15 tips for a better donor newsletter
Last year, I had the pleasure of working/coaching with Becky Honeywell, the Executive Director at Friends of Indy Animals and it was a pleasure to work with her on pulling together their first ever newsletter appeal. (Thanks to Rachel Zant for her strategic and writing help with this appeal!) Here are 15 tips that hopefully you can use for your next (or new) newsletter appeal!
Outer Envelope:
Don’t get lost in a sea of #10 envelopes - use something different - this was a 9” x 6”.
If you are including something special for a donor in your mail pack - tell them and/or show them!
Don’t forget the YOU. “A new update we created just for you!”
Letter:
4. Personalize it as much as you can! “Thank you for being a loving friend to animals, Jane!”
5. A good (newsletter) cover letter - acknowledges the shared victories.
6. Make sure you use a nice, big font. Every letter we write is set at 14 pt or bigger.
7. Include a photo of the letter signer and a legible signature. This is an easy way to create a personal connection between the person talking and the person listening.
Reply form
8. Special reply for: DONOR NAME - the reply is their piece. Let them know it!
9. Gift array: Surprise US! $__________ Much more interesting than using “Other $____” right? Also was tested and tends to lift response - it get’s your donor smelling.
10. You can also call “Becky at 1-317-207-7868”. You WANT donors calling you. For all kinds of reasons. We do a good job at hiding from them. Be findable and reachable!
11. Invite commentary and thoughts - especially in a newsletter pack. Let them tell you what they think and want more of!
Newsletter
12. It’s been tested. 4 pages is the magical length. No more than 1000 words. 12-14pt. Very skim-able with headlines, pull quotes and specific emphasis.
13. Don’t ‘furget’ the YOU. “Your fur-iendly update”.
14. Update on mail or digital appeals that donors might have seen recently. Leave space for further giving.
15. Include an article about people like your donor - a monthly donor, a legacy donor, a volunteer, etc. Invite personal contact!
If you need help pulling together your next (or NEW) donor newsletter, just reach out and we can help craft your next successful newsletter appeal!