10 steps to turn around your donor newsletter

A well-built donor newsletter does two important things: It raises net revenue, and in improves donor retention. That’s money in the door now, and future money for your cause.

Is your newsletter doing those things?

Check out this post from the Hand On Fundraising blog, at 10 reasons your newsletter could raise more money to find the improvements you might need to make:

1. Is your newsletter a self-mailer? You might think a self-mailer (A newsletter that is not sent in an envelope) saves money. It may be, but at a high cost. I’ve tested it. You really need to put your newsletter in an envelope with a reply device and a return envelope. I’ve tested those also. That’s what pulls in response.
2. Is there a letter from your CEO or board chair? The typical letter from the boss is boooooring. Self-focused. I have no problem with including such a letter — as long as it’s written by a fundraising professional and is solidly aimed at donors.
3. Are your headlines headlines? Newsletter headlines need to entice readers to read. Not just label content. Make the headlines about people, and the drama they face. And include a verb.
4. Is the newsletter all about your organization? This is where a lot of nonprofit newsletters lose donors. They report on the organization, not on what the donor’s giving has made possible.
5. Do you address your donors? Don’t follow the journalism rule of dispassionately reporting the fact. This is a cheerleading piece for your donors. Talk directly to them, using the word “you” (or, if you’re using digital printing, their actual name) often.
6. Are you listing accomplishments? Don’t. Show impact by telling stories. Lists and numbers do not move people to care or act.
7. Are the pictures in your newsletter boring? Photos of real people, not lined up and shot, but being real in real situations. Photos are not decorations. They are stories. Make sure your photos tell human stories!
8. Did you skip the captions? Photos draw eyes more than type ever will. So take advantage of that attention and write a photo that helps tell the story.
9. Did you forget to ask for help? It’s okay to ask for donations in a newsletter. If you’re doing a great job of making people feel good about their previous giving, it’s a prime time for them to give again.
10. Is your marketing department in charge of the donor newsletter? The marketing department is all about extolling the awesomeness of your organization. There may be legitimate places for doing that. A donor newsletter is not one of them. A donor newsletter is a fundraising tool. Not a marketing tool.