Amazing Newsletters!


If you’ve been following this blog and our work these past few years, you know how important it is to not only Ask your donors for a financial gift, but to Thank them for the gift and to Report back to them the amazing things that have happened because they gave the gift.

We have found that the best platform for delivering your donor Report is via your newsletter.  If that’s the case, then you are probably wondering what ingredients are needed to make your newsletters great.  It’s your lucky day.  See the answers to this question below.

  • Articles that are 300 words or less.  Keep them short.  We know that people tend not to read articles, they scan them.
  • The editorial perspective should be as if you are writing to one person (not to a group of people).
  • The article is about one person, one cause, one issue.  Keep it simple and on target.
  • Start the article with the “before” part of the story.  Show the dark side of the issue that was eventually solved because the donor gave a gift.  For example.  John was hungry and homeless.  Now he is fed and has a roof over his head. Tell Johns story!
  • Finish the article with the “after.”  Life is good. The world is a better place.  What positive change took place because the donor gave a gift?
  • Directly credit and thank the donor for the transformation THEY made in the life of the beneficiary.  Don’t give the credit to your organization, give it to the donor.
When you use these ingredients in your next newsletter, your donors will will feel appreciated and reported to.  This will close the Ask, Thank, Report loop and will give you the opportunity to repeat the rhythm again with your donors.  In simple terms, you can eventually ask them for another gift!
Jim Shapiro

Jim Shapiro is the fundraising coach you’ve always wanted, the proven Sherpa who can help you get to the top of the mountain. Jim has 30 years’ experience raising money, including serving as the VP of Development for a global $100m nonprofit. He co-founded The Better Fundraising Co. to help small-to-medium nonprofits raise more money.

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