Magic Words That Increase Donations

Copywriters have long understand the power of words when it comes to selling products and services. But did you know many of the same copywriting concepts work just as well when you’re trying to increase donations for your nonprofit organization? Words express so much, concepts, ideals, feelings and imagination. They can either resonate with you very deeply, or they can completely turn you off, and all on a level that you aren’t even conscious of.

This is why when you are coming up with ideas for your own charity's marketing materials like fundraising appeal letters or fundraising scripts, it’s super important to take your word choices very seriously. You choices matter, a lot! But we also understand that not everyone is an experienced copywriter and may not have though about the impact certain words have when it comes to getting people to give. So we’ve created a list of the top 20 words that motivate people to give, and give big, and an explanation of why these specific words are so powerful.

Why Certain Words Inspire a Raise in Donations

When it comes to inspiring individuals to donate their hard earned money, not all pleas are as equally effective. Certain words reach out, grab hold, and engage the mind in ways that make generosity feel both natural and a necessary act of kindness. This isn’t a random effect, it's deeply rooted in psychology and many for-profits have been using these concepts for decades in their marketing campaigns. These “magic words” are more than just random vocabulary, they’re triggers for empathy, urgency, and commitment.

Studies have shown that using words like “you” and “because” directly impacts how likely someone is to donate. Psychologists attribute this effect to something called "personalization." When we use "you" in a message, it’s like a gentle tap on the shoulder, suddenly, the appeal feels personal. The study “The Power of Personalization: When and Why Personalized Messages Backfire” (2018) by Grant Packard and Jonah Berger, published in Psychological Science, examined how personalized language impacts engagement and perception. They found that personalization using words like "you" can make an appeal feel directly relevant, thus increasing the likelihood of engagement, an effect particularly relevant in donation contexts. Donors start imagining themselves as the hero in your story. And when you add “because” to explain why their help matters, it strengthens that motivation.

Dr. Ellen Langer at Harvard found that simply adding “because” to a request increased compliance rates in her studies, even when the reason wasn’t at all compelling. For donations, providing a meaningful “because” can be a powerful motivator.

In the same vein, words like “help,” “save,” and “protect” trigger empathy, prompting the brain to connect emotionally with the cause. Neuroscientist Paul Zak’s research on oxytocin, known as the “love hormone,” shows that empathy-driven words release oxytocin in the brain, which boosts our inclination to help. Zak says, “When people empathize, they want to act.” So when your language conveys urgency, words like “now” or “urgent”, it taps into this powerful, innate impulse to help immediately.

There’s a reason words like “hope,” “change,” and “impact” appear again and again in nonprofit messaging. They build a mental bridge between a donor’s potential contribution and the tangible difference it can make, appealing to our need to see that we’re part of something larger. Psychologically, it’s this sense of shared purpose that fuels a donor’s desire to contribute. It’s not just about giving money; it’s about being part of something meaningful.

So, as you craft your fundraising messages, remember: every word matters! Use those that truly resonate, and you’re not just writing copy, you’re tapping into the psychology that makes people want to give today.

Essential Magic Words to Boost Charitable Giving

So what are these highly effective words? Below is our list of what we’ve found to be the top 20 most effective words for increasing giving for any type of nonprofit organization. These words are especially effective because they connect directly with how people think and feel, making your marketing messages naturally more impactful. This is all based on our experience as well as how language, psychology, and human emotion work together to inspire generosity. These words aren’t just popular in fundraising, but are rooted in powerful, innate triggers that move people to charitable giving.

1. Imagine

A very powerful word that prompts potential donors to picture the impact of their support, making it feel real and achievable. This one word can make someone feel like they are a part of something grander, while also imagining their personal part in bringing a positive outcome to a terrible situation.

“Imagine a world where no child goes to bed hungry. Your gift today brings us one step closer to making that vision a reality.”

This message taps into the aspirational vision that donations support and invites donors to feel part of achieving that outcome. The use of “imagine” creates an immediate mental picture, motivating people to help bring about that change.

One example of a charity that uses “imagine” effectively is Save the Children, which frequently uses phrases like "Imagine a future where every child has the chance to thrive." This phrase effectively combines hope with action, making the donor’s potential impact feel both inspiring and achievable. Their messaging can be explored on their website savethechildren.org.

2. Need

Human empathy kicks in when a need is clearly expressed. When we understand a need, we’re more compelled to help meet it in some way or even lessen the need. Here’s an example,

“We need your help to make a difference for families in crisis. Just $20 provides a week’s worth of meals to those who need it most.”

This message is impactful because it emphasizes both the charity's specific need and the tangible outcome of the donation. By making the "need" specific and immediate, it calls donors to action, reinforcing that their help is essential.

Doctors Without Borders often uses “need” in their messaging to underscore the urgency of medical crises around the world. An example message might read, “We need your help to reach people affected by disaster and conflict.” This phrasing positions the donation as a critical part of an ongoing humanitarian effort. You can see their messaging here: doctorswithoutborders.org.

3. Together

Humans are wired for connection, and this word taps into the deep rooted desire to work collectively to achieve something bigger than ourselves which can deepen the sense of involvement and commitment to your cause.

“Together, we can create a brighter future for every child in need. Join us in making a difference today.”

This message uses "together" to emphasize unity and shared purpose, inviting donors to feel they’re part of a collective, powerful movement toward change.

The American Red Cross frequently uses "together" to inspire a sense of community and shared action. For instance: “Together, we respond to emergencies and provide hope when it’s needed most.” This wording emphasizes the combined strength of donors and volunteers working side by side to support people in crisis. Check out their approach on redcross.org.

4. Now

Now is a great urgency word that pushes people to act immediately and not wait until later. When used well, including this in your marketing can give some individuals that final little push to start making some charitable donations on the spot.

"Act now to bring hope and relief to families in need. Your support can change lives today."

This example demonstrates how "now" can powerfully convey urgency, pressing potential donors to take immediate action for a cause that can’t wait.

The World Food Programme often emphasizes "now" to highlight the pressing needs of people facing hunger and malnutrition. A message like "Donate now to deliver lifesaving food to families on the brink of starvation" is designed to convey the critical and time sensitive nature of their work. You can explore similar language on their site: wfp.org.

5. Change

The brain craves progress, and the word “change” communicates that the donor’s actions will lead to real improvement, activating a sense of purpose and even worth in the larger scope.

“Your donation today can change a life tomorrow. Be the change you want to see in the world.”

This message uses "change" to highlight the immediate impact of the donor's contribution while also tying it to a broader, aspirational goal. It positions the donor as a catalyst for transformation, motivating them to act.

WWF uses "change" to inspire action for environmental conservation. They might say, “You can change the future of endangered species with your support today.” This encourages donors to feel that their involvement is part of creating real, positive change. You can explore their messaging here: worldwildlife.org.

6. Impact

This word directly links action with outcome, emphasizing the immediate results of a person’s donation making them feel both empowered and an essential part of the charity’s mission.

“Your donation today will have an immediate impact on the lives of those who need it most.”

This message clearly communicates that the donor's contribution will lead directly to real positive changes that matter.

CARE uses "impact" in their appeals like, "Make an impact today by helping us deliver life-saving aid to families in crisis." This phrasing positions the donor’s involvement as a crucial step in creating significant change in a severe time of need. You can check their site to see how they use it in many of their messages here: care.org.

7. Hope

Hope taps into a person’s sense of optimism and compassion making the word a very strong motivator for those that seek a compelling reason to give and build a brighter future.

“Your donation brings hope to those who need it most—together, we can make a brighter tomorrow.”

This message emphasizes that the donor’s contribution directly leads to the recipient's well being while positioning their gift as a beacon of possibility and optimism for others.

St. Jude often uses "hope" to inspire donors. A message like, “Your support gives hope to families battling childhood cancer,” highlights how donations can provide emotional and practical support in difficult times. You can find their messaging here: stjude.org.

8. Difference

This word makes donors feel unique, emphasizing that their individual support truly matters.

"Your donation can make a real difference in the lives of those who need it most. Join us in changing the world."

This example message focuses on the tangible, impactful nature of a donor’s gift, highlighting the transformative power of their contribution.

Habitat for Humanity frequently uses "difference" to emphasize the concrete impact donations have on people’s lives. For example, they might say, “With your help, we can make a difference by providing families with a safe place to call home.” You can see their messaging here: habitat.org.

9. Protect

The impulse to protect something weaker or unable to defend itself on its own, whether it’s people, animals, or the environment, is a very powerful motivator for many. “Protect” aligns with the brain’s instinctual role of safeguarding something that needs saving while conveying urgency and the importance of their mission. This further encourages donors to take action and become defenders of their cause.

“Your donation helps protect the vulnerable and ensures a safer future for all.”

This message emphasizes the protective power of the donor’s gift, framing it as a way to safeguard those in need and secure long term positive change.

The Humane Society uses "protect" to highlight their mission of animal welfare. A message like, “With your help, we can protect animals from cruelty and neglect” connects donors directly with the cause. See more on their site: humanesociety.org.

10. Join

Using "join," in your messaging can create a sense of belonging by inviting donors to be part of something bigger than themselves while inspiring them to take immediate action.

“Join us today and help make a lasting difference in the lives of those in need.”

This message invites the donor to be part of a community with a shared purpose, emphasizing the importance of their participation in the cause.

The American Red Cross also uses "join" to foster a sense of unity and collective effort. A message like, “Join our mission to save lives and provide critical assistance in times of disaster” motivates donors by connecting them to a larger cause. Explore their message here: redcross.org.

11. Help

One of the simplest yet most powerful triggers; it appeals to human kindness and compassion, giving people a clear path to fulfill a moral responsibility while also clearly showing how the donor's contribution will provide direct assistance to those in need.

“Your donation will help provide hope, care, and a future for those in need.”

This message highlights the direct and compassionate role that the donor plays in improving lives, focusing on the immediate benefits of their contribution.

Direct Relief uses "help" to emphasize the urgent need for aid and the life-saving impact of donations. For example, “Your support helps provide medical supplies to those affected by disaster.” This framing connects the donor’s contribution directly to the provision of essential resources. You can see their messaging here: directrelief.org.

12. Gift

This reframes the idea of a donation as a generous, thoughtful act tapping into the donor's desire to offer something meaningful while making the giving process feel like a fulfilling experience for the donor rather than a simple financial transaction.

“Your gift today is a chance to change a life forever—make an impact that lasts.”

This message emphasizes the lasting value of the donor’s contribution, positioning their gift as a powerful and enduring act of generosity.

The Salvation Army often uses "gift" to highlight how donations serve as a meaningful contribution to their mission. A message like, “Give a gift today and help provide food and shelter to those in need” appeals to donors by showing how their contribution directly supports vital services. You can explore their messaging here: salvationarmy.org.

13. Together

Together suggest a moral responsibility to the group as a whole while also making a contributor feel as though they are intricate to the process and their participation is indeed needed and valued. This emphasizes the collective strength and connectedness of all human beings and speaks to our desire for community.

“Together, we can create lasting change and build a brighter future for those in need.”

This example message emphasizes unity and collective action, reinforcing the idea that donors are an essential part of a larger movement working toward a common goal.

WWF frequently uses the word "together" to highlight collaboration in their mission. A message like, “Together, we can protect endangered species and preserve the planet” invites donors to join in a shared effort to protect the Earth. See how they use it here: worldwildlife.org.

14. Inspire

“Inspire” engages a positive emotion linking your donor's generosity to the concept of awakening hope, fostering positive change, and creating a future filled with possibilities for those in need.

“Your donation will inspire hope and change the future for those who need it most.”

This message connects the donor’s contribution directly to the idea of inspiring positive change, emphasizing the emotional and long lasting impact of their support.

The Children’s Defense Fund uses the word "inspire" to ignite action: “Inspire a future where every child is free from poverty and abuse.” This statement invites donors to be part of a transformative journey for children’s well-being. Explore their messaging here: childrensdefense.org.

15. Partner

Using partner offers your supporters a feeling of equal collaboration and an integral part of your charity’s efforts thereby strengthening your relationships and encouraging deeper investments in your cause.

“Become a partner in our mission to transform lives—your support makes all the difference.”

This message highlights the collaborative nature of giving, positioning the donor as a key player in the charity’s work, emphasizing the importance of their partnership.

The Nature Conservancy uses "partner" to emphasize the collaborative effort in conservation: “Partner with us to protect the lands and waters on which all life depends.” This framing invites donors to see themselves as active collaborators in preserving nature. You can see their use of "partner" here: nature.org.

16. Commit

"Commit" helps frame the donation process from a one-time transaction to an ongoing promise and commitment. It gives the donor a sense of ongoing purpose and inspires them to feel as though they’re actively participating in a shared mission that requires dedication and long term support.

“Commit to making a difference today. Your support changes lives.”

"Commit" makes the act of giving feel purposeful and enduring.

The Humane Society uses “commit” to engage supporters in a long-term relationship: “Commit to ending animal cruelty—your gift helps stop suffering.” This call to action highlights both the urgency and importance of their commitment to animals. You can explore their messaging here: humanesociety.org.

17. Empower

People want to know their contributions lead to independence and strength for the receivers of their gifts, making their support feel more impactful. Using empower in your marketing materials emphasizes that donations are not just about charity, they’re about giving people the tools, resources, and opportunities necessary to help change lives in a meaningful and long lasting way.

“Your donation helps empower those who need it most—together, we’re creating lasting change.”

This message highlights the idea that the donor’s contribution is not just a gift but a tool for empowering individuals and communities, underscoring the transformative impact of their support.

Kiva’s mission to “empower individuals to lift themselves out of poverty” frequently uses the word "empower" in their donor communications. For example, “Empower an entrepreneur today and change a life forever.” This language puts the power directly into the hands of the donor, making them feel like they have the ability to change someone’s life with just one act. Learn more at kiva.org.

18. Build

People often want to build something, whether it’s a business, relationship or ever lasting positive change in the world. This is an inclusive word that demonstrates progress to a goal where donor’s support is necessary to create something long lasting. It’s a powerful motivator that helps potential donors visualize their role in a cause’s success.

“Help us build a brighter future—your donation today creates lasting change.”

This message taps into the concept of creation and construction, making donors feel as though they’re actively participating in the development of a positive future through their contribution.

BuildOn focuses directly on the concept of building, with messages like: “Build schools. Build communities. Build a better world.” This clear call to action encourages supporters to be part of the construction of a better future, whether through education or community empowerment. Explore their message here: buildon.org.

19. Legacy

This word is deeply psychological, as it taps into people’s desire to leave something meaningful behind. For the rich, hospitals, schools and building can be seen as an equivalent. For others, being part of a cause that will outlive them is just a strong a motivator to give. It’s also a compelling way to encourage larger or more substantial and sustainable donations.

“Create a legacy of hope—your gift today will make a lasting impact.”

This message taps into the powerful emotional appeal of leaving a lasting mark and speaks to the desire for donors to be remembered for making a difference.

"Leave a legacy that endures." The Nature Conservancy invites donors to contribute to lasting conservation efforts, often through legacy gifts or bequests, ensuring that protected lands and ecosystems endure for future generations. The organization emphasizes that through legacy giving, supporters can preserve natural spaces and biodiversity indefinitely. This approach connects deeply with donors who wish to leave an enduring environmental impact. Learn more at The Nature Conservancy.

20. Thankful

Expressing gratitude is always a great way to make someone feel appreciated for their involvement in any form. Expressing thankfulness throughout all your communications is a great way to get people to feel personally involved rather than a number. In addition, when donors feel genuinely appreciated and seen as a member of your organization, they’re more likely to give.

“Your generosity means the world to us—together, we’re making a difference. We’re so thankful for your support.”

This message not only expresses gratitude but also creates an emotional connection by making donors feel personally recognized and important to the charity’s mission. It’s a simple yet effective word to inspire more support while making donors feel genuinely appreciated.

Feeding America uses "thankful" in various donor communications, like: "We’re so thankful for your support, and together, we’ll continue to fight hunger." This approach expresses heartfelt gratitude while highlighting the ongoing mission. You can see more about their work here: feedingamerica.org.

Wrapping Up

Each word on our list is designed to connect to your supporters emotionally, activating either empathy, urgency, personal pride, or community spirit in order to motivate them to become involved with your cause in some substantial way. Using these words correctly can help you craft messages that resonate deeply, encouraging supporters to feel personally responsible and proud of their role in your cause.