Easier Said Than Done: Choose Your Budget-Cut Battles Wisely
Offer up your advertising and branding initiatives as a sacrifice, but fight to the death for your donor-acquisition efforts.
Some brand advocates will tell you their work is measurable. They’ll cite a metric like “unaided recall” — meaning that when surveyed, more people mention your organization’s name than did before — or “aided recall,” where people claim to have heard your name when they hear it.
Pardon me, but do you mind if I roll my eyes? Measuring “recall” and things like it is almost completely bogus.
- Companies:
- Donor Power Blog
- Merkle
- People:
- Jeff Brooks
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