Your newsletter is where your donors find out if giving your organization a gift was a good idea – or not. Remember, your donors gave you their money but don’t know what happened to it once you received it. But they need to know if you ever want them to give another gift, so your newsletter’s one job is to show donors the impact of their gift. So here’s what you need to do if you want to keep your donors year after year.
- Tell real-life stories. Use stories, not statistics, to show donors the impact their gift made.
- Make your newsletter scannable. 80% of people won’t read it they will just scan it and look at the headlines and picture captions.
- Make your headlines and picture captions tell your donors about their impact. Use arrows to point to picture captions and headlines.
- Make it responsive. Send your newsletter in an envelope with a reply card and reply envelope because LOTS of donors give gifts in response to great newsletters.
- Use large photos of beneficiaries.
- Make it readable. Most donors are older, so don’t use tiny type. Use an arrow to nice, large, easy-to-read type.
There is so much more to teach you, so we created this short video. Watch it here.