaped.

We’re not asking trustees to become influencers; we are inviting them to be visible stewards of the mission they care about through using digital tools not for performance, but for authenticity and connection.

So, take a moment.

Google yourself.

Reflect.

How will you shape the story you’re already telling?