I recently came a cross this self-description of what a nonprofit does: "Community catalysts evolving global solutions locally."
Six words, every one of them an abstraction, and most of them jargon.
It communicates almost nothing. I can think of a couple of reasons they chose that way to describe their work:
- They're hiding something. They're afraid if people knew what they really did, nobody would support them.
- They don't know what they do. They're faking it, and hoping nobody notices.
But there's a third possible explanation that's less nefarious and more likely: They think this language is just fine! An elegant and inspiring way to describe their work.
I believe that's the reason because I've known enough nonprofit people who write that way and are proud of it.
Which in a way is worse than my two unlikely hypotheses: Because it shows us that their communication skills are broken. They are unaware that their jargon is impenetrable, that it comes across as evasive or just silly. They live in a bubble that only includes people who think and talk in the same stilted and abstract way they do.
This is just me, but I believe when people are that bad at communicating, there's a strong chance they're bad at other things too.
To be fair, not many donors are going to give their description as much thought I as do. For most, it will just wash part their consciousness and leave no impression at all. Which can't be good for getting supporters excited about their work!
Take a look at the things your organization says. Are you communicating, or just letting words pile up meaninglessly?
