People First—4 Steps To Your All-Org Marketing Team

People First! by Tom PetersI’m in the middle of Tom Peters’ most recent e-book, People Firstand want to share four vital takeaways with you. These four steps—clear and doable by every organization, really—have the potential to absolutely transform your organization, so take some time here.

  1. FORMAL and ongoing marketing training for all employees, leadership and others who touch your organization’s supporters.
  2. 100% of employees involved!
  3. EVERY job is a “marketing job,” and says so in the job description with specific responsibilities outlined.

Here are some examples of how all-org marketing teams work:

  • The person who answers general calls directs callers on with warmth, interest and enthusiasm.
  • The new fundraiser tries to get her idea taken seriously.
  • Program staff members provide a sense of “Welcome” and invitation for continued participation.
  • Your CEO is “marketing” to the person staffing the info line and the customer service team (the importance of that welcoming attitude) as well as to her board members…and these examples are just the beginning.

And now #4—required to make it a two-way street:
FORMAL training in “Aggressive Listening:” 100% of employees!

Learn more about developing your all-org marketing team:
8 Ways to Build a Team of Effective Messengers
Communications Is Everyone’s Job: Proof Point (Video)
Why Can’t We Be Friends

P.S. Get this free e-guide, The Book That Changed My Life. 129 top reading picks from nonprofit leaders around the world.

Note: I’ve substituted “marketing” here, for Peters’ “sales.”

Nancy Schwartz on March 22, 2013 in All-Org Marketing Team | 2 comments
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  • Kevin D. Feldman

    I would add another that may not be in Tom Peter’s book, but will certainly transform any nonprofit. Every customer, client, donor leaves the interaction with the charity’s employee satisfied — even if this means referring a client or donor to another nonprofit that will better meet their needs and desires. Too often, nonprofits send clients and donors away no better off than they were before they walked in the door. The classic film “Miracle on 34th Street” gives a prime example of this level of service and its impact.

    This means that if a homeless man walks into a shelter meant for women and children, an employee or volunteer of the shelter assists him to find another shelter that accepts men. If a curious person calls to inquire about making a gift that would receive a particular tax benefit, and your nonprofit doesn’t participate in that program, then the employee should assist the caller with finding a charity where he/she would receive the benefit.

  • Absolutely, Kevin! Thanks for sharing this vital point—it’s not only all-org, should be all-issue/cause.

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