Easier Said Than Done: Face Hard Times Without Fear

Think of it this way: If the economy turns around tomorrow, an organization that’s been cutting acquisition will stay in its own recession for two or even three more years.

If you have to make cuts, look first at marketing activities that produce no measurable returns.

Even in flush times, the rationale for spending nonprofit marketing dollars on “awareness” and similar hard-to-measure activities is pretty shaky. Establishing causality between “awareness” and revenue requires a good dose of marketing snake oil. When money is tight, justification for that spending goes from uncertain to untenable.