Nonprofits love their jargon, don’t they? You see appeal letters, thank you letters, and newsletter articles laced with terms like at-risk youth, underserved communities, leverage, and impactful.
I think people use jargon because it’s an insider language and it makes them feel like they’re “in the know” in their professional world. It’s easy to slip into jargon-mode around the office. But the danger comes when jargon creeps outside of your insular community and into your donor communication.
People need to understand you to connect with you
We can get lazy and use jargon when we can’t think of anything fresh and original. And that’s the problem because jargon is boring and your donors may not understand what you’re trying to say. Your donors don’t use these terms and neither should you.
Sometimes you need to give a little more information. For example, instead of just using the term food insecurity, describe a situation where a single mother has to choose between buying groceries and paying the heating bill.
Let’s look at a few more of these problem terms and what you can say instead. You may use some of these terms internally and they might be in your mission statement, but try to limit them when you communicate with donors.
- At-risk means there’s a possibility something bad will happen. Instead of just saying at-risk students or youth, tell a story or give specific examples of something bad that could happen. Our tutoring program works with high school students who are more likely to fail, be held back, and drop out of school.
- Underserved means not receiving adequate help or services. Instead of saying we work with underserved communities, explain what types of services these residents don’t receive. Maybe it’s healthcare, affordable housing, or decent preschool. Tell a story or give a specific example. Linda can’t send her daughter Kyra to a good preschool because there isn’t an affordable one nearby.
- Impact means having an effect on someone or something. How are you doing that, and why is it important? Again, give a specific example. Thanks to donors like you, we’ve helped families find affordable housing so they don’t have to live in a shelter, a motel, or their car. Now they have a place to call home. And, let’s please all agree to stop using the word impactful.
Tell a story
This is why stories are so important. You can get beyond that vague, impersonal jargon and let your donors see firsthand how they’re helping you make a difference for the people/community you serve.
What would Aunt Shirley think?
Imagine you’re at a family gathering and you’re explaining what your organization does to Aunt Shirley. Does she look confused and uninterested when you spew out words like underserved and at-risk, or does she want you to tell her more when you mention kids in your tutoring program are doing much better in school?
Let’s stop using jargon when we can use clear, conversational language instead. Here are more examples of cringe-worthy jargon. I’d love to hear some of your pet peeves, as well.
Photo by Wes Schaeffer