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DRIVETIME MARKETING: How Do Just 4 NFTE DC Staffers Create Such a Huge Market Presence?

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Published on May 3, 2012

Here's a lesson for small- to medium-size organizations. NFTE DC is considered one of the leading business-related non-profits in the Washington, DC area. They have managed to break through the DC traffic jam of mission statements, value propositions and testimonials by having a clear message and a seemingly ubiquitous presence in the community.

To accomplish this, NFTE DC must've made a huge investment in marketing, right? The probably have a small army of development executives, communications experts, social media staffers and publicists, right?

Here's the amazing part: NFTE DC has four staffers.

Yes, they have highly visible volunteers and donors, but the organization manages to maintain a very strong community presence and "share of mind" by leveraging an asset that many organizations don't emphasize enough: their human presence, both in person and online. This tiny team, including Julie Kantor and Kate Palmer, is constantly out in the community, making contacts, reinforcing their story--and they use social media to further "nurture" their connections to augment their presence.

The lesson for all of us in sales, business development is: Don't wait for the next lead to come in or for a new campaign to provide you with "air cover." Make a commitment to being in perpetual motion to tell your story via every imaginable channel. Make a call, send an email, go to an event. Every individual should be a formidable marketing weapon, pressing the flesh and using online touchpoints to drive home the value proposition.

This isn't new news, of course. It's just another way of saying "get off your butt and make it happen." But it is certainly worth repeating based on the terrific success of NFTE DC--which not only has an inspirational core mission but whose commitment to continuous marketing should be an example for all of us.

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