Everyone is a Marketer: Building an Organization-wide Marketing Team
Hi everyone! I know Erik mentioned, I’d write about technology, but when I sat down to write this post, the topic of building a marketing team just would not leave me. I hope you enjoy it! I’ll see if I can convince Erik to let me guest blog again and I promise that post will be more focused along what I have written in the past, on Mondays with Marissa. Thanks for letting me blog-sit, DonorDreams readers! Erik is back on Thursday!
A few weeks ago, Erik reflected on a quote by Warren Buffet, “The people own the brand.” That got me thinking; if the people own the brand, then we as nonprofit staff, are all marketers. It doesn’t matter what position you hold in your organization. Every single staff member is a marketer or at the very least can be part of the marketing team.
As a member of the marketing department, it is my job to grow an audience of participants, supporters and influencers for our organization through various means of communication. This is a challenging job and one, in my opinion, should not rest solely on the shoulders of one department. It is not possible for me to know all of the programs that need to be promoted, see the impact we are making in the community, and attract new members all at the same time. I need help. So together with the other members of my department, we worked to create an organization-wide marketing team.
Here’s how we did it and how you can too:
- Create a marketing strategy – It is the job of the marketing department (or person) to figure out which audiences are reached by which media channel. Perhaps your participants are all on Facebook, but you can reach all of your supporters via email. Take time and figure this out. Also, meet with each department to figure out what that department’s goals are. Put all of in this information down in one place. It can be as basic or as detailed as your time and resources allow and the format does not matter.
- Identify key team members – Look at your entire organization. Who communicates with the marketing team (or person) the most? Are there members of other departments that want to develop marketing skills? These people will give the marketing team (or person) the information they need to execute their marketing goals. Nonprofits tend to become siloed because each department is focused on their own set of goals, it can help to have a person who is a bridge between their department and the marketing team. Also, other members of each department might feel more accountable to a member of their own team and as a result, marketing information might be more readily available.
- Decide on a communication system – Email can get clunky, but if it is what works best for your organization, run with it. However, maybe you’ll find that project management software, like Trello, helps organize things and keeps communication fluid, and focused. Or perhaps, it could be a communication call where a representative from each department (ideally, a member of your team you figured out in the step above) shares what needs promotion in their area. Whatever it is, make sure there is a clear system on how communication will flow.
- Test it out – Now that you have your strategy, team, and system in place, see how it works. It is important to keep an open mind; ask for feedback and make adjustments.
- Be transparent – After testing out, let the rest of your organization know how the marketing team is now spread across all departments and explain the impact it is having. Where I work, we have seen that creating a team of promotion managers has allowed the marketing department to go from only being scheduled a week ahead of time, to being scheduled at least two weeks ahead and having promotion items on the calendar a full month ahead.
What I described above, is a step-by-step method for creating a structured marketing team that is spread throughout your organization. Maybe your organization needs something more flexible. In that case, the most important thing is to find a communication system that works best for your organization. This is the anchor for everything.
In many organizations the marketing team, is really only one person. It is important to lean on the entire staff to provide this person with information needed to create participants, supporters and influencers. In order for that to happen people need to know what to do with the information they are submitting to the marketing team and get feedback from the marketing team on how they are going to use it.
On a recent episode of Mad Men, Donald Draper said, “Behind every great ad, is a great story.” Building an organization-wide marketing team can make it easier to find the stories needed to create that great ad/blog post/social media post – one that can grow the organization’s membership, donor base, and awareness.
Do you work in the marketing department of your organization? How do you manage internal communications to ensure you have the information you need to tell your story? Let us know in the comments!