10 ways to raise more money with your newsletter

Newsletters aren’t magic for every organization. But they can raise good money for most. From Hands On Fundraising, here are some things that may be dampening the potential of your newsletter, at 10 reasons your newsletter could raise more money:

  1. Is your newsletter a self-mailer? (Put it in an envelope. They work much better that way.)
  2. Is there a letter from your CEO or board chair? (Reconsider. Or get a professional to write it for them.)
  3. Are your headlines really headlines? (Two words: supermarket tabloids. Imitate their headlines.
  4. Is the newsletter all about your organization? (Make it instead about what the donor has done — through your organization.)
  5. Do you address your donors? (Address the donor. She deserves it.)
  6. Are you listing accomplishments? (Yawn. Tell stories.)
  7. Are your pictures boring? (Show people. Show drama. Show action.)
  8. Did you skip the caption? (Captions are among the most-read part of any printed piece. Don’t miss the opportunity to draw readers in.)
  9. Did you forget to ask for help? (It’s okay to ask in a newsletter. Donors want to give!)
  10. Is your marketing department in charge of the donor newsletter? (They’re doing it wrong. It should be created by people who understand fundraising.)


Comments

4 responses to “10 ways to raise more money with your newsletter”

  1. Beth Snider Avatar
    Beth Snider

    Hi! What is the evidence for #1: Is your newsletter a self-mailer? (Put it in an envelope. They work much better that way.)

  2. Beth Snider Avatar
    Beth Snider

    Hi! What is the evidence for #1: Is your newsletter a self-mailer? (Put it in an envelope. They work much better that way.)

  3. Answer to Beth: Repeated testing. Mailing in envelope hand-down winner every time.

  4. Answer to Beth: Repeated testing. Mailing in envelope hand-down winner every time.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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