“Think like a wise man but communicate in the language of the people.” -William Butler  Yeats

Over on Katya’s Non-profit Marketing Blog (one of my favorites, bookmark it if you haven’t yet!), she listed 18 mood-killing words to banish in 2012.

Among the list were a few that I especially loathe:

1. Capacity
2. Systemic
3. Innovation
4. Facilitate
5. Support

These words are fine for the boardroom but not when you are talking to donors.

I urge you to commit now to using fresh, specific language in your fundraising copy this year. Steer clear of jargon and use words that everyone can understand. Instead of putting the cookies on the top shelf where only the tall can reach, put the cookies on the bottom shelf where all can reach. (And make sure the cookies aren’t boring.)

What other words that we should stop using this year?