Why You Should Probably Trash Your General Brochure

Perhaps the single biggest waste of time and money in fundraising is the general brochure. That's because of what it usually sets out to do: It explains "what we do." It shows how superior our processes are. It brags about how long we've been around, what awards we've won and how famous our CEO/founder is.

I've noticed that many general brochures focus in on what we don't do — as if that could possibly be of any interest to donors.