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It’s that time again! Let’s look at some words that are like garlic to my fundraising vampire. Keep them out of your major gifts events, proposals and meetings and you will live forever.

1. Metrics

It’s not that I’m a big fan of words like “measurables,” but at least it sounds more straightforward than “metrics.” Metrics are the quantitative (usually) statistics that you use when asking for funding and reporting back on the impact of a donation. So why not just call them statistics? Or numbers? Or anything except “metrics?” So poncy, really.

2. Awareness-building

This phrase has long been the enemy of good fundraising, particularly with special events. You know the drill: when the event fails to raise the money it was supposed to, the fundraiser says “At least we built awareness.” Fire that fundraiser right now!

But seriously, instead of saying that your project will build awareness, describe how it will impact the problem at hand. For example, replace “Our event will build awareness about the children’s help line” with: “Our event will increase volunteer recruitment for the children’s help line.” See what happened there? Now you have something to measure.

3. Hope

Whoooooooaaaaaaaaa nelly! I hear you choking on your cappuccino right now. What’s wrong with a word like “hope?” Nothing. Unless you use it when asking for money or stating your goals. For example, instead of saying “We hope you’ll fund this critical issue,” say, “We look forward to working with you on this critical issue.” Don’t be a wuss! Come at your request with a bit of strength and confidence.

Another one: Instead of saying “We hope to cure cancer one day,” say, “With your help, we will cure cancer one day.” If you don’t believe your mission can succeed, who will?

Bingo out. See you soon!

–          Siobhan : )

PS. A shout-out to my colleagues Linda, Theresa and Alix, who NEVER use the word “metrics.”