Marketing is Mission-Critical

Mar 27, 2025

A Messaging Guide + Checklist to Help You Communicate the Value of Marketing to Your Leadership Team

What to say to your board or leadership team when you need to communicate the value of marketing

Marketing isn’t a “nice-to-have.” It’s how your nonprofit stays visible, builds trust, and inspires giving. But when budgets get tight, it’s often the first thing questioned or cut.

This guide gives you the words—and the strategy—to make the case for marketing with confidence.

🗣 Part 1: Messaging Guide — What to Say to Your Board or Leadership Team

Use these five core talking points to advocate for marketing as a mission-critical investment—not just a communications expense.

🗣 TALKING POINT #1

“Marketing drives fundraising. It’s how we stay connected with our community—and why they choose to give.”
No one gives to a cause they’ve never heard of or haven’t heard from in a while. Marketing keeps your mission top-of-mind between campaigns and helps supporters understand why their gift matters.

🗣 TALKING POINT #2

“Visibility builds trust—and trust drives action.”
Donors, partners, and the public need to see and hear from you regularly to believe in your work. Even modest marketing efforts create consistent visibility, which builds trust, credibility, and long-term support.

🗣 TALKING POINT #3

“We can’t cut our way to growth.”
Scaling back marketing may feel like a quick fix—but it can create long-term setbacks. Without strategic communication, fundraising campaigns underperform, supporter engagement drops, and opportunities are missed.

🗣 TALKING POINT #4

“Marketing is more than promotion—it’s storytelling that inspires action.”
People give to people. Marketing gives you the tools to share stories that show impact, invite participation, and create emotional connection with your mission.

🗣 TALKING POINT #5

“We measure more than money—we measure momentum.”
Opens, clicks, shares, replies, and reach all matter. These metrics show that people are paying attention, feeling inspired, and are more likely to give when asked. Marketing creates that forward motion.

✅ Part 2: Quick Checklist — Are You Backing Your Case with Strategy?

Use this self-assessment to evaluate how well your organization is currently supporting its mission through marketing.

✔️ Are we consistently communicating with supporters?
Marketing keeps relationships warm and trust strong between fundraising campaigns.

✔️ Are we investing in visibility?
Even small efforts build awareness and momentum.

✔️ Are we tracking engagement—not just dollars?
Metrics like clicks, opens, and shares help forecast donor readiness.

✔️ Are our marketing efforts aligned with fundraising goals?
Your messaging should support every ask, not stand apart from it.

✔️ Are we telling stories that inspire action?
Don’t just report outcomes—show people how they can help create them.

💬 What to Say in the Room:

“Marketing isn’t a luxury—it’s a leadership tool. With the right strategy, even a small budget can grow trust, inspire action, and strengthen our fundraising.”

“Marketing is how we stay visible, build trust, and give our community a reason to keep showing up. Without it, our fundraising suffers. Our programs lose steam. And our supporters forget why we matter.”

✨ Bonus Strategy: