Yesterday I came across an organization (which will remain nameless) that describes itself this way:
Together We Are Activating the Power of the Social Sector
Two organizations have come together…This is the start of something big. Together with thousands of social-sector leaders, we will activate the power of the social sector to create a unified, intrepid, just, and purposeful network so that all people can thrive.
Sounds good, but what do they do?? This could describe hundreds of organizations.
I click the link that invites me to learn more. It takes me to the same description.
How about its mission and vision?
Our mission is to advocate for and implement equitable solutions to society’s toughest challenges through collaboration, innovation, policy, and practice excellence.
We ignite change for an equitable society where all people can thrive.
That’s great, but how many other organizations say they do the same thing?
I click on the link to learn about the organization’s services and land on a page called Our Expertise, which tells me:
[We work] to ignite change to drive toward an equitable society where all people can thrive. In partnership with our national network of social sector leaders, we co-create responsive, effective, innovative strategies for breaking down barriers to equity and advancing positive outcomes for all.
I still don’t know what they do!
Please help us out here:
Make all site visitors feel welcome. You never know when someone could be a potential donor, supporter or ally.
Ditch the jargon and insider language. Tell us what you do in plain English so anyone can understand.
Tell us what makes you unique.
Make it easy for us to learn more about what you do.
Admittedly, it’s a lot easier to talk in organizational shorthand than it is to speak plain English.
But if you want to reach those potential donors, supporters and allies, plain English is the way to go.
Need a translator who specializes in plain English? Get in touch!
As always, thanks for reading!
