In my years in PR and fundraising, I have learned one lesson that has stood the test of time and has proven to serve its masters infallibly: People Need Clarity.
This demands that we communicate in a concise and direct way.
Tact and elegance are helpful, but secondary. After all, you and I know a few too many tactful and elegant fundraisers with outstanding shut-off notices.
Concise.
Direct.
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