Marketing can’t carry all the weight of a goal

Funders and donors can get excited about a new TV spot and a media buy that will result in high viewership numbers. When viewers don’t heed the spot’s CTA, however, these same supporters are quick to say the organization wasted their money on marketing. They fail to recognize that the spots weren’t reinforced by other marketing elements of social media, earned media coverage, website prominence, etc. Marketing doesn’t exist in a vacuum; it supports an overarching goal that should be supported by other actions.

Read: Marketing and communications can’t create impact alone