Your nonprofit newsletter can be one of your most important tools to raise funds for your cause. This is because newsletters work as highly effective direct mail tools to show the donors the true impact of giving and building a relationship that lasts. The key here is to make sure that your newsletter builds donor loyalty. Loyal donors will not just donate more, but they will also support your efforts genuinely throughout.
Here are the top 7 ways to create the perfect nonprofit newsletters:
#1-Your Donor Is the Star
A loyalty-building newsletter shows the donor that they are making a difference. Remember, the donor is the star of the campaign, not you. Your audience is your donor and they just want to hear one thing from you, that their donations are actually making a difference.
The easiest way to use this in your newsletter is by asking yourself,“Does this letter demonstrate that the donor’s involvement matters?” If it doesn’t, discard it and start from scratch.
#2-Remember, You Need Your Donor
While your newsletter doesn’t really have to be an appeal for funds, don’t shy away from asking. Donors want to be “wanted.” From the donor’s perspective, evidence that you need them means you tell them they are important. When you have financial needs, be clear and bold and the donors will reward you by giving.
#3-Use a Powerful Story
All of us, as humans, have a need for impactful stories. Leaders throughout history have demonstrated how using stories can work. The right newsletter story should go something like:
- Something is wrong
- Your organization gets involved
- Things were made right
Remember, as long as you are resolving a problem in the story that the donors can relate to, the newsletter is good to go.
#4-Use Headlines To Keep Them Interested
It doesn’t really matter how strong a story is if nobody reads it. Your headline should take sides, advocate, have strong points of view, and tease. Use strong verbs and make use of multiple elements like subheadings to make things work.
#5-Match Your Content Formula with Your People
Use your newsletter to spend time with your donors on two channels—emails and print—each with distinct content. Shape your direct mail newsletters as immersive and rich but your email newsletters as quick visits. Also, send this newsletter to donors only, so that your messages stay clear.
#6-Establish an Imaginary Editorial Board
When you fundraise throughout the day, you tend to forget that your organization is merely one aspect in each donor’s life. Think of your own giving; how often do you think about the nonprofits you support during the day?
A reliable path to create a content connection is to create an imaginary editorial board that represents up to 9 of your most important segments so that you know how you can make your content easy to digest and recall.
#7-Email Newsletters
Make email newsletters as a short form of your print newsletter. Emails function more like a quick drop-in than the leisurely visit of the print newsletter experience. Therefore, remember to keep them short. Include one or two content features, but not more than one call to action.
Using these tips you can create nonprofit newsletters that give you a solid ROI. Are you looking for direct mail marketing companies to partner with? Get in touch with us for some of the most reliable direct mail solutions and learn more about how we can help your specific case today.
