Analyzing the language of charities Relative Insight uses comparison-based text analysis to examine language data. Our technology highlights the words, phrases, grammar, topics and emotion seen more often in one data set compared to another. This technique sifts through common language seen across both data sets, revealing the unique attributes of each. To analyze the language used by charitable organizations in the United States, we compiled a document of website copy from six organizations – Feeding America, The Salvation Army, Boys and Girls Clubs of America, Habitat for Humanity, St. Jude Children’s Hospital and the NAACP Legal Defense and Educational Fund. What did we ind? How do charitable organizations use language to persuade donors to donate? What is Relative Insight? Under

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