How many times have you seen fundraising that says something like this:
Children in our city struggle with hunger...
That, according to Colludo, is passive, and Your Passive Language is Bullshit.
There are places where it's helpful to describe things with all the color and emotion removed. Fundraising is not one of those places. Why?
Our donors aren't children. And we need them to feel something real if they are going to give a damn about the work we're trying to get them to help us with. So stop with the passive bullshit and go for the jugular.
Fundraising is not a polite technical discussion among professionals. It's an attempt to connect into donors' deepest and most real passions. When you use polite, passive language, you can't connect most donors. You fail to help them care.