Sage Advice on Writing Donor Newsletters
Never forget, Ahern advises, that donors are deeply interested in one thing: did their gift make any difference in the world? Donor newsletters consistently and repeatedly reinforce the point that, yes, their gift matters.
A good donor newsletter,” he writes, will be blessedly brief, its articles blessedly short, its tone more conversational than academic. It will not be pure reporting. It will read more like a chatty phone call to your best friend. How hard is that?”
First and always foremost, he says, a donor newsletter, in addition to delivering news, focuses on bringing joy to the home of supporters, because Ive seen how a focus on joy can work wonders to unlock vast new reserves of caring and generosity.” Too often, in contrast, nonprofit newsletters sent to donors focus on the organization and try to sell things like a planned gift program.
Donor newsletters are not about revenue, he says, but, rather, about retention, and youll know your donor newsletter is working because it will bring in a significant number of additional gifts.
Crammed with graphical illustrations, this 167-page book is loaded with tips, how-tos, and techniques to help newsletters writers hit their mark. For example:
The book is instructive, lucid, and convincing because it is based on successful real-world application. Although not what one usually would say about a how-to manual, its also hard to put down.
Making Money with Donor Newsletters is available from Emerson & Church, Publishers.
Reviewed by Peter Lowy