How many times have you written or said that your organization is "committed to excellence" or "responsive" or "proactive" or "cost-effective"? Probably more than you realize because these terms are so common in our world. But what do you think your prospects and donors think when they hear them? How do your board members and committees and volunteers react?
Overused clichés cause prospects, and maybe even your donors, to distrust you. Try to find ways to describe what you offer with words that are neither too much jargon about your work or too complicated to follow. Craft a few good sentences for your message and use them repeatedly. Clarity helps and repetition wins. Don't get buried in balderdash!
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