Knocking a not-for-profit is like saying that you don’t like mom and you detest apple pie. And since I’m rather fond of both, I usually stay away from slamming NFPs in this column.

However, since tough love can benefit the slamee in the end, I’m going to proceed today, with the hope that there will be some lessons learned and, as a result, more donations raised in future.

I’m sitting here with two DM packages in front of me. Both feature #10 envelopes. On the flap of one, the ALS Society of Canada address is printed in purple. On the flap of the other, the address of Sunshine Dreams For Kids is printed in purple. The ALS envelope has the Environmental Choice logo and statement about recycled paper and post-consumer fibre in the bottom left. That of Sunshine Dreams has the identical logo and statement in the bottom left.

Not a lot to choose from so far, but don’t despair. They go their separate ways. Barely. ALS has its logo in purple in the centre, while Sunshine Dreams has its mission statement in purple in the centre.

The envelope faces have different graphics but, because the addressing vehicles of both packages feature a peach-coloured screen showing through the window, they look similar.

If you happen to pull out the business reply envelopes first, you’ll notice that they both have purple logos in the upper left. They both have their return address info, bar code and postage-paid indicia printed in black. The backs of both BREs say thank you in purple.

But surely the letters differ, you say. After all, the causes being promoted are as different as Doris Day from Bob Knight. You’re right to a degree – ALS has its logo in purple at the top; Sunshine Dreams has its purple and gold logo at the top, along with a quote in purple. Typically, both begin ‘Dear Friend’ and have indented paragraphs. Both use the same typeface. Neither uses cross-headings. Both say ‘…over please’ at the end of the last paragraph. And both feature their addresses at the bottom. In purple of course.

However, there are two differences I should mention. The ALS letter is about someone named Elizabeth; that of Sunshine Dreams is about someone named Bradley. Plus, ALS dated its letter Oct. 24 while Sunshine dated its a day earlier.

The backs of the letters? Black text with a blue signature in both cases. The postscript of ALS says, ‘I’ve enclosed a magazine article written by Elizabeth that I’m sure you will find very moving.’ The P.S. of Sunshine Dreams begins, ‘I’ve enclosed a moving letter from Bradley’s mom…’

Reaching this point in the letters, I’m tempted to move that these NFPs give the reading public a break from their Tweedledee-Tweedledumness. And I’m totally convinced I should by the time I get to the response devices.

Each donation form measures 4′ x 8-1/4′ and is printed on card stock. The backs of both forms feature dark purple type on a light purple screened background. The fronts of both have a purple box taking up the right-hand third of the piece, with the remaining two-thirds featuring a peach screen under purple type.

So what’s the problem with having two packages that are so strikingly similar?

Impact. Both short-term and long-term. Which translates into results. A recipient might feel compelled to respond to one of the packages if he or she received just one. But when someone receives both copycat packages on virtually the same day, the NFPs’ credibility goes down the proverbial tube.

I ranted about a similar problem with two other disparate NFPs in this column about three years ago, hoping that the practice would have ceased and desisted by now.

But since the creative swapathon has continued, I have to presume that either (a) certain NFPs have not caught their package creators in the act of reselling design or (b) some NFPs think it’s worth saving a few dollars on art, even if it is at the likely expense of donors and results (and that’s presuming their agency offered them a discount).

Not-for-profits from coast to coast are fighting harder than ever for share-of-heart these days. Getting into creative bed with someone who’s competing for your donor’s sympathies and wallet isn’t the way to win what you’re due.

Separating yourself from the pack is…even if it costs you a couple more bucks for design, or a little time finding someone who can provide creative that’s not as recycled as the stock the package is printed on.

Bob Knight of Knight & Associates has created hundreds of fundraising packages for dozens of not-for-profits. He also works in a variety of for-profit categories. So whether you’re into NFP or FP, you may well profit from his experience with your next DM or integrated campaign. You can mail Bob at: b_knight@telus.net.