Our team experienced a similar situation with our nontechnical/business team, and I’ll share our experience overcoming it.
Our team isn’t very large (20-30ish members). In the past, we’ve only had a few students each year who focused on doing nontechnical work. These students tended to have joined robotics because their friends or family were in it, rather than being interested in robotics to begin with*. This was also coupled with these students working in a computer lab with the programmers that was far away from the shop and practice field. This meant that most of the technical members rarely saw these students, and I believe it resulted in a disconnect and lack of respect for the nontechnical students.
These past two years have seen quite a bit of improvement. We have had a parent that understands how to run a business step up and mentor the nontechnical side, which made the business team feel and be seen as a legitimate part of the team. We also got access to a computer lab that is very near to our build space, and we start all of our meetings there. This means that the technical and nontechnical team members interact with each other more and build better chemistry.
We’ve also started celebrating the business team. When a group of students gives a presentation to a local business, they get to tell the team how it went. They get to announce that the business decided to sponsor the team. If a student or two sets up a fundraiser for tools or parts, the entire team knows that they are the ones responsible for it. A great example of this was when a couple of students set up a Donors’ Choose for NEOs and Spark MAXs (something that the team couldn’t afford on our own). At our competition, we failed inspection because the backend of a CIM motor was barely outside the frame. We were able to replace it with a NEO that we had thanks to those students and were able to compete with our climbing mechanism still functional. Those students had saved the day and were recognized for it.
TLDR: To improve team culture, increase interaction between technical and nontechnical students, and celebrate the nontechnical students for all they do for the team. Legitimize the nontechnical students and the role they play on the team.
*They of course fell in love with it as we all did.