5 Powerful Words to Increase Your Nonprofit’s Fundraising

At PhoenixFire Strategic Consulting, we know that words have power—especially when it comes to fundraising. The way nonprofits communicate with donors can be the difference between a potential donor moving on and a lifelong supporter.

Today, we’re focusing on five of these powerful words that are proven to increase donor conversion and donation amount: You, Help, Because, Now, and Imagine.

These words, backed by psychology and real-world examples, can transform your nonprofit’s fundraising strategy.

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1. You: Making It Personal

The word "you" is one of the most powerful tools in a fundraiser’s vocabulary. Yale University researchers found that the word "you" is the most persuasive word in the English language.

Nonprofits can use “you” to create a conversational tone, helping donors feel that their individual contribution truly matters. Furthermore, it makes your Mission personal, putting the donor at the center of your story.

For example, instead of saying, "Our nonprofit feeds 500 families a week," try, "Your support helps feed 500 families every week."

This shift acknowledges the donor’s role in your success and also strengthens their emotional connection to your nonprofit’s Mission.

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2. Help: Appealing to Altruism

The word "help" taps into a donor’s altruistic identity. It directly appeals to their desire to make a difference in the world. The word "help" is effective because it positions the donor as the hero of the story.

PhoenixFire’s Founder, Lee Domaszowec, helped one nonprofit increase their fundraising by millions by asking donors to “help save homeless animals” rather than asking them to “donate to homeless animals.”

By framing your appeals around "help," you empower donors to see their contributions as meaningful actions that solve real problems, and you activate the power of social proof (the idea that people intrinsically want to work together as a group). This subtle change can inspire higher levels of generosity from your donors.

For instance, instead of saying, "We need to raise $10,000," say, "Help us raise $10,000 to provide clean water for 100 families in need."

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3. Because: Providing Justification

Social psychologist Ellen Langer’s research demonstrates the incredible power of the word "because." In her study with Harvard University, participants were far more likely to comply with a request when it included a reason, even if the reason was trivial. For example, when someone asked to cut in line at a copier, compliance jumped from 60% to 94% when the request included the word "because."

For nonprofits, "because" provides donors with a compelling justification for their gift.

Instead of saying, "Please donate," try, "Donate today because your gift will help provide critical shelter to homeless families this winter." This approach not only explains the need but also reinforces the impact of the donor’s generosity.

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4. Now: Creating Urgency

The word "now" is critical for driving immediate action. Several studies found that MRI brain scans reveal a higher degree of brain activity when people think about receiving something right away, compared to thinking about waiting. Those studies conclude that our brains are wired to prefer immediacy.

Nonprofits can use “now” to generate urgency from their donors, combating procrastination and creating a sense of urgency.

We recommend using the word “now” strategically in email subject lines and social media posts to capture attention and inspire action. Urgency motivates donors to act quickly, ensuring they don’t delay and forget. For example:

“Act now to double your impact through our matching gift campaign.”
“Your help provides emergency relief to disaster victims right now.”

Pairing "now" with a time-sensitive call to action can significantly increase donor conversion rates for nonprofits.

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5. Imagine: Sparking Emotional Connection

The word "imagine" encourages donors to visualize the impact of their support, creating an emotional connection. Harvard Magazine explains that visualization activates parts of the brain associated with empathy and action, converting readers into donors at a much higher rate.

For example, instead of stating, "We’re building a new animal shelter," say, "Imagine a world where every stray animal has a safe and loving home—you can help make it happen."

By using "imagine," you invite donors to see themselves as part of a transformative story, making their support feel both meaningful and achievable.

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Putting It All Together

Here’s an example of how these words can work in harmony to write a powerful fundraising appeal:

"Imagine a community where every child has access to an excellent education. With your help, we can make this vision a reality. Donate now because your support will provide books, teachers, and safe classrooms for children in urgent need."

A smiling woman hands a box of donations to a store clerk in a nonprofit resale shop, supporting sustainable giving and community-driven fundraising.

Conclusion

At PhoenixFire Strategic Consulting, we believe that thoughtful, intentional language is a cornerstone of successful fundraising strategy. By incorporating words like "you," "help," "because," "now," and "imagine" into your communications, your nonprofit can connect more deeply with donors, inspire action, and achieve greater impact.

Take a moment to review your current fundraising materials. Are you using these words effectively? Reach out to PhoenixFire today if you’d like some help writing impactful appeals for your nonprofit.