…and how it relates to charities. No, really. Let me start by telling you a story. It’s a story because it’s not actually true or correct, but I like it anyway, so here goes.

For many years (in fact since I first heard about it in school assembly in the 1980s), I’ve believed what turns out to have been a myth about the etymological origin of the word “sincere”.

It was said that the root of the word came from the Latin “sine” meaning without and “cera” or wax. Why “without wax”? Well, in Roman times, when broken pottery was fixed, it was done so using wax, apparently. Therefore, if a vase, say, was a genuine unblemished article, it was… without wax.

So although it’s not correct (the real etymology is more mundane) I think it stands up well as a metaphor for my charity blogging purposes. Because we need to remember that our most effective communication is when we portray the work our organisations do as the ‘genuine article’.

And any child of the 80s will remember this iconic scene from the film The Karate Kid. If you’re not that old (or young?) here’s the clip I’ve been thinking about: 

So, Daniel is a bullied youngster who is trained by an old master, Miyagi, to become a Karate Champion. This is a key scene in the film because apparently instead of training him in karate, Miyage has been getting him to do hard manual labour: sanding the floor, painting the fence, and waxing the car. Just as Daniel’s about to give up, the master shows him that floor sanding and wax application were basic karate moves (who knew?). He was giving him strength and making sure his technique is so ingrained as to be instinctive.

I’ve met so many people who tell me they’re good writers. But it doesn’t necessarily make them good communicators about their charities. We need to train hard to ensure that we instinctively stop ourselves from waxing lyrical when the situation arises.

Now watch this beautiful 30 second film clip, made by Cancer Research UK as part of the Cancer is Happening Right Now campaign.

Why does this work so well? What makes it so authentic?

This is a real window into the lives of people who are affected by cancer. Note the ticking clock to give it a documentary feel. There are no actors in white coats. There is no flowery language. Just a very clear picture of the everyday life of real people who can ultimately benefit from donations to the charity. And a clear sense from the “right now” of how urgently that support is needed.

There is a place, of course, for warmth and creativity, but we need to remember to use the full power of authenticity, keeping our mission itself front and centre. Our purple prose can get in the way.

So remember, everyone, let’s stay sincere in our charity communications.