Choose your words carefully when it comes to describing yourself. According to Allan Benamer’s blog post in Nonprofit Tech Blog, it could make the difference in how donors perceive you.
Benamer used Google trends to compare the number of online searches for “charities” vs. “nonprofits”. What he found was that after natural disasters like tsunamis or hurricanes, people look for “charities” to support. On the other hand, news coverage trended toward nonprofits rather than charities.
Several years ago, Worth magazine recognized Parents as Teachers as one of the top 10 children’s charities deserving support. Interestingly, many parent educators found the classification unsettling.
Nonprofit or charity? Choose your word wisely.