Maybe no one. It all depends on the content.
Unfortunately, MOST of the nonprofit newsletters out there are crap. Sorry, but it’s true. With tons of text, few or no photos, and loaded with jargon, donors are immediately turned off when they see your newsletter in the mailbox.
If you want your newsletter to get read, here’s what you do: write what’s interesting to the donor, NOT what’s interesting to you. That’s right, put your donor hat on and write what the donor wants to read.
Write the stories of people whose lives are being changed by the work your organization does. Donors will read that.
Write about how donors’ gifts have been used in fulfilling your mission. Donors will read that.
Don’t write about the new janitor you just hired or some obscure award your organization won. Remember that your average supporter knows little about the inner-workings of your organization. Keep it simple for them.
Want more tips on creating donor-focused newsletters? Here’s an article I wrote about common mistakes made in nonprofit newsletters. http://ezinearticles.com/?The-8-Most-Common-Mistakes-Made-in-Nonprofit-Newsletters&id=2387768
If you really want the scoop on nonprofit newsletters, read Tom Ahern’s book “The Mercifully Brief Real World Guide to Raising More Money With Newsletters Than You Ever Thought Possible.” Find it in my reading list: http://getfullyfunded.info/resources/bookstore.
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