Get Real

“Many nonprofits have a carefully worded positioning, and -- by golly -- they’re going to hammer home those exact words at every possible opportunity. Even if they make little sense to donors. Even if it’s something no mentally healthy person would ever say out loud.

“It seems with many organizations, the harder they work to articulate their position, the more awkward and un-human it sounds. But the harder (and/or more expensive) it was to do it, the more committed they are to it -- meaning they repeat a robotic phrase over and over as if to emphasize their status as a non-human organization.”