Jargonosis: what we have here is a failure to communicate [Nonprofit Diseases]

Everybody uses jargon. It’s unavoidable. It’s even helpful for communicating within a community of any kind. Fundraisers have all kinds of useful jargon, like “remit” and “LYBUNT.” The jargon makes it easier for us to talk about concepts in our profession.

The problem is, some of us assume that because a word is useful within your organization, it’s good for everyone.

Bad assumption.

In-house jargon in your fundraising can do one of the following things for donors:

• They have no idea what it means, so you’ve failed to tell them something.
• They think they know what it means, but they’re guessing wrong. So they misunderstand what you’re saying.
• They may or may not understand, but it has no emotional content for them. So they don’t care about what you’re saying.

Using jargon is a form of excluding outsiders. Not smart. It costs you revenue, and encourages donors to give up on you.

A good fundraising writer does a jargon reality check: asking “Do my readers understand this word? Does it communicate clearly and emotionally?”

IF you’re unsure, get an outside reality-check from someone who doesn’t live within your organization’s jargonsphere. Do they know what you’re talking about? Have you helped them care?

Inoculate yourself against jargon, especially the jargon you use the most in your organization. It’s one of the most effective ways to improve your fundraising.

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