“I am less offended by obscenity than by tasteless typography, banal photographs, clumsy copy and cheap jingles.”
—David Ogilvy
When you compare the words we use in our direct mail packages to other media sources (commercial, TV and music for example), the lack of cuss words seems almost quaint. Which begs the question: when can context make a cuss word an effective part of fundraising?
If we accept that cuss words are powerful, than there can be a place for them in fundraising, when used selectively and carefully. The context has to be nearly perfect because any misuse will diminish their effectiveness and lead to misunderstanding.
However, if used properly, cuss words can be used in some situations:
To help a signer sound like him or herself
When a celebrity decides to sign a fundraising letter, it’s often a challenge to get the written word to sound like that person. The reader wants to recognize parts of that person’s speech pattern as they read the letter. There are individuals who use colorful language and that is an expected part of their character.
In one example, The Canadian Diabetes Association had a well-know, curmudgeonly radio host, Rafe Mair, sign a fundraising appeal. The organization knew that readers would expect a rough and tumble tone from him. To do that, they used a teaser on the exterior envelope that stated, “Why the heck is Rafe Mair writing to me?” The original teaser copy used the word hell, but the organization retreated to the weaker but less problematic, “heck.” Some donors sent back letters that told the organization Rafe Mair wouldn’t use heck, he’d use hell instead. In this case, not using a cuss word diminished the authenticity of the fundraising letter.
To help connect the cause with the supporter
When you write a fundraising letter you have to preach to the converted. You’re not out to change people’s minds with a fundraising appeal. Instead, you want to connect with the reader, confirm their values by describing your work, and get them nodding their head in agreement when they read your letter. You want the reader to say, “that’s exactly what I think, or that’s exactly what I want to say” about a particular issue.
Because people sometimes describe things they really passionately believe in with a sprinkling of cuss words, there could be times when the use of a cuss word in fund raising material may bring the donor closer to the nonprofit organization—and therefore bring in more money.
To help communicate the problem
Every good fundraising appeal outlines the problem that needs to be solved, in part, with a gift from the donor. For some organizations, their problem is an opposition that uses hatred and prejudice against that organization.
Organizations like the Planned Parenthood Federation, the National Rifle Association, Operation Rescue, AIDS and many others all receive communication from virulent opponents—whether its prank calls, hate letters and/or vandalized public spaces and buildings.
It’s often more effective to use the hatred directed at the organization, verbatim, in a fundraising appeal to show supporters what the organization has to struggle against. Often, the opposition uses cuss words. There was a case where an AIDS organization replicated the phrase “all queers deserve to die!” in a context that was acceptable and most effective. It’s truly a case of turning someone’s words against them.
To grab people’s attention in a hyper-competitive environment
The amount of media attention drawn from using cuss words can be staggering. The argument could be made that using cuss words in fundraising material is an exercise in raising public awareness about the organization as much as it’s about raising money.
As a great social media initiative
Charity Swear Box, an initiative from the UK, turned using “bad” words into a “good” deed through Twitter. Every time a user used a cuss word, they would attach their profile to the website and people could donate money to the growing database of charities who were part of the initiative.
The use of cuss words has been going on for thousands of years. They are emotional, powerful words that can convey fear, greed, guilt and anger – all important feelings in fundraising. As adults, we know there are situations when cuss words are OK and times when they are not. As a result, context is vital for the use of swear words in nonprofit fund raising.
Michael Johnston is the President and founder of the global fundraising consultancy, Hewitt and Johnston Consultants and the co-founder of two global fundraising products: The Global Legacy Giving Group and the sports-based Fantasy Fundraising. Mike is an expert in fundraising innovation and integrated marketing – most especially how new technologies best combine with traditional ways of giving: planned giving, events, major gifts, and annual campaigns.
