It must be newsletter time. I’ve fielded lots of questions recently about format and content – what to include, what not to include, what should be on the front page, etc. So I thought I’d share a few pointers here for everyone.
First, DO NOT put a letter from the Executive Director on the front page. Donors don’t want to read this. What they DO want to read is a story about a particular person whose life is being changed by your organization.
Don’t waste space on a table of contents. Especially if your newsletter is only 4 pages. And don’t continue a story on another page. Make it fit in the space available.
Keep the special event info to a minimum – you don’t need to go on and on about upcoming or past events. Stroke sponsors as needed, but don’t go overboard.
Realize that your newsletter is a great tool to build relationships with donors and educate them about what you’re doing. Don’t waste space on things that aren’t interesting to your donors.
If you really want to learn more about nonprofit newsletters, check out Tom Ahern’s books and his website at www.aherncomm.com. You’ll find some great resources and tips.
Yes, this is exactly what I have thought about newsletters, too. Thank you for saying it – about the ED letter. It needed to be said. It’s so right. People don’t care about that – they want to know what you are doing with their money. You tell your stories, you keep your donors.
Also goes back to the concept of knowing your audience and give them what they want – not what you think they want.
Love it!
Thanks Penny! I know you’ve produced your share of nonprofit newsletters in the past. You’re right on the money when you say give them what they want! Gosh, if nonprofits could learn to put their Donor Hat on and think like a donor, they’d raise more money!
Keep up the good work with the Dragon Boats!
Sandy
Dear Sandy,
This is most helpful. I’ve been supporting the good works of the YWCA in my area, highlighting them at my blog. I must share this with them. Again, thank you. Peace and continued good things for you.
Sincerely,
Diane
Thank you Diane! I’m so glad you found something helpful in my blog.
Sandy