The 5 Most Overused Words in NPO Copywriting (And What YOU Can Do About It)

Nonprofit copywriting tends to have a certain flavor to it.

(No, I don't mean vanilla. But since you mentioned it, of course, I agree that vanilla is the finest ice cream flavor, and I'm glad we see eye-to-eye on that.)

What I’m referring to is the fact that certain words or phrases tend to appear in nearly every nonprofit email I receive (and some that I write 😊).

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Why These Words Keep Showing Up

In a way, this is a good thing.

Marketers will tell you that content should be designed so readers can figure out what’s going on as quickly as possible.

They shouldn’t burn extra brain cells determining what you want them to do.
They shouldn’t have to guess how their donation will make a difference.
And they definitely shouldn’t wonder if they’ll look amazing after applying your newest baldness-reversing cream.

When we see marketing material from a nonprofit, we recognize it right away—and that's how it should be.

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The Downside: It Can Feel Stale

Of course, there’s also a downside.

When nonprofits use the same words, phrases, and “wow, we’re so inspired!” tone, it starts to taste like stale popcorn 🍿.

Here are the top five offenders and an alternative option to consider.

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Impact

The darling of donor emails everywhere:

"Your donation will make a real impact."

It’s powerful, short, and makes your audience feel like superheroes 🦸‍♂️.

Saying “Your donation helps” just doesn’t hit the same way.

But… it’s not conversational.

When was the last time you used the word impact in a regular conversation?

✅ Try This Instead: Get visual with your wording.
"Your gift bought ten meals for hungry kids." (Now that’s impact.)

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Support

"Without your support, we couldn’t do this amazing thing we definitely planned last minute."

Support is a Swiss Army knife of a word—broad, flexible, and non-committal.

Money? Time? Moral encouragement?

It all counts as “support.”

But by definition, this word is vague, and you're missing an opportunity to speak more powerfully.

✅ Try This Instead: Instead of “support us,” be specific.
"Join 500 people building this playground."

Specificity = 🔑.

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Transform

It’s easy to see why fundraisers love this word—it feels magical.

Think:
A caterpillar transforming into a butterfly 🦋.
A fairy godmother waving a wand.
A life-changing breakthrough.

But when overused, it can feel empty, like you’re promising miracles without any details.

✅ Try This Instead: Back it up with context.
"Your gift transformed Sarah’s life by funding therapy that gave her confidence to thrive."

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Community

"Join our community!"

Because everyone loves community, right?

Nonprofits thrive on togetherness—belonging, shared purpose, and warm fuzzy feelings 🧣.

But if you leave it at that, “our community” can feel like inviting people to a party… without snacks.

✅ Try This Instead: Focus on real people.
"Join families in your neighborhood feeding the hungry."

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Change

Classic. Solid. Uncomplicated.

After all, nonprofits exist to create change—what else are we supposed to say? “We’re here for minor adjustments”?

But donors want to know what kind of change their donation will produce.

✅ Try This Instead: Show them what change looks like.
"Your donation rebuilds homes for families."

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Final Thoughts: Remix Overused Nonprofit Buzzwords

Don’t get me wrong—these words aren’t all bad.

You can go ahead and write about the impact of our community’s support in transforming lives and changing the world. (And I hope it works out for you 😉!)

But if you’re up for taking it a step further, try:
🎵 Remixing the overplayed songs.
📝 Adding more detail.
🔍 Getting specific.
📖 Using fresh, new words.

Have a great day, everyone!

Danny ✌️

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