We all know that good writing and speaking is free of jargon. But jargon is insidious. It’s not just obscure acronyms and five-syllable words. It’s language that is devoid of human warmth. Very helpful for manipulating concepts in strategic plans and budgets. NOT helpful for talking to donors. Think about it. The donor wants to know that his or her contribution is making the world a better place. What happens to that enthusiasm if you talk about personnel issues, finances, or other administrative tedium? If the donor asks questions about people or finances, of course that is a promising sign of engagement. But the relationship does not start with anyone wanting to balance budgets or pay salaries. So please don’t start with the mundane.
It is natural that the internal details occupy our heads. Those are the problems we are solving every day. So it takes a deliberate re-orientation to talk on the level that makes sense to people whose relationship is primarily inspirational. Here are a couple of tips.
- Remember what you first learned about the organization and why it attracted you. Connect with why you first flushed with pride about working there.
- Listen to donors talk about why they are inspired.
- Follow program staff around for half a day.
- Imagine you have been invited to do a Career Day presentation at your daughter’s fifth grade class, and you want her classmates to tell her how cool her mom or dad is afterwards.
- Declare next Monday a Jargon Ban day — anyone who uses jargon in the office has to put a quarter in the jar.