For nonprofit fundraisers, engaging your program staff in marketing efforts is essential. Program staff have vital stories and insights into your mission and work that can resonate powerfully with donors. However, getting program staff on board with providing content and participating in marketing initiatives can often feel like “pulling teeth,” as expert Julia Campbell describes.
There are a few reasons why program staff may resist contributing to marketing.
First, they may not fully understand what you need or why you need it. Be extremely clear and specific in your requests. For example, ask for “two sentences describing your recent work” rather than a vague request for “stories.” Provide concrete examples to illustrate what you’re looking for.
Second, program staff may see marketing as outside their job responsibilities or as extra work on top of their already heavy workload. This is where leadership support becomes critical. Unless program staff participation in marketing is reinforced by leadership as an important priority, your requests are unlikely to be a high priority for them. Work with leadership to align the entire organization around key marketing and fundraising goals.
Finally, program staff may view marketing as self-serving rather than mission-driven. Frame your requests around how sharing program stories and updates helps advance your mission by educating supporters and raising funds to help more people. When program staff realize marketing aims to highlight and celebrate their vital work, rather than create more work for them, they will become more willing collaborators.
With leadership backing, clear and specific requests, and a mission-focused approach, you can turn program staff into enthusiastic marketing partners. Their stories and insights are invaluable for demonstrating your impact and inspiring donors. Make the extra effort to overcome obstacles and get program staff on board—your marketing will thrive as a result.
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