Randy McCabe, MPower Open

A bad economy can be one of the best things to happen to a marketing professional.

That may seem paradoxical, but times of constraint -- when revenues fall or simply do not meet budgeted expenditures -- force hard decisions that do not even seem like options during periods of prosperity and largesse. As Samuel Johnson, the celebrated 18th century English author, once said, "There is nothing like the prospect of being hung in a fortnight to concentrate a man's mind."

There is a powerful opportunity here. With the limitation of lower revenues and the pressure to cut costs, this is an ideal time to innovate around your operations and systems costs while still funding programs and activities and, yes, increasing investment in donor development.