Words to avoid – 2025 edition

New year, new words to avoid. 

In the nonprofit space, communicating effectively is essential, so each January, we offer a list of words we should all question before using again. We label these “words to avoid” because they are typically overused, misused, or potentially harmful. Taking a moment to consider the context in which we use these words and whether there are stronger, more accurate alternatives or more inclusive terms to use can go a long way. As always, there’s no need to remove these words or phrases entirely from your vocabulary, but this guide can give you ideas to communicate more clearly.

Before we reveal this year’s list, we want to thank everyone in our network for their annual submissions — it’s now 16 years (and counting!). For a more comprehensive list and archive, you can view our Words to Avoid Glossary, containing all the words and phrases we’ve ever found ourselves second-guessing. 

1. Transformative/Transformational

“Transformative” and “transformational” mean a significant or dramatic change, a complete 180. “Transformative” can also be used to signify an intervention or an alternative path forward. But, all too often, nonprofit and for-profit organizations use “transformational” to loosely describe any win, program, or shift. While the results may be positive, describing them as “transformational” can seem insincere or grandiose. Additionally, when using the word, organizations may not specify what makes the achievement “transformational,” leaving its use in a sentence feeling underwhelming or meaningless. We suggest reserving this word for instances where the effect of something is tangibly life-changing or results in systemic change. When describing a positive change, try using these alternatives: improvement, enhancement, or growth.  And, when describing a change in course, we recommend providing more detail so audiences can understand the scale of the transformation. 

2. Give hope

Nonprofits and the general public often use the phrase “give hope” when discussing a cause or reacting to an event. We find the words plastered throughout websites, emails, social media, and cases for support. “Give hope” can feel meaningless, generic, and a bit of a cliché, similar to how the phrase “thoughts and prayers” comes off as passive. It’s not helpful to a cause if we use “give hope” instead of naming a more specific action that can make a difference. “Give hope” also reinforces power dynamics as something centered on donors to uplift groups of people by gifting hope. We should avoid using this phrase and instead be more descriptive of the need and the actions people can take to support others in achieving stability, health, or safety. We also suggest reserving the phrase for situations where one is looking for the light in dark situations, prompting audiences to keep fighting for what’s possible in dire circumstances.

3. Holistically

The word “holistically” means to look at the whole of something, to examine all the interconnected parts, rather than analyzing a single part. The word “holistic” has become a very popular term in the nonprofit space to describe a strategy or an approach. Unfortunately, we often see organizations use the word without going into detail about how the approach is taking a “holistic” view. While your staff may understand what you mean by your “holistic” approach, most outside audiences will not, leaving the word feeling meaningless or as if it’s just another buzzword. We suggest detailing what is included in your holistic approach so audiences can accurately understand how you strive to address the whole of something. For example, a health organization’s “holistic” approach may look at physical health and social factors that can impact one’s physical well-being.

4. Target audience

People who work in marketing, public relations, and communications understand the phrase “target audience” to mean “the people we must reach.” It’s such a common term that, at this point, it has even lost its militaristic connotations. We also often disregard the fact it may be harmful, especially for marginalized communities who are “targeted” because of their identities. As you start writing in 2025 and beyond, consider the following options instead: priority, primary, essential, and key. Oh, and be sure to avoid using constituents instead, a word that was on our list in 2013.

5. Circle back

This one is a repeat entry because so many of you submitted “circle back” as a word to avoid, and we agree. Like a boomerang, it keeps making its way back to organizational conversations, becoming one of the most overused pieces of jargon. We previously discussed the phrase in 2018, which means to “revisit a topic” but often lacks clarity. For example, one might say they will “circle back” with more information or “circle back” about a project, but neither reveal an exact time or date. Using this phrase can frustrate your colleagues because it feels ambiguous — How big is this “circle”? Will they ever return to discussing the topic or receiving the necessary information? In this way it can feel like the using this term is an excuse to avoid discussion when someone is unprepared. Overall, the phrase is not helpful. In 2025, let’s try to refrain from using it and instead offer our colleagues a reasonable turnaround date.  

6. Basic needs

The term “basic needs” describes what society considers the minimum necessities for humans to survive, like food, water, and shelter. While the term is used as an easily understood catch-all when describing a need, types of donations, or the goal of an initiative, it can be potentially limiting and inconsiderate. For example, why should anyone apart from the individual themselves decide their basic needs? Additionally, why should we restrict help to those “basic” categories and instead work to address all aspects of well-being, like education, quality healthcare, safety, or access to a community? We suggest avoiding labeling a need as “basic” because it can minimize or overlook the layers and nuances of human needs. 

We hope this list of “words to avoid” helps your organization refine how it communicates to audiences and serves as a conversation starter for you to think about what words may be overused or harmful in your work. We find that it’s beneficial for organizations to keep track of such words, collect them in a language guide like our ongoing Glossary, and equip staff to write about their work effectively. Please contact us if we can help conduct a process to identify and develop a language guide for your organization.