No matter how sophisticated our society becomes, it seems we still can’t resist vocabulary that appeals to our basic instincts. As a result, there are certain "power" words that can significantly improve your email response rates.

Here’s Karen Talavera’s Top Ten List of power words you should be using in your email messages. Post it next to your computer, and don’t write another line without it!

Top Ten Email Power Words

10. New. Anything that hints at novelty will spur reader curiosity.
9. Save. Everyone loves to get something for less than it’s worth.
8. Safety. Volvo has built an entire brand with this word.
7. Proven. It justifies your claim, and eases fear of the unknown.
6. Love. No matter how cynical we get, we’re still in love with love.
5. Guarantee. Says Talavera, "It iron-clads your offer."

4. Immediate (also: Now or Instant). Online shoppers want it now.
3. Results. A word that tends to trigger instant conversions.
2. You. Your audience wants to hear what’s in it for them.
1. Free. The Number One most potent motivator in direct response. The ultimate Power Word.

CAUTION: Don’t overuse it.

Guarantee: Using these words well could help boost your results.

The Po!nt: These words work, if you respect them. "When it comes to power words, less is more," says Talavera. "Use them sparingly and strategically. Power words are just that—powerful—all on their own."

Karen Talavera, MarketingProfs

Have you had to defend your donor acquisition program as a vital source of health for your organization?

If you answered "YES" then read on!  Here are some guidelines for operating a donor acquisition program your organization will value.

New Donors are an Important Element of a Healthy Fundraising Program

Nonprofits need new donors every year, not only to replace those donors who have lapsed, but also to grow their capacity to generate critical income for programs. Reducing or eliminating an acquisition program will cause the donor base to shrink. Fewer active donors mean less funding to support an organization’s mission.

New Donors = Long Term Investment

No one makes money "out of the gate." So nonprofit leaders must understand how valuable new donors are, and how long it will take to recoup the initial investment needed to acquire them. The goal is to break even within 12 to 18 months.

Expert List Planning & Testing

Audit your current list universes. Explore new markets that may represent key opportunities for your program. Overall, list testing should be limited to 10% to 15% of your acquisition mail volume to protect your expected revenue.

Long-Term Value of Acquisition Lists

You want to find and keep donors that have the best value over time. Determine their acquisition list source. Keep in mind that these lists may not have had the highest response rates, but may be the best source of loyal and generous donors.

A Smart Creative Strategy

• Promote your organization’s unique brand, and use messaging that creates an emotional connection with prospective donors.


• The look and feel of your campaign should reflect your image and mission. Reinforce your brand by placing your logo, tagline, and key messaging consistently and prominently on all campaign components.


• Your copy must convince the reader to act: be as emotional as possible to connect the prospective donor with your cause, and create a sense of urgency.

Ongoing Testing of Everything

Establish an ongoing testing program to keep your program energized.

Multi-Channel Boosts Response

Building brand awareness via other media channels primes your audience for your direct response communications. Use public relations, such as "free" print and online press coverage of your news and events, to get the word out about your cause.

How to Get New Donors to Give Again and Again

Once you’ve acquired new donors, you have a critical window of opportunity to turn them into loyal and generous long-term supporters. You’ll need a strong renewal program strategy.

An active donor acquisition program is a worthy investment, but to maximize this investment, you must follow through with a strong renewal program. Continue the dialogue with your donors and deepen their relationship with you over time.

Lynn Edmonds, President, LW Robbins Associates