With the words you use on your site, are you talking mostly about your constituents and their needs, or are you talking mostly about yourself? In some news articles or other web content, talking about yourself is the point. When it comes to “marketing” – your event, your fundraising appeal, your membership campaign – do your word choices reflect an outward focus? Outward focus means the word “you” should outnumber the word “I” or “we” 2:1.
A quick way to get a sense of the impression you are making on your audience is to run your copy through the We We Calculator. This unique and free analysis tool counts certain words on your site that are key indicators of whether your focus is on the constituent (or, “customer”) or not. Two ways to use this: You can paste in the URL of the page, or you simply paste in the text.