I picked up Third Sector in the Whitewater kitchen the other day and came across an article about its State of the Sector Survey 2007 – carried out in collaboration with thinktank nfpSynergy – into the clash in attitudes between the charity sector and the public.

Basically, staff in the charity sector and members of the public were asked for the ten words that would describe their ideal charity.

The outcome? Charities want to be seen as 'challenging', 'inclusive' and 'visionary'. Oh dear. Imagine going to a party and the host saying, 'Oh you must talk to Saskia, she works for charity and is very challenging.' Oh really, is that the time? Bye!

Even worse, charities want to be seen as 'passionate'. Anyone who has ever worked in a charity will tell you that the ones who forever protest their passion are the ones who never bother to do the filing, learn how to use the database or even answer the telephone.

The public, on the other hand, just want charities to be 'trustworthy', 'honest', 'determined', 'effective', 'helpful' and 'friendly'. How very unsophisticated.

It says a lot that people in the charitable sector, who are entirely dependent on the public's goodwill for their livelihoods, would rather be seen as 'inclusive' than 'helpful' (which didn't even feature in their top ten.) This is a sector dangerously in love with its own cheesy charity jargon, and with a population that's sick to death of spin, this is a massive own goal.

Notice to sector copywriters: when copy comes back, rewritten by the communications department and sounding like a diktat from some ghastly New Labour policy droid - all 'passionate about challenging poverty' and 'meeting targets' - resist.

Charities! Stop yammering on about how dynamic, innovative and super-sexy you are and just talk like a human being. You'll be amazed how far it'll get you.

Chris Nield