Introduction: More Than Just Letters
Words are the bedrock of connection. For non-profits, they are the very currency of their mission, shaping perceptions, inspiring action, and ultimately, determining impact. It’s not just what a non-profit says, but how they say it, and even what they choose not to say, that profoundly influences donors, the vulnerable populations they serve, and society at large.
The Impact on Donors: From Jargon to Generosity
Non-profits often fall into the trap of using internal jargon and abbreviations which may not be well known outside the specific industry. (as highlighted by “Foundations use so many confusing words that few people can figure out what they’re doing”). While your current donors, board, and employees may be comfortable, one of the most important points of marketing is to bring in new donors, specifically those who DO NOT know your world. The most critical part of a nonprofit’s messaging is the storytelling. Whether you are writing for an annual report to your board, a press release in the local paper, or a social media post celebrating a milestone, use clear, precise language.
Not only is language that is vague or abstract confuse people, but it may also make people suspicious. Trust is built on a shared understanding of common values and a clear sense of how their investment creates tangible change.
The Impact on Vulnerable Populations: Dignity and Empowerment
The language used when communicating about or with the populations a non-profit serves is paramount. It can either empower and dignify or inadvertently stigmatize and disempower.
- Respectful Representation: Avoiding dehumanizing or pity-inducing language is essential. Focus on the strengths and resilience of individuals, not just their challenges.
- Clarity and Accessibility: For those in vulnerable situations, complex or academic language can create barriers to accessing vital services and understanding their rights. Simplicity and directness are key.
- Fostering Agency: Language that emphasizes collaboration, self-determination, and active participation empowers individuals rather than casting them as passive recipients of aid.
The Impact on Society: Shaping Perceptions and Driving Change
A non-profit’s communication extends beyond its immediate stakeholders to influence broader societal understanding and discourse.
- Challenging Narratives: Non-profits have a unique opportunity to challenge harmful stereotypes and promote more nuanced understandings of complex social issues.
- Building Coalitions: Clear and compelling communication can unify diverse groups around shared goals, fostering collaboration and collective action.
- Maintaining Neutrality (When Appropriate): Understanding when and how to navigate controversial topics is crucial (“Can your group stay neutral on controversial topics? 5 things to know”). The language used can either bridge divides or exacerbate them.
What Not to Say: The Power of Omission and Pause
Just as important as what is said, is what is omitted or carefully considered. Sometimes, the most powerful communication is a thoughtful pause or a deliberate choice to avoid inflammatory language, especially when navigating sensitive political or social landscapes (“Civil Resistance Democracy Pluralism”).
Conclusion: A Call to Conscious Communication
In the world of non-profits, words are not merely tools for information dissemination; they are instruments of change. By carefully considering what you say, how you say it, and what you choose not to say, non-profits can build stronger relationships with donors, empower the populations they serve, and ultimately, contribute to a more just and compassionate society.
To read in depth, consider these links.
Philanthropy’s Trigger Words — and How to Make Your Message Clear
Foundations Use So Many Confusing Words That Few People Can Figure Out What They’re Doing
10 Words and Phrases You Should Never Use
Word Jumble: When Nonprofits Talk Fancy, America Tunes Out
In Defense of Noisy, Disruptive Movements
Can Your Group Stay Neutral on Controversial Topics? 5 Things to Know