Get Everyone on Your Marketing Team – 3 Steps

Turn Your Staff and Board into a Marketing TeamOn Tuesday, I’m presenting the webinar, Turning Your Whole Staff and Board into an Effective Marketing Team.  Nonprofit marketers and fundraisers are overwhelmed and overworked. The best way to solve that problem is to get some help with your to-do list. The natural place to look for help is among your current staff and board. But they’re busy too, right?

Of course they are. But there are some very simple things you can do to turn them into a marketing team, whether they know it or not, without really increasing their workload.

The reality is that they are already marketing for you every time they talk about work, inside and outside the office. All you have to do is help them do that better.

Start with a simple three-step approach:

1. Train Them.

Show them what you mean by marketing by starting with the conversations they are already having. Some people refer to this as the elevator pitch, but it’s just as likely to be the “on the train” pitch or the “happy hour” pitch. Ask people to share how they talk about the place they work (or volunteer) when they are with friends and family. How do they explain their jobs? Go from there.

2. Encourage Them.

Make it easy to do the right thing. Use technology tools like shared calendars so they know what’s coming up next and marketing banks so they know exactly where to go for your logo files. Give them lots of examples of what you consider good marketing and bad (“Check out this post on Facebook . . . you could do that” or “Let’s try to avoid getting ourselves into these kinds of debates on Twitter.”)

3. Appreciate Them.

Make praising the small victories a regular part of your routine (I call this “blowing kisses”). Celebrate things like someone sharing a great client story with you (even if you had to clean it up in order to actually use it) or someone meeting one of your deadlines for submitting ideas for the newsletter. Have some fun with it.

I’ll be sharing many more ideas on how to grow your marketing team without hiring anyone new on the webinar. I hope you’ll join us!

Turning Your Whole Staff and Board into an Effective Marketing Team
Tuesday, March 1, 2011
1:00 – 2:00 p.m. Eastern (10:00 -11:00 a.m. Pacific)
$35, or included with the All-Access Pass

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  • All great points and important reminders! I work with many of my clients on turning their board members into advocates for their organization, but I don’t always include the entire staff. Thanks!

  • What a great reminder about a resource we often overlook – our staff! Thanks!

  • Terrific post (as usual) Kivi. Getting program staff on your marketing/developing team is essential. They’re often the best ones for capturing your organization’s stories. Make a point to question them, to share stories you’ve already got, and especially to shadow them during their day.

  • Kivi, great advice that applies to so many fundraising auction committees I work with. I need to turn those volunteers and sometimes staff into event marketers. Your 3 steps are dead on for making that happen.

    I’d like to expand #2. One way I make marketing easy is by providing “how tos” or check lists. Here’s an example that any charity auction volunteer could use I am sure non profit marketing folks could share similar lists with their staff and get more marketing happening.

  • Laurie

    Great tips! The problem we run into at our nonprofit hospice is that our patient-care staff don’t think in terms of “stories.” We in the marketing department have made several in-person announcements about how we really need them to share what’s going on in our patients’ lives. We know they have all kinds of gems because sometimes we overhear them talking to each other. But they don’t think of those conversations as something to share with marketing. We’ve tried explaining this to them but still no results. We sit in an isolated area and don’t have many opportunities to interact with them. Any suggestions on how we can get them to change their thinking and open up to us more?

    • Hi Laurie, This is a common problem and there is really no substitute for getting the floor yourself and really talking directly with patients and staff. You have to get out of your office, especially if you are physically isolated, and go get those stories. It may feel like you are hanging out, but believe me, you’ll get much better results that way.

      • Laurie

        Thanks, Kivi! I will add regular patient visits to the list of ideas I’ve been brainstorming. 🙂

  • Yes! Love a good list! My daughter had to write a how-to manual for some thing at school (she’s a second grader) and I was so proud! 🙂