I’ve been working with organizations—political, civic, religious, and business—since my days at Stony Brook, back when I was involved with student political groups and the school paper. I’ve written ad copy, designed flyers, and helped companies craft their messaging. And while advertising has its place, let me say this loud and clear: advertising is not a cure-all.
Too many organizations think that a slick ad campaign or a boosted social media post is the key to growth. But if your business is struggling or your group can’t keep members engaged, chances are the real issue isn’t visibility—it’s culture.
You can’t fix poor customer service with Google ads. You can’t fix an unwelcoming civic group by running a promo in the local paper. If you’re running your organization like a private club instead of an inclusive community, new members will come once—and never return.
The same goes for retirement plan providers. If you’re not growing, you need to look inward. Is your pricing competitive? Are your services aligned with what plan sponsors want? Do you build real relationships or just chase transactions?
Advertising might get people in the door, but it won’t keep them there. Fix the culture first, then advertise. Not the other way around.
