Why Fundraising Newsletters No Longer Work
Website design By BotEap.comYou know that saying “If it ain’t broke, don’t fix it”? Well, it’s time to fix what’s broken with your fundraising newsletter.
Website design By BotEap.comYes, without even looking at it, I can tell you that you will most likely need to change a few things with your print or email newsletter.
Website design By BotEap.comI’ve heard from many donors who don’t even look at the newsletters anymore, even if they come from their favorite nonprofit organization.
Website design By BotEap.comYou know why? They are boring and selfish.
Website design By BotEap.comMost nonprofits send out selfish newsletters. These newsletters are written by well-meaning people who haven’t stopped long enough to really understand their reader and what their reader wants.
Website design By BotEap.comThink about how you put together a newsletter: Too often, the newsletter falls to the bottom of the priority list because you are too busy trying to get things done. One day you realize it’s time to publish a newsletter, and in a crazy attempt to get it done quickly so that you can cross it off the list, you catch the first topics that come to mind, put the articles together, and look for things to fill out. up to space. It is not pleasant for you and it is certainly not pleasant for your donor.
Website design By BotEap.comSo how do you fix it? How do you put together a newsletter that your donor will read and respond to?
Website design By BotEap.com1. Begin by creating a production schedule that gives you plenty of time to write and review. Allow time to print and mail it too.
Website design By BotEap.com2. Then spend some time getting to know your reader. Who are your donors and prospects? What really matters to them? I’ll give you a hint: They don’t mind the boring letter from your CEO or chairman of the board. What they want to know is how you are changing lives. They want to know about the people whose lives are being changed by the work your organization is doing.
Website design By BotEap.com3. Step 3 is writing about the things your donor wants to know. Share those human interest stories that make your donors feel good about their decision to support your organization.
Website design By BotEap.com4. Finally, step 4 is to deliver the newsletter in the format that the donor wishes. Don’t decide to email your newsletter just to save money on printing and shipping. Find out how your donors want to receive it and send it that way.
Website design By BotEap.comRemember that your ultimate goal is to build relationships with your donors and prospects. Relationships lead to long-term loyalty and support. Communication is essential to building a relationship.
Website design By BotEap.comThink for a minute about someone you know who the only time you hear from them is when they want something. We all know someone like that, right? Don’t be that person to your donors! Don’t show up with your hand out for money all the time. Contact them to keep them informed about what is happening.
Website design By BotEap.comA well-done newsletter will not only inform and educate your reader, but it will also help build that precious relationship. Follow these four steps and you are well on your way.