November 15, 2017
Most likely, a donor newsletter is part of your donor relations strategy. It helps to raise awareness of all the good work your organization is doing and strengthens the commitment and trust factor with your donors. It can also be a significant source of net income. Did you know that donor-focused newsletters bring in a 4 to 7 percent average response rate?
6 Donor Newsletter Best Practices
- Newsletters should always mail in an outer envelope with a reply form and return envelope. The teaser on the outer envelope should tell donors that their newsletter is enclosed.
- For maximum net revenue, donor segments mailed should include current donors and one-year lapsed donors. Frequency of mailing is typically 2 to 4 times a year.
- The masthead should visually capture the organization’s vision and brand, and the name should reinforce mission accomplishments for the donor. The tagline should convey how the donors’ support is helping advance your cause.
- Donors are skimmers. The donor’s eye skims headlines, photos, captions, and call-outs. Therefore, all of these items should be donor-focused so they reinforce the value of the donor.
- Photos tell the organization’s stories just as much as the copy. Photos should be compelling, focus on one subject, include good eye contact (where possible), and visually engage the donors. Click here to learn how to Ignite your Fundraising with an Iconic Image.
- Content and copy should be donor-centric, feature-rich, and emotionally inspiring. Some examples of content include:
> First-person testimonials.
> Facts that continually reinforce the donors’ wisdom in sustaining their support.
> Expressions of gratitude and affirmation for the donors.
> Opportunities for deeper involvement by the donor, including planned giving
and requests for current gifts.
To learn more about donor newsletters, email Claire Waiksnoris at Claire.Waiksnoris@TrueSense.com to receive our full newsletter guide.
Tag(s):
Donor Cultivation