Words don’t have to be this blatantly offensive to cause offense. Watching what you say isn’t as easy — or even as all-fire important

By Scott Swedenburg

I don’t have a magic list of words that get every envelope opened or that get every letter thrown away. I even asked my friends at some of the most successful nonprofit organizations in the country for their lists. They didn’t have one either — at least not one they would share.

Instead, you have to learn everything you can about your donors, especially what moves them. Using that valuable information, write with all the passion you have. And test, test, test. Over time you’ll know the words that move your donors and prospects and those that turn them off. It’s not the same for everyone.