Doug Shaw presented on creating income-producing newsletters. His firm has helped nonprofits generate hundreds of millions through effective newsletters and other strategies. Newsletters should communicate results to donors, thank them, and build relationships without overt fundraising. Effective elements include compelling stories, photos, and visuals over text. Response devices should echo stories and suggest gift amounts. Packaging, including carriers and envelopes, is important to get materials opened. With the right design and content, newsletters can have response rates over 12% and net incomes in the hundreds of thousands.

1. National Catholic Development Conference
Webinar Series
March 16, 2010
Creating Income-Producing
Newsletters
Presented by Douglas K. Shaw
Chairman/CEO
Douglas Shaw & Associates

2. Doug Shaw
Webinar Presenter
Chairman/CEO
Douglas Shaw & Associates
Doug is a veteran fund raising consultant serving a variety of
organizations for the past 30 years. His firm, Douglas Shaw &
Associates, has been privileged to help the nonprofits they serve
generate hundreds of millions of dollars by creating effective newsletters,
totally custom direct mail, income-producing annual reports, on-line,
social networking and developing personal cultivation and special event
strategies for major donors.
Doug is a graduate of Simpson University in Redding, California and
Fuller Theological Seminary in Pasadena, California. You can review
DSA’s website at: www.douglasshaw.com.

3. “… Get wisdom, get understanding! Do not
forget or turn aside from the words I utter.
“… Forsake her not, and she will
preserve you; love her, and she will
safeguard you;”
• Proverbs 4:5-6 (NAB)

4. BIBLICAL MATH
Matthew 25:14-30
5 Talents + 5 Talents = 11 Talents
2 Talents + 2 Talents = 4 Talents
1 Talent + 0 Talents = 0 Talents

5. Institutionally Focused
Donor Ministry Changed Life
5

6. Example of institutionally-focused writing:
This year HBM has provided 100,000 pieces of Christian
literature, 15,000 inspiring broadcasts and brought Catholic
programming to over 15,000,000 people, with over 600 conversions
to the Catholic faith through the sacrament of baptism.
HBM has radio programs for men, women and children and our
intention is to reach every person in our listening areas with the
message of Jesus Christ.
HBM has been reaching the lost, lonely and hurting of this
country since 1947. We are a member of the NCDC. We fully believe
the power of the Gospel is the only way to change a person's life.

7. ®
Donor-Focused Strategic Marketing
Donor Ministry Changed Life
7

8. Example of donor-focused writing:
This year, your prayers and your gifts have enabled Heavenly Broadcast Ministries
to provide inspiring broadcasts to a listening area of 15,000,000 people in our country.
With God's provision through you, over 100,000 pieces of Christian literature and
15,000 hope-filled Catholic broadcasts have been provided. Because you care and give,
we have heard from over 600 people that they have converted to the Catholic faith
and received the sacrament of baptism.
Since 1947, friends like you have been reaching out and making it possible to
provide meaningful Christian programs and literature to the lost, lonely and hurting
people of this country through Heavenly Broadcast Ministries. We are grateful for
your partnership and we are grateful to be a part of The National Catholic
Development Conference (NCDC) to insure the proper handling of your gifts. We
believe that only Jesus Christ can change the human heart. We present Him to every
man, woman and child we serve. Thank you for your partnership in this ministry!

9. Newsletters
• Are you doing newsletters?
• What are you trying to accomplish with your
newsletters?
• How do you measure success?
• Are you achieving your goals/are you having
success?

10. Purpose of a newsletter
• Communicates results – report card back to
your donors
• Thanks the donor for what has been
accomplished through their gifts
• Builds relationship
• Not perceived as a fundraising device
• Delivers ministry
• Generates net revenue

11. Newsletter Package Includes…
• Carrier Envelope (#10)
• Newsletter (8-page 4 color)
• Response device (8 ½ X 3 5/8)
• Response envelope (#9)

12. The Powerful Role of Packaging

13. Newsletter content
• Cover
• Letter from ministry leader
• Ministry impact stories
• Stories that set up a future appeal
• Teaching/ministry content
• Vision casting
• Ministry announcements
• Results

14. Elements of effective newsletter
• 4 color tested and recommended
• Cover
– Capture attention
– Get them inside the newsletter
• Stories communicate key elements related to
offer development
– Problem or opportunity
– The work done as a result of the donor's support
– Life change/ministry resulting from the donor's
involvement

15. The Importance of Good Design

16. The Importance of Good Design

17. The Importance of Good Design

18. The Importance of Good Design

19. The Importance of Good Design

20. The Importance of Good Design

21. The Importance of Good Design

22. Elements of effective newsletter
• Stories are compelling
• Supported with effective photos
• More visuals than copy

23. The Importance of Good Design

24. The Importance of Good Design

25. The Importance of Good Design

26. The Importance of Good Design

27. What makes a good response device?
• Echos the most compelling story in the
newsletter and moves the reader to take
action
• Suggests gift amounts based on giving
history
• Makes it clear and simple how to respond
• Preprint donor information
• Donor codes for easy and accurate inputting
donor information
• Uncluttered
• Space for credit card

28. Purpose of the carrier
• Deliver the newsletter and related contents
• Get the envelope opened

29. What makes a good carrier?
• Gets attention in the mail box
• #10 window envelope
• Identifies what it is
– Newsletter and not an appeal
– Consistent branding
• Generally heavier on graphics

30. The Importance of Good Design

31. The Importance of Good Design

32. The Importance of Good Design

33. Put it all together
# Mailed 49,615
Responses 6,415
% Responses 12.93%
Total Dollars $411,373.80
Avg. Gift $64.13
Total Cost $47,136.95
Net Income $364,236.85
ROI $8.73
NYPM $7,341.26

34. Thank you for joining us.
If you would like a copy of this presentation,
please send an email to:
Mjohnson@douglasshaw.com
www.douglasshaw.com