How to Build Momentum When You Don't Have a Budget

Okay. So you have no office. You have no staff. You're not spending any money on paid ads. You certainly don't have branded water bottles. Just a few committed people with a big idea, and no money to get there.

You're not alone.

Underfunded efforts in Kansas are nothing new. It doesn't mean that you can't make a big difference. I thought I'd target this post for all the scrappy, early-stage campaigns and community coalitions who are trying to build momentum before the money shows up.

01Lead with Story, Not Materials

You can burn a lot of time if you're waiting for the perfect logo, or a printed brochure to move people. Get your story down first. Determine your voice and make your message resonate.

• Boil your "why" down to only a few sentences
• Share real examples from your community
• Practice your story consistently (online, with friends, current clients)

It sounds corny, but trust shines a lot brighter in your story than it does on your fancy business card.

02Turn Relationships Into Reach

If you don't have a budget, you really need people. This might mean making personal asks. Big endorsements are great, but sometimes small favors can be just as much. Cherish your relationships and treat your supporters as if they are your partners.

There is capital in relationships. That's the strength of coalitions and why we are big proponents of them. Start with people who trust you. Then find out who trusts them. Look for circles you haven't tapped yet.

What I'm trying to say is that zero dollars doesn't mean zero influence.

03Start with Volunteers You Can Actually Support

Volunteers are awesome. If you're putting out a call for volunteers, watch out for one big mistake: when you ask for them, be ready to lead them.

Before you start recruiting, be sure you have a clear way to get them involved. Make sure they feel like they matter.

I mean really, 3 people doing the right thing is better than having 50 who aren't sure why they're there.

04Focus on Trust Over Polish

It's no secret that I'm very opinionated when it comes to design and branding, so this one was tougher for me to learn: don't worry about being "slick" as much as you should worry about being "real."

I've seen hand-drawn flyers outperform glossy mailers simply because they felt more human.

So if you can't do a professionally shot video, coordinated merch (one of my favs), or a perfectly branded social media, don't sweat it.

• Respond to comments and questions
• Use plain language
• Keep a consistent presence

People forgive scrappy. They don't forgive flaky.

05Use the Tools You Already Have

You might not need a full-blown custom website just yet. Look around for tools you already have.

• Set up a Facebook page (especially for rural reach)
• Use the tools on Google to share docs and stay organized
• Mailchimp has a free tier for email
• You can use Canva for quick graphics

…all for free. Then let's talk about building out something to scale when the time comes. My point is that you don't need it all on day one.