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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 16:
Establishing Budgets and Finding Funding
Chapter Summary
Preliminary budgets are best determined by using the objective-and-task
method, in which budgets are established by (a) reviewing speci&c objectives,
(b) identifying the tasks that must be performed to achieve these objectives,
and (c) estimating the costs associated with performing these tasks. These
costs will include those related to developing and implementing elements of
the marketing mix, as well as funds needed to support the evaluation and
monitoring plan. And to justify them, you are encouraged to quantify the
intended outcomes you are targeting for these outputs to produce, and
ideally the return on investment.
When preliminary budgets exceed current funding, several major sources for
additional funds are identi&ed: government grants and appropriations, non-
pro&t organizations and foundations, advertising and media partners,
coalitions and other partnerships, and corporations. You are also encouraged
to consider more than cash grants and contributions from corporations, with
cause-related marketing initiatives, in-kind contributions, and the use of their
distribution channels being excellent opportunities as well.
If proposed budgets exceed funding sources even after exploring additional
sources, you can consider creating campaign phases, strategically reducing
costs, and/or adjusting the campaign goals you established in Step 4.
