Is jargon costing you supporters?

In a May 2 New York Times article, “Seeking to Save the Planet, With a Thesaurus”, John M. Broder writes:

The problem with global warming, some environmentalists believe, is “global warming.”

The term turns people off, fostering images of shaggy-haired liberals, economic sacrifice and complex scientific disputes, according to extensive polling and focus group sessions conducted by ecoAmerica, a nonprofit environmental marketing and messaging firm in Washington.

Instead of grim warnings about global warming, the firm advises, talk about “our deteriorating atmosphere.” Drop discussions of carbon dioxide and bring up “moving away from the dirty fuels of the past.” Don’t confuse people with cap and trade; use terms like “cap and cash back” or “pollution reduction refund.”

I’m not sure some of these suggestions are dramatic improvements or that they’re going to sway the undecided masses, but the key takeaway from ecoAmerica’s research is a good one:

Jargon leaves people cold.

Jargon – the shorthand language used by a group or profession – does two things.  It makes insiders comfortable by subtly reinforcing that they’re part of the club.  But more importantly, it alienates everyone else.

There’s jargon in every industry and every organization.  Think about yours: I bet you use acronyms or shorthand phrases every day.  In nonprofits, it could be “capacity building”, “at-risk”, “grassroots”, or any of the dozens listed in this Chronicle of Philanthropy post.  Other fundraisers may know what you mean, but what about the people reading your publications?

Write for your audience.

If your intent is to woo additional supporters, convince people to contribute to your cause or generally create deeper understanding of an issue, it’s important to step back and ask yourself these three questions:

1. Would someone who doesn’t work in my industry know what I’m talking about?
2. If someone asked me to clarify the meaning of a term, could I? Sometimes using jargon is a way to cover up a lack of knowledge.
3. Is there a different way to say the same thing? Jargon often consists of overused phrases.  A fresh description – ideally one that paints a mental picture – will almost always do more to advance your cause.

How do you remove jargon from your writing?  What key phrases are the worst offenders?

Are your communications making an impact?

advertising overload

Originally uploaded by Will Lion

We’re all bombarded by messages every day. Far too many to realize, let alone remember. Are your organization’s communications making an impact?

Could they be better?

This blog is designed to throw a spotlight on organizations that are creating effective communications, and offer tips on how you can too. Keep in mind, “effective” can mean a lot of different things. I’m talking about writing that resonates with the individuals you hope to reach. Writing that compels people to act – to donate, volunteer, buy or promote your cause.

I’ve spent years communicating on behalf of companies, yet I get immense satisfaction from helping nonprofits get the attention they deserve. By providing you with the tips, tools and resources I uncover as I develop communications for clients, I hope to make your job a little easier.

So please: read on. Comment on the posts. And contact me if you have questions, or if you’re interested in hiring me as a writer, consultant or communications manager.

Cheers!