One of the great truths of life is that successful people often do the exact opposite of their not-so-successful peers. All nonprofits and businesses go through various revenue cycles. Traditionally people spend a lot of money advertising in times of high economic growth. Conversely in times of poor economic growth, most organizations quickly cut their marketing dollars. People who take this approach are missing out on the chance to capitalize on the opportunities that even the worst economic situations provide. Why is this so? The answer is three-fold.