My friend Tema Nemtzow wrote me, “I just got a call asking if I’d like to have a new source of selling insurance. When I told him that I don’t sell insurance, he asked me if I’d like to start!”

You may groan at this terrible telemarketing. But think a moment. Is your nonprofit acting the same way?

• Do you send the exact same message to longtime supporters and new acquaintances?
• Do you add people to your mailing list just because they live in the neighborhood and they have a lot of money?
• Are you constantly talking about what your organization does instead of what your audience cares about?

Too many nonprofits are making cold calls, even in our writing.  We’re pitching “products” the person on the other end doesn’t want…and making it clear to her that we have no idea who she is.  We need to stop being lame salesmen like the one who called Tema.

Get to know your audience, talk to them about what matters to them, and  they will listen.