18 mood-killing words to banish in 2012

• Wed, December 28 2011
• Filed under: Marketing essentials

I just read the new book, 3D Philanthropy by Fraser Green.  It’s a useful tour of the essentials of connecting with donors on three levels: head, heart and soul.

It’s also a timely reminder of how we get in our own way as fundraisers.  We may think we’re saying the right things, but our words often destroy the emotional bonds we want to strengthen.

Green has a great list of mood-killing words that get in the way of connection with real people.  Stay away from these words when you describe your work to donors in 2012!

1. Capacity
2. Empower
3. Enhance
4. Indigenous
5. Partnership
6. Development
7. Systemic
8. Community
9. Innovation
10. Superlative
11. Outcomes
12. Support
13. Sustainable
14. Resources
15. Dignity
16. Facilitate
17. Diversity
18. Fostering

These terms are especially deadly in combination:

“Sustainable development”

“Facilitating outcomes”

“Indigenous capacity-building”

I once worked for an organization that referred to “lactating women” rather than “nursing mothers.”

Words should ignite the heart, not glaze over the eyes.