I know what it’s like to be in a small charity or business and be bamboozled by terms that people assume you know (or that make them feel important by using them). So here’s a collection of them to help you retain your sanity (and to feel at least as important as everyone else). I will continue to add to it as I think of more (there will always be more).
a
- Accessibility Making websites, documents and other information easier for everyone to use, including people with disabilities. This might mean supporting people who use a keyboard instead of a mouse, software that reads text aloud, or captions on videos. Read More
- Algorithm The rules that digital technologies (such as social media platforms) use to decide who sees what. Read More
- Analytics The practice of tracking, measuring, and interpreting data to understand how well your communications are performing. It helps to answer what worked, why it worked, and how to improve. Read More
- Answer Engine Optimisation The practice of tailoring online content so AI platforms and voice assistants (like ChatGPT, Google AI Overviews, Perplexity, and Siri) can easily find, synthesise, and cite it directly within their conversational responses. Read More
- AEO The practice of tailoring online content so AI platforms and voice assistants (like ChatGPT, Google AI Overviews, Perplexity, and Siri) can easily find, synthesise, and cite it directly within their conversational responses. Read More
- Appeal A fundraising campaign focused on raising money for a specific cause or time period. Read More
- Audience The group of people you want to reach with a message – donors, service users, local partners etc. Read More
b
- Beneficiary Another term for people who benefit from your charity’s services (such as service users). Sometimes used more formally in funding applications. Read More
- Branding How your organisation presents itself — logo, colours, tone of voice. Read More
c
- Call to Action The specific instruction you want people to follow (“Donate now”, “Sign up”). Read More
- CTA The specific instruction you want people to follow (“Donate now”, “Sign up”). Read More
- Case Study A real-life story that shows the impact your charity has. Read More
- Co-production Designing services, projects, or materials with service users, not just for them. Read More
- Content Anything you create and share to communicate with your audience, such as text, images, videos, blogs and podcasts. Read More
- Content Calendar A simple plan showing what you’ll post, where, and when. Read More
- Content Strategy A plan for what and how you're going to communicate. If your website, newsletter and social media are all talking about different things, people can struggle to understand what matters most. Read More
- Conversion When someone takes the action you wanted — like donating, signing up, or contacting you. Read More
- Customer Relationship Management 'CRM' (Customer Relationship Management) usually refers to software that helps you keep track of the people your organisation works with, your conversations with them, and information such as marketing consent and other records needed for data protection. Read More
- CRM 'CRM' (Customer Relationship Management) usually refers to software that helps you keep track of the people your organisation works with, your conversations with them, and information such as marketing consent and other records needed for data protection. Read More
d
- Donor Journey The steps someone takes from hearing about you → donating → becoming a regular supporter. Read More
e
- Engagement How people interact with your posts (likes, comments, shares etc). Read More
g
- General Data Protection Regulation UK rules about collecting, storing, and using people’s personal data. Read More
- GDPR UK rules about collecting, storing, and using people’s personal data. Read More
- Generative Engine Optimisation The practice of optimising digital content so that AI platforms (like ChatGPT, Perplexity, and Google AI Overviews) frequently cite, reference, and recommend your brand when users ask conversational questions. Read More
- GEO The practice of optimising digital content so that AI platforms (like ChatGPT, Perplexity, and Google AI Overviews) frequently cite, reference, and recommend your brand when users ask conversational questions. Read More
- Gift Aid A UK tax incentive. If a donor is a taxpayer, the charity can claim an extra 25p for every £1 given, at no extra cost to the donor. Read More
i
- Impact The real difference your charity makes in people’s lives – not just what you do, but the change that results from it. Read More
- In-kind Support Non-cash help – like free office space, donated equipment, or pro-bono professional services. Read More
- Influencer Someone with a large following who can promote your cause. Read More
- Infographic A visual way of presenting information, usually combining images, numbers, and text to make data easy to understand. Read More
k
- Key Performance Indicator A measurable goal that shows progress (e.g. “50 new donors this year”). Read More
- KPI A measurable goal that shows progress (e.g. “50 new donors this year”). Read More
l
- Lived Experience Knowledge and insight gained by people who have personally experienced the issue your charity works on (such as homelessness or addiction). Read More
m
- Matched Funding When a funder or sponsor agrees to double the donations you raise (for example, £1 from the public = £1 from the funder). Read More
- Metrics 'Metrics' is really just a fancy term for 'numbers'. It refers to the numbers (or other data) that you use to track how well something is performing, such as visits to your website and other analytics. Read More
o
- Outcomes The changes that happen as a result of your outputs (eg “More people gained confidence to apply for jobs”). (Not to be confused with outputs.) Read More
- Outputs What your charity delivers (eg 50 workshops, 200 meals). Not to be confused with outcomes. Read More
p
- Persona A made-up character that represents a typical member of your audience, used for planning your communications. Read More
- Post A piece of content published online — this could be a short update on social media or a longer article on your website. Read More
- Pay-Per-Click Online adverts where you pay only when someone clicks (such as Google Ads). Read More
- PPC Online adverts where you pay only when someone clicks (such as Google Ads). Read More
r
- Reach How many people see your post or content. Read More
- Restricted Funding Money given for a specific purpose or project and must only be spent for that purpose (in contrast to unrestricted funding). Read More
- Return on Investment Whether the time/money spent on an activity brings back enough benefit. Read More
- ROI Whether the time/money spent on an activity brings back enough benefit. Read More
s
- Screen Reader An assistive technology that enables people who are blind or have low vision to access digital content, such as websites and applications, by converting text and images into speech or Braille output. Read More
- Search Engine Optimisation Making your website easier to find on Google and other search engines. Read More
- SEO Making your website easier to find on Google and other search engines. Read More
- Segmentation Grouping your audience (e.g. by age, interests) to send more relevant messages. Read More
- Service User A person who benefits directly from your charity’s work, sometimes also called a client, participant, or beneficiary. Read More
- Social Media Online platforms where people connect and share information, such as Facebook, Instagram, LinkedIn, X/Twitter, and TikTok. Read More
- Stakeholder Anyone with an interest in your charity, such as funders, beneficiaries, staff, and volunteers. Read More
- Storytelling Using stories to explain your impact and connect emotionally, such as with case studies. Read More
t
- Testimonial A positive statement from someone about their experience with your charity, often from service users, volunteers, or donors. Read More
- Theory of Change A framework showing how your activities lead to outcomes and long-term impact. Read More
u
- Unrestricted Funding Money you can use however your charity needs, such as for core costs like rent, salaries and utilities (in contrast to restricted funding). Read More