Why Language Matters: Articulating Mission-Driven Work in a Polarized Landscape
In every language, there are many ways to say the same thing. In the nonprofit world, the stakes are high when getting your message across. The right words can open doors for funding, community buy-in, and collaboration. The wrong words, or misconceptions of what those words mean, can lead to missed opportunities.
Today, in the world of grant-making and public discourse, certain terms have become lightning rods. Words like advocacy, diversity, and trauma carry deep meaning for those who work in community spaces, but they can also trigger political pushback. Without the right framing, the vital work behind these words can be buried by rhetoric and controversy.
Is It Time to Reframe Your Work?
At Mirasol, we know that language is alive. It shifts constantly with changes in culture, policy, and power. We also know that most nonprofits don’t have the resources to constantly rewrite their narrative. They are busy solving problems, supporting communities, and making life better for the people they serve.
When terms your organization uses become politically charged, it doesn’t mean the work has to stop. It means the work might need to be reframed in ways that reach more people, without diluting the mission or values. This isn’t about hiding intentions. In fact, it can be an opportunity to clarify exactly what you do and who you serve. This way, the conversation stays open and important initiatives can move forward.
Below, we offer some alternative framings and plain-language descriptions for common mission-driven terms. These aren’t replacements for the values themselves, but perhaps they can serve as bridges to understanding.
Reframing Commonly Politicized Terms
Advocacy
What is it? Community engagement, public education, policy support, community voice.
In plain language: Helping community members understand new policies and speak up about how they affect daily life.
Nonpartisan description: Working alongside community members to make sure local decision-makers hear from the people most affected by their policies.
Example: A local small-business coalition meets with the city council to share ideas for improving traffic flow and parking near downtown shops.
Climate Resilience
What is it? Disaster preparedness, community safety planning, environmental readiness.
In plain language: Helping neighborhoods prepare for flooding and extreme weather so families and businesses can recover more quickly.
Nonpartisan description: Protecting homes, businesses, and community resources from damage caused by severe weather and natural disasters.
Example: A volunteer group organizes neighborhood emergency plans so families know how to evacuate safely during hurricanes and reduce repair costs afterward.
Diversity
What is it? Inclusive participation, broad representation, welcoming environment.
In plain language: Making sure our programs reflect the people who live in our community and that everyone feels welcome.
Nonpartisan description: Making sure programs are open and welcoming to all neighbors, we draw from the full range of community talent and skills.
Example: A public library updates its reading list and guest speaker series to feature local authors and community leaders from a variety of backgrounds so that patrons of all ages can see relatable role models and learn practical skills.
Equity
What is it? Fair access, removing barriers, leveling the playing field.
In plain language: Making sure people have the resources they need to succeed, no matter their starting point.
Nonpartisan description: Ensuring everyone has a fair shot at success by removing unnecessary obstacles and rewarding hard work.
Example: A trade school offers evening classes so working parents can train for higher-paying jobs without leaving their current employment.
Restorative Justice
What is it? Relationship-based conflict resolution, repairing harm, positive behavior supports.
In plain language: Helping people address conflict in ways that strengthen relationships and prevent future harm.
Nonpartisan description: Helping people take responsibility for harm they’ve caused and make things right, so they can rejoin the community stronger and wiser.
Example: A school program brings together students who had a conflict, guiding them to apologize, make amends, and set agreements for respectful behavior moving forward.
Trauma-Informed
What is it? Compassion-centered approach, holistic support, healing-aware services.
In plain language: Recognizing that past experiences can affect how people respond and offering support in ways that feel appropriate.
Nonpartisan description: Recognizing when past hardships might affect someone’s behavior and responding in ways that keep situations calm and productive.
Example: A community health worker learns to spot signs of military service-related stress and connects veterans to support that helps them stay in their jobs and families.
Why Language Matters
You don’t have to water down your ideas or your work. In a moment where polarization runs high, nonprofits that learn to frame their work in ways that are understood by a wider audience are better positioned to:
Keep funding streams open
Maintain community trust
Build coalitions across political lines
Stay true to their mission while avoiding unnecessary roadblocks
Our Role at Mirasol
We help organizations navigate these complexities with both strategy and heart. Whether through grant language review, staff training, or public-facing messaging, we work with you to describe your work in ways that resonate widely without compromising values.
While the language might change, the work will continue. And perhaps with the right reframe, your work will reach even further. Contact us today for a consultation on how to reframe your work.
For a full list of words that may flag grant-funded programs, websites, or curriculum for scrutiny, see https://pen.org/banned-words-list/
Federal plain language guidelines plainlanguage.gov