“That tea is fire!” If you are thinking the herb beverage is hot, you are probably not a Gen Zer. According to a Business Insider story, Gen Zers use the term “tea” to refer to gossip, the way a Boomer may refer to “the skinny;” and the word “fire” refers to something “cool” or “groovy.” If you came across an article reading “Level Up: 10 Valentine's Day Musts for a Lewk That's Lit,” would you take interest in the product or turn the other way in confusion?

A similar concept holds for charities and donors. We need to be aware not only of what charities say but also of what potential donors hear. When it comes to the term “charity impact,” it turns out different generations may respond to different messages.

Recently, BBB Wise Giving Alliance released the Give.org Donor Trust Special Report: Charity Impact. This study was based on an online survey of 2,100 adults across the United States and more than 1,000 adults in Canada. When asked to consider possible definitions for the term “charity impact,” survey participants were split, with significant generational differences. For example, Gen Zers are most likely to define “charity impact” as “organizations reaching defined goals”; Millennials were most likely to select “how efficient the organization was in its spending” (27%), and Matures most frequently select “the quality of programs” (26%).

While generational language differences are to be expected, it is important for charities to recognize that common terms used in appeals and other communications may need to adapt to different potential interpretations, especially for recently popular terms such as “charity impact” which do not have a universal definition. For the “charity impact” term, one way to avoid such misunderstanding is to identify intended meaning when including this language in solicitations, websites, or other mediums. This type of linguistic transparency helps foster common comprehension for a wider audience.

Video of the Week

 As part of the Building Trust Video Series, we are pleased to provide a video featuring NancyJo Houk, Chief Marketing and Development Officer, American Indian College Fund (a BBB Accredited Charity) which works to help Native people by providing them with access to higher education. AICF awarded $7.72 million in scholarships to 3,900 American Indian students in 2018-19. AICF also provides financial and programmatic support for the needs of 34 accredited tribal colleges and universities, ranging from capital support to cultural preservation curricula. 

Heart of Giving Podcast 

Recent Reports

We are always working with charities to publish or update reports for donors. Visit Give.org or local BBBs to check out any charity before giving. Our recently evaluated charities include:

• Boys and Girls Clubs of America
• Muscular Dystrophy Association

• Feeding America