We’ve seen a lot of would-be grant writing competitors come and go, and the ones that commonly go have something in common: they offer a huge array of disparate services. Grant writing. Program development. Board training. Evaluation. Curriculums. Lobbying. Staff training. Guacamole recipes.
Okay, I made that last one up. Still, a cliché encapsulates the disparate-service approach of some firms: “Jack of all trades and master of none.” I see firms marketing half a dozen (or more) different services and think they’re likely not very good at any. How many restaurants make six different cuisines well? None, or nearly none. Any single field, including the highly specialized form of technical writing that is grant writing, is extremely difficult to master. Few firms are likely to have mastered many, vaguely related, and specialized services.*
To my mind, claiming to do even three disparate things at a professional level is improbable. Advertising many together seems like the mark of an amateur, or someone chucking as many stones as they can in order to see what hits. Individual targeting of one or two services is more likely to yield a good outcome.
Grant writing and marketing, for example, have very little to do with each other. Even grant writing and donor management are very different skills, much like coding software is a very different skill from selling software—even if both positions involve software in some way.
Not surprisingly, I recently saw a particular firm’s website that demonstrates some of these themes. I’m not going to name it, but if you’ve been around the nonprofit block a few times you’ve probably seen it or ones similar to it.
* The possible exception to this is of course Amazon, which is (so far) successfully mastering an astonishing and growing array of unrelated-seeming services.