8 Ways to Navigate Uncertainty, Build Resilience & Get Creative

Everyone we talk to in the education space — from educators and policymakers to education business leaders — is feeling uncertain and unsettled. Much like during the COVID-19 pandemic, today’s education landscape is presenting new challenges, including unclear priorities and unpredictable funding streams.

But just as we did during COVID, we must rally together to support the educators who are on the frontlines with students and navigating shifting policies, potential budget cuts, and a lot of unknowns.

As a marketing firm that works closely with education businesses, we understand the challenges and pressure you’re facing in this new era for education. We want to take a moment to let you know that we see you, we appreciate you, and we are here to support you.

Below are some practical strategies to help guide you through these turbulent times. These suggestions aren’t one-size-fits-all or quick fix solutions, but they can serve as starting points as you continue your organization’s work to make a positive impact in the lives of students and teachers.

We hope these insights and actions can help you stay proactive and build resilience as we work together to support the education community — and use this moment to innovate and drive change.

1. Diversify Revenue Streams

With vague budget language and the risk of federal cuts, companies relying on specific grant streams—like SEED, Title II, or higher ed aid programs—are especially vulnerable. To stay resilient, vendors should diversify funding sources and align offerings to broader institutional priorities.

• State and local contracts: These are more likely to remain more stable than federal funding sources. Some states are revising how they are allocating their education funds.
• Private foundations and nonprofits: Many are stepping up support as federal aid becomes less certain.
• New audiences: Expanding into adjacent markets or adapting your offerings to serve a broader range of education stakeholders can create new revenue opportunities and reduce reliance on a single funding source.

📌 Marketing Insight: Consider modest investments in segmentation and messaging work to target new verticals or geographies. A more precise, data-informed go-to-market strategy can unlock overlooked audiences without overspending.

2. Support and Grow Your Existing Clients

Your current clients are not just accounts — they’re advocates, collaborators, and one of your greatest assets. Strengthen those relationships by delivering exceptional support and showing flexibility. If appropriate, modify contracts or service agreements to help clients succeed under new budget constraints. These trusted relationships can deepen loyalty and also open the door to referrals and new business.

• Reinforce your value with proactive support, regular check-ins, and tailored solutions.
• Use account conversations to identify opportunities to expand or adapt your services.
• If appropriate, ask happy clients for introductions to peers or referrals to other departments or institutions.

📌 Retention Insight: Loyal clients can amplify your reach. Case studies, testimonials, and referrals can drive growth more efficiently than cold outreach.

3. Strengthen Ties with State and Local Leaders

With increased discretion in how federal dollars are spent, state and local relationships matter more than ever. These connections can:

• Provide early visibility into district needs.
• Help shape how flexible funds are spent.
• Position your solutions as essential, not optional.

📌Relationship Tip: Invest time in authentic, two-way conversations with district and state agency leaders — not just sales outreach. Host listening sessions, participate in local education events, and collaborate on thought leadership to deepen trust, build your understanding of local priorities and needs, and keep your brand top of mind.

4. Keep a Pulse on Policy

Staying informed is critical. Vendors who track federal and state developments — and respond quickly — are better positioned to adapt as priorities shift. To stay ahead:

• Subscribe to reliable education policy updates and budget alerts (i.e. Education Commission of the States (ECS) and Association of Governing Boards of Universities and Colleges (AGB).
• Align your offerings with stable, high-priority funding streams.
• Vendors serving higher ed should demonstrate clear value in areas like student retention, enrollment support, and workforce alignment—especially in community colleges and regional public universities.
• Develop messaging and sales tools that address the current needs and constraints of K–12 districts and/or higher education institutions.

📌 Pro Tip: Time your campaigns to align with state legislative sessions and district budgeting cycles. Create resources that help education leaders advocate for your solution using flexible or alternative funding sources. Our friends with K20 Connect are an excellent resource for legislative tracking, policy analysis, and lobbying.

5. Prepare for Delays and Gaps

Federal disbursements may be delayed or disrupted — especially for programs not explicitly outlined in the current federal continuing resolution for the FY25 budget (e.g. Title II, charter school grants). To stay resilient:

• Build cash flow buffers to manage uncertainty.
• Offer phased implementation plans to help districts move forward despite possible delays in funding.
• Create tiered marketing strategies for different funding scenarios (e.g., full funding, delayed payments, reduced allocations).
• Extend flexible contract terms or payment options where feasible.

📌 Communication Tip: Keep open communication with clients. Help them plan for contingencies by offering guidance and support as timelines shift.

6. Build and Strengthen Your Network

Strong relationships can provide stability during uncertain times, offering practical support, fresh perspectives, and a shared sense of purpose. Invest time in building authentic connections across:

• District leaders and educators (your core buyers)
• Fellow education businesses and strategic partners
• Professional communities that offer insight, encouragement, and solidarity

Having a strong network not only improves resilience but opens doors to new ideas, collaborations, and even improved emotional wellbeing.

📌 Take Action: Consider co-hosting thought leadership webinars, joint research, or explore bundled offerings with trusted partners — especially when you share audiences or complement each other’s services.

7. Look for Strategic Partnerships

If you’re strong in one area (e.g., reading interventions) but lack another (e.g., LMS integration), now is a great time to partner with other education businesses. Many companies are scaling back R&D — if you can fill product gaps or co-market complementary services, it’s a win-win.

• Pitch partnerships that help both parties reduce development costs.
• Explore channel partnerships or bundling offerings.
• Collaborate on solutions that create a more seamless experience for educators and students — especially where your combined offerings can reduce complexity or implementation time for districts.

📌 Marketing Insight: Strategic partnerships can expand your marketing reach and boost your credibility. Cross-promoting content, webinars, or events can increase brand awareness and drive more qualified leads — without significantly increasing your marketing spend.

8. Show Up for the Education Community

Use your platform to contribute meaningfully to the education ecosystem. Join associations, collaborate with partners, and participate in conversations that shape the future.

• Stay informed through education-focused coalitions.
• Share your expertise where it can help others — in working groups, roundtables, or thought leadership.
• Build credibility by aligning your efforts with the needs and values of the educators you serve.

📌 Pro Tip: Sharing your involvement — through newsletters, LinkedIn posts, or webinars — can deepen trust and demonstrate your long-term commitment to the field.

We’re in This Together

Change is unsettling and can be challenging, but it’s also an opportunity to grow, be creative, and deepen relationships. Your organization’s role in supporting educators has never been more crucial, and your impact is invaluable. While there is no easy solution to the challenges you’re facing, we hope the strategies we’ve shared can provide a starting point for you to adapt, pivot, and continue to make a positive difference in education.

We’re here to support you as you navigate this evolving landscape. Your work is essential, and together we can continue to support educators and students.

Need a Listening Ear and Partner in These Uncertain Times?

Let’s connect. We’ll help you find smart, sustainable ways to keep growing — even when budgets are tight and priorities are shifting.