Marketing is not something you do once, or every so often, or only when you have a big event coming up.

It's something you do all the time. And you budget for it.

Your market changes daily. Lots of potential members and customers didn't receive the direct mail piece, the eblast, or the Tweet that you sent about the annual conference, open house, or legislative fly-in.

They missed the "big announcement" about your plans.

So, market all the time. And always stay in touch with your audiences.