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Why Language Matters
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    

  • American Psychological Association Inclusive Language Guide
  • University of California, Berkeley: Understanding Inclusive Language
  • University of Wisconsin Editorial Style Guide

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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. 

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