8 Ways To Write An Outstanding Non-Profit Newsletter - You Need to be Doing These Things Consistently in Order to Grow and Succeed!
Kim Peterson, CEO CommonSenseHealth.org
Follow these tip and strategies from the biggest and best in order to meet and exceed your goals and make a bigger impact in the upcoming year.
1) Make your donor the hero.
It’s about the donors. THEY are the heroes. They must take action before you can change things. Remember that!
Write about them, not you. Make it clear that THEY are helping to make a positive impact as a result their unwavering support. Your copy doesn’t have to be perfect, you just need to connect with what they hold dear and reiterate how valuable they are to the overall undertaking.
2) Answer the right questions.
Why should they give you their hard-earned money or time?
What’s in it for them?
If you weren’t here tomorrow, why would the world be worse off?
3) Don’t get caught up in details and boring copy.
If you help alcoholics, the audience you are hitting may be people negatively impacted by alcoholism. It’s not necessary to present numerous studies on the negative effects of alcoholism, they already know this.
Instead, focus on how your donors support will help improve the situation as a result of their involvement.
Consider the taglines of the Top Ten U.S. Charities in 2015, according to Forbes Magazine.
United Way - The Hero Effect: Real People Doing Extraordinary Things
The Salvation Army - Doing the Most Good and Feeding America - Working Together to End Hunger
In each instance, the message is clear, succinct and pulls you in as part of the team...and the solution.
Educate...briefly inform, but don’t get carried away with lengthy charts, graphs and statistics.
4) Report accomplishments.
Report the progress and accomplishments of monies spent over previous campaigns. Spell out specifically what their gifts made happen.
10 new beds purchased, 15 animals adopted to good homes, 150 meal served etc.
5) Tell great stories.
Stories motivate, inspire, and captivate our attention. Stories raise funds. What would it be like if you didn’t exist and donors couldn’t support you? Show what happened when you and the donors got involved. End with a success that shows how donors helped make your part of the world a better place. Then thank them once again for all they do.
6) Keep is simple.
Write for a 5th or 6th grade reading level regardless of how complex your mission may be. Have lots of white space, use short paragraphs or bullet points. Use black font on a white background that’s large enough to read.
7) Keep it consistent.
Choose a format, template and publishing schedule. Getting some consistency under you will start training your donors to look for your updates. This will also help you and your team develop the discipline you need to publish consistently, track results and improve your skills moving forward.
8) ALWAYS have a clear and easy to follow CTA or call to action.
Adding a big red, “Donate Here” button is always a good idea. You can also use call outs like… Get Involved, How You Can Help and Take Action - leading to a page where donors are able to give a one lump sum or monthly payment options.
Follow these simple rules with consistent action, keep track of your results and watch your results improve dramatically!
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