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How to Effectively Engage Fathers: The 3rd Competency

Posted by Christopher A. Brown

Is marketing the same thing as outreach? Is marketing the same thing as promotion? Is marketing the same thing as sales? How should an organization market a program or service differently to fathers compared to mothers? Those are tough questions to answer, which is why understanding how to think like a marketer is so vital to effectively engaging fathers.


This post is the third in a weekly series in which I highlight the five core competencies you need to effectively engage fathers, and how you can develop each competency with NFI’s Father Engagement CertificateTM (FEC), an affordable on demand training that will help you develop those competencies.

Click here to read the post on the 1st competency: How to Create a Father-Friendly Organization, and here to read last week’s post on the 2nd competency: How to Design a Best Practice Fatherhood Program.

Thinking Like a Marketer 

Recruitment and retention are the bane of many practitioners’ existence. I can’t tell you how many folks have approached me over the years with tales of woe when it comes to recruiting fathers to enroll in a program and to maintain their participation after enrollment. 

Unfortunately, successful recruitment and retention are not simply a matter of cutting and pasting tactics that have worked for other programs. While you can certainly borrow some tactics that might work in your situation, every program must learn on its own what works to effectively recruit fathers and maintain their participation. What will work for your program will likely be a combination of what has worked elsewhere and what’s unique for your fathers in your setting. You also have to understand the difference between how to get fathers to enroll in a program and how to get them to stay after enrollment.

For those reasons and others, learning how to think like a marketer is the third competency to effectively engaging fathers. Marketing a fatherhood program involves:

  • Learning how to think logically and creatively.
  • Learning key behavior-change theories and their role in motivating fathers.
  • Learning how the “marketing mix” impacts the design of a marketing campaign.
  • Understanding the role today’s technology plays in reaching and keeping fathers engaged.
  • Understanding that the whole is greater than the sum of the parts.
  • Understanding that marketing requires time and patience to do correctly.

That’s why Session 3 of the Father Engagement Certificate helps you learn How to Think Like a Marketer When Marketing a Fatherhood Program. It covers important behavior-change theories and how they contribute to marketing a fatherhood program, the role of the marketing mix in marketing a fatherhood program (the 7Ps of marketing a fatherhood program), and the role of technology in promoting a fatherhood program.

Click Here to Start Your Father Engagement Training


Don’t delay. Click here to start the process of earning your Father Engagement Certificate

Do you know how to think like a marketer?

How easy or difficult is it for your program to recruit fathers and maintain their participation?



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