I mention in my blog post, Donor Records Must-Haves, that an organization’s communication can only be as good as the data they have. Naturally, one of the first things donors see is how you address them. Having the wrong prefix or salutation associated with a donor can be just as much of a ‘hard stop’ as having the wrong name all together. 

Think about it. Have you ever gotten a piece of mail with your name misspelled or the wrong prefix? A misspelled name or even the wrong name? How did it make you feel? Did you continue to open and read the mail/message or did you toss it aside? 

Mx. isn’t exactly new. In fact, it’s been around as a prefix since the mid-seventies. But American culture has been slow on the uptake — and business and nonprofits have been even slower. What does it mean exactly?  Well, according to Dictionary.com:

“Mx. [miks, muhks] – a title of respect to a person’s surname: unlike Mr., Mrs., or Ms., it does not indicate gender and may be used by a person with any or no specific gender identity.”

As an honorific, Mx. does not tie an individual to a specific gender. The first step to adding this inclusive prefix to your organization is including it on the menu for your forms along with the other prefixes such as Mr., Mrs., Ms., or Miss. Doing so will allow donors to self-identify when making gifts, signing up for your newsletter, or otherwise engaging with your organization.

I also encourage nonprofits to eliminate assigning a default prefix altogether. It’s tempting to make assumptions based on names alone. But not having a prefix will always be better than using the wrong prefix. Waiting until someone self-identifies is a very small step that organizations can take to make some donors, especially those in the LGBTQ+ community, feel seen and heard, and costs no additional time or effort on the part of your organization. 

 

It’s thoughtful and purposeful changes like these that can open doors for big opportunities in fundraising and keep donors on board with your organization. So considering adding Mx. to the mix today.

 

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