We’ve noticed a trend in the last couple years: more and more nonprofits are making the move to put together a DEI language guide or style guide. These guides typically define the organization’s stance on the use of terms surrounding race, ethnicity, gender, ability, and other identity-based language. In an ideal world, they are developed with input from the people and communities that the language within them aims to describe, and they provide guidance on using language thoughtfully, based on individual preferences, rather than stereotypes or set standards.
This trend is a positive one, but I’d like to make the argument that simply focusing on identity-based language (as is the norm with language guides that have a DEI lens) is not enough. We need to move beyond using language to celebrate diversity, foster inclusion and advance equity. We need to think of language as a tool for centering the people and communities our nonprofits serve. And for that purpose, I believe that a strength-based communication guide can be a far further reaching and more effective tool.
Before delving into why a strength-based communication guide is often the better choice, it’s essential to understand the concepts themselves.
What is a DEI language guide?
A DEI (diversity, equity and inclusion) language guide, sometimes referred to as a diversity, equity and inclusion style guide (or similar), focuses on an organization’s identity-based language preferences and guidelines. It might answer questions such as whether the organization prefers using the term Black or African American, Latino or Hispanic, LGBTQ OR LGBTQIA+, etc. It might even go so far as to provide guidance on how to use person-first language, or how to seek individual and community preferences and shape communication accordingly. However, the scope of most DEI language guides is limited specifically to identity-based language.
What is a strength-based communication guide?
Strength-based communication focuses on highlighting the strengths, assets, and positive attributes of individuals and communities rather than solely addressing deficits or challenges. This approach celebrates diversity, promotes inclusivity, and fosters authentic connections by emphasizing what unites us rather than what sets us apart. While identity-based language guidance is part of strength-based communication guides, most go far beyond that topic and address concerns, such as framing, ethical storytelling, avoiding saviorism, and describing people how they want to be described.
So why choose strength-based communication guide over a DEI language guide? Let’s explore the reasons:
Strength-Based Communication Celebrates Diversity
While DEI language guides often aim to standardize terminology and promote sensitivity, they may inadvertently lead to a focus on differences rather than celebrating diversity. In contrast, a strength-based communication guide is better positioned to acknowledge and celebrate the unique qualities and contributions of each individual and community that make up a nonprofit’s stakeholder base, fostering a sense of belonging and appreciation.
Strength-Based Communication Elevates Community Voices
DEI language guides may unintentionally create a hierarchy of language, with certain terms deemed acceptable and others not. This can limit the expression of diverse perspectives and experiences. In contrast, a strength-based communication approach empowers individuals to share their stories, insights, and experiences authentically, amplifying their unique voices and enriching dialogue.
Strength-Based Communication Builds Connections
One of the primary goals of nonprofit communication is to build connections and relationships with stakeholders, including donors, volunteers, and most importantly, the communities they serve. A strength-based communication approach cultivates genuine connections by focusing on asking communities how they want to show up in communication, or better yet, positioning them to tell their stories themselves.
Strength-Based Communication Shifts the Narrative
Traditional DEI language guides often center around avoiding language perceived as offensive or exclusionary. While this is important, it may inadvertently reinforce negative stereotypes or perpetuate a deficit-based narrative. A strength-based communication approach reframes the narrative by highlighting resilience, potential, and agency, empowering individuals and communities to shape their own stories.
Strength-Based Communication Creates Inclusive Spaces
Ultimately, most nonprofit organizations aim to create inclusive spaces where all individuals feel valued, respected, and empowered to participate fully. A strength-based communication approach creates a culture of inclusivity by acknowledging and leveraging the strengths and assets of diverse individuals and communities, fostering a sense of belonging and encouraging collective ownership.
While the intention behind DEI language guides is noble, they may fall short in leveraging language as a tool to foster belonging and understanding. Instead, embracing a strength-based communication approach offers a more holistic and constructive alternative. By celebrating diversity, elevating voices, building connections, shifting the narrative, and creating inclusive spaces, nonprofits can ensure that they’re doing far more than avoiding offending people – they can truly begin to foster connections between all their stakeholders and undo the saviorism mentality that has long plagued the nonprofit sector.
Looking to get started with strength-based communication? Learn more and explore strength-based communication resources.
