> For the complete documentation index, see [llms.txt](https://guide.techfleet.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://guide.techfleet.org/resources/brand-guide/editorial-style-guide/editorial-writing.md).

# Editorial Writing

This section covers the mechanics of how we write. It ensures our writing is clear, consistent, and respectful of all people.

## General Writing Principles

* Active Voice: Use active voice instead of passive voice. It makes sentences clearer and more direct.
* Plain Language: Avoid complex sentences and obscure words. Write so that a 7th grader can understand. This is a key part of our accessibility commitment.
* Handling Jargon: Avoid slang and jargon. If you must use a technical term, explain what it means the first time you use it.

| Do This                                                                                     | Not This                                             |
| ------------------------------------------------------------------------------------------- | ---------------------------------------------------- |
| "The team finished the project."                                                            | "The project was finished by the team."              |
| "We use psychological safety, which means creating a space where it is safe to take risks." | "We leverage psychological safety paradigms."        |
| "Our volunteers built this website."                                                        | "This website was built by our volunteers."          |
| "Please send us your feedback."                                                             | "Feedback should be submitted to us."                |
| "We will review your application next week."                                                | "Your application will be reviewed by us next week." |

## Grammar and Mechanics

* Baseline Style: We generally follow AP Style for news and press releases, but prioritize clarity and our specific brand rules above all.
* Capitalization: Use sentence case for headlines and titles. Only capitalize the first word and proper nouns.
* Proofreading: Always proofread your work and ask a peer to review it before publishing.

| Do This                                       | Not This                                      |
| --------------------------------------------- | --------------------------------------------- |
| "How to build an empowered team"              | "How To Build An Empowered Team"              |
| "Welcome to our new website"                  | "Welcome To Our New Website"                  |
| "Meet the board of directors"                 | "Meet The Board Of Directors"                 |
| "Five ways to improve your leadership skills" | "Five Ways To Improve Your Leadership Skills" |
| "Join our upcoming learning lab"              | "Join Our Upcoming Learning Lab"              |

## Tech Fleet Specific Terminology

* Brand Name: Always spell it as two words: "Tech Fleet". Never write "TechFleet".
* Team Practices: Capitalize "Team Practices" when referring to our specific framework (Service Leadership, Psychological Safety, Collective Decision Making, Empowerment, Shared Ownership, Continuous Improvement, Agility).

| Do This                                   | Not This                                 |
| ----------------------------------------- | ---------------------------------------- |
| "Welcome to Tech Fleet."                  | "Welcome to TechFleet."                  |
| "We teach the seven Team Practices."      | "We teach the seven team practices."     |
| "Tech Fleet is a nonprofit organization." | "Techfleet is a nonprofit organization." |
| "Our Team Practices guide how we work."   | "Our team practices guide how we work."  |
| "Thank you for supporting Tech Fleet."    | "Thank you for supporting Tech-Fleet."   |

## Inclusive Language and Accessibility

We are committed to building a world where people grow together without judgment. Our language must reflect that. Accessibility is a civil right, and our language must respect all individuals.

* Race and Ethnicity: Capitalize "Black". Do not capitalize "white". "BIPOC" is acceptable, but specify the exact group when possible.
* Gender and Sexuality: We prefer the acronym "2SLBGTAI+". Words like "Queer" or "gay" are acceptable in celebratory or self-identifying contexts. Avoid gendered language. Use the singular "they" and "their" instead of "he/she". Avoid calling adult women "girls".
* Disability and Neurodiversity: Avoid victimizing language. Capitalize "Deaf" when referring to the identity or community. Do not capitalize "blind"; prefer "person with vision impairment". Never use ableist words.
* Age: Avoid age-related adjectives unless you are stating someone's age directly.
* Systemic Terms: Use terms like "historically excluded" carefully and thoughtfully.
* User Terminology: Say "people who use the product" or "people who use the services" instead of "users". Say "constituents" instead of "clients" or "beneficiaries" when talking about the nonprofits we serve.

| Do This                                     | Not This                                      |
| ------------------------------------------- | --------------------------------------------- |
| "Welcome, everyone."                        | "Welcome, guys."                              |
| "The student left their book on the table." | "The student left his/her book on the table." |
| "Person with a disability"                  | "Suffers from a disability"                   |
| "That is a wild idea."                      | "That is a crazy idea."                       |
| "People who use our website"                | "Our users"                                   |