Planning doesn't matter.
But you need a plan.
I've never had a marketing plan that worked perfectly.
Sometimes it was better then expected . . . sometimes worse . . . but there was also some part of the plan that didn't work out the way we anticipated.
So, why plan? Why not respond to situations as they arise?
The beauty of planning . . . is thinking about the plan.
When you and your team sit down and consider your marketing, your fundraising, your programming, etc. you start learning how to anticipate problems, you learn how to consider all your options.
That's the value of planning, it forces you to think.
The answers you come up with during the thinking process isn't that vital. If they are wrong, you can change them.
But the arts organization that struggle don't struggle just because they have the wrong answers . . . they struggle because they never think about how they got to the answers.
That's what planning does. It reveals your thinking process.
Make it a part of your artistic life.