Re: Use of the Word “Nonprofit”
In the interests of full transparency, I want to share why the titles of many articles at this blog begin with the word “Nonprofit,” even though we make it clear that is a term we want to eliminate, preferring the positive term “Community Benefit Organization.”
The answer is Google.
When people have a problem at their organization, they are not typing the words “Community Benefit Board” into Google. They are typing “Nonprofit Board.”
Before we can create change, people have to find us and read our stuff. Once they find us, we can help change their thinking about the name “nonprofit.” But until then, we will title our articles with words they recognize and words they are searching for.
In every article with such a title, we will try to remember to explain that we prefer the more affirmative and declaratory term, Community Benefit Organization. If we forget, we hope you will remind us!
Until the term Community Benefit Organization is the most commonly used and the most commonly searched-for, we will continue to meet people where they are, with the language they are using to do their search. And when they arrive, we will do our best to introduce them to language that builds on the strength and potential of everything this sector is about.
