What the $@#&?
Words don't have to be this blatantly offensive to cause offense. Watching what you say isn't as easy or even as all-fire important as you might think.
May 2006 By Scott Swedenburg
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Editor’s Note: This article contains some words and passages that some readers might find offensive or unsettling. We chose to leave them in so that the author could make his point, as well as to illustrate the powerful effect they can have on a reader. We apologize in advance for any offense.
Think back to when you were a kid … how many times did you get your mouth washed out with soap because of something you said? I know it happened to me a couple of times.
As a fundraiser, how many times have you had to tell your executive director or board that one of your fundraising letters or e-mail campaigns bombed because of something you said? Again, I’ve been there.
Both experiences can leave a bad taste in your mouth and leave you asking yourself, “How can I keep this from ever happening again?”
Recently, our creative team was developing a fundraising package for a children’s home. The story line in the letter was about a young girl who made the choice not to follow in her mother’s footsteps and use drugs. One of the members of our team suggested the envelope teaser have wording along the lines of “Tiffany had a choice.” We were beginning to develop that thought when someone asked if our readers would relate the word “choice” to abortion. Would a large percentage of the donors and prospects never open the envelope because of the word “choice”? We decided not to use the word and tested a different phrase.
Was it the right decision? I don’t know for sure since we took a presumably safer route and never tested teaser copy with that word. Are there other words that you avoid because of a bad experience in the past or in anticipation of a problem?
The words we use in politics, sports, media and religion all are becoming harder and more offensive. But at the same time, the reading public seemingly is becoming more sensitive. A lot of us aren’t sure what to say anymore for fear of offending one group or another — liberal or conservative, black or white, male or female, gay or straight, Christian or Jew or Muslim.
Last year, some nonprofits had a problem with their Christmas — no, I’m sorry — their holiday mailings. Because the subject of “Christmas” vs. “holiday” was so prevalent in the news, nonprofit organizations received calls and letters from donors and prospects alike complaining.
Think back to when you were a kid … how many times did you get your mouth washed out with soap because of something you said? I know it happened to me a couple of times.
As a fundraiser, how many times have you had to tell your executive director or board that one of your fundraising letters or e-mail campaigns bombed because of something you said? Again, I’ve been there.
Both experiences can leave a bad taste in your mouth and leave you asking yourself, “How can I keep this from ever happening again?”
Recently, our creative team was developing a fundraising package for a children’s home. The story line in the letter was about a young girl who made the choice not to follow in her mother’s footsteps and use drugs. One of the members of our team suggested the envelope teaser have wording along the lines of “Tiffany had a choice.” We were beginning to develop that thought when someone asked if our readers would relate the word “choice” to abortion. Would a large percentage of the donors and prospects never open the envelope because of the word “choice”? We decided not to use the word and tested a different phrase.
Was it the right decision? I don’t know for sure since we took a presumably safer route and never tested teaser copy with that word. Are there other words that you avoid because of a bad experience in the past or in anticipation of a problem?
The words we use in politics, sports, media and religion all are becoming harder and more offensive. But at the same time, the reading public seemingly is becoming more sensitive. A lot of us aren’t sure what to say anymore for fear of offending one group or another — liberal or conservative, black or white, male or female, gay or straight, Christian or Jew or Muslim.
Last year, some nonprofits had a problem with their Christmas — no, I’m sorry — their holiday mailings. Because the subject of “Christmas” vs. “holiday” was so prevalent in the news, nonprofit organizations received calls and letters from donors and prospects alike complaining.
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