Is “newsletter” the most dangerous word in fundraising?

Maybe you’ve seen this happen:

You decide to create a donor newsletter.

Smart move.

If you create a piece that tells stories about the difference donors make by giving, you will tighten your connection with donors. And that will mean improved donor retention.

It’s a dependable step.

But sometimes, something goes wrong that derails the project.

It starts when word gets around that you’re creating a “newsletter.”

Marketing and communications people show up. They want in on the newsletter.

But their idea of a newsletter is not the same as yours.

They want to create a newsletter about the organization. How awesome you are. How great your people are. What you’re up to. Awards you’ve won. Milestones and anniversaries.

It’s all brand-compliant, educational – and irrelevant to donors.

Because few donors care about that stuff. So they ignore it. And the retention needle remains unmoved. It’s a waste of time and budget.

But the brand police are pleased with it. It ticks all their boxes.

This happens quite often.

And there’s a good way to prevent it.

Don’t call your newsletter a “newsletter.”

A fellow fundraiser I know calls them “impact reports.”

The marketing people don’t care about impact reports. They don’t show up. They don’t break it.

Leaving my friend free to create smart, effective donor newsletters.

If you are plagued by marketing people who sometimes undo smart fundraising practices, try calling your projects names they find uninteresting.