How a smart, focused media plan for non-profits, schools, and businesses can maximize results.
At TWIST, we know that brand strategy and creative are only half of the equation. To truly amplify results, organizations need media plan strategies that are smart, efficient, and built to stretch every dollar. That’s why we partner with Cristine Torek, President of CMT, whose three decades of experience in media planning and buying have helped hundreds of schools, non-profits, and businesses succeed on budgets big and small.
We sat down with Cristine to talk about what really works when resources are limited and impact is essential.
What Smaller Media Plan Budgets Can Accomplish
TWIST: Many assume media buying only makes sense with very large budgets. What’s possible with a $50K–$150K media plan?
Cristine: Lots! Whether you’re a nonprofit looking to boost donor engagement, a private school increasing enrollment, or a regional business trying to grow sales, the principle is the same: frequency matters more than sheer size of spend. With a clear geographic focus, we can deliver enough repeated impressions to make your message stick and drive action.
TWIST: What mistakes do you see smaller organizations make most often?
Cristine: The biggest mistake is spreading the media plan budget too thin. When an organization tries to be everywhere at once, the frequency of messaging disappears and no audience sees the message often enough to remember it. I always recommend narrowing the mix to two or three tactics that truly match audience behavior. That’s how you get impact with limited dollars.
“Frequency matters more than budget. With focus, even smaller campaigns can deliver big results.”
Cristine Torek, President, CMT Consulting (TWIST Media Partner)
Measuring Media Plan ROI Beyond Clicks
TWIST: How do you measure ROI of your media plan when the goal isn’t just clicks or web traffic?
Cristine: ROI has to be tied to the outcome that matters most to the organization. For a nonprofit, that may be new donors, repeat donors, or increased attendance at fundraising events. For a business, it could be sales growth or a stronger pipeline of qualified leads. For a school, it’s enrollment — we always say “butts in seats.”
We measure by aligning every tactic to those goals and then optimizing constantly. But expectations are important. I’ve been in this business for 30 years, and the reality is that many organizations give up too soon. A target audience usually has to see a message at least six times before taking action. Six months is the minimum before results start to show, and the real payoff often comes 12 to 18 months in.
CMT Consulting
The Role of Social Media in your Media Plan
TWIST: Social media seems to dominate conversations. What’s the right balance between paid and organic?
Cristine: Organic is great, but reach is limited and algorithms make it harder every year. Paid ensures your message gets in front of the right people with the right frequency. The balance depends entirely on your audience. Teens may be on Snapchat or TikTok. Parents are still heavy users of Instagram and Facebook. Donors and professionals tend to be on LinkedIn. The key is to invest where your decision-makers actually are — not just where the buzz is.
Websites as the Hub
TWIST: How important is the website in all this?
Cristine: It’s absolutely critical. We can drive all the traffic in the world, but if the website doesn’t convert, the campaign fails. For nonprofits, that means donation pages have to feel credible and make giving simple. For schools, admissions pages need to be easy to navigate. For businesses, the path to inquiry or purchase can’t have unnecessary hurdles.
My rule of thumb is simple: keep forms short — no more than three fields. Make sure the site clearly explains why you’re different. And keep the design clean and user-friendly. A good site multiplies the value of paid campaigns.
Messaging and Creative
TWIST: Where does messaging fit into media plan strategy?
Cristine: Messaging is everything. I can find your audience and deliver your ads, but if the message doesn’t resonate, it’s wasted. That’s why working with TWIST on creative and brand development is such a strength for our shared clients. Their messaging platforms are uniquely strong and successful because they cut through the clutter and connect emotionally.
When the creative is powerful, campaigns perform better and every dollar goes further. Strong messaging and design don’t just make ads look good — they provide measurable bang for the buck by improving conversion, engagement, and long-term brand credibility.
Misconceptions & Watch-Outs
TWIST: What misconceptions do smaller organizations have about paid media?
Cristine: The biggest misconception is that it’s too expensive. That’s just not true. You don’t need a national budget to make a local impact. What you need is focus — a clearly defined geographic footprint and realistic expectations.
Another big watch-out: working directly with local media vendors like TV and radio stations. Their job is to sell you ad inventory, not to develop a holistic strategy. Their incentives are commission-based, not results-based. I always tell clients to ask potential partners for case studies. Look for evidence that they’ve delivered success for organizations like yours.
Partnership That Works
TWIST: Finally, what makes our partnership with CMT unique?
Cristine: When you hire TWIST and CMT together, you’re getting two best-in-class partners who specialize in their craft. TWIST builds the brand platform, the creative, and the messaging — and my team makes sure the media plan delivers those messages efficiently and effectively. It’s the combination of art and science.
Unlike large agencies, we’re agile, collaborative, and cost-efficient. There’s no unnecessary overhead. We genuinely care about our clients and treat their budgets as if they were our own.
TWIST: If an organization leader is still skeptical, what would you want them to understand?
Cristine: Awareness is the foundation. If your audience has never heard of you, they’re unlikely to consider you — whether you’re a school, a nonprofit, or a business. The only way to build true awareness at scale is through a paid strategy. It’s not optional anymore.
“Many organizations give up too soon. Consistency pays off.”
Cristine Torek, President, CMT Consulting (TWIST Media Partner)
At TWIST, our mission is to help purpose-driven organizations amplify good. Partnering with Cristine and her team at CMT allows us to connect powerful brand storytelling with precise media plan strategies — so that schools, non-profits, and businesses can see measurable growth, even on focused budgets.
Ready to explore what a smarter media plan could do for your organization? Contact TWIST to start the conversation.
About the Author
Michael E. Ozan, Co-Founder & CEO, is a strategist and brand builder trusted by purpose-driven CEOs and boards. For over 25 years he’s delivered market guidance and campaigns that align teams, sharpen spend, and produce measurable, defensible outcomes.
