Making the Case for Your FY26 Budget
How to Align Your Budget Request with Institutional Priorities
Higher ed professionals know that budget season can make or break a year. For marketing and enrollment teams, securing the right resources now will determine next year’s success. With institutions navigating financial constraints, shifting political pressures, and the ongoing enrollment crisis, now is the time to advocate for a budget that fuels strategic growth - not just survival.
So, how can you make a compelling case for your FY26 budget?
Here are the key takeaways from my recent discussion on Higher Ed Pulse:
1. Fight for Your Seat at the Table
If you’re not actively involved in your institution’s budgeting process, you’re playing catch-up. Too often, CFOs and leadership teams finalize budgets without significant input from marketing leaders. The best way to avoid being sidelined? Raise your hand and get involved early. Ask to be part of budget discussions and offer data-driven insights to shape strategic allocations.
2. Bring Growth Scenarios Forward
Don’t just ask for a bigger budget - demonstrate what the investment will yield. Present multiple scenarios:
What would happen if your marketing budget was flat?
What would an incremental $1M investment drive in enrollment growth?
What would be the impact of shifting spend from traditional strategies to invest in new/alternative opportunities?
When you connect budget requests to clear revenue-driving outcomes, leadership is more likely to listen.
3. Position Marketing as an Investment, Not an Expense
Marketing isn’t just about brand awareness - it’s a revenue driver. In times of financial uncertainty, institutions that cut marketing spend often suffer significant enrollment declines. Use historical data, highlight pilot project successes, and enrollment projections to show that strategic investment in marketing delivers tangible ROI.
4. Leverage Institutional Priorities
Budgets are often tied to institutional goals. Is your university prioritizing online enrollment growth? Expanding partnerships? Improving student retention? Frame your budget proposal around these objectives. Aligning marketing initiatives with high-level priorities ensures your funding request is seen as essential, not optional.
5. Optimize Existing Resources
If budget growth isn’t in the cards, advocate for greater flexibility. Many institutions impose budget freezes but allow reallocations within existing budget lines. Ask your CFO whether you can reallocate funds across personnel, media, and tech investments to maximize impact. Similarly, keep track of churn - unspent personnel budget from vacant positions - and repurpose it strategically.
6. Know the Political & Economic Landscape
This year’s budget season isn’t business as usual. From changes in NIH research funding to state funding shifts, institutions are facing external pressures. Understanding these macro forces allows you to make more informed, proactive budget recommendations.
Now is the Time to Act
Your FY26 budget isn’t finalized yet - meaning you still have time to shape it. By advocating early, bringing forward strategic growth plans, and positioning marketing as a revenue-generating function, you can ensure your institution is investing in the future, not just reacting to the present.
The most successful leaders don’t wait to be invited to the budget conversation. They step up, provide data-driven insights, and drive strategic financial decisions that support institutional growth. Now is your moment - don’t let it pass you by.
Let’s get to work.
— Seth
About The Author
Seth is the founder and CEO of Kanahoma, a San Diego-based performance marketing agency on a mission to build a better agency for organizations building a better world.
You can learn more about who we are and what we do at www.Kanahoma.com.