WHY DO WE put clothes on dogs? Why are scents added to pet products? For that matter, why do we assign gender to inanimate objects? I've long found anthropomorphism to be a bit odd. But it's so strong a tendency that it exists formally in many languages. Nouns in English may be neutral, but many words have gender in Spanish and other romance languages. I've never heard a good explanation for masculine pencils and feminine pens.
What I do know, however, is that our brains are programmed to look for characters in the story of our lives. We are constantly trying to understand a random, senseless world and thus, our brains look for patterns drawn from our own experiences and relationships with other people. We have strong likes and dislikes in food, for example, so it seems perfectly logical that when we put a bowl of cat food down and kitty is not interested, we assume there is a food dislike going on. Not only do we assume a dislike, we think it's the same kind of dislike that we might have. And, since our pets are conditioned to respond to us, their reaction could play into our perception. Complicated, isn't it? Even scientists struggle with the problem.
The human predisposition to ascribe human characteristics to everything is neither bad nor good in itself. From the storyteller's perspective, it is merely something to be keenly aware of. Used intentionally, it can help produce interesting and fun stories. Like a good analogy or parable, it is a shortcut to hasten understanding. Unintentionally going "anthro," however, can foster memes and stereotypes that aren't part of your message, thereby blunting it.
So, how can you tell? Do you compare your organization's activity to a baseball or football game? Maybe that's not the best approach. On the other hand, using images of a softball game to illustrate a point might be a clever way of getting a tough concept across. All I'm saying is, don't do it haphazardly or in a manner that makes it look like your content was "phoned in." (See, I just used an image right there!)
Oh, and in case you're wondering, the dog pictured above really likes wearing her Christmas bell collar. I think.