A friend sent me an article yesterday, “9 Words that Tap Into the Psychology of Giving.”  You can find it here. Offered as advice to nonprofits on how they can induce a higher rate of giving, the essential thrust was that organizations should connect with their donors.  To do this, the article suggested, certain adjectives should be mixed into the message. For example, the author, Liz Chung, cites an expert’s suggestion that the words kind, caring, compassionate, helpful, friendly, fair, hard-working, generous, and honest are adjectives that Americans use to describe a moral person.  The key here is the supposition that these describe the way most donors, particularly women, would like to see themselves, so appealing to them on this basis should make them more likely to give and to…