Rethink the Frame: How Language Shapes Trust, Engagement, and Support
Too often, mission-driven messaging leads with what’s broken. But what if the issue isn’t the story, it’s the frame?
At a recent session with the West Suburban Philanthropic Network, we explored how language shapes perception and trust, and how small shifts in phrasing can lead to big changes in how organizations are supported. Through live audience input and real-world examples, we unpacked the connection between language, unconscious bias, and messaging that either invites or alienates.
At Krantz Strategies, we work with nonprofits, public health leaders, and infrastructure teams to shape narratives that reflect the dignity of the communities they serve and build credibility with the people they want to reach.
Here are a few key takeaways from the conversation.
Language Is One of the Most Powerful Tools We Have
Language doesn’t just convey meaning. It influences perception, connection, and trust. The words we use to describe people and challenges affect how others respond emotionally, cognitively, and behaviorally.
Research shows that about 95% of our mental work is done by the intuitive brain, not the rational one. This means our audiences are responding to stories and language based on feeling first, then logic. And the brain holds onto fear more easily.
Hope, dignity, and optimism? They take more repetition.
Language Isn’t Neutral
Words like “at-risk,” “underserved,” and “vulnerable” show up all the time in grants, reports, and appeals. But all of these phrases have one thing in common: They define people by what they don’t have.
This language can quietly reinforce unconscious bias, including savior narratives and assumptions about entire communities. It centers the organization as the hero, rather than the people doing the work or experiencing the challenge.
When we reframe, even slightly, we start to paint a fuller picture. Instead of defining people by their struggle, we begin to acknowledge their strength, context, and leadership.
What Audiences Are Tired of Hearing
We asked: What’s one phrase you’d love to stop seeing in nonprofit messaging?
Here’s what participants told us:
“We need your help NOW”
“Without your help…”
“You have saved…”
“Homeless people”
“Your donation will be doubled/tripled/quadrupled”
“Providing educational nourishment to young scholars”
“Support our mission”
“Every organization is ‘empowering’”
These phrases may be familiar, but they often fall flat, or worse, turn people away. They can feel vague, guilt-based, or disconnected from the lived experience of those being represented.
Stories Grounded in Dignity Perform Better
When we lead with resilience, agency, and shared goals, we create messaging that invites partnership. Donors and stakeholders want to be part of solutions, not savior stories. Stories that reflect strength and progress foster connection and long-term support.
We saw this reflected in another question we posed: What’s one shift you want to bring back to your team?
Responses included:
“Keep front of mind: Would you feel proud to read this if it were about you?”
“State the best before the rest”
“Reflect future communications through an asset-based lens”
“Going back through our brand guidelines to check for asset-based language”
“Refresh to positive keywords”
“Uplift individual people more often”
These reflect a strategic mindset around how messaging shapes outcomes.
Small Changes Lead to Bigger Shifts
Try this: Swap “helping the homeless” with “supporting people experiencing homelessness.”
It’s a small change, but it shifts the focus from judgment to respect. These edits add up. Over time, they shape how your work is perceived, and how much trust it earns.
Framing Has Measurable Impact
Here’s what the research says:
How we frame a social issue can influence public support by 20 to 30 percent
75% of nonprofit websites still use deficit-based terms like “underserved,” “at-risk,” or “vulnerable” in their primary messaging
The takeaway: language matters more than we think.
When we change the language, we change the narrative. And when we change the narrative, we build stronger connections rooted in trust, clarity, and shared purpose.
Ready to align your message with your mission?
Let’s talk about what that could look like for your next campaign, report, or internal strategy.