Are you spending precious time putting a newsletter together only to be disappointed by dismal results? Join us for this info-packed webinar to learn how to create a newsletter that communicates, educates, and raises money. You’ll learn how to plan content, what to include, and what to leave out. We’ll also talk about how to decide if your newsletter should be digital or print.

1. How To Create A Newsletter That
Donors Read and Respond To
Sandy Rees
February 20, 2013
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
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3. Affordable collaborative data
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4. Today’s Speaker
Sandy Rees
Fundraising Coach
GetFullyFunded
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership
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5. Sandy Rees, CFRE
Fundraising Coach
www.GetFullyFunded.com

6. 1. Fundraising is based on relationships.
2. Fundraising MUST be donor-based.
3. Effective donor communication is essential.

7. People read it
And respond to it

8. 1. Decide what you want your newsletter to be.
2. Plan it.
3. Write it.
4. Send it.
5. Measure the results.

9.  You can spend a lot of time on them.
 They may not get read.
 They might get trashed or deleted.
 When done well, they create revenue and
build relationships!

10.  What is your newsletter’s purpose?
◦ Educational?
◦ Fundraising?
◦ Something else?
 What call-to-action will your newsletter have?

12.  Set priorities
 Shift from being reactive to proactive
 Achieve your goals
 Reduce your stress
 Be successful!

13.  How often will you create and distribute your
newsletter?
◦ Once a year?
◦ Twice a year?
◦ Quarterly?
◦ Monthly?
◦ Something else?

14.  Will your newsletter be print or digital?
 Who will you send it to?
◦ Entire mailing list?
◦ Donors?
 Will you create and produce it in-house or
outsource?

15. Grants Special Events Individual donors Major gifts Marketing Communications Other (vacations,
(monthly giving, (public (newsletter, website, training, etc.)
direct mail, lapsed speaking, annual report, etc.)
donors, etc.) media,
advertising,
etc.)
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec

16. What are your goals for your newsletter?
Without a goal, we’d just run up and down the
field all day and never score.

17.  S = Specific
 M = Measurable
 A = Attainable
 R = Realistic
 T = Timely

18.  Sign up 10 new volunteers for our program.
 Raise $25,000 for operations.
 Have 25 people visit our website this month.
 Double the number of monthly givers.

19.  Decide on the number of pages
 Choose who will do the layout
 Create a budget and a production schedule
 Trim costs – talk to your printer for discounts

20. Don’t create a PDF file of your print newsletter
and send it out!
 How will you manage email addresses?
 Will you send the whole newsletter in the
email text, as an attachment, or link to it
online?
 Who will create and send the newsletter?

21. Once you know your schedule, plan out a
year’s worth of content.
Keep it focused on the donor!

22. What does my donor want to read?
What is she interested in?
What does she care about?

24. Keep your mind focused on what is interesting
to the reader - NOT what YOU think is
interesting.

25.  Story about one client or one family
 Client- or donor-focused articles
 Your organizational info:
◦ Mission Statement
◦ Board list
◦ Staff list
◦ Address
◦ Phone number
◦ Web site url
 Acknowledgement/Words of thanks
 Wish list

26.  Long letter from the Executive Director
 Long letter from the Board Chair
 Stories welcoming new staff members
 New Board member bio
 Industry awards you’ve won that no one will
understand
 Anything lengthy, boring, and full of jargon!

27.  Up front!
 Focus on 1 person or 1 family
 Tell the “before” and “after”
 Include 1 or 2 good photos

28.  Close enough to connect with the person’s eyes

29.  Focused on 1 person or 1 family
 Tells 1 main thing with a few interesting
details
 “Before” and “after”
 Your organization is a supporting character
 Get to the “nut” right away, then flesh out the
details of the story

30.  “Thanks to you…”
◦ Media
◦ Businesses
◦ Churches
◦ Civic groups
◦ Scout troops
 Public acknowledgement
 Plants seeds

31.  Include if you have space
 Offers a unique way to give
 Plants seeds

32.  Great tool for giving people ideas
 Include anything and everything!
 Include a range of items from low cost to
high
 Include a dozen or so items
 Include volunteers
 Include name and contact info of the person
to call to fill a wish

33.  “Remember us in your will”

34.  Encourage readers to visit your website.
 “To read more about the Jones family or to
hear their story in their own words, visit
www…..”

35.  Recruit a volunteer
 Find an intern
 Get pro-bono help

36.  Recycle articles from old newsletters
 Use articles from other organizations (with
permission)
 Use bits from brochures, your website, your
annual report, grant proposals, etc.

37.  Plan out a year’s worth of content
 Create a production schedule
 Grab stories when they come in
 Keep a running list of ideas for content and
filler

38.  Newsletter in email?
 Newsletter on website?
 Newsletter as attachment?
 Text only vs html

39.  Name of your organization
 Date
 Organization Contact information
 Subscribe link
 Unsubscribe link

40.  Keep the paragraphs short!
 Sans serif font
 Large enough font
 Be careful of colors
 Minimize scrolling
 Minimize clicks

43.  Print
 Email

44. Send them a copy of your print newsletter
 Unfolded
 With a personal note
 First class postage
 Hand-addressed

45.  Use a mail service like Constant Contact
 Send a text and html version
 Test for the best day
 Use a “hooky” subject line
 Publish consistently
 Personalize it!
 Don’t spam

46.  How did you do?
 Was it successful?
 Should you do it again?

47.  Keep your list clean!
 Always be adding to your list
 Use a donor-tracking software

48.  Code the reply envelopes
 Measure the % response
◦ (Total number gifts received / total number mailed) x
100
◦ (10 gifts received/100 mailed) x 100 = 10% response
 Measure the average gift size
◦ Total dollars received/number of gifts received
◦ $100 received/10 gifts = $10 average gift size
 Actual results vs budget results

49.  Mail service analytics
 Measure Open Rate: How many newsletter
emails were opened?
 Which links were most clicked?
 How many people clicked through to donate?
 How many gifts were given?
 Average gift size?

50. Sandy Rees, CFRE
www.GetFullyFunded.com
Sandy@GetFullyFunded.com

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