How nonprofits like yours can improve marketing and management without a major overhaul
By Lee Wochner
When we think about progress — especially in the nonprofit sector — we often imagine big shifts: a new program, a bold campaign, or a major investment in technology. But what if real, lasting improvement didn’t come from massive change, but from consistent, thoughtful refinements?
We’ve certainly seen that this past year.
While some of the nonprofits we work with have done some very big things recently, most of the momentum we’ve seen from the majority of our clients hasn’t come from dramatic reinvention. It’s the result of small, smart tweaks, refinements to what they do and how they do it.
Marketing: small changes, big visibility
One of the clearest examples is in their marketing and their messaging. Making it clear how to act, and why, and then being consistent — creating a schedule and sticking with it — manifests results.
Being consistent with social media posting, with blog posts, with emails, with your overall program, leads to results.
One of those results is donations. Tell people what you do and why it’s important, and ask them to support it. Even small regular asks add up.
Budgeting: trim the fat, boost the impact
If your revenue stays consistent and you cut unnecessary expenses, you’ve earned 100% of those dollars.
Even small trims here and there add up.
These aren’t flashy budget cuts; they’re mindful reductions that free up resources without sacrificing on your mission. It’s getting leaner, not smaller.
Fun exercise:
Can you cut 5% in expenses without sacrificing anything in income? If you can, and you’re a nonprofit with $200,000 in annual revenue, you just “found” $10,000. And that’s $10,000 that you might be able to invest in more staff support or in a fundraising campaign that returns $50,000.
Earned income adjustments: the 5% rule
Looking at the other end of the budget, do you have earned income?
Ticket sales, training or tuition fees, merchandise, facility rental income… the list of opportunities goes on. You might consider raising the price on earned-income items by 5%.
Even a 5% increase, strategically applied, can make a meaningful difference, and help sustain your work without overwhelming our supporters.
Learning from systems: a lesson from Duolingo
Oddly enough, my own experience learning French on Duolingo helped crystallize this mindset.
I don’t spend hours a day studying. I carve out five or ten minutes here and there, including first thing in the morning and last thing at night. And because of how the app is structured — with boosts, reminders, and small rewards — I’ve stuck with it for a year now, and counting. The system encourages small, regular wins that build into something bigger. Et voilà!
That same logic can apply to your nonprofit’s internal systems.
You don’t need a revolutionary new strategy every quarter. What you do need is a system that encourages consistency, nudges, and action — building momentum.
The big new thing? Yes, but only one
Now, let’s be clear: sometimes you do need something new. But while that big initiative unfolds, the rest of the organization can — and should — keep moving forward through continuous, manageable improvements.
Making the journey more enjoyable (and profitable)
Improvement doesn’t have to feel like a grind. The process becomes more energizing when you’re focused on fixing leaks, not overhauling the entire ship. And yes, even small organizations can feel like battleships when you try to make a sudden turn.
Small refinements are more agile and can be more effective.
Takeaways for nonprofits
- Look for small wins: A slightly better email subject line, a simpler donation form, a clearer board report. These add up.
- Systematize consistency: Create systems that reward regular action. Make it easy to succeed every day.
- Budget smarter: Small cuts and re-allocations can create real breathing room.
- Refine before reinventing: Stick with your strategy and improve it before throwing it out.
- Invest wisely in one big thing: Focus your energy on proving out your major initiative while keeping the rest of your organization humming.
You don’t need to change everything. You just need to change enough, consistently.
Want help identifying small refinements in your nonprofit? Let’s talk.
Lee Wochner is CEO and creative strategist at Counterintuity. With over 25 years of experience helping nonprofits, government agencies, and businesses grow through strategic consulting, he’s known for turning big challenges into clear, practical steps forward. Lee holds degrees from Stockton University and USC, where he also taught graduate writing for a decade.