That chart she’s standing in front of is her “1, 2, 3 Marketing Tree” (pdf). You should fill this out before you even think about hiring someone to work on your tech or communications.

There are many resources for small businesses to build a business plan, and nonprofits should take advantage of them. It’s especially important for nonprofits going through Founder’s Syndrome. It takes a lot of time to define your organization on such a granular basis, but it makes the services that Erica and I provide much more valuable to your organization. If you don’t have a goal, we can’t build a strategy.