Starboard’s Blog

One of the best moves I made as an executive director of a nonprofit was to hire a real professional to lead our marketing and communications efforts. She did her homework, got to know the organization, tested our market image in the community, conducted research with donors, and gathered as much expert advice as possible.  She developed a great strategy (at least I thought so), drafted some top-notch materials, and seemed ready to move ahead, but that is when I introduced her to the marketing committee.

The marketing committee was a great group of interesting people, chaired by a board member, and all of whom seemed to have at least some level of marketing experience.  The reality, however, was that few, if any, knew our business (or had the depth of experience we would have liked).  They were observers of our work, at best.  So what they became was a group that came together, tore apart the good work of our communications director, and offered alternate ideas (often truly terrible ones) that they expected her to pursue.  What should have been a tremendous resource was a committee that became a tremendous obstacle.

If we had not been able to hire a communications director, perhaps this committee would have played a more valuable role, but I have my doubts.  For most organizations it is hard to get around the value of hiring an experienced marketing staff member or biting the bullet and paying for some professional advice and/or design help.  When we think of those organizations that appear to really have their acts together, it is often because their communications materials look professional…that’s “professional,” not “expensive.”

If your communications director is a professional, rethink the need for a marketing committee. Instead, you may need a group that is ready to help with an event, organize a “thank you rally” for donors, or do other hands-on activity.  Or you may find it beneficial to have a group of volunteers who can come together and serve as a focus group early in the design process. But, in any case, it is probably unlikely that you really need a standing marketing committee.

It would be great to hear from those who have found success with their marketing or communications committee.  Tell us what has worked for you!