The Nonprofit Sector’s Most Pressing Issues: The C-Level Exec’s Point of View, Part 3

Tandon added that he doesn’t like to set hard and fast dollar amounts for each channel and strategy, but prefers to keep testing, learning and adjusting communications based on what works. “It’s a constant process. You can’t afford to be left behind,” he said.

McGregor agreed: “Continue monitoring what’s going on, and continue educating the board. You shouldn’t wait until annual budgeting to change things. Invest in things that make sense for your organization.”