Fundraising is all about connection. Because you aren’t just asking for people’s hard-earned money. You’re inviting them to impact lives, bring hope, and transform our world.

But here’s the kicker: the words you choose can either make or break that connection.

Time and time again, I see nonprofits relying on the same tired, uninspiring, and downright damaging language. In fact, there are three little words that pop up in fundraising copy so often, they’re practically become cliché. The worst part? These words are actively working against you, making your campaigns feel transactional, forgettable, and painfully generic.

It’s sad but true: A lot of fundraising copy sounds like it was written by a committee who’s mindlessly talking at you. Like they’ve never met a donor (or actual human being) in real life.

Their message sounds stiff, formal, and downright boring. The problem? It’s missing the magic of conversational copywriting — the kind that actually makes people care and thus, engage.

Let’s face it: writing persuasive fundraising copy can feel like herding cats—with cats being distracted donors, limited budgets, and competing priorities pulling you every which way.

But there’s a time-tested framework to help your words resonate deeply, engage your audience’s emotions, inspire trust, and ultimately drive action.

It’s called Aristotle’s Model of Communication.