You must proactively respond.
You must prove why it is needed.
Arm yourself with as many hard stats and success stories you can.
Show your case.
TRACK your plan and progress:
- Direct Marketing - response rate; dollars earned per dollar amount (ROI)
- Media Relations - Development of media relationships; coverage by media type (newspaper, magazine, web, broadcast); Actions that result (increase in donations, volunteers, new program participants
- Public Speaking - number of speaking engagements and presentations
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