7 landing page words that might be chasing donors away

It’s hard enough getting people to come to your landing page. It’s even harder getting them to “convert” — which in our case usually is making a donation.

The WordStream blog has some pointers for words to avoid, at 7 Conversion-Sabotaging Words to Avoid at All Costs:

  • Killer #1: “Submit” (On CTA buttons, this work depresses conversion. Instead, use specific action words like “Donate” or “Give” or “Feed the hungry.”)
  • Killer #2: “Synergy” (And other jargon words that mean nothing to normal people.)
  • Killer #3: “Spam” (Just saying “We won’t spam you” turns away conversions.)
  • Killer #4: “We” (As in all fundraising, don’t talk about your organization. Talk about what the donor can do through you.)
  • Killer #5: “You” (Of course you is highly positive for motivating action. But when it comes to the actual CTA, switch to first person: Here’s my donation … I want to help.
  • Killer #6: “Free” (This doesn’t come up in fundraising very often, but in commercial marketing, it can too many poorly qualified clicks.)
  • Killer #7. “Save Time & Money” (Not specific enough! This promise is so generic it has almost no actual meaning.)

Commercial practices aren’t exactly the same as ours — but it’s helpful to pay attention to what works there. They spend a lot more on research and testing than we do, and their learnings are more likely right for us than wrong.

(Thanks to The Agitator for the tip.)


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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