I recently got an e-newsletter from the Sierra Club with a subject line that told me there are 6,000 things I could do to “pitch in for America.” It was a reminder to me about focusing communications and knowing your audience. I don’t want so many options, and neither do most people. And the pitch is so vague I almost trashed the e-mail without opening it. Turns out, the pitch was for MLK Day service events—it would have been better to let me know that, and direct me to events in my area. Even if I couldn’t volunteer, I might be curious about what my neighbors are doing.