Hi Rabbi [LAST_NAME GOES HERE],

A lot of nonprofit messaging stays on the safe side.

You’ll see lines like: “Help us raise the next generation of Jewish leaders.”

And there’s nothing wrong with that, because raising the next generation of Jewish leaders is important and positive and uplifting.

But bold is sometimes better.

When working with an NPO, we can skirt the issues they’re solving…or name them.

Recently, we worked on a brochure for the Chabad in Rancho Mirage about their youth programming.

Instead of opening with something broad and inspirational, we started with a moment that had happened in a local school:

And another:

We followed that with a line that says it all about what many Jewish students face in public school:

Then, the brochure turns to what the Chabad Rancho Mirage programs accomplish to combat this reality:

• Help kids build pride in who they are.
• Help them understand their heritage.
• Give them the confidence to stand tall even when they feel different.

The problem is acknowledged head-on, and we explain that the youth programs exist to answer it.

Sometimes, messaging tries to soften the edges of the issue it’s addressing. But in this case, the straightforward version lets readers immediately understand why the work matters.

Don’t dilute the problem you’re solving.

If the issue is serious, say so. And if the reality is uncomfortable (and appropriate to call out in public), name it.

Because sometimes the most powerful fundraising tool is the plain, unembellished truth.

Our agency helps multi-million dollar nonprofits with marketing strategy and copywriting that touches hearts. And gets people giving. See our NPO packages

​