The difference between a good donor newsletter and a poor one comes down to donors and dollars. A good newsletter retains donors and makes money. A poor one doesn’t. Here are 12 ways to improve your donor newsletter so that it works harder for you.
1. Make your donor the hero of every story. Take the focus off your institution and put it where it belongs: on the person who pays your salary. Donors want to read about themselves, not your charity.
2. Make each issue a report card to your donor. Prove that you are using donor gifts wisely and as intended. Show how their donations are making a difference. Act as if you won’t get another dime of support unless your donor gives you an A Grade, an A for Accountability.
3. Don’t celebrate another anniversary. Donors don’t care that you’re celebrating your 20th anniversary, or that you did something special in 1968. They give to organizations that look ahead, not backwards.