Don’t be a fraud

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The One Thing You Need to Know:
Avoid jargon and keep readability high if you want to avoid coming off as deceptive and, in turn, turning off your supporters.

What’s all this about being a fraud?
When you’re communicating, you want people to trust you, right? You don’t want them wondering if you’re legit.Turns out, there are specific cues that send a “I’m not being straight with you” message, including:

  • Using longer words
  • Using fewer unique words
  • Using lots of punctuation
  • Having lower readability
  • Being full of jargon

Are you making matters worse?
Based on research done by the Chronicle of Philanthropy, we know that one in three Americans lack faith in charities. What if you’re sending out those “I’m not being straight with you” cues without even knowing it?

From the Wordifier research, we know one thing that’s definitely making matters worse: on average nonprofits only use 810 unique words on their websites. That’s a mere .03% of the words available in the English language. Does the miniscule number of words nonprofits use reinforce mistrust?  As a sector, could we increase donors’ faith in charities by increasing the number of unique words we use?

So what can you do to increase trust?

Want a deeper dive?
Check out this report and this one for text analysis of fraudulent writing.

Also think about signing up for Claxon University–home of clear and compelling communication that raises awareness, increases donations, and does more good in the world!

Do you communicate as effectively as you think?


Do you communicate as effectively as you think?