The Most Persuasive Words in Philanthropy (Backed by Science)
As a nonprofit fundraiser or philanthropist, the power of persuasive language cannot be underestimated. But what words are the most persuasive when it comes to motivating people to give to charity? Through a bit of digging through the research, we have identified some of the most persuasive words that have been proven to impact the decision to donate. And of course, we have provided all the links to our research below if you'd like to do some further reading. Consider using any or all of these words in your next appeal!
"You" and "Your" - Using the words "you" and "your" in fundraising appeals has been shown to increase engagement and elicit a greater emotional response from donors. Research has found that using the word "you" makes the message more personal and relevant to the reader, and helps them to connect with the cause on a deeper level. According to a study by the Institute for Sustainable Philanthropy, appeals that included the word "you" resulted in a 31% increase in donations compared to those that did not.
"Because" - The word "because" has been shown to be highly persuasive when used in the context of explaining the reason for the donation. Research by social psychologist Ellen Langer found that adding the word "because" to a request increased compliance by up to 60%. By providing a reason for the donation, it makes the request more compelling and justifiable.
"Impact" - Using words like "impact," "results," and "outcomes" in fundraising appeals can help donors understand the tangible effects of their donation. Donors want to feel like their contribution is making a meaningful difference, and using these words helps to demonstrate that their donation is having a positive impact.
"Urgent" - Creating a sense of urgency can be highly persuasive in motivating donors to act. Using words like "urgent," "critical," and "emergency" can convey a sense of immediacy and make the donor feel like their donation is needed right away. According to a study by OneCause, appeals that included a sense of urgency resulted in a 27% increase in donations.
"Thank you" - Gratitude is a powerful motivator, and using the words "thank you" in fundraising appeals can make donors feel appreciated and valued. Research has shown that expressing gratitude can lead to increased happiness and well-being, and can also help to build stronger relationships between donors and nonprofits.
Using the right words in your fundraising appeals can make a big difference in motivating people to donate. By incorporating these top performers, you can create a persuasive message that resonates with donors and inspires them to take action. So, the next time you're crafting a fundraising appeal, remember to choose your words carefully and use the science of persuasion to your advantage. And feel free to read further in the articles linked below!
Institute for Sustainable Philanthropy: "The power of ‘you’ in charity communications": https://www.plymouth.ac.uk/uploads/production/document/path/1/1971/The_power_of_you_in_charity_communications.pdf
Langer, E. (1978). "The Mindlessness of Ostensibly Thoughtful Action: The Role of "Placebic" Information in Interpersonal Interaction". Journal of Personality and Social Psychology, 36(6), 635–642. https://doi.org/10.1037/0022-3514.36.6.635
OneCause: "10 Phrases That Increase Donations": https://blog.onecause.com/nonprofit-fundraising/10-phrases-that-increase-donations/
Emmons, R. A., & McCullough, M. E. (2003). "Counting blessings versus burdens: An experimental investigation of gratitude and subjective well-being in daily life". Journal of Personality and Social Psychology, 84(2), 377–389. https://doi.org/10.1037/0022-3514.84.2.377
