Ah,
the lowly newsletter: neglected by fundraisers, ignored by donors,
scorned by all! Does that statement fit your organization’s
publication? If so, you’re missing big opportunities.
If
you’re treating your newsletter like a nuisance or an
afterthought, there are at least 20 ways you can use it as a vehicle
to increase your organization’s fundraising revenue.
And
even if you’re already making effective use of your newsletter,
read on anyway. You might just pick up a new idea or two. . .
1. Publish
more frequently.
The
more frequently your donors receive good news from you, the more
likely they are to respond when you ask them for money.
If you publish your newsletter on an annual or semi-annual
basis, it’s probably not enough. The minimum frequency to
establish a publication’s identity firmly in readers’ minds is
four times per year.
2. Mail
your newsletter in envelopes.
Sure,
envelopes are expense. But there’s often good reason to spend the
extra money. The biggest reasons: a) the envelope does its job as a
protective cover, shielding your newsletter from damage in the mail;
b) newsletters in envelopes are perceived as inherently more
valuable; c) you can enclose other items along with the newsletter.
3. Enclose
a cover letter. A
cover letter lends a personal touch to your newsletter. It’s an
opportunity to highlight key stories or events featured in the
publication. And it gives you a chance to solicit a gift. If you
include a strong fundraising letter - and use a separate response
device and reply envelope - your newsletter may become a very
successful appeal.
4. Publish
stories and photos of donors.
The
main job of most newsletters is to report on the organization’s
work, thus encouraging readers to contribute gifts, volunteer time,
or support the organization in other important ways. Nothing should
get in the way of that job. However, a newsletter is also a handy
means to spotlight the important role donors play in the
organization.
5. Segment
your mailing list.
It’s
usually wise to give your best donors a little extra attention. One
small cultivation technique is to mail them your newsletter in
envelopes (assuming your budget just doesn’t allow doing so for
all your donors). You might also use first class postage (assuming
you normally mail in bulk). Most donors appreciate little gestures
like these.
6. Send
a fundraising letter 10 days later.
If
you can’t use your newsletter directly as a fundraising vehicle -
or if you’re launching a major new fundraising campaign - mail the
appeal on the heels of the newsletter, a week or two after
announcing the new initiative in your newsletter. But be sure to use
the same title, theme, and visual cues in both communications!
7. Phone
donors 10 days later.
Studies
show “mail-phone” combinations often give a powerful lift to
fundraising results. use your newsletter and a follow-up phone call
as a one-two punch.
8. Include
information about wills and bequests.
If
your organization has long-term staying power, you’re a candidate
for bequests from your donors. Every issue of your newsletter should
feature at least a small item informing donors how easy it is to
leave a legacy of good works for future generations - by remembering
your organization in their will. Even a standard notice that
includes language approved by a local lawyer may have some effect.
9. Publish
information about commemorative gifts.
For
many organizations, memorial and honor gifts are a rich and largely
untapped source of financial support. Your newsletter is the most
important vehicle to promote such a program. To take maximum
advantage of this potential, feature commemorative gift
opportunities (and givers!) in every issue.
10. Include
a reply envelope to encourage response.
Enclose
a separate response envelope in each issue of your newsletter. A
“tear-off” or coupon isn’t enough. But you should run a coupon
also. Try to position it on the outside bottom corner of a
high-visibility page - and take care not to print something on the
back that readers may wish to save. Often, the back page is best.
11. Make
your newsletter more readable.
Watch
out for the common mistakes. Type that’s too small to read
comfortably. Columns that are too wide - or too narrow. Too little
contrast between headlines and body copy, and too little white
space. Decorative (and other hard-to-read) typefaces. Pictures that
are too small. Errors like these can prevent donors from reading
your newsletter!
12. Use
involvement devices.
Turn
your newsletter into a two-way communications channel. Enclose
“opinion poll” or “suggestion box” features. Make them easy
for readers to use. Try devices that suggest response by mail,
phone, fax, or even e-mail. The more involved your donors, the more
loyal they’ll be.
13. Conduct
reader surveys.
Every
editor knows a periodical needs a face-lift from time to time. And
the best way to decide what changes to make is to ask readers for
their opinions. In newsletters mailed to donors, reader surveys
bring added benefits: they’re a great involvement device.
14. Ask
donors questions about the newsletter.
Treat
your special donors in an extra-special way: call them from time to
time to solicit their opinions about the newsletter. (You may be
surprised how many good ideas come to the surface!)
15. Clean
up your mailing list.
When
is the last time you sought to clean up your mailing list.
Are you still sending information to people from 20 years
ago? Take active steps
to clean up your mailing list.
16. Request
address corrections.
Keep
your list as clean as possible by printing an “Address Correction
Requested” notice on every issue of your newsletter. This will
ensure updates come in year-round.
17. Ask
readers to correct addresses and spelling.
Don’t
rely exclusively on the U.S. Postal Service. (We all know they’re
not exactly infallible.) Place a small tagline near the address
label in every issue, asking readers to make any necessary
corrections. Once a year, devote the space necessary for a form to
give the request greater emphasis.
Source:
Adapted for camps from an article in Successful
Direct Mail and Telephone Fundraising newsletter. Author: Mal Warwick. Used
by Permission for Brian Kluth's book, "Out of the Woods - A Guide to
Funding Christian Camps and Conference Centers".
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