How to Make the Case for an Internal Communication Budget (Other Than Your Salary)
Lack of budget continues to be a problem for internal communication professionals. Gallagher’s State of the Sector 2024 report ranks it as the third highest barrier to success, a position unchanged from the 2023 report. Securing a budget that goes beyond your personal salary is achievable, but it takes time, patience, and proactive effort in building your case. I've had colleagues laugh in my face, saying, “Oh, you’ll never get any budget for your function.” Well, I proved them wrong—and you can too. Here’s my advice for getting the budget you need.
Start with a small, reasonable ask—If IC is a new function for your organization or you’re new to the role, it’s best to avoid making a big ask right away. While we’d all love to secure a $100,000 budget for an employee experience platform with all the bells and whistles, an initial ask like that often leads to immediate sticker shock. Instead, take an incremental approach. Start with a smaller request, like a Canva Pro subscription that costs under $200 per year. This can unlock new capabilities, such as quickly creating videos and infographics. Over time, you can gradually work up to larger asks.
Continue proving the value of IC—Before asking for budget increases for additional headcount or larger investments like that coveted employee experience platform, you must demonstrate your return on investment. Compile your key performance indicators to measure success. Conduct an internal effectiveness audit and reference the findings. Gather testimonials from internal advocates that highlight the impact you’re making within the organization. With all this data, you can build a compelling case showcasing your successes and how a budget increase will help you achieve even greater results.
Clearly explain the alternative—Outline the challenges you’re facing and how the budget will help resolve them. Use quantifiable data whenever possible to strengthen your case. For example, if the annual employee voice survey indicates that “70% of employees find it challenging to locate the information they need to perform daily tasks on the current intranet,” this opens the door to discussing the potential engagement of a contract user experience (UX) and user interface (UI) expert. By addressing these challenges with targeted investments, you could significantly improve overall efficiency and employee satisfaction. This will help decision-makers understand what's at stake if they don't approve your request.
Ideally, taking all of these actions will seal the deal for your requested budget. However, there’s always a chance that it won’t go your way. Be prepared for a ‘no’ to your proposal. If you do receive a ‘no,’ determine if it’s definitive or simply a ‘not yet.’ A ‘not yet’ leaves the door open, as it may be contingent on your organization’s financial performance over a particular period or how the budget season falls. If that’s the case, you can work with it. Make sure you establish a follow-up timeframe to revisit the discussion. Persistence can pay off. If it is a firm ‘no,’ check out my post on 10 no-cost actions to improve IC.
