The Smart Communications Podcast: Episode 179 Summary
Title: How Can a Language Guide Help Your Nonprofit?
Host: Allie D'Amu
Guest: Ryan Gerhardt
Release Date: February 5, 2025
Introduction
In Episode 179 of The Smart Communications Podcast, host Allie D'Amu, Director of Service Development and Worker Owner at Big Duck, engages in an insightful conversation with her colleague Ryan Gerhardt about the pivotal role of language guides in nonprofit organizations. This episode delves into the significance of intentional and consistent language use, exploring how it can enhance communication strategies and foster inclusivity within nonprofit missions.
The Importance of Language Guides for Nonprofits
Allie opens the discussion by emphasizing why aligning language use is crucial for nonprofits, especially those dedicated to social impact. She states:
"For a lot of reasons. But the top two for me are just being clear and reducing harm." [01:38]
Clarity ensures that the nonprofit occupies a distinct place in the audience's mind, effectively communicating its mission and impact. Consistent language reduces the potential for unintentional harm, fostering an inclusive environment where all stakeholders feel respected and understood.
Key Benefits:
- Clarity: Helps audiences comprehend the organization's mission and activities without confusion.
- Harm Reduction: Minimizes the risk of using outdated or harmful language, promoting inclusivity and respect.
Language Guide vs. Brand Guide
Allie differentiates between a language guide and a brand guide, highlighting their distinct purposes:
"A brand guide is maybe something most people are more familiar with... it covers almost all of an organization's identity elements." [05:15]
In contrast, a language guide focuses on the strategic use of language, providing high-level guidance on messaging best practices. It may include dos and don’ts, preferred terminology, and approaches to various communication scenarios, ensuring that language evolves with the organization while remaining inclusive and clear.
Key Differences:
- Brand Guide: Focuses on visual and identity elements like logos, colors, and mission statements.
- Language Guide: Centers on verbal and written communication strategies, including tone, terminology, and messaging frameworks.
Components of a Language Guide
When developing a language guide, several components are typically included to ensure comprehensive coverage:
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Introduction and Purpose: Outlines the reasons for the guide and its intended use.
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Preferred Terminology: Lists approved words and phrases, along with alternatives to avoid.
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Contextual Guidance: Offers strategies for addressing specific topics, such as diversity, geography, and accessibility.
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Tone and Style: Defines the organization’s voice, ensuring consistency across all communications.
Allie mentions:
"It's a little bit more about the high level guidance... meant to showcase how are we going to construct and build this language." [05:15]
Examples of Components:
- Guidelines on addressing community demographics.
- Instructions on inclusive language related to gender, race, and ethnicity.
- Recommendations for avoiding business jargon and promoting clarity.
Challenges Faced Without a Language Guide
Without a language guide, nonprofits may encounter several obstacles:
- Inconsistent Messaging: Varying language can confuse audiences and dilute the organization's message.
- Miscommunication: Risk of using terms that may inadvertently alienate or harm stakeholders.
- Brand Dilution: Lack of cohesive language can weaken the organization's identity and mission representation.
Allie emphasizes:
"Without clear, consistent messaging... organizations really run the risk of being unable to connect with those audiences." [07:57]
These challenges highlight the necessity of a language guide in maintaining effective and respectful communication.
Steps to Create a Language Guide
Allie outlines a step-by-step approach for nonprofits to develop their own language guides:
- Recognize the Need: Identify signs such as inconsistent messaging or feedback indicating confusion.
- Determine Focus Areas: Decide which aspects of language need standardization, such as identity terms or accessibility language.
- Conduct Research: Review existing communications and gather input from stakeholders through focus groups or interviews.
- Develop Guidelines: Create sections outlining preferred terminology, dos and don'ts, and contextual strategies.
- Implement and Socialize: Share the guide with the team and integrate it into everyday communications to ensure adherence and consistency.
"The first step is usually recognizing that need... the second step is typically figuring out which areas." [09:22]
This structured approach ensures that the language guide is tailored to the organization's specific needs and enhances overall communication effectiveness.
Case Study: Women's Enterprise Development Center (WEDC)
Allie shares a practical example of how Big Duck collaborated with WEDC to develop a language guide:
"We conducted some research that included reviewing their existing messaging... resulted in some key findings about the way WEDC writes and speaks about their community." [11:37]
Process:
- Assessment: Reviewed WEDC’s current messaging and organizational documents.
- Engagement: Held focus groups and one-on-one interviews to gather diverse perspectives.
- Development: Identified areas for improvement, such as reducing business jargon and enhancing clarity in community representation.
- Implementation: The language guide streamlined WEDC’s tone across all messaging platforms, aligning communication with their mission and community perception.
Impact:
- Improved consistency and inclusivity in communications.
- Enhanced clarity in representing who WEDC serves, bridging the gap between the organization's name and its broader service offerings.
Allie notes:
"Language guides can really help with that clarity piece." [12:53]
This case study exemplifies the tangible benefits of adopting a language guide, demonstrating its role in reinforcing an organization's identity and fostering better audience connections.
Conclusion
Episode 179 of The Smart Communications Podcast underscores the critical role of language guides in nonprofit communications. By prioritizing clarity and inclusivity, nonprofits can effectively convey their missions, connect with diverse audiences, and minimize unintended harm. Allie D'Amu and Ryan Gerhardt provide actionable insights and practical steps for organizations looking to develop or refine their language guides, highlighting real-world applications through their collaboration with WEDC.
Final Takeaway: Investing time in creating a comprehensive language guide can significantly enhance a nonprofit's communication strategy, ensuring that every word aligns with the organization's values and objectives.
Additional Resources
- Blog Post: Big Duck's Collaboration with WEDC on Language Guides
- Public Language Guides: Links to recommended messaging and language guides referenced by Big Duck are available in the show notes.
Get Involved
Are you a nonprofit leader seeking to enhance your communication skills? Visit Big Duck or contact them at hello@bigduck.com to learn more about developing effective language guides and other strategic communication tools.