Social Change Consulting recently worked on an extensive survey project. There are two versions of the survey – one for adults/parents and one for teenagers. During testing of the survey, we asked a group of teens to review the survey independently. Their feedback was nearly identical.
In several areas of the survey, language was used that matches the word choices the organization uses in its publications. These are familiar words and phrases within their field. The teens shared that these are not words or phrases that they use to describe these concepts and identities. To them, the words were outdated, unnecessary, and confusing.
Some specific language is used internally within every nonprofit organization, and it may not always match external expectations or usage. When drafting key outbound communication pieces, it may be a good time to take a step back and ask yourself a few questions. Are we using internal language too often? Is this the language that our audience uses? Do we need to define any of these terms for this audience?
Imposing your internal language on your external audience will hurt the effectiveness of an email campaign or survey. If you have time and volunteers available, ask them for feedback on what language is relevant to them. This extra step can help you get the results you need.
Photo Credit: Lukas Blazek on Unsplash
Justin (he, him) is a Principal and Co-Founder of Social Change Consulting. He has over fifteen years of nonprofit experience, with expertise in online fundraising, digital communications, and data management. Justin helps organizations connect their communication strategy to their income development needs. When he’s not on the clock, Justin is exploring Berlin, running, listening to too many podcasts, and drinking too much coffee.