Easier Said Than Done: Choose Your Budget-Cut Battles Wisely

Think of it this way: Would you rather move 100 people 10 percent of the way toward giving or move 10 people 100 percent of the way toward giving?

In the first scenario — which is a branding or awareness campaign — your revenue is zero, no matter how much you spent. In the second scenario — a classic direct-response fundraising campaign — you end up with revenue. The only question is whether it came at an acceptable cost.

In flush, easy, noncutting times, you might be able to spend money on speculative ventures like branding and awareness and be OK with the nonmeasurable benefits that could come as a result.

But not these days. So hand it over to the knifers. You’ll make almost everyone happy.

Bonus recession-time savings
Slicing away programs isn’t the only thing you can offer the knife boys. During a recession some significant savings are possible — savings you can’t make at other times.

Most printers, broadcast media and print advertising outlets are suffering serious losses to their businesses right now. There are deals to be made — if you’re willing to look for them. Don’t be evil. But negotiate. The savings can be significant. FS

Jeff Brooks is creative director at Merkle and keeper of the Donor Power Blog. Reach him at jbrooks@merkleinc.com