So why is it so hard to grow an email list? Well, it’s hard to build something from nothing. The organizations that grew the biggest lists began doing so after already having a good size list, or because they made dedicated marketing investments in order to grow.

We only have the attention of others for a moment. How do we get our message out in the time it takes individuals to “swipe right” or between the mailbox and the garbage can? We must learn how to break through. Luckily, there is evidence of a tactic that works: storytelling. Stories are powerful. We remember them more than facts, statistics, or websites. Nonprofits should be better storytellers.

All people could benefit from media training, but nonprofit leaders should make it a priority because getting covered accurately in the media is essential to growing your organization. Two essential things I learned early on have stuck with me. First, even though a reporter may be interviewing you, you are not talking to them. You are talking to their readers, viewers or listeners. When you know this, you will be far more effective at getting results. Second, don't answer the question asked of you. Respond with what you want to say.

The word “capacity” is nebulous for many people. It’s like saying “organizational infrastructure” or “intersectionality.” It can seem like jargon; it may be hard to define but you kinda think you’d know it when you see it…maybe. For folks newer to these terms, or afraid to raise their hand to ask, “what exactly do you mean by ‘capacity’” here’s a list!