GM (General Motors) has decided to rebrand for obvious reasons.  They've taken an interesting angle of being forthright and honest.  The type of honesty they show in the new commercial below is going to help make them more human and not seem the out-of-touch behemoth they had become.  When creating content for your blog posts, email newsletters, fundraising letters etc we need to do the same.  Be down-to-earth and real.  Let your supporters know that you need them, rely on them, rely on their support both financial and otherwise.