The high cost of jargon in fundraising

Jargon can kick your butt.

Here’s evidence from Michael Rosen Says: One Word is Costing Your Fundraising Effort a Fortune.

What’s the word?

“Bequest.”

That’s right. In a survey, 23% of respondents were “interested now” in “making a gift to charity in my will.” Only 12% were “interested now” in “making a bequest gift to charity.”

Why? Because “bequest” is what we call it. Not what they call it. It’s our internal jargon, so often used that many of us have no inkling that it’s not the word normal people use.

Jargon is harmless, even good, when you and your donors use it. It can signal that you’re both in the same group.

But don’t assume that because a word is useful to you that it’s meaningful to them. A good fundraising writer does a jargon reality check, thinking carefully about words — and choosing the most common word almost every time.

If you like to motivate people to take action, like donate or leave you in their will, use their language, not yours.