My wish: be the blue fish!

Next year I wish you to be the blue fish. Charities need to break free from the uniformity. If you want your charity's story to not only reach (potential) donors, but actually be remembered a day after donors have read/saw/listened to them, something needs to change.

If you pick up a stack of direct mail appeals, or newsletters, or see 10 nonprofit e-mail bulletins next to each other, they are pretty much the same. Admit it. The logo might be different, but otherwise it's more or less the same. You see the differences, but your audience can't tell.

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