Research has become a highly valued activity for nurses. Students at the undergraduate and graduate levels are experiencing more and more research in their programs. As part of the faculty role in higher education, promotion and tenure are tied to the scholarship of research. Yet many schools of nursing do not have a well-developed capacity of nursing faculty members who have the knowledge and skills to competently engage in a research program of their own or to guide and inspire students to pursue a research career. This paper is an attempt to challenge administrators to more aggressively promote research, and faculty and students to think more intensively about the scholarship of research. The challenges of developing a program of research for promoting faculty and students' research are discussed. Strategies for promoting faculty research and advice for beginning researchers are included.