Language Lesson: Equity vs. Equality

Equity. Equality. These two words look so similar they could be related. Actually, they are. They both come from the same Latin root word “aequus” meaning “equal”. So, what’s the difference?

At their core, both equity and equality still involve the concept of “equal”. In equity, the outcome is equal. In equality, the means used is equal.

Confused? Don’t worry. This image helps spell it out.

Equality Equity

The image to the left is equality. The same thing (in this case, a crate to stand on) was given to each child.

The image right is equity. Each child received a different amount of crates (0-2), but the end result was that all three children had an equal view of the game.

A mistake many causes and organizations make in their writing (mission statements, value statements, grant proposals, donor appeals, etc.) is using equality when they really mean equity. Imagine an organization whose mission is to make quality education accessible to all school-age children in a community. Each child will have their own circumstances, and some will need the organization’s services much more than others. Some may not need it at all. This organization is creating equity, not equality.

In short, equality is sameness, whereas equity is fairness. Remember this the next time you write about your organization’s work. A few letters can change the meaning of your message.

What do you think? Are there circumstances in which an organization really means equality, and not equity?

Confident Writing is Sexy

[Note: Last week, we said hello to Tessa Srebro, who has joined the Claxon team as an intern. This is the first of many posts she’ll be doing about language, words and how you can use them to make the world a better place. How confident is your writing?]

“Confidence equals success.”

“Be confident in your choices.”

“Confidence is sexy.”

We hear phrases like this all the time. There are countless self-help programs and written advice on how to build your self-confidence. I hear from friends, both men and women, that they want a partner who is confident. If you think about it, the same goes for the organizations we support. We are more likely to trust an organization that appears confident. Who wants to support an organization that sounds like they don’t have confidence in their programs and their ability to produce results?

We, as humans, are drawn to confidence. It doesn’t only manifest itself in the way a person speaks or carries themself. In this world where our first contact with others is likely to be through websites, blogs, LinkedIn profiles, etc., it is important to convey confidence in the way you write, as well.

Here are a few ways to convey confidence in your writing:

1. Action Verbs = More Powerful Statements.

Which sounds more confident?

a. XYZ Organization is eradicating poverty by XYZ methods.

or

b. XYZ Organization eradicates poverty by XYZ methods.

Eliminate “to be” verbs such as “is” as much as possible!

2. Stay clear of wishy-washy extra words.

Your organization doesn’t “attempt to make change”, you “make change”! You aren’t “working to fight injustice”, you are “fighting injustice!”

3. Make your personality evident.

There are few things that show more confidence than being proud of what you are, and letting your supporters see that. Are you and your co-workers a little quirky? Embrace that. Don’t shield your personality behind a layer of status-quo, overused language.

Grammarly Photo

4. Take chances.

Part of having confidence is not being afraid of failure. If you find that something isn’t working, simply make an adjustment. The more often you fail, the less scary it becomes.

So get out there, get writing, and let your confidence shine!

 

The 4 Personalities of Tom Ahern

Tom Ahern, fundraising, nonprofits, non profit,
Tom Ahern, from his site, looking young and happy in France!

Do you have a specific type of reader in mind when you write your fundraising appeal, newsletter, brochure, blog, Facebook post…? You should. This is where personas come in.

Creating a full-blown persona can feel arduous. Thank goodness for Tom Ahern! He gives us four handy personalities to consider when embarking on mission-motivated writing.

  1. Amiable: They crave a good story and engaging images.
  2. Expressive: They want something new. Program, website, trends, reports. New=good.
  3. Skeptical: They’re into facts and supporting evidence. FAQs, testimonials and proof points will make them happy.
  4. Bottom-liner: They’re looking for a very specific, actionable call to action (CTA). Make it easy for them to know what to do.

Each of us has a bit of each of these personalities in us and so do the people you’re trying to engage. Write accordingly. You might mix a bit of amiable with a dose of skeptical for your fall newsletter and then for your year-end appeal, get expressive with some bottom-line.

The point: For best results, write with a specific personality in mind.

Non-word: very handy attention-grabbers

A non-word is a word that’s not recognized as “legitimate” or not approved given the circumstances. Non-words can be handy. They include gems like blub, proact, and maximizer.

The beauty of the English language is that it’s fluid. Unlike French or some other languages where new words have to be approved, the English language made its name by morphing. This is a boon for those of you who want to do good and get noticed.

There’s something to be said for a well-placed non-word. It jumps out. It grabs your attention. It makes your reader (or listener) ask, “What does that mean?”

In short, it can be a great way to engage.

Should you use words that people know? Yes. Most of the time. And then every so often, a non-word might be a really good move.

5 Last Minute Tips to Get People to GiveBIG

Get them to GiveBIG!If you’re in throes of planning for GiveBIG, you’re probably wondering how someone could NOT know it’s GiveBIG tomorrow?!

Because they have a lot going on.

AND even if they know it’s GiveBIG, they may not have decided whether they’re going to give to you. Bear in mind they’ve been asked by a lot of non profits to give.

If you’re sending out a Day Of email (which you should), here are 5 tips to up your open rate–a critical step on GiveBIG day:

  1. Put the most important information at the beginning of your subject line: It’s now or not until next year. Make it happen today. Right now. Stat!
  2. Stand out: Again, lots of donors getting lots of email on a busy, busy day. That’s the scenario. Make them laugh. Make them pause. Shock them. Delight them. Make them see how they can play a Big Role on the Big Day. Don’t simply say it’s GiveBIG. That’s expected and they’ll read it a bunch of time. Say it in a way that’ll make them notice YOUR email.
  3. Keep it short: 40-50 characters max. This also goes for the content of your email. This isn’t a ‘getting to know you’  moment. It’s a ‘get on it’ moment. Quickly remind them why they should give and then get out of their way and let them do it.
  4. Use ‘You‘: By using ‘you’, you help people see how they fit in. Sure, it’s about all of us and you’ll be tempted to use ‘we’. In the subject line, it’s all about the ‘you’.
  5. One Call to Action (CTA): Don’t distract with other Calls to Action. In your follow up email (which, of course, you will also send), give them other ways to engage. On May 2, it’s GiveBIG or go home.

Good luck tomorrow! 

 

On your (editorial) mark, get set, go!

editing, editing marks, punctuation, grammar
Speed up your editing with these marks!

Many of us put on our “Editor hat” now and then, but few of us are professional, full-time editors. This guest post is from the two editing pros who make up Tandem Editing. They share their tips being efficient, effective editors.

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Daylight Saving Time. One less hour (or so it seems) to get your words out the door. We’ve all been there—an hour away from deadline but not nearly done. We were delighted when Erica asked us to suggest a few editing tips for making the most of the time you have.

 

Editorial Triage

When you’re one hour away from Go, it’s time to focus your writing and editing on the absolute most important details:

  • Spell all names correctly—and the same way each time. Organization name. Program name. Executive director, board chair, major donors, foundation funders. No really, look them up. If there’s a single mistake you don’t want to make, this is it.
  • Give good directions. Verify every street, email, and website address in your copy. If you’re announcing an event, check the time and date info. Present? Accurate? Visible?
  • Double-check your facts: Don’t confuse your readers or make them doubt your research. Search all numbers, dollar amounts, years of past events, and make sure they present a consistent story.
  • Search for your personal list of most likely pitfalls. If you work for public health, pubicpublic safety, or public schools, make a note to do a find-and-replace. Don’t rely on autocorrect to save you. (It won’t.)
  • Take a look at “the look”—it’s too late to change your mind about fonts and colors, but does anything look weird? Is the logo at the top the most recent version?

Two Sets of Eyes

Your single best strategy is to find someone, or more than one someone, to be your second set of eyes. Print out several copies of your final text—ask one colleague to read only the names and another to read only the numbers. Print a copy at 75% and another at 200%—ask someone with a fresh set of eyes to scan it and circle anything that looks strange.

After you’ve entered all the changes (one by one, carefully), run one final spellcheck, take a deep breath, and Go.

The Calm After the Storm

Don’t let your editorial triage go to waste! After your deadline is met and your text is sent to print or posted online, make yourself a cheat sheet that includes verified names, addresses, and numbers for your organization and all its programs, plus your personal pitfalls list. This is the beginning of an editorial stylesheet, which can be an excellent resource for your organization. Here’s a link to a nifty template.

Connie Chaplan and Kyra Freestar are Tandem Editing LLC: One point of contact; two sets of eyes. Editing and consulting for the non-profit community. www.tandemediting.com

 

Photo credit: Ms. Daniel’s website for her 4th grade class at Lead Mine Elementary. Proving you’re never too young to start editing!

Word of the Week: Efficiency

 

daylight savings, time savings, time management
Daylight Savings has us springing forward!

We sprang forward over the weekend.

Upside: More post-work rays of sunshine. Wuhoo!

Downside: You “lose” an hour. Boo hoo.

As if you had an hour to spare–ha! No way. Not with your to-do list, right?

That’s why this week we’re focusing on how to be efficient and get some time back.

This month’s Claxonette (our free monthly e-newsletter) comes out tomorrow. It’s got tips and inspiration for efficiently taking your messaging from yawn to yippee. If you’re not already a subscriber, sign-up here.

Then later in the week, we’ll have a guest post from the duo at Tandem Editing. They’ll share their top tips for being an efficient editor.

My time-saving tip for you: Write your to-do list for the next day at the end of the day. It sets you up to instantly dig in rather than trying to remember where you left off the night before. Sounds silly but it works!

Adjective Adjustment: 3 Rules of Thumb

Eye-catching adjectives (and adverbs) can enliven an otherwise ho-hum hunk of copy. But you have to be careful how you use them. If you overuse them, you risk irritating or boring your reader. They are, after all, extra words and each word takes time to read, so you have to make each word worth their while.

To help you avoid adjective awkwardness, here are three Rules of Thumb for effectively using adjectives in mission-driven messaging.

  1. Keep Calls to Action (CTAs) adjective-free: There’s a reason ‘Donate Now’, ‘Sign-up Today’, and other short CTAs work. They get right to the point. Go with it.
  2. No trash: If you can get the point across without the adjective, do it. Otherwise, you risk gunking up your copy. This is especially true for shorter pieces (FB posts, Tweets, etc.) and CTAs (see #1 above).  Example: “We helped protect 1,000 acres of precious wetlands.” Knowing they’re precious doesn’t make much of a difference. It mainly makes you wonder what un-precious wetlands are. Make sure it adds value to the point. Otherwise, delete.
  3. Don’t be boring: When an adjective can help you grab someone’s attention–e.g. subject lines–pick something that will stand out. Avoid overused adjectives like thriving, successful and amazing. We expect to see these words so we don’t really see them. It’s wasted space. Pick adjectives that evoke emotion or speak to the reader’s senses. There are approximately 100,000 adjectives in the English language. Find one that adds some zing to your thing!

This is a mash-up from a variety of sources. If you want to dig deeper, I recommend Roger Dooley’s Neuromarketing blog and Jason Cohen’s post 10 Secrets to More Magnetic Copy on Copyblogger.

Do you communicate as effectively as you think?

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Do you communicate as effectively as you think?

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