Never Stop Marketing: A Cautionary Tale for Businesses and Charities
Running a business or a charity is no small feat. When sales drop, or donations dwindle, the stress can feel suffocating. For small business owners, it’s the worry of being unable to pay staff. For charity CEOs, it’s the panic of falling fundraiser income when your cause depends on it. And here’s the kicker—it can happen to anyone. Big brands, small businesses, household-name charities—none are immune.
So, when someone came to me after losing over £5,000 a month without apparent reason, I could feel the weight of their frustration. Naturally, the finger-pointing had begun:
"The SEO guy didn’t do his job!" (wasn’t me)
"The social media team dropped the ball!" (wasn’t me either)
"It’s the cost of living crisis!" (Defo, not me)
You name it, it was blamed. But the truth was more complex.
At first glance, their website looked fine. It ranked well in search engines, and yes, the cost of living had slowed new sales. However, that alone didn’t explain the dramatic drop. Something didn’t add up, so I did what I love most: I dug into the data.
Website Data Doesn’t Lie
I started looking at their sales trends. What stood out were large, regular orders coming in from the same area, always using the same small discount code. These orders had been consistent—until they suddenly stopped. That’s when the real story unfolded.
It turned out these weren’t typical customers—they were resellers. The client had become reliant on these repeat bulk orders without realising it. When the resellers stopped buying, revenue plummeted. Why? Because they had started producing and selling the product themselves. Ouch.
The kicker? The client had grown comfortable. They’d slowed their marketing efforts because those sales felt so steady. But when those resellers disappeared, they had no new sales pipeline to soften the blow.
And that’s the lesson: when you don’t honestly know your data—where your revenue comes from, who your customers are, and what your risks look like—it can all come crashing down.
This Can Happen to Anyone
Before you think, “That would never happen to me,” take a moment to consider some well-known examples. Remember Woolworths? Once a staple on British high streets, they failed to adapt to changing consumer needs and the rise of e-commerce. Or Tie Rack, which relied too heavily on a dwindling niche without diversifying its strategy. And it’s not just businesses—charities face the same risks.
Take smaller organisations that rely heavily on in-person fundraising events. When the pandemic hit, they didn’t have a robust digital presence to fall back on. Some adapted quickly, but others struggled to keep up and sadly folded. Even larger charities have faced scrutiny for not modernising their operations or keeping donor engagement strong.
This isn’t about shaming anyone. It’s about showing that no one is too big, too established, or too experienced to falter. The good news? Preventing it isn’t as complicated as it might seem.
Lessons Learned: Know Your Business
This story might sound extreme, but it’s more common than you’d think. Here’s the big takeaway:
Never stop marketing. Even when things seem stable, don’t get complacent. Your business or charity’s future depends on consistently reaching customers or donors.
Always know your data. If you don’t understand where your revenue comes from, you’re leaving yourself vulnerable. Data isn’t just numbers; it’s the story of your organisation’s health. For example, are your sales heavily dependent on one type of customer? Or are donations coming from just one channel? These are red flags to address.
Diversify your streams. Relying too heavily on one source of income—a key client or a signature fundraiser—can be dangerous. Spread your efforts to build resilience.
Engage your audience consistently. Whether customers or donors, people need to feel connected to your mission. Regular, thoughtful engagement is the key to this. Don’t just wait for them to come to you.
Practical Tips for Understanding Your Data
Knowing your data doesn’t have to be overwhelming. Here are a few practical steps to get started:
Use Google Analytics. Check year-over-year performance. Are there particular months or holidays when you performed better last year? Could seasonal trends or bank holidays explain differences?
Review social media mentions. Did a popular influencer or a happy customer share your business last year? Even a single popular post can make a huge difference.
Log what works. Keep a simple record of campaigns, promotions, or events that succeeded (or flopped). Sometimes, just writing things down provides clarity.
Ask for feedback. Use surveys or quick polls to ask customers or donors why they’ve supported you and what they want to see next. They might reveal insights you’ve overlooked.
Track repeat customers or donors. Look for patterns. Are some groups returning regularly while others have dropped off? That could signal shifts in loyalty or interest.
Removing Stress Starts with Knowing
Stress often comes from the unknown. It’s easy to panic when guessing why sales or donations have dropped. But when you know your numbers—and stay proactive with marketing—you’re in control.
Whether you’re a small business owner worried about making payroll or a charity leader trying to keep your mission alive, the same principles apply. Don’t rely on what’s working now; always watch what’s next.
So, here’s the question: Do you know your data? If not, it’s time to find out. Your future—and your peace of mind—depends on it.
