baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session Proposal

From Servant to Strategist: Reshaping Your Communications Team’s Role


Years of research into nonprofit marketing and communications team effectiveness shows that communications teams organized as either “integrated” or “centralized” teams outperform those who are structured as either “internal agencies” or “CEO led” teams. Integrated and Centralized Teams, while very different in how they operate, are both strategic by design. Internal Agency and CEO Led Teams, on the other hand, act as servants who take orders from others, whether those orders make sense or not. 

Strategic Teams beat out Servant Teams in overall effectiveness, marketing maturity, staff collaboration, confidence, and job satisfaction. But unfortunately, it’s a fairly even split between the two within the nonprofit sector. 

During this session, we’ll talk about how to make the switch boldly with management support or more subtly without it. We’ll share the data to make the case as well as real-world success stories and cautionary tales.


Learning Outcomes

  • Make the case for reshaping communications into a strategic rather than servant function
  • Understand how to be strategic and "of service" without functioning in servitude
  • Discuss practical steps to take back to work so you can begin transforming your comms teams

Target Audience

Marketing and communications staff and the managers who love them


ManagementOrg CultureStaffingTeam-Building