If I read another email blast that leads with “During these troubled / challenging / unpredictable times,” I may choke.

Even worse, in my opinion, is “In times like these…”

There have never been times like these. We have been through crises, for sure. We’ve seen wars, epidemics, famines, natural and artificial disasters, our own personal tragedies. But no one under the age of 105 has experienced a deadly pandemic.

That’s the problem with clichés: They are shortcuts that discourage precision.

I’m pretty tired of “We’re here for you,” too. Especially when it comes from a bank whose real messages are that it doesn’t know when my stimulus check is coming and doesn’t have any PPP money to lend.

(OK, that last was not particularly relevant to nonprofit communications. I just needed to get it off my chest. Thanks for listening.)

So, what should careful and caring nonprofit communicators write instead?

Just get to the point.

• Announce your virtual event.
• Ask for money to help you help the vulnerable or keep creating what you create.
• Give information your subscribers can use now, in their current situation.

They don’t need you to tell them what that situation is.

They need you to tell them what only you know.

Don’t borrow what you see everywhere. Only you can speak with authority about the benefits your organization provides, whether that’s outstanding arts education for children or mental health training for pediatricians.

If you need to show how the pandemic is affecting the people you serve, jump right into it: “Children who are stuck at home aren’t getting the arts instruction they need to nurture their growing brains.”

See? You don’t have to lead with “troubled times.”

If you have trouble translating what only you know into what your email subscribers need and want to hear, please contact me for a free consultation.