The Ultimate Guide to Writing a Nonprofit’s Donor Newsletter

A nonprofit’s newsletter is one of the most important communications that can be had between current donors and potential donors. When the ultimate goal is to raise funds for your cause, you want to be incredibly focused when creating your newsletter.

Define the Newsletter’s Objective

When sending a newsletter for your nonprofit, you should have a definitive idea about what you’re hoping to accomplish with it. It could be to increase donations, share news regarding the organization or a combination.

A newsletter should be utilized as a tool in the organization, which means it should be laser-focused on your objectives and goals. Always have that in mind when writing each newsletter.

Make it Engaging

This means writing text that engages their interest, but you don’t have to stick to text exclusively. Infographics are a great way to show donors where their money goes. Whether it’s $25 or $50 a month, you can show them exactly where their money benefits the organization and the cause they’re supporting.

Share inspiring stories from the nonprofit’s work as well as lovely pictures that tell the story without words. These little moments of success will inspire donors to increase their donation. It’ll inspire those who haven’t contributed to give a little each month too.

Subject Lines and Headlines

If you choose to send your newsletter in an email, it’s important to entice readers to click. Donors have a limited amount of time, and if your email’s subject line doesn’t compel them to open, your words will have been wasted.

Ask a question in your subject line or create a buzz by making the reader wonder what you mean. When readers want to learn more, they’re more inclined to click to read the email.

Keep it Short and Sweet

While you want to share important, valuable information with your newsletter’s readers, most people won’t spend time reading a long newsletter. You’ll have to condense the news into images and blurbs that can be read quickly.

Recurring Donors

If you’re using the newsletter to entice readers to donate, you have to be sure you’re segmenting your email list. When appealing for donations, you don’t want these messages sent to current donors. They’ll believe you aren’t paying attention to how much they’re already committed to the cause.

For those donors, you can send one-time donation appeals. Monthly donors should be sent significant news about where their money is being spent as well as the progress of certain projects. In some cases, you might have a nonprofit that¬†generates income, so you’ll want to keep donors informed.

Consistent Frequency

Whether you decide on once a month or once a quarter, make sure you’re being consistent with the frequency of your emails. You want to build trust and be likeable to the people who receive the email. Don’t bombard them with emails on a daily basis or ignore them for a month then send too many at once. They should be able to count on the consistency of the news you deliver.

Designs and Templates

Unfortunately, many nonprofit newsletters rely on old formats. They’re not pleasing to the eye or fun to read. This goes back to creating engaging content for your readers. You don’t want them to read dry text with ugly formatting.

Instead, make sure your branding is prominent and have a font that’s easy to read. It shouldn’t be a wall of text either. Images are vital for telling the story of your nonprofit, which is what you should be doing with every newsletter. It should be responsive on mobile devices too. Make sure everyone who sends out newsletters is on the same page with regard to the template.

Your nonprofit newsletter should be a pleasure to read with information that is focused on certain recipients whether they are current donors or potential ones. Don’t fall back on old designs and formats. It should be an engaging read that entices people to open and read the email. The end goal is to have them donate to the cause.

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About the author: Wifred Murray

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