Prospect Research
Why Language Matters
By Erin Olson | June 23, 2026
What is Inclusive Language?
Words matter and can help or inhibit the work, feelings and expression of others. Inclusive and equitable language demonstrates action-focused ways to enhance our commitment to celebrate our diversity, expand our vocabulary to be more inclusive and foster a greater feeling of belonging with our colleagues, philanthropic partners and constituents. Inclusive language is based on kindness and curiosity — learning and caring about others as unique individuals. Using inclusive language at work upholds the respect and well-being of our colleagues and all individuals we work with in our professional lives.
Inclusive language recognizes that word choice can be used — intentionally or unintentionally — to include or exclude others. Using inclusive language communicates in a respectful way and brings everyone into the conversation. Inclusive language also avoids making assumptions about people, steering clear of defaults that could make a person feel alienated or unwelcome. The ultimate goal of inclusive language is to create an environment in which everyone is empowered to speak and feel confident that their voice will be heard. By choosing to use gender-neutral terms, avoiding terms that make assumptions or revert to defaults, and being mindful of historical context, we are actively working to include and create space for everyone to be their authentic selves.
Using the Guides Below
The guides below demonstrate actionable ways to enhance our commitment to celebrate our diversity, expand our vocabulary to be more inclusive and foster a greater feeling of belonging with our colleagues, philanthropic partners, donors and constituents.
Gendered Language
Gender-neutral language or gender-inclusive language is language that avoids bias towards a particular sex or social gender. In American English, this includes the use of nouns that are not gender-specific to refer to roles or professions, the formation of phrases in a coequal manner and discontinuing the blanket use of male terms. Rather than make assumptions about relatives' gender identities (e.g., based on a name or a picture), lean on gender neutral terms like spouse, child or sibling as a default over gendered terms like wife, daughter or sister. Offer gender inclusive picklist options in addition to gendered relationship terms in constituent database fields.
|
When using...
|
Instead use...
|
|
hey guys, ladies, gals, bro, dude, man
|
y’all, friends, colleagues, team, everyone, all of you, both of you, folks
|
|
husband, wife, boyfriend, girlfriend
|
spouse, partner, significant other
|
|
mankind
|
Humankind, humanity
|
|
girl, boy (someone 18+)
|
woman, women, they, them, she, he, man, men, person, people, name
|
|
chairman
|
chair, chairperson, board chair
|
|
waitress, waiter
|
server, waitstaff
|
|
mailman, weatherman (many professions)
|
postal carrier or worker, meteorologist
|
|
housewife, househusband
|
homemaker, stay-at-home parent
|
|
Dear Sir, Dear Madam
|
Dear Name, To Whom It May Concern
|
|
manpower, man-hours, man-made
|
effort, amount of time, work, created, fabricated
|
|
freshman
|
first-year student
|
Workplace example: “Sending over research on the parents of the new first-year students starting at the university this fall.”
Sexist Language
Related to gendered language, sexist or misogynistic language unnecessarily emphasizes gender and is used to demean and dehumanize people and how they identify. It reinforces stereotypes and assumptions about gender roles. Here are some examples of specific words used in misogynistic ways.
|
When using…
|
Instead use…
|
|
bossy
|
powerful leader, person in charge, direct, decisive, takes charge
|
|
man up, be a man
|
show courage
|
|
hysterical, emotional
|
they have strong feelings on the subject, impassioned, passionate
|
|
ladylike
|
polite, kind
|
|
maiden name
|
birth name, former last name
|
Workplace example: “Amanda is a great leader for our organization. She takes charge when things get tough and there are hard decisions to be made on behalf of our nonprofit.”
Harmful Coded Language
These are terms and slang commonly used that were created or appropriated to cause intentional harm and violence upon their subjects. This language is often unnecessarily politicized and used to dehumanize, activate and reinforce racial stereotypes of marginalized people and communities.
|
When using…
|
Instead use…
|
|
illegal alien
|
undocumented immigrant, refugee
|
|
minorities
|
BIPOC, Black, Latinx, Native, etc.
|
|
thug
|
person suspected of a crime, suspect
|
|
felon, criminal, ex-con
|
formerly convicted of a crime
|
|
convict, prisoner
|
incarcerated
|
|
at risk/inner city/urban
|
historically disinvested, historically underserved neighborhood, historically under-resourced
|
|
slave
|
Enslaved person, victim of slavery
|
|
ghetto, the hood
|
historically disinvested, historically underserved neighborhood, historically under-resourced
|
|
sketchy/shady (geographically)
|
historically disinvested, historically underserved neighborhood, historically under-resourced
|
|
the rez
|
Sovereign Nations, native land, Indigenous land
|
Workplace Example: “This scholarship being funded is designed for students who come from historically under-resourced neighborhoods and whose families have not been given the opportunities others in different parts of the city have received. These scholarships can change lives.”
Ableist Language
Ableist language is language that is used to dehumanize and invalidate people with disabilities and neurodivergent people. It can also refer to language that is derogatory, abusive or negative about disability. Ableism is the systemic exclusion and oppression of people with disabilities, often expressed and reinforced through language. Terminology should center personhood first and then divergence in ability — but be sure to ask the person with a disability how they identify, as preferences vary.
|
When using…
|
Instead use…
|
|
normal
|
typical, most common, primary, usual
|
|
crazy, nuts, insane, psycho
|
outrageous, wild, extreme, intense, surprising, bananas
|
|
disabled
|
person with a disability
|
|
mentally ill, mental
|
person suffering from a mental illness
|
|
lame
|
uncool, awful
|
|
spaz
|
going wild, an outburst of activity
|
|
handicapped parking
|
accessible parking
|
|
basketcase
|
having a hard time, difficulty doing something
|
|
fell on deaf ears/tone-deaf
|
did not listen, did not pay attention
|
|
OCD
|
attentive, pays attention to detail, organized
|
|
blind spot
|
missed, did not expect, unplanned, gap in misunderstanding
|
|
binging, binged
|
indulged, satiated, wallowed, watched a lot
|
Workplace Example: “The work retreat offers accessible parking and passes are available at the front desk.”
Colloquialisms Rooted in Slavery and Oppression
There are many terms in American English that have etymology rooted in slavery, racism and oppression that have become ubiquitous in everyday conversation. Additionally, some terms may have innocuous origins but have been historically co-opted by racists.
|
When using…
|
Instead use…
|
|
master bedroom
|
primary, main or largest bedroom
|
|
grandfather clause/grandfathered in
|
group operating under the former policy, allowed in, included, before the policy changed
|
|
no can do
|
I cannot do it
|
|
tribe
|
group, team, family, support system, chosen family
|
|
sold down the river
|
betrayed, cheated
|
|
peanut gallery
|
hecklers, critics, commentators, jokesters
|
|
long time no see
|
it’s been a while
|
|
spirit animal
|
aligned with, kindred spirit
|
|
blacklist, blackball
|
excluded groups
|
|
cakewalk
|
quick win, easy victory
|
|
gyp, gypped
|
lose, lost, taken away
|
|
bougie, boujee, uppity
|
upper class, middle class, wealthy
|
|
move up the totem pole
|
chain of command, order, priorities and more authority
|
|
hold down the fort
|
be in charge, monitor and lead in someone’s absence
|
|
pow-wow
|
meeting, get together
|
|
slaving away
|
working hard, dedicated, heavy workload
|
|
Nazi
|
rigid, attention to detail, focused, attentive
|
|
go off the reservation
|
disagree with the group, defect from the group
|
Workplace Example: “Sam will be in charge while the rest of the team is at the retreat.”
Violent Language
Language that evokes violent imagery, mimics violent actions or uses words that typically describe violence should be avoided. This language can activate people who have experienced violence firsthand or in their communities.
|
When using…
|
Instead use…
|
|
I’ll shoot you an email
|
I’ll send you an email
|
|
shot in the dark
|
taking a chance, try
|
|
blown away
|
shocked, surprised
|
|
killing time, killing it
|
passing the time, great job, you are doing well
|
|
jumped the gun
|
got ahead of yourself, started too quickly, too early
|
|
slayed it
|
did a great job
|
|
at war with, going to war
|
spirited debate, difficult, opposed to
|
|
rule of thumb
|
tule, guideline, policy
|
|
take a stab at
|
try, give it a go, attempt
|
|
killing two birds with one stone
more than one way to skin a cat
|
taking care of two things at once, multiple ways to accomplish a task and multitasking
|
|
beating a dead horse
|
refusing to let go, repeating, going over and over
|
|
stalking
|
checking out, reviewing and looking at a lot
|
|
bullet points
|
dot points
|
|
trigger
|
activate, upset
|
Workplace Example: “After my introduction, you will see the notes in the dot points below.”
Words Matter
We are all humans. We are beautiful and flawed, with challenges and frustrations, fits and starts.
These inclusive language guides are by no means definitive and will always be evolving. They include basic terms sourced from credible and well-researched resources , pointing out some examples of ways our language can hurt or oppress others and how we can use alternatives that instead honor and celebrate.
In our not-for-profit organizations, we aim to be inclusive and equitable and to make our staff, constituents, philanthropic partners and donors feel like they belong. We hope this guide will inspire you to think more carefully about the words and phrases you use in professional and casual conversations and to consider using some of the suggestions as alternatives.
Continued Reading


Erin Olson
Senior Prospect Identification Analyst, The Wisconsin Foundation and Alumni Association
Erin Olson is a Senior Prospect Identification Analyst with the Research and Prospect Management team at The University of Wisconsin Foundation and Alumni Association, located in Madison, Wisconsin. Erin’s work leverages analytical, research and business tools to identify the best development prospects for cultivation and qualification across all campus units, on behalf of and in the benefit of the University of Wisconsin. She has been in the research community for nearly two decades, conducting high-profile prospect research, proactive prospect identification, portfolio management, clinical trial medical research studies, campaign development and freelance documentary film donor screenings. For the past two years, Erin has been presenting on Inclusive and Equitable Language, including the creation of an equitable language guide for prospect research, across the Midwest at development organizations and APRA chapters. Erin volunteers her time as President on Apra Wisconsin’s Board of Directors and seeks out FDR New Deal historical sites in Wisconsin for publication at Berkeley’s Living New Deal project.