Fundraising: creating revenue to 'rev up' new programs by Rita Lopienski, MA, CAC

Cutbacks, cutbacks, cutbacks! “Due to the economy.” We hear these words daily, and how we hate them. Unfortunately, for too many of us, this past year has included budgetary cutbacks in activity and fitness programming, and even marketing. Yet, isn’t it the activities and events that we create for our older adults that are used most successfully to market our businesses? Isn’t marketing critical to communicate our programs and services to the public? It’s a Catch-22 that is hard to resolve.