To stay compliant with nonprofit email rules (especially when using Google Workspace for Nonprofits or Microsoft 365 for Nonprofits), you'll need to avoid using language that could be flagged as commercial or sales-focused in your emails. Here’s a list of words and phrases you should avoid when sending emails from a nonprofit account, especially if you’re offering services for a fee.
1. Sales & Marketing Terms
These words directly imply commercial intent, which can trigger a flag for being sales or marketing-related:
Buy
Sale
Discount
Offer
Limited time offer
Deal
Price
Save
Special pricing
Lowest price
Best price
Exclusive offer
Sale ends soon
Get started today
Free trial
Bargain
Affordable
Cheap
Hot deal
Sign up today for a discount
Seasonal sale
Buy now
Sale on
Hurry, only X left!
Clearance
Promo
Special offer
2. Words Suggesting a Profit Motive
These terms can imply that your NGO is engaged in a for-profit business, which would violate the nonprofit terms of service:
Profit
Income
Revenue
Selling
Commercial
Business
Make money
Revenue generating
Financial gain
Monetary benefit
For-profit
3. Payment & Transaction Terms
These words suggest that your organization is charging for a product or service, which could indicate a commercial activity:
Purchase
Pay
Charge
Pay now
Invoice
Payment required
Billing
Subscription
Sign up for payment
Cost
Rates
Payment gateway
Monthly fees
Processing fee
Additional charges
Credit card
4. Urgency and Scarcity Words
These words often appear in commercial promotions and can give the impression of a time-sensitive commercial offer:
Hurry
Act now
Last chance
Final call
Only X spots left
Limited availability
Ends soon
Don’t miss out
Now or never
5. Product/Service Promotion Words
These are words tied to the promotion of a product or service:
Product
Service
Features
Solution
Package
Add-on
Bundle
Upsell
Upgrade
What’s new
New release
New launch
Best seller
Top-rated
6. Client or Customer-Oriented Terms
Using these terms can make it seem like you're offering services to customers or clients, which isn’t the nonprofit approach:
Customer
Client
Consumer
Target audience
Market
Account
Business partners
User
Subscriber
7. Miscellaneous Commercial Terms
These words are typically associated with businesses, and using them in nonprofit emails can confuse your nonprofit intent:
Branding
Marketing
Targeted
Campaign
Lead generation
Revenue model
Consumer base
Sales funnel
Conversion rates
Growth strategy
Customer service
Affiliate
8. Language Suggesting Competition or Exclusivity
Using phrases that sound like you’re competing or offering something that’s exclusive might sound like a commercial business:
Exclusive
Top-tier
Elite
Premium
Best in class
Most trusted
Leading
Number one choice
Superior service
Example of What to Avoid:
Let’s say you want to send an email offering cheap web design services to other NGOs. Instead of using the commercial-sounding language, reframe it into nonprofit-specific terms.
Commercial-Sounding Email:
"Hurry, we’re offering a limited-time discount on web design services for all nonprofit customers. Save 30% today when you buy now and get your website upgraded with our top-tier services. Sign up for a free trial today!"
This email would likely be flagged because it uses terms like discount, buy now, save 30%, premium, and customers.
Nonprofit-Compliant Email:
"We’re here to support fellow nonprofits! Our team at [Your NGO] provides affordable web design services to help other organizations create impactful websites. If you're looking for a professional website at a reduced cost, reach out today and let us help you bring your mission online."
This version is much more aligned with nonprofit messaging, focusing on affordability and mission support rather than sales language.
Best Practices for Nonprofit Emails Offering Services:
Focus on Collaboration:
Use terms like collaborate, partner, support, serve, work together, and helping. This emphasizes that you’re working to help other nonprofits, not just selling a service.
Avoid Payment Terms:
If you’re offering services at a discounted rate or free of charge, avoid talking about prices, payments, and transactions in the email. Focus on the mission and how the service will benefit the recipient nonprofit.
Offer Value Without Urgency:
Nonprofit emails should be informative and not time-sensitive like a commercial sale. Instead of saying “Hurry! Limited Time Only!”, say “We are happy to offer our web design services to nonprofits who need assistance in improving their online presence.”
Explain How You’re Helping:
Emphasize that your services are aimed at helping nonprofits, especially if the service is offered at cost or below cost.