Why "Random Acts of Marketing" Won't Work

If your communications plan lives mostly in your head…you’re not alone.

You know you need to get the word out: about your mission, your people, your needs.

But where do you even start? 

What do you say?

To whom?

When? 

And how? 

An email? A social post? A mailing? A radio spot? All of the above? 

It’s tempting to just dive in and start trying things. 

But we're here to tell you these “random acts of marketing” rarely get you where you want to go.

Why is that anyway?

They can feel confusing to your audience. Scattered messages make it harder for people to understand what you’re asking and why it matters.

They can also unintentionally chip away at trust. If something starts and then disappears, people notice. Consistency signals steadiness.

And they’re hard to sustain. Without a clear plan, it’s easy to find yourself scrambling –– or stopping altogether –– because there just isn’t the time or capacity to keep it going.

What does work?

Consistent, thoughtful communication that reflects your mission and helps people understand both your work and your ask. 

That starts with a little preparation.

Thinking of it like painting a room. The finished product might look effortless, but it only works because of what happened beforehand: the scraping, patching, sanding, and taping. 

Communications are no different. Before you start drafting emails or posting on social media, it helps to take a step back and make a plan. 

Ground your work in your mission.

Come back to why your organization exists. What do you do? Who do you serve? What change are you working toward?

If your mission statement feels long or hard to use, try breaking it into a few simple points you can keep at the center of everything you share.

Get clear on your goals.

What are you working toward right now? Think about your short-term priorities and your long-term direction. If you have a strategic plan, this is a great time to revisit it. If not, even a simple conversation about your overall priorities can go a long way.

Be honest about your capacity.

What time, budget, and skills do you realistically have available? Just because something could be done doesn’t mean it should be done. Starting small and doing a handful of things well is far more effective than trying to do everything poorly at once. 

Build a simple communications calendar.

This doesn’t have to be complicated. Try a spreadsheet, your favorite calendar app, or even a piece of paper just to get you started. The goal is to see the full picture.

Start by mapping out what you already know: fundraisers, community outreach events, appeals, reports, busy seasons, and even major holidays, staff travel, and board meetings.

Then layer in your communications, like newsletters, program updates, social posts, and campaigns. Give each item an owner. Notice where your calendar feels too full or too empty and adjust timing as needed.

When you can see it all in one place, it becomes much easier to make thoughtful decisions.

One last thing before you go.

This might still feel like a lot, given everything that’s on your plate. You’re not striving for perfection, just a place to start.

If having a partner to help you step back, get organized, and move forward with intention would make the difference, we’d be delighted to talk.