Over the last year, we’ve seen many examples of real problems affecting real people. We’ve also seen more authenticity. So why are some nonprofit organizations still using jargon in their donor communication?
They may be using the same, boring templates they’ve used for years or they’re so used to some of these terms that they don’t realize they fall flat with their donors. I think people use jargon because it’s insider language that makes them feel like they’re “in the know” in their professional community. It’s easy to slip into jargon mode in your work environment (whether that’s in person, virtual, or a combination of both). But the danger comes when jargon creeps outside of your insular world 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. Instead, you see appeal letters, thank you letters, newsletter articles, and annual reports laced with cringe-worthy terms such as food insecurity, at-risk youth, underserved communities, and impactful. While donors may know what some of these terms mean, they’re vague, impersonal, and can come across as demeaning.
How to do better
Sometimes you need to give a little more information. Let’s look at 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 your donors.
- Food insecurity The USDA defines it as “a household-level economic and social condition of limited or uncertain access to adequate food.” Well, that’s a mouthful. I’ve never liked the term food insecurity because it’s so impersonal. We’re hearing this term a lot right now because it’s a huge problem. Let’s go a step further and put it in human terms by describing a situation where a single mother has to choose between buying groceries and paying the heating bill.
- 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 their classes, be held back, and drop out of school. Last year it was crucial that we were able to provide students with Chromebooks, so they could continue their weekly tutoring sessions virtually.
- 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, decent preschool education, or all of the above. Tell a story or give a specific example. Tina has to take two buses to see a doctor for her diabetes because there isn’t a good healthcare facility in her community. This made her anxious during the height of the pandemic and sometimes she skipped her regular appointments.
- 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 or with other family members, which isn’t always safe during the pandemic. 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 your clients/community.
What would Aunt Shirley think?
I always like to use this analogy. Imagine you’re at a family gathering (provided everyone is either vaccinated or taking other measures to stay safe) and you’re explaining what your organization does to your 75-year old Aunt Shirley. Does she look confused and uninterested when you use words like underserved and at-risk, or does she want you to tell her more when you mention you’ve been able to help homeless families move into their own homes?
Stop using jargon in your work environment
Another way to help you transition from jargon to understandable language is to stop using it in your work environment. That means at staff meetings and in interoffice written communication. Maybe you go so far as to re-write your mission statement to make it more conversational. And telling staff and board members to recite your mission statement as an elevator pitch is a bad idea unless you can make it conversational.
Let’s stop using jargon when we can use clear, conversational language instead. Read on for more examples of why you should stop using jargon.