I remember vividly the first time I realized the power of fundraising and the moment I knew that I wanted to use my communications talents for good and not evil. I also remember the reaction I received from colleagues and friends when I said I wanted to pursue fundraising as a career path. What are you, nuts? was the most common response.

As a communications professional for more than 20 years, I think I can offer an informed opinion on why the fundraising profession gets about the same popularity ranking as a auditor or funeral director: it’s in the language. We make it sound about as appealing as a root canal or other medical procedure.

Take the following examples:

Solicitation - sounds like something you don’t want to be caught doing. Illegal.

Cultivation - most definitely agricultural.

Donor - what you do with blood or organs.

Constituency - determines where you vote and who your political representative is.

Development and advancement - better, but vague.

Donor pyramid - sounds like a get rich quick marketing scheme.

Case statement - what your lawyer does in court after you solicit.

I think it’s time for a rebranding, don’t you?