What This Episode Covers
The hidden reason nonprofit content underperforms
Why “Sorry it’s been a while…” is a trust killer
The inbox is a value exchange, not a favor
Why most organizations send updates instead of insights
Key Concept: The Expertise Gap
The gap between:
Most teams protect their expertise rather than use it.
The Core ProblemInfrequent emails → audience forgets you
Low-value emails → audience ignores you
Result: you lose the trade every time
3 Ways to Close the Gap1. Teach your process (not just outcomes)
Don’t just report results
Show how the work actually happens
2. Say the uncomfortable truths
Every sector has things “everyone knows but doesn’t say.”
Saying them builds trust fast
3. Share what you’re learning
Wins are boring
Growth is compelling
3 Questions to Fix Your ContentWhat do outsiders consistently get wrong about our work?
What decisions would surprise people if they saw inside?
What have we failed at recently—and what did we learn?
The Big ShiftStop:
Start:
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