I want you to try something. Open your charity's website. Read the first three sentences on the homepage out loud. Then ask yourself, honestly, could those exact sentences have been written by any of the other two hundred charities operating in your space? In most cases, the answer is yes. Sometimes, with a change of name and a tweak to the cause, they could have been written by all of them. This is the charity voice problem. And it is so widespread, so deeply embedded in how

By Jack Allen, Founder of Better Said I want to start with a confession. For most of my career, I didn't work for charities. I worked for radio stations, media agencies, and content companies. I helped brands sell things. I built audiences for commercial platforms. I spent years obsessing over click-through rates, listener retention figures, and social algorithms - not because I particularly loved any of those things, but because in commercial media, the feedback loop is brut