Websites and social media are the equivalent of a storefront or lobby. And while no organization wants a person who is deaf or blind to walk in only to be turned away with no attempt to communicate, this happens often at the digital front door. For example, just 14 percent of social sector organizations represented in our survey are producing video content with captions for hard of hearing viewers, even though it often is free and easy to do. Only 17 percent say their websites are set up properly to work with screen readers to make materials accessible to those with low vision. There also is a significant gap in making sure that the content itself sends an inclusive message. Here are a few simple steps to ensure both personal and digital communications convey inclusive values:

1. Use appropriate language and etiquette. Two good rules to keep in mind are 1) to always err on the side of language that does not paint disability as inherently negative, and 2) “Ask the Person.” Notwithstanding any style guide, the most important indicator of respectful language is that you honor the preference of the individual with whom you are speaking. The use of certain words or phrases can express bias unintentionally. In all of your communication, try to use appropriate terminology. Some helpful hints:
   1. Refer to people respectfully and how they want. For example, many people withdisabilities prefer “people-first language,” which respects human beings and their strengths, rather than defining them by their disabilities. An example of people-first language is referring to a child with Down syndrome by his or her name, not the “Down syndrome kid.” People-first language puts the focus back on the people, not on the disability. On the other hand, some within the Deaf community prefer the term “Deaf person” as opposed to “person who is deaf” and some people with low or no vision prefer the term “blind.” Among people on the Autism spectrum, some prefer to be called Autistic people or Autistics rather that people with Autism because they consider their disabilities to be inseparable parts of who they are. Just as you may ask people for their gender pronoun preferences, you should ask people with disabilities how they prefer to be identified.
   2. Use the word “disability.” Terms like “physically challenged,” “special” and “differently-abled” are seen by some as patronizing. While such terms may seem to equate disabilities with positive qualities, many people see them as needlessly euphemistic, and frequently such words are not used by the people to whom they refer. In addition, people with disabilities are protected under the Americans with Disabilities Act; people with “special needs” are not.
   3. Think about other language you use. Similar to terminology used with regard to race and sexuality, what is considered acceptable language about disability has changed over time. Words that once were widely used now are considered to be offensive, have negative connotations, or imply inferiority. Other terms are outdated medical or colloquial. Avoid such words as “handicapped,” “suffers from,” “crippled,” or “wheelchair-bound.” A wheelchair is a tool of liberation that allows a person who would not otherwise be able to move around to have relative freedom. Similarly, disability is a fact of life and, like other facts of life, sometimes can have unpleasant consequences. Just as you would never say someone “suffers from a family” even though they may suffer when a loved one gets hurt or dies, it is inappropriate to refer to the fact of disability as a form of suffering just because it has the potential to lead to suffering like so much else in life. Some other words and phrases to avoid:
      1. People without disabilities are not “normal.” Saying “normal” implies that people with disabilities are “abnormal.” While people without disabilities often are referred to as “able-bodied,” some members of the disability community oppose that usage because it implies that all people living with disabilities lack “able bodies.” Instead, use the term “nondisabled,” “does not have a disability” or “is not living with a disability.” In some cases, the word “typical” can be used to describe a nondisabled condition.
      2. People with disabilities should not automatically be described as “inspirational” or “courageous” just because they have a disability. Using those words can lead to what some refer to as “inspiration porn,” which assumes that disability itself is so terrible that the mere act of living a normal life with a disability is inspirational. Like anything that turns another human being into a simplified foil or object of pity, the ultimate result is to deny the complex humanity of the person with a disability.
      3. Other terms to avoid can be found in this companion piece to the National Center on Disability and Journalism’s Style Guide: http://ncdj.org/2015/09/terms-to-avoid-when-writing-about-disability.
   4. Use the Disability Language Style Guide and related resources. For more on this topic, The National Center on Disability and Journalism (NCDJ) provides the industry’s only disability language style guide. The guide is intended for journalists, communication professionals and members of the general public who are seeking the appropriate and accurate language to use when writing or talking about people living with disabilities. It covers general terms and words on physical disabilities, hearing and visual impairments, mental and cognitive disabilities and seizure disorders. Please note that many of the language suggestions used by RespectAbility in this report and elsewhere are based on these NCDJ guidelines: http://ncdj.org/style-guide.
2. Ensure your communications are accessible. Using captions on all audio and video files and making websites that work with screen readers allows the millions of people with hearing difficulties and low vision to have access to your material. Adding text descriptions, often called “alt text” or “alternative text,” to charts, graphs, images and maps so they are discernible by assistive technology is important as well. Other ways to make online content more accessible include using a site index and adding descriptions for materials presented visually. Conduct usability studies for your websites to verify that they work effectively with screen reading and other assistive technology. Ask a person who is blind and regularly uses adaptive computer technology to road test your website and social media. Have a plan in place to ensure that social media postings are accessible, including blog posts and newsletters. While some technologies allow you to add alt text, others do not. To remedy that, short image descriptions can be included in each post. As a bonus, many of these efforts also increase your Search Engine Optimization and reach. If you want to learn more specifically about web accessibility, please view this webinar: https://youtu.be/hSrfeCk_Bzw. Video hosting sites like YouTube provide free tools that allow users to add automated subtitles to their clips. This auto captioning is very helpful but not always perfect, so we recommend double-checking to ensure accuracy. Vimeo also has several options, including uploading your own timecoded transcript, or working with one of their paid transcription services, which will caption your video for a reasonable fee. Making a transcript of the video available online also is helpful.
3. Show people with disabilities in photographs, infographics and other images on your website, in social media, and other materials. Only 38 percent of respondents to our survey work at organizations whose materials depict people with visible disabilities such as those who use wheelchairs or have Down syndrome. This is easily resolved by using photos and other images of people with authentic disabilities next to their nondisabled peers. (But please don’t put someone without a disability in a rented wheelchair to accomplish this.)
4. Make it obvious that your policies are inclusive. Promote steps you are taking to be more inclusive of individuals with disabilities. Websites and social media accounts should make clear that your efforts are important, intentional, and ongoing. Consider how the photographs and stories you share, the events you advertise, and language you use reflects that people with disabilities are welcomed, valued and included. Websites and social media are critical tools for sharing an organization’s values and offerings.