How To Create A Newsletter That         Donors Read and Respond To                 Sandy Rees               February 20, 2...
INTEGRATED PLANNING            Advising nonprofits in:        www.synthesispartnership.com            • Strategy          ...
Affordable collaborative data             management in the cloud.A Service   Of:                        Sponsored by:
Today’s Speaker                                     Sandy Rees                                    Fundraising Coach       ...
Sandy Rees, CFRE     Fundraising Coachwww.GetFullyFunded.com
1.   Fundraising is based on relationships.2.   Fundraising MUST be donor-based.3.   Effective donor communication is esse...
People read itAnd respond to it
1.   Decide what you want your newsletter to be.2.   Plan it.3.   Write it.4.   Send it.5.   Measure the results.
   You can spend a lot of time on them.   They may not get read.   They might get trashed or deleted.   When done well...
   What is your newsletter’s purpose?    ◦ Educational?    ◦ Fundraising?    ◦ Something else?   What call-to-action wil...
   Set priorities   Shift from being reactive to proactive   Achieve your goals   Reduce your stress   Be successful!
   How often will you create and distribute your    newsletter?    ◦   Once a year?    ◦   Twice a year?    ◦   Quarterly...
   Will your newsletter be print or digital?   Who will you send it to?    ◦ Entire mailing list?    ◦ Donors?   Will y...
Grants   Special Events   Individual donors     Major gifts   Marketing      Communications          Other (vacations,    ...
What are your goals for your newsletter?Without a goal, we’d just run up and down the field all day and never score.
   S = Specific   M = Measurable   A = Attainable   R = Realistic   T = Timely
   Sign up 10 new volunteers for our program.   Raise $25,000 for operations.   Have 25 people visit our website this m...
   Decide on the number of pages   Choose who will do the layout   Create a budget and a production schedule   Trim co...
Don’t create a PDF file of your print newsletter and send it out!   How will you manage email addresses?   Will you send...
Once you know your schedule, plan out a year’s worth of content.Keep it focused on the donor!
What does my donor want to read?What is she interested in?What does she care about?
Keep your mind focused on what is interesting to the reader - NOT what YOU think is interesting.
   Story about one client or one family   Client- or donor-focused articles   Your organizational info:    ◦   Mission ...
   Long letter from the Executive Director   Long letter from the Board Chair   Stories welcoming new staff members   ...
   Up front!   Focus on 1 person or 1 family   Tell the “before” and “after”   Include 1 or 2 good photos
   Close enough to connect with the person’s eyes
   Focused on 1 person or 1 family   Tells 1 main thing with a few interesting    details   “Before” and “after”   You...
   “Thanks to you…”    ◦   Media    ◦   Businesses    ◦   Churches    ◦   Civic groups    ◦   Scout troops   Public ackn...
   Include if you have space   Offers a unique way to give   Plants seeds
   Great tool for giving people ideas   Include anything and everything!   Include a range of items from low cost to   ...
   “Remember us in your will”
   Encourage readers to visit your website.   “To read more about the Jones family or to    hear their story in their ow...
   Recruit a volunteer   Find an intern   Get pro-bono help
   Recycle articles from old newsletters   Use articles from other organizations (with    permission)   Use bits from b...
   Plan out a year’s worth of content   Create a production schedule   Grab stories when they come in   Keep a running...
   Newsletter in email?   Newsletter on website?   Newsletter as attachment?   Text only vs html
   Name of your organization   Date   Organization Contact information   Subscribe link   Unsubscribe link
   Keep the paragraphs short!   Sans serif font   Large enough font   Be careful of colors   Minimize scrolling   Mi...
   Print   Email
Send them a copy of your print newsletter Unfolded With a personal note First class postage Hand-addressed
   Use a mail service like Constant Contact   Send a text and html version   Test for the best day   Use a “hooky” sub...
   How did you do?   Was it successful?   Should you do it again?
   Keep your list clean!   Always be adding to your list   Use a donor-tracking software
   Code the reply envelopes   Measure the % response    ◦ (Total number gifts received / total number mailed) x      100...
   Mail service analytics   Measure Open Rate: How many newsletter    emails were opened?   Which links were most click...
Sandy Rees, CFREwww.GetFullyFunded.comSandy@GetFullyFunded.com
Find listings for our current season          of webinars and register at:            NonprofitWebinars.comA Service   Of:...
How To Create A Newsletter That Donors Read and Respond To
How To Create A Newsletter That Donors Read and Respond To
How To Create A Newsletter That Donors Read and Respond To
How To Create A Newsletter That Donors Read and Respond To
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How To Create A Newsletter That Donors Read and Respond To

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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.

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How To Create A Newsletter That Donors Read and Respond To

  1. 1. How To Create A Newsletter That Donors Read and Respond To Sandy Rees February 20, 2013A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Sandy Rees Fundraising Coach GetFullyFundedAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Sandy Rees, CFRE Fundraising Coachwww.GetFullyFunded.com
  6. 6. 1. Fundraising is based on relationships.2. Fundraising MUST be donor-based.3. Effective donor communication is essential.
  7. 7. People read itAnd respond to it
  8. 8. 1. Decide what you want your newsletter to be.2. Plan it.3. Write it.4. Send it.5. Measure the results.
  9. 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. 10.  What is your newsletter’s purpose? ◦ Educational? ◦ Fundraising? ◦ Something else? What call-to-action will your newsletter have?
  11. 11.  Set priorities Shift from being reactive to proactive Achieve your goals Reduce your stress Be successful!
  12. 12.  How often will you create and distribute your newsletter? ◦ Once a year? ◦ Twice a year? ◦ Quarterly? ◦ Monthly? ◦ Something else?
  13. 13.  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?
  14. 14. 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.)JanFebMarAprMayJunJulAugSepOctNovDec
  15. 15. What are your goals for your newsletter?Without a goal, we’d just run up and down the field all day and never score.
  16. 16.  S = Specific M = Measurable A = Attainable R = Realistic T = Timely
  17. 17.  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.
  18. 18.  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
  19. 19. 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?
  20. 20. Once you know your schedule, plan out a year’s worth of content.Keep it focused on the donor!
  21. 21. What does my donor want to read?What is she interested in?What does she care about?
  22. 22. Keep your mind focused on what is interesting to the reader - NOT what YOU think is interesting.
  23. 23.  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
  24. 24.  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!
  25. 25.  Up front! Focus on 1 person or 1 family Tell the “before” and “after” Include 1 or 2 good photos
  26. 26.  Close enough to connect with the person’s eyes
  27. 27.  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
  28. 28.  “Thanks to you…” ◦ Media ◦ Businesses ◦ Churches ◦ Civic groups ◦ Scout troops Public acknowledgement Plants seeds
  29. 29.  Include if you have space Offers a unique way to give Plants seeds
  30. 30.  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
  31. 31.  “Remember us in your will”
  32. 32.  Encourage readers to visit your website. “To read more about the Jones family or to hear their story in their own words, visit www…..”
  33. 33.  Recruit a volunteer Find an intern Get pro-bono help
  34. 34.  Recycle articles from old newsletters Use articles from other organizations (with permission) Use bits from brochures, your website, your annual report, grant proposals, etc.
  35. 35.  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
  36. 36.  Newsletter in email? Newsletter on website? Newsletter as attachment? Text only vs html
  37. 37.  Name of your organization Date Organization Contact information Subscribe link Unsubscribe link
  38. 38.  Keep the paragraphs short! Sans serif font Large enough font Be careful of colors Minimize scrolling Minimize clicks
  39. 39.  Print Email
  40. 40. Send them a copy of your print newsletter Unfolded With a personal note First class postage Hand-addressed
  41. 41.  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
  42. 42.  How did you do? Was it successful? Should you do it again?
  43. 43.  Keep your list clean! Always be adding to your list Use a donor-tracking software
  44. 44.  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
  45. 45.  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?
  46. 46. Sandy Rees, CFREwww.GetFullyFunded.comSandy@GetFullyFunded.com
  47. 47. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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