Why People Read Your Newsletter

If you think people read your newsletter to learn what's going on inside your organization, think again.

What donors want to see is evidence that their donations are making a difference.

You should be explaining to them WHO was helped and WHY it made a difference. Do this by telling stories of who you helped and the role your organization played.

You're wasting valuable space in your newsletter if you're sending details on program administration. For example, announcing board retreats, staff policy changes, or other administrative issues is not interesting to the vast majority of average donors, and it certainly doesn't inspire future support.

Myth: donors never get tired hearing about your programs and how they help people. 

Truth: when you translate how you spent donor money into mission-related results, that's when you'll gain your donors' trust and loyalty.

Example:

• "We need $350,000 in new computer equipment."  (Poor)

• "Our new computer software means our phone volunteers can provide instant referrals to clients in need." (Better)

• "Sara Smith was given the name and address of a shelter for battered women the moment she dialed our phones last week, thanks to our new software, which you helped to provide." (The Best!)