Fire Your Marketing Department

That kind of solipsistic nonsense doesn’t last long in an environment of accountability for measurable, real-world, monetary outcomes.

2. Organizational silos are destructive.
About now, you might be thinking, “This Brooks character believes the entire discipline of marketing is just bogus.”

No, I don’t believe that. I know from experience that marketing is a very good thing — when it’s integrated with fundraising. Fundraising in a vacuum is almost as harmful as marketing in a vacuum. If you rigorously follow direct-marketing testing results with no reference to branding disciplines, your organization eventually will become completely indistinct. It will become a shadow or reflection of your target donors.