Clear Language Alone Won’t Save Nonprofits

To the Editor:

Matt Watkins is absolutely right that nonprofits rely too much on ineffective industry jargon, which creates confusion and disconnection — “7 Words That Can Restore Trust in Philanthropy” (September 23). And he’s also correct that accessible language can “invite people in, rather than push them away.”

But while nonprofits should strive for clarity, the Mad Men days when copy was king are long gone. Good writing isn’t enough to inspire people because most nonprofit copy is likely never read. That’s why tweaking language won’t build connection to the degree Watkins says it will.

While written copy still matters, video can also change the hearts and minds of people who can’t be reached by words. That’s why going forward, nonprofits should allocate more resources to promoting their successes via bite-size video clips or stories.

Unfortunately, for decades, nonprofits mistakenly believed that their good works were advertisement enough. Conventional wisdom also dictated that administrative costs be kept as low as possible, resulting in anemic marketing.

But times have changed. The Trump administration’s unprecedented attacks on the sector make it all the more important for nonprofits to ensure they receive the recognition they deserve. Until more people understand the tremendous contributions nonprofits make to the country, they will remain vulnerable to these threats. Communicating effectively — using the right words, mediums, and platforms — is the best defense.

G. Steve Jordan
Principal
G. Steve Jordan Films