A donor-focused newsletter can be real magic for almost any fundraising effort.
Here are some tips (and a case study) from my excellent former colleague Bob Ball, at the Masterworks blog: Extreme Donor-Focused Newsletter Increases Revenue by 521%. Here are the tips:
- Write to the Donor, For the Donor, About the Donor.
- Ensure a High "You" Quotient.
- Touch the Heart with Strong Emotion.
- Surprise and Delight!
- Appreciate the Donor.
- Design for Readability.
- Motivate Another Gift.
- Make it Convenient to Give.
- Appeal to the Most Basic Donor Benefit.
- Refresh and Reengage.
The reason so many nonprofit newsletters are just big money-sinks is this: Their purpose is to educate their donors about how effective the organization is. The money-making donor-focused newsletter has a different purpose: To remind the donor what an incredible difference she makes.
When you change your newsletter from "look at us" to "look at you," you just might see the kind of five-fold increase in revenue described here. You'll also likely see improved overall donor retention.
Don't believe it? Give it a try.