Your Nonprofit's Kind of Kind
I've been thinking a lot lately about two words we use interchangeably—but probably shouldn't.
Nice and kind.
On the surface, they seem like synonyms. But when you dig into what they actually mean, you start to see why the distinction matters, especially for your nonprofit's messaging.
What the dictionary actually says
Nice means pleasant, agreeable, satisfactory. Historically, "nice" has meant everything from frivolous to ignorant to fussy to dainty. It's been pulled in so many directions over the centuries that it doesn't carry a whole lot of weight anymore. It's just... nice.
Kind, on the other hand, means sympathetic, empathetic, and helpful. It comes from the same root as "native" and "family"—words rooted in belonging. Doing good for those who are connected to you.
Which is exactly why it matters for your messaging.
What this means for your nonprofit
Here's where I see nonprofit leaders like you get stuck: they describe their work in ways that sound perfectly pleasant but don't actually connect. The language is agreeable. It's professional. It's... nice.
But it doesn't make anyone feel seen.
Your supporters aren't with you because your organization seems nice. They're with you because your mission speaks to something they genuinely care about. As Seth Godin puts it: "People like us do things like this."
When you get clear on your kind of kindness — your specific values, who you serve, the change you're working toward — your messaging stops being generic and starts being magnetic. The right people read it and think: this is for me.
A simple test
Look at your current messaging: your website, your appeal letters, your social posts. Does it feel kind or just nice? Does it reflect who you actually are, or does it play it safe?
If you're reading this and shaking your head a little, you're not alone. Most of the nonprofit leaders I work with know something is off—they just haven't had the language to name it yet.
Now you do.
The clearer you can be about your kind of kindness, the more you'll attract your kind of people. And that kind of connection is what actually moves your mission forward.
After a decade as an in-house nonprofit marketer, Jordana Merkin founded Voice for Good to bring her insider knowledge and outsider perspective to help growing nonprofits like yours clarify their messaging to raise awareness and funds for their missions.
Her work with nonprofits includes messaging guides, communication strategy, and copywriting. (Learn more here!)
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