New Nonprofit Language
EcoAmerica, a nonprofit marketing firm based in the nation's capital, has found that we need new language to save the environment. The firm accidentally released their findings to the media which resulted in more likely media attention that the report would have garnered normally. The New York Times published an article about the report on May 2nd which outlined some of the recommendations.According to the Times, the old language of global warming is no longer effective. It has too much baggage and doesn't align well with the motivations of the American people. The nonprofit suggests that we move to a discussion of "our deteriorating atmosphere" and speak about our efforts to "move away from the dirty fuels of the past."
Karl Rove would be proud. The progressive front has finally learned how to use language as a tool for social change just as he did a dozen plus years ago for the Republican machine.
This new eco-language is right on. It moves beyond radicalism or boomer politics and makes a critical issue easy to consume. Now, we need to do the same thing for the whole progressive platform--starting with the word "progressive".
Taproot Foundation works with hundreds of nonprofit organizations across the country every year and find that we continue to see the same old language, which is ineffective in most cases, being recycled. It is old and tired. Perhaps more importantly, it just doesn't resonate with a new generation.
There needs to be a whole new framing of a wide range of issues from foster care to homelessness, from volunteerism to vegetarianism. These issues also need to be designed to fit together into a broader ethical frame that can hold them all together.
The work of getting this new language defined is significant but doable. The hard part is working with all the nonprofit organizations, politicians and community organizers (hate that term) to adopt the new language and framing. This requires real leadership and influence.
How can the Taproot Foundation use our network of hundreds of nonprofit clients to be a part of this change?
The biggest language barrier facing the sector is its very name - it's ludicrous we define our sector by what it's not - "nonprofit." It's not even correct, let alone a positive decriptor. Many colleagues have agreed with me over the years, but sadly a consensus hasn't emerged on a better name for the sector. (My personal prference is "public benefit," a term right from the same tax code that "not for profit" originated from.)
I fantasize that some forward-thinking funder will finance a giant-sized Key Messages Service Grant for the entire sector - it would be the ideal process to build that consensus we need on a new name. Any takers?
Why is it that the same ole tired "progrssives" have to spin language or make-up catchy tunes to sell their point. The American public is finally starting to realzie Global Warming is bogus plain and simple. The earth is actually in a 20 year cooling cycle. Now that is a fact unlike that silly nonsense Al Gore tried to sell. If you are a vegetarian don't push it on me, if recycle fine, don't push it on me, if you want to ride a bike in the rain to work, fine, don't push it on me. I think you get the point. Try selling your ideas to China or India. Seems that is where the work is.
Eco-Speak. A new language makes sense. Corporations reposition products continually to conform with the "environment" in all its meanings -- political, social and other timely and relevant factors. Tapproof might consider generating language options -- with the help of naming and branding experts -- and presenting these to the currently named non-profits for approval.
IMHO, consensus and agreement could be a harder task than generating the new language..... but then, there would be experts to accomplish that as well. It's all "doable!"
I was on a non-profit board and taproots came in and threw around some language that was worse than ours. What we need is poets.
The term "deteriorating atmosphere" is descriptive and accurate--we should always try to be clear and simple in our communications. Especially when we're trying to motivate the public to act or to increase awareness. Good stuff.
As far as environmentally-conscious behaviors, I see two kinds of people. One group is extremely knowledgeable: if you say your paper is 100% post-consumer recycled content, they will ask, "But is it bleached?" The other group doesn't care what happens at the factory or the landfill, but they want fewer chemicals in their homes (NIMBY) and exposed to their families (WIIFM). This latter group is much, much larger.
With nonprofits, I see a definite trend in programs and language away from charity and toward self-help and empowerment. I like this change because it feels like donors' dollars (and Taproot volunteers' time) help people who appreciate it. But I'm getting burned out of this language because every nonprofit is using it.
Whatever they are called, 503(c)(3) organizations need to segment their status as different from the wealth of triple-bottom-line socially-responsible for-profit companies that are in the marketplace now. I'm not buying into "public benefit" right now because it's vague enough that a for-profit could co-opt it. Maybe popularizing 503(c)(3) is the answer, just as 401(k) has become the catch-all term for retirement investing.
How can Taproot help? By following the standard project blueprint - discovery research followed by recommendations. In this case there needs to be focus groups conducted at Taproot offices across the country to learn what words work and which ones don't. Then a large-scale survey to narrow down those words. Finally consumer testing to ensure the words work together properly. By issuing a report with findings and recommendations, sending that report to the press and all of Taproot's client organizations and integrating the new language into its own documents, Taproot can shape the new language of eco-friendly, empowering nonprofits.
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