Fire Your Marketing Department

3. Everyone should be responsible for marketing.

The very existence of a marketing department seems to let everyone else off the hook. They accurately can say about marketing, “That’s not my department.”

Trouble is, marketing is too important to leave up to marketers alone. If marketing isn’t built into your entire organization from top to bottom and side to side, you’re lost. No nonprofit exists in a bubble, following its dreams with no connection to the rest of the world. They all depend on mobilizing outsiders.