“Important information regarding,” “visit our Web site,” “click here,” — seemingly harmless phrases that share a common link. If included in an e-mail to potential donors, the appeals may wind up in a junk file, unopened and unread, according to Jeff Brooks, creative director at marketing agency serving nonprofit organizations who discusses a whole list of spam-filter fodder at his Donor Power Blog.

These phrases, along with words such as “amazing” and “opportunity,” are some of the things spam-filter software programs scan for when deciding which incoming e-mail messages are valid — and which are bogus solicitations for Viagra and other nonsense.

Writes Mr. Brooks: “The spammers are taking everything that’s effective and ruining it.”

Organizations are advised to keep current with the growing lists of spam trigger words and keep them out of their e-mail appeals. “Our only option: Be smart, be creative, and keep up with the times,” Mr. Brooks concludes.

What do you think? What words or phrases should be avoided to help insure that charity e-mails reach their intended viewers? Click on the comments link below to share your thoughts.