Deck 16: Establishing Budgets and Finding Funding

Question 1

Describe the Affordable Method approach for establishing a budget.

Answer 1

Budget based on what organization has available or what spent in prior years

Question 2

For Cash Grants and Contributions, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, "What's In It for Them?"

Answer 2

Sponsor mentions in communications; Building traffic at retail locations and Internet sites; Visibility with key constituents, including potential customers

Question 3

For Use of Distribution Channels, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, "What's In It for Them?"

Answer 3

Building traffic; Increased sales

Question 4

For In-Kind Contributions, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, "What's In It for Them?"

Question 5

Assume you have a budget of $100,000 to influence youth in a community not to text and drive and that your goal is to influence an incremental 500 youth not to text and drive. What is the cost per behavior change? When justifying this expenditure, what would you compare that cost to?

Question 6

Describe the Cost per Sale approach for establishing a budget.

Question 7

Why did you select the one you selected in Q.16?

Question 8

For each of the following funding sources, provide an example of a social marketing campaign that was funded by that organization type, or you think could be funded by that organization type. It can be from an example in the text, one you know about, or one you think would be a good possibility. Government Grant, Nonprofit Organization/Foundation, Ad Agency or Media Partner, Coalition, Corporation.

Question 9

For Cause-Related Marketing Campaigns, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, "What's In It for Them?"

Question 10

Describe the Competitive-Parity Method approach for establishing a budget.

Question 11

Describe the Objective-and-Task Method approach for establishing a budget.