Language usage guides: An interview with the Women’s Enterprise Development Center

In 2023, the Women’s Enterprise Development Center (WEDC) hired Big Duck to develop a language usage guide that would support communications with more inclusive, consistent, and resonant language for key audiences and staff. The guide’s contents were informed by audience research and cumulative insights, as well as secondary resources and some current best practices.

Big Duck conducted research that included reviewing messaging and organizational documents to discuss goals, needs, questions, and challenges; a focus group with community members; and supplemental one-on-one interviews to round out the picture. Our collaborative approach resulted in key findings regarding the ways WEDC writes and speaks about gender identity, race, community, jargon, and more. Together, we codified key concepts, phrases, and terms in a comprehensive language usage guide to keep all staff, board, and program participants on the same page.

I chatted with Nikki Hahn, MPA, Chief Executive Officer at WEDC, about the development of the language usage guide and the ways it has changed how the organization communicates.

What signaled to the WEDC team that developing an internal language usage guide would be beneficial?

We realized that our language across different materials was all over the place—it didn’t always match up, which could be confusing. Plus, there was a bit of a gap between what we were saying and how our clients actually felt when they engaged with us. We were trying to balance sounding professional with being approachable, and it wasn’t always clicking. That’s when we knew developing an internal language usage guide would help us find that sweet spot and create a more consistent, client-friendly voice.

You’ve now had an opportunity to use the guide for a few months and roll out the updates to your community. Have you noticed a response or received any feedback?

We’ve definitely noticed a positive shift. Our language and talking points now feel much more authentic to the work we do, and that’s been reflected in how our community responds. It feels like our messaging truly aligns with who we are and what we offer, and that’s been really encouraging.

You work with and engage a large number of Spanish-speaking entrepreneurs. What additional considerations have you had to keep in mind throughout this process?

We’ve had to be careful about how we translate certain words and phrases. Not everything translates directly, and some things can actually come off as offensive if we’re not careful. We’ve put in the extra effort to make sure our language is not only accurate but also respectful and culturally appropriate. Getting feedback from native Spanish speakers has been key.

What impact has this resource made on your staff and internal capacity regarding communications?

This resource has had a significant impact on our communications by helping us streamline our tone across all our messaging platforms. While it’s still a work in progress, we all agree that the new language is much more in line with the work we do, how we want to be seen in the community, and how our clients feel about working with us. We’re on a very good path and excited about the progress we’ve made.

What was the process of collaborating and decision-making with Big Duck like for your team?

Working with Big Duck was a great experience for our team. You were super friendly, always on time, and responsive. You really understood our needs and were flexible in your approach. What we appreciated most was how you balanced your recommendations with our comfort level when making changes. It made the whole process feel productive and accessible, and we really felt like you were partners in helping us achieve our goals.

What advice would you give to other nonprofits considering an audit or analysis of the way they use language?

I’d definitely recommend it! Conducting a language audit was a great way for us to take a step back and really examine whether what we routinely say matches up with what we actually do and the impact we want to have. It’s easy to get stuck in the same communication patterns, but this process helped us ensure that our language truly reflects our mission and resonates with our audience. It’s been a valuable investment in making our messaging more intentional and effective.

Interested in learning more about our process to develop a language usage guide for your nonprofit organization? Contact us here.