The term "use it or lose it" represents a golden revenue opportunity for marketers who target institutions. While business managers are often rewarded for generating a profit, institutional managers need to spend every penny they're given. The current economic conditions have caused everyone, including institutions, to conserve dollars and adopt a "wait and see" attitude toward spending. Unlike you and I, institutions are required to spend their allotted budget prior to the end of the fiscal year or they risk not receiving the same amount of funding in the following year. The three months prior to a fiscal year end are a great time for marketers to profit from clean-up spending as institutional departments empty their coffers.

"Use or lose it" has taken center stage recently as President-elect Obama discussed an economic stimulus package. It is his goal to distribute funding to institutions and he has stated that he expects them to spend that funding quickly. Pennsylvania Governor Ed Rendell, Chairman of the National Governors Association, endorsed the President-elect's approach. He said, "States and cities have billions of dollars in projects ready to go, but the best way to guarantee work starts and jobs are created right away is to hold our feet to the fire. Use it or lose it will do just that."

Boost your revenue by being proactive. Make sure your offers are in front of decision makers prior to the critical clean-up spending months.