Is Your Nonprofit Copy Costing You Donations?

Every nonprofit has a mission worth supporting. But if your message isn’t connecting, you might be losing donors before they even finish reading.

Clear, compelling copy isn’t just a “nice to have”—it’s essential. I see too many nonprofits unintentionally sabotaging their fundraising with vague, cluttered, or donor-unfocused language.

So, let’s fix that.

Here’s a quick checklist of do’s and don’ts to help your nonprofit copy inspire action—not confusion.

Do: Make the Donor the HeroYour organization is doing the work—but donors want to know their impact.

Example:"Your gift puts food on the table for a hungry family."vs."Our nonprofit distributes meals."

Don’t: Bury the AskIf someone has to scroll three screens to find out how to help, you’ve already lost them.

Avoid:"We appreciate your support."Instead:"Donate now to give a child a warm place to sleep tonight."

Do: Focus on One Clear MessageOne campaign. One cause. One ask.When your copy tries to say everything, it ends up saying nothing.

Don’t: Use Jargon or Bureaucratic LanguageYour internal language shouldn’t make it into your donor materials.

Avoid: "We provide equitable, scalable solutions in underserved communities."Try: "You help families find safe, stable housing."

Do: Tell One Strong StoryPeople remember stories—not statistics.Focus on a single face, a single journey. That’s what sticks.

Don’t: Assume People Know What You DoEven long-time supporters forget. Spell it out. Show impact. Stay human.

Do: Write Like a Human, Not a BrochureIf you were explaining your mission to a friend, would you say:"Our 501(c)(3) initiative strives to impact at-risk populations…"Or would you say:"We help teens stay off the streets and in school—thanks to people like you."

Final Thought

If your copy isn’t raising money, it’s not doing its job.And that’s not your fault—this stuff is hard, especially when you’re close to the cause.

That’s where I come in.

I help nonprofits find the right words to move people to act. If you’re wondering whether your copy is helping or hurting, I’m happy to offer a free messaging check-in. Just send me a message.

No pressure. No pitch. Just clarity.