"If You're Explaining, You're Dying"

In nonprofit marketing, every interaction with your audience is an opportunity to inspire action.

Years ago, I had the privilege of working with a wonderful human, John Avalos , who shared advice that has stuck with me ever since. One day, as I unraveled a lengthy and complex creative concept, he stopped me short and offered some of the best professional advice I've ever received: "If you're explaining, you're dying." It clicked immediately. Short and sweet, this phrase captures a fundamental truth about messaging—it must land quickly, clearly, and with impact.

John’s advice stuck with me for years and shifted the way I approach creative concepts and content in my marcomm work today. It taught me to prioritize simplicity, emotional resonance, and immediate clarity in every campaign. Those words continue to guide me, reminding me that a message’s strength lies not in how much we say, but in how quickly it connects with those who matter.

People connect with ideas they immediately understand. Over-explaining signals that the message isn’t strong enough to stand on its own or that the organization lacks confidence in its value. In a sector where emotions drive engagement, clarity often determines whether your audience leans in or tunes out.

This doesn’t mean withholding important details. It means trusting your audience’s ability to grasp the core of your mission without an overload of information. Nonprofits thrive when their messages hit the emotional core. A powerful story about your impact, or a direct call to action, can inspire more effectively than an intricate breakdown of program details.

But here’s the challenge: being disciplined enough to let go of creative concepts that require explanation. It’s tempting to hold onto clever ideas that we, as marketers, love. However, if it takes too much time or effort for someone to understand the point, the opportunity is lost. Creative concepts that need too much explaining are like inside jokes—only those already invested get it. If people can’t grasp the message immediately, it’s over.

The key is to invite people into the mission without making them work to understand it. If they feel the importance of the cause immediately, they’re more likely to act. Staying disciplined in this approach ensures we don’t just explain our mission—we compel people to join us.

Thanks, John!