A few weeks ago Kivi Leroux Miller gave a webinar for Bloomerang – 5 Steps To A Great Nonprofit Email Newsletter I encourage you to watch the video. It’s filled with pearls of wisdom and well worth an hour of your time.
One piece of advice that stood out for me was to think of your newsletter as a gift for your donors. They should look forward to receiving it.
That’s not usually the case, is it? Email and even direct mail can be an intrusion in our busy lives. Most nonprofit newsletters and other communication are boring, generic, and don’t seem like a gift at all.
You can change that. Here’s how you can make your newsletter and other donor communication a gift for your donors.
What makes a good gift giver?
In the webinar, Kivi asks the participants to chime in about the good and bad gift givers in their lives. I invite you to do this exercise with your marketing and fundraising staff or by yourself. Think of who gives you great gifts and why you like them so much and who misses the mark and why?
A good gift giver knows what the recipient likes and gives her something personal that shows she cares.
A bad gift giver might give something generic and doesn’t put a lot of thought into it. She thinks more about what she would like.
You want to be a good gift giver when it comes to donor communication.
Give yourself enough time
Think about when you’re in a rush and need to get a birthday or holiday gift right away. You’re going to buy whatever you can find, as opposed to taking the time to think about what the person would want.
Plan ahead and think through what you want to send to your donors. A communications calendar will help you with that.
What do I do with this?
Have you ever received a gift and you don’t know what to do with it? This is how your donors feel when they receive your boring 20-page annual report. It’s way too long and filled with mind-numbing facts and statistics. Chances are it’s going straight in the recycling bin.
Instead, impress your donors with a four-page gratitude report that’s filled with thanks to the donor for helping you make a difference.
What do your donors want?
My family gives each other wish lists at Christmas time. Put a short poll in your e-newsletter asking readers which article they liked best. Ask them what issues are important to them. Find out which channels your donors prefer. It may be more than one
Listen to your donors and give them what they want.
Create pretty a package that your donors will want to open
The look of your communication is just as important as what’s inside. Your messages should be easy to read and scan. Use short paragraphs and lots of white space. Capture your donor’s attention right away with a great photo.
Your email subject line needs to sing. Find out how you helped Jane learn to read is going to be much more inviting than April 2016 Newsletter. I often scan through my email and only open things that look enticing.
Even though people don’t get as much direct mail, make yours stand out. Put your quarterly newsletter in an envelope and hand address your thank you notes if you can.
Attraction not interruption
Do you think you can create communication your donors will look forward to receiving? The key is to attract them by giving them what they want.
Photo by Liz West