“As easy as profitable”

I came across a blog post today, from a CRM-for-nonprofits provider, who makes this assertion:

Because nonprofits exist to make the world a better place, you must have [CRM] software that makes that as easy as possible.

That, my friend, is empty marketing hogwash.

Wow. Why so serious, Allen?

Because “as easy as possible” is unmeasurable and unattainable. No matter how easy you make something, there's probably some way to make it even easier — if you put in enough effort and money to make it so, up to and including everything you have.

And an unmeasurable, unreachable goal is not a goal at all.

What he should have said is, this:

Because nonprofits exist to make the world a better place, and because resources are always limited, and because results matter, you must have [CRM] software that makes that as easy as profitable.

Profitable. Greatest net benefit for a given investment of your limited resources.

Always count the benefit, and always count the cost.

All the best,
A.