The Three Worst Words in Fundraising (and What to Say Instead)
Fundraising is all about connection. Because you aren’t just asking for people’s hard-earned money. You’re inviting them to impact lives, bring hope, and transform our world.
But here’s the kicker: the words you choose can either make or break that connection.
Time and time again, I see nonprofits relying on the same tired, uninspiring, and downright damaging language. In fact, there are three little words that pop up in fundraising copy so often, they’ve practically become cliché. The worst part? These words are actively working against you, making your campaigns feel transactional, forgettable, and painfully generic.
So what are the three worst words in fundraising? And how can you banish them from your vocabulary for good? Let’s dive in.
Why words matter more than you think
Fundraising is emotional. It’s about making donors feel like they’re part of something bigger than themselves. But when your language is flat, stale, or focused on your needs instead of theirs, you lose that emotional spark.
The result? Your appeal gets ignored, deleted, or forgotten—just another drop in the ocean of marketing messages people see every day.
So what are the culprits behind this disconnect?
The three worst words in fundraising
Let’s cut to the chase: The three worst words in fundraising are help us raise.
Why? Let me break it down:
It’s uninspiring. “Help us raise” focuses on the act of fundraising rather than the impact it will create. It’s like asking someone to fund a spreadsheet, not a life-changing mission. There’s no vision, no heart, no reason for donors to care.
It’s generic. How many times do you think a donor sees the phrase “Help us raise” in a given week? Dozens? Hundreds? It’s white noise. It blends into the background of every other fundraising appeal out there, making it easy to throw away, scroll past, or delete.
It’s organization-centric. The phrase “help us raise” is all about you—your organization, your goals, your needs. But donors don’t give because you need money. They give because they want to make a difference. When your language centers on your organization instead of the donor, you miss the opportunity to connect.
What to say instead
Now that we’ve established why “help us raise” needs to go, let’s talk about what to say instead. The goal is to create language that:
Inspires donors by focusing on impact.
Stands out from the crowd with fresh, engaging phrasing.
Puts the donor at the center of the story.
Here’s how you can do that:
Focus on the donor’s impact. Instead of talking about what you need, talk about what the donor’s gift will accomplish. For example:
Instead of: “Help us raise $10,000 to build a new community center.”
Try: “Through your gift you’ll help build a safe space for children and families.”
Use action-oriented language. Dynamic verbs like “unlock,” “create,” or “achieve” are much more engaging than the passive, overused “help us raise.” For example:
Instead of: “Help us raise $5,000 to support disaster relief.”
Try: “You can provide life-saving relief to families in crisis through your gift today.”
Emphasize collaboration. Donors want to feel like they’re part of something meaningful. So use language that highlights partnership and shared purpose. For example:
Instead of: “Help us raise $20,000 to fund scholarships.”
Try: “Together, we can open doors to education for students in need.”
Why relational language works
When you ditch phrases like “help us raise” and adopt donor-centric language, something amazing happens: your donors feel seen, valued, and inspired.
This approach:
Builds emotional connection. Donors give because they care, not because you need.
Stands out from the crowd. Fresh, creative phrasing grabs attention in a noisy world.
Fosters long-term loyalty. When donors feel like heroes, they’re more likely to stick around.
Examples of better fundraising language
Let’s put this into practice with a few more real-world examples:
Instead of: “Help us raise $50,000 for clean water.”
Try: “Help reach a $50,000 goal to bring clean water to 1,000 families.”Instead of: “Help us support families this Christmas season.”
Try: “Please give by December 15 to make Christmas brighter for families in need.”Instead of: “We need to raise $10,000 to provide meals for the homeless.”
Try: “Once the $10,000 goal is reached, you and this community of friends will provide 5,000 meals for the hungry.”
Closing thoughts: Connection over clichés
Fundraising isn’t just about meeting financial goals—it’s about inviting donors into a story of impact, hope, and transformation. But when you rely on overused, uninspiring language like “help us raise,” you miss the chance to create that connection.
So what’s the takeaway? Words really matter. The way you frame your ask can either inspire action or leave your appeal lost in the noise.
By focusing on the donor, highlighting impact, and ditching those three worst words, you can create fundraising copy that stands out, connects emotionally, and drives results.
Because let’s face it: Nobody wants to “help you raise” anything. But they do want to change the world—and with the right language, you can show them how.
