I’m still new enough in my journey as a consultant that I’m excited when I get mail addressed to Resolute Philanthropy.
That being said – getting a nearly 900-page office supply catalog in the mail yesterday was a puzzling moment.
While it’s nice to know how I can easily order items like
Gusseted Poly Bags (in 3-, 4-, or 6-ml sizes)
A jumbo welded steel cart (2,400 lbs capacity)
A variety of speed bumps (plastic, rubber, and deluxe rubber)
They don’t really apply to my business (although my home office would look pretty sharp with a “Heavy Duty Gravity Roller Conveyor” setup).
The folks that sent the calendar don’t know me – all they know is recently received a business license from the state of Washington. That fact alone made the expense of printing and shipping the catalog worth it.
One-size-fits-all mailings don’t always work, even if those mailings were based on a sound assumption.
In the nonprofit world, we sometimes try to make our communications into a catalog of all the services we provide, our theory of change, our staff bios, a board listing, an event calendar … especially if we’re basing our communication on a single assumption.
When in doubt, focus on your impact and your cause. Start a conversation that sparks curiosity – not a monologue that overwhelms.
And speaking of communications, here's a link to a quick video I recorded on the importance of a clear case for support message for your organization.