Strength 
Training for 
Fundraisers

7. I'd make sure we 
only send effective, imaginative communications

The problem with most nonprofit communications is that they are dull. Given the abundance of colorful, dramatic, human-interest material with which nonprofits are blessed, this is a shocking admission. Yet sadly it's true. Fundraisers are prolific producers of printed and electronic communications, but the bulk of it is either tedious, vacuous, fit only for the rubbish bin or all three. Common weaknesses include too many words, limited skills in designing for readability and overemphasis on what the organization wants to say rather than on what the reader wants to read. If you think this is a little harsh, send off for the newsletters or annual reports of, say, 20 other prominent nonprofits and see if I'm wrong.