- Tue, November 16 2010
- Filed under: Marketing essentials
In our sector, there are never enough resources to do all we want. Time is short. Nonprofit marketing budgets are tiny. Staff are scarce.
And a shortage of means is not just true in the social sector. It is true everywhere: it’s never, ever possible to say yes to everything. In a world where most everything is limited, we all have to say no sometimes.
What’s the point?
If someone says, “I can’t do that without more resources,” or “I don’t have enough time to do that,” or “We are insufficiently staffed to accomplish that,” read between the lines. They probably CAN do at least a little of what you are asking, if they said no to other things. “I don’t have the resources” most often means “you are not my priority.” “I don’t have the time” means “I choose to spend my time on other things.”
If you are not the priority, more resources or more time don’t necessarily solve the problem of securing committment from someone else. Focus less on what you hear about scant resources and more on what’s being said: you’ve made an insufficient case that you belong at the top of the list. You have a problem of persuasion. The answer? Prove you deserve the scarce yes rather than the common no.