Kill the Clichés, Save Your Message: How to Write Nonprofit Copy That Actually Works
The Cliché Crisis in Nonprofit Communications
Most nonprofit writing sounds the same—and that’s the problem. Donors tune out. Volunteers scroll past. Emails go unopened.
Why?
Because we rely on tired phrases: “making a difference,” “critical programs,” “join us to build a better world.” It’s not that your mission isn’t important—it’s that your language is forgettable.
Even professional journalists fall into the trap. Ever heard a news anchor say, “given the green light” or “in a dramatic new move”? Now your website sounds like last night’s 11 o’clock news.
The Donor DecoderIf your fundraising copy still uses phrases like ‘spearheading a campaign’ or ‘critical programs,’ congratulations—you’ve just joined the All-Show, No-Dough Club. Meetings are held in the recycling bin.
The Professor Who Flunked Clichés
Back in the 1980s, a blunt-talking professor named Bill Torrey taught broadcast journalism at American University. His rule was simple:
Use a cliché? Get an F.
He kept meticulous “bad writing lists” sourced from places like the Associated Press, BBC, and an old-school classic called Newsman’s English. Forty years later, he’s still handing out imaginary Fs to writers who rely on hollow phrasing—especially in nonprofit newsletters, fundraising appeals, and annual reports.
The Mission Mumble Meter Let me guess—your nonprofit is 'changing lives' through 'innovative partnerships' and 'meaningful impact'? That’s nice. Now say it without sounding like a PowerPoint slide created by a committee.
Five Phrases That Would Still Earn You an ‘F’
Already stale in 1982—and somehow still clinging to life:
- Wealth of information
- Back to the drawing board
- Hit the ground running
- Spearheading the campaign
- Joining forces
The Nonprofit Word Salad SpecialIf your appeal letter reads like it was written by a sleep-deprived intern copying last year’s appeal, congratulations—you’re not just boring. You’re actively encouraging donors to give... to someone else.
Why Fresh Writing Matters
Creating compelling nonprofit content is hard. We struggle to move people from passively caring to actively giving, volunteering, or advocating.
But here’s the brutal truth: Readers don’t owe you their attention.
They can stop reading mid-sentence. Toss your appeal letter in the recycling bin. Click away to that video of a dog running in his sleep… again.
That’s why recycled language kills engagement. A thesaurus won’t save you. You need a shift in mindset—starting with clarity, humanity, and specificity.
Hall of Fame: Worst Nonprofit Cliché EverWe are working together because when we work together in partnership, we can create partnerships that allow us to work... together. [Translation: We held a meeting. Nothing happened.]
Before & After: Breathing Life into Tired Copy
Example 1: “Wealth of information”
TIRED:
“Visit www.naturecenter.org! Our website has a wealth of information to help members of the community find programs and services to suit their needs.”
FRESH:
“Kids’ classes, NEW senior hikes, volunteer schedules, Free Mulch Monday—everything’s here. One site, one click: www.naturecenter.org.”
Example 2: “Back to the drawing board” / “Hit the ground running”
TIRED:
“After negotiations with community partners, the committee has gone back to the drawing board. The good news is they’re ready to hit the ground running next week at Committee Chairwoman Jan Brady’s home.”
FRESH:
“Jan Brady is clearing her dining room table for next week’s committee meeting. She and nine volunteers are calling everyone they know to find space for the winter workshops. So far, deals with the VFW, Fairview Center, Polk College, the JCC, and St. Paul’s have fallen through. Want to help? Email JanB@bunch.com.”
Example 3: “Spearheading the campaign” / “Joining forces”
TIRED:
“Five local agencies are joining forces for a community-based partnership to address challenges affecting 15,000 children. This campaign will spearhead efforts to raise awareness and funding for these critical programs.”
FRESH:
“Lilly is 11. Last week, she ate dinner twice—canned beans one night, school lunch leftovers the other. This week, she’ll eat every night. Her family just moved into the Tucker Street shelter.
She’s one of 15,000 hungry, homeless kids in our region. The people who teach our kids, stock the pantries, and run the shelters need your help—starting Monday, September 16, with the launch of the ‘Are You O.K.?’ project.”
The Broadcast News Rule Still Applies
In broadcast news, you get 30 seconds to tell a story—and keep people watching. That’s what Bill Torrey taught us:
“Just say what’s happening.”
When you lean on clichés, you sound like everyone else. Worse, you sound like no one in particular. Your story—your mission—deserves better.
Drop the fluff. Speak plainly. Let the urgency and humanity of your work come through in every line.
Strategic Nonsense GeneratorOur mission is to collaboratively innovate pathways that holistically empower communities to realize equitable outcomes through sustainable impact. [Translation: We don’t know what we’re doing, but we really want you to think we’re doing something.]
Clear the Clichés: A Quick Nonprofit Writing Audit
Before you hit send or publish, ask yourself:
- Did I name real people or faces—like Lilly?
- Did I cut vague phrases like “impact,” “critical,” “moving the needle”?
- Can someone picture what’s happening?
- Did I write the way real people speak?
- Did I say what’s happening, clearly and quickly?
Buzzword Bingo, Blackout RoundTogether, we can leverage our collective voices to uplift inclusive ecosystems of change. [Translation: We held a Zoom call and made a Canva graphic. No one donated.]
Final Thought
Next time you write, remember: clarity is not the enemy of emotion. It’s the fastest path to connection. Drop the jargon, ditch the clichés, and say something real.
Bill—and your readers—will thank you.
The Dunning-Kruger Award for ClarityWe believe that believing in belief is the first step toward believing in what we believe in. [Translation: Our grant writer got high on their own proposal fumes.]
And the "Grant Finale" ...
The Grant Application HallucinationWe center lived experience to disrupt systems that no longer serve the communities we serve through servant leadership. [Translation: We’re hoping the foundation doesn’t read past the second sentence.]
Thank You, Claire
A heartfelt thanks to Claire Meyerhoff for this witty, incisive, and refreshingly honest piece. In a sector overflowing with jargon and recycled phrases, your clarity cuts through like a breath of fresh air.
You’ve reminded us that words matter—not just for style, but for impact. Here’s to saying less, meaning more… and officially retiring “making a difference” once and for all.
