The document discusses how a nonprofit organization, Gillette Children's Specialty Healthcare, transformed their unprofitable 20-year-old print newsletter into a moneymaking publication. They did this by identifying the problem, which was that the newsletter focused too much on the organization's accomplishments rather than making donors feel important. The new publication, called Connections, gives donors the information they want by highlighting the impact of donor contributions and continued fundraising needs. It also uses a more cost-effective format and personalization techniques without increasing costs. As a result, Connections became financially self-sustaining.
Impact of Digital Revolution on Ad AgenciesSaneel Radia
I was asked to present on "the impact of digital on advertising agencies" to an NYU Stern School of Business EMBA class in July 2010.
I was specifically asked about how Media Design as an idea (my personal Berlin School of Creative Leadership thesis) fits into this impact.
The Holy Grail of Monthly Giving: Finding, Keeping and Loving SustainersCare2Team
The document discusses strategies for developing successful monthly giving programs. It provides an overview of various monthly giving options including electronic funds transfer, credit cards, and checks. It also outlines essential components of an effective monthly giving program such as strong communications, integrated marketing, and senior management support. The document concludes by emphasizing the importance of loving donors through personalized outreach and increasing commitment through upgrade invitations.
Monthly Giving and The Next Generation of Givinghjc
Monthly Giving and the Next Generation of Giving
Lynne Boardman, Managing Director, Harvey McKinnon Associates, lead us through the data on how different generations of donors engage differently with monthly giving and what you can do to ensure success with your monthly giving program.
(1) Harvey McKinnon and Mike Johnston presented on integrated fundraising and monthly giving. (2) They discussed barriers to integrated monthly giving such as lack of vision, budget, and skill sets. (3) Examples were provided that showed how non-profits can improve monthly giving through strategic channels, unique benefits, and donor surveys to find larger gifts. (4) New innovations discussed included multi-step monthly conversion and using mobile and texting to engage donors.
This document provides guidance on maximizing monthly committed giving by building a successful monthly giving program. It discusses why monthly giving is beneficial for both organizations and donors by providing predictable revenue, improving retention, and increasing long-term donor value. The document then offers recommendations on targeting frequent and loyal donors, appropriate timing for asks, customizable gift offers, and stewardship of monthly donors through communication channels and opportunities to upgrade their gifts.
Money itself is neutral and can be used for both good and evil purposes. Like other powerful tools, it depends on how it is used. When shared generously, money can flow and benefit many, but it can also be blocked and cause problems if not shared. Each spending choice, such as what companies to invest in, can make a positive difference. True financial wisdom is not just about how much one makes but also how much one keeps, gives, and manages money to achieve great things for oneself and community through wise spending.
This document provides an agenda and materials for a presentation on fundraising from the perspective of a former fundraiser. The presentation covers building relationships with funders, communicating to catch funders' attention, and solidifying relationships. The agenda includes discussing how to build rapport with funders through tactics like knowing the audience, utilizing employee advocates, and sending thank you notes. It also covers telling an organization's story through crafting key messages, identifying what makes the organization unique, and including individual success stories. The presentation concludes with ways to maintain strong donor relationships such as providing added value, being honest, and demonstrating financial accountability. Group discussions are included to discuss best practices and lessons learned. The overall summary is that the document outlines a presentation for non
Living will work with you to understand your goals
and help you achieve them through our exper se.
We’re commi ed to your success and will go the
extra mile to deliver outstanding results.
The document promotes advertising in the Inside Living magazine by highlighting the benefits it provides to businesses. It summarizes that Inside Living [1] delivers targeted advertising to high value consumers, [2] provides expert advice and free design services to ensure ads are effective, and [3] has a dedicated team committed to understanding business goals and delivering outstanding advertising results. Testimonials from past advertisers emphasize the magazine's quality, targeted readership, and success in generating new customers.
Impact of Digital Revolution on Ad AgenciesSaneel Radia
I was asked to present on "the impact of digital on advertising agencies" to an NYU Stern School of Business EMBA class in July 2010.
I was specifically asked about how Media Design as an idea (my personal Berlin School of Creative Leadership thesis) fits into this impact.
The Holy Grail of Monthly Giving: Finding, Keeping and Loving SustainersCare2Team
The document discusses strategies for developing successful monthly giving programs. It provides an overview of various monthly giving options including electronic funds transfer, credit cards, and checks. It also outlines essential components of an effective monthly giving program such as strong communications, integrated marketing, and senior management support. The document concludes by emphasizing the importance of loving donors through personalized outreach and increasing commitment through upgrade invitations.
Monthly Giving and The Next Generation of Givinghjc
Monthly Giving and the Next Generation of Giving
Lynne Boardman, Managing Director, Harvey McKinnon Associates, lead us through the data on how different generations of donors engage differently with monthly giving and what you can do to ensure success with your monthly giving program.
(1) Harvey McKinnon and Mike Johnston presented on integrated fundraising and monthly giving. (2) They discussed barriers to integrated monthly giving such as lack of vision, budget, and skill sets. (3) Examples were provided that showed how non-profits can improve monthly giving through strategic channels, unique benefits, and donor surveys to find larger gifts. (4) New innovations discussed included multi-step monthly conversion and using mobile and texting to engage donors.
This document provides guidance on maximizing monthly committed giving by building a successful monthly giving program. It discusses why monthly giving is beneficial for both organizations and donors by providing predictable revenue, improving retention, and increasing long-term donor value. The document then offers recommendations on targeting frequent and loyal donors, appropriate timing for asks, customizable gift offers, and stewardship of monthly donors through communication channels and opportunities to upgrade their gifts.
Money itself is neutral and can be used for both good and evil purposes. Like other powerful tools, it depends on how it is used. When shared generously, money can flow and benefit many, but it can also be blocked and cause problems if not shared. Each spending choice, such as what companies to invest in, can make a positive difference. True financial wisdom is not just about how much one makes but also how much one keeps, gives, and manages money to achieve great things for oneself and community through wise spending.
This document provides an agenda and materials for a presentation on fundraising from the perspective of a former fundraiser. The presentation covers building relationships with funders, communicating to catch funders' attention, and solidifying relationships. The agenda includes discussing how to build rapport with funders through tactics like knowing the audience, utilizing employee advocates, and sending thank you notes. It also covers telling an organization's story through crafting key messages, identifying what makes the organization unique, and including individual success stories. The presentation concludes with ways to maintain strong donor relationships such as providing added value, being honest, and demonstrating financial accountability. Group discussions are included to discuss best practices and lessons learned. The overall summary is that the document outlines a presentation for non
Living will work with you to understand your goals
and help you achieve them through our exper se.
We’re commi ed to your success and will go the
extra mile to deliver outstanding results.
The document promotes advertising in the Inside Living magazine by highlighting the benefits it provides to businesses. It summarizes that Inside Living [1] delivers targeted advertising to high value consumers, [2] provides expert advice and free design services to ensure ads are effective, and [3] has a dedicated team committed to understanding business goals and delivering outstanding advertising results. Testimonials from past advertisers emphasize the magazine's quality, targeted readership, and success in generating new customers.
Are you still printing your organization’s annual reports and other major publishing projects? There’s a better way that gets the approval of 100% of trees and allows you to turn your reports into rich, interactive online experiences that allows your stakeholders to get the report and take action. Imagine if they could share with their networks or renew their giving online and inside your report itself? We’ve done it and it’s easier and more cost-effective than you think. Our solution can allow you to publish reports that tell the story of the good work you and your organization is doing in an interactive way the public will appreciate. This session will outline the best approaches to online report publishing including layout, the use of media and video content to create richer experiences and employ storytelling, how to communicate complex numbers and financials in interesting ways, and how to tie all this content together into a breathtaking report that doesn’t use a single piece of paper. We’ll also highlight the best web platforms for these reports including mobile optimized solutions and social media extensions.
The document discusses two longtime employees at The Buntin Group who are retiring after decades of service - art director Bill Holley after 47 years and media director Peggy Owen after 18 years. It notes their significant contributions to the agency and impact on others, with Bill Holley mentoring many young creatives and Peggy Owen guiding media planning, buying, and stewardship of client dollars. The document also mentions the Buntin Group kickball team that has raised money for charity through an annual game for the past six years.
This document provides an overview of niche marketing for copywriters, focusing on specific lucrative niches such as writing direct mail for financial services and newsletters. It discusses the benefits of specializing in a niche market and provides tips for positioning yourself as an expert, including staying informed on industry news and publications. Specific recommendations are given for writing successful direct mail materials for the financial industry, including following a proven structure and gathering necessary background information on existing marketing campaigns and target audiences.
How To Create A Newsletter That Donors Read and Respond To4Good.org
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.
The document provides an overview of content strategy and how it relates to digital publishing. It discusses how publishers think about creating valuable content and outlines a three phase process for digital publishing: 1) Planning, which involves understanding audience needs and objectives. 2) Sourcing content through repurposing, generation, and syndication. 3) Governance to maintain high quality through metrics, reviews, and iteration. Effective content strategy is presented as key to engaging audiences and driving business goals over the long term.
J Philip Group Newsletter 4th Qt 2009 Issue #3jphilipl
This document provides a summary of the fourth quarter 2009 newsletter from J. Philip Group LLC. It discusses positive signs that the economy is improving and challenges businesses to reduce expenses even as the economy rebounds. Specific areas highlighted for cost reductions include seasonal expenses like snow removal. The newsletter also provides a reader survey summary, discusses using corporate barter to reduce cash needs, promoting wellness programs to boost profits, and being prepared for winter storms. It promotes using LED fixtures to boost in-store marketing and lists upcoming trade shows. Finally, it discusses a new concept around reusable shopping bags called "My Eco Bag System".
Printcasting is a Knight News Challenge project that allows anyone to easily create printable magazines by leveraging digital content without needing design skills or software. Users can select or create their own content, include ads which can be placed for as little as $10, and Printcasting will automatically generate a printable magazine and corresponding website. This democratizes the print publishing process and helps blogs and communities connect with local audiences through printed content that is also optimized for online and mobile viewing. The project has seen success with hyperlocal publishers and is now partnering internationally to expand its reach.
The document provides guidance on creating effective annual reports for nonprofits. It recommends focusing on accomplishments through impactful stories and profiles, thanking donors, and keeping financial information simple. Specific content to include are accomplishments with activities that led to them, profiles and testimonials of people helped, calls to action, and easy to understand financial data. Content to avoid includes administrative details, personal staff news, and failed efforts. The document also provides examples of effective annual reports and alternative report formats to consider.
Leveraging Digital Best Practices to Grow RevenueJames Windrow
This practical guide shows online publishers how to generate more revenue through subscriber growth, improved ad revenue, and the creation of new revenue streams.
Developing and strengthening a brand has always involved controlling the conversation surrounding it. However, with the rise of social media, conversation is no longer controlled and takes place between many audiences. Brands must now embrace conversation and participate in discussions on customers' terms in order to connect with audiences and address any issues. Companies that ignore social media risk losing customers and employees, so brands should start by listening to conversations, then gradually engage through blogs, social networks and other online communities.
This issue celebrates the end of the year and looks forward to continued success in 2010. It highlights a distributor couple who achieved £1 million in turnover, noting that success requires teamwork and following a proven system. It also discusses the benefits of the Kleeneze incentives and advertising, and encourages distributors to take advantage of opportunities around the holidays to drive their business forward in the new year.
This issue of the EWB bulletin celebrates the end of 2009 and looks ahead to 2010. It discusses the highlights of distributors' years, thanks them for their contributions, and motivates them to make 2010 even better. It also provides details about the upcoming New Year Showcase, including guest speaker Duncan Bannatyne. Other articles discuss using PR to promote the business and capitalizing on the renewed Kleeneze TV advert. Suggestions are made for sponsoring opportunities around unemployment.
11 reasons you must keep your printed brochure final (3)Dan Torrez
The document argues strongly against eliminating printed brochures for marketing adult education programs. It provides several reasons why printed brochures are important based on research and member experiences. Eliminating brochures has led to significant enrollment declines of 30-40% for some programs. While digital marketing grows in importance, printed brochures remain a core part of an effective multi-modal marketing strategy for reaching the most customers and driving the highest enrollment numbers.
This newsletter provides tips and resources for parents and children preparing for the new school year. It includes articles on easing back-to-school jitters, family recipes and crafts, and a calendar of activities for the week. The purpose is to help families transition smoothly from summer to the upcoming school year.
Entertainment delivers value and savings to over 15 million consumers annually, generating over $7 billion in revenue and 169 million transactions for its 240,000 merchant partners. It provides national, regional, and local savings opportunities through print publications, online offerings, and partnerships with companies across various industries. Entertainment members are highly engaged, redeeming an average of 25 offers per year and driving over $7.5 billion in annual sales for participating merchants.
DIGITAL LEADERSHIP: An interview with Caspar de Bono, Financial TimesCapgemini
Caspar de Bono is the Managing Director, B2B at the Financial Times (FT).
The FT is one of the world’s leading business news organizations, providing news, comment, data and analysis for the global business community. In
2014, the FT’s total circulation reached an all-time high with 700,000 subscriptions and sales across print and online. Significantly, digital subscriptions increased 23% yearon-year and now constitute nearly two-thirds of the FT’s total paying audience. Further, the FT has seen sustained mobile growth - mobile now accounts for almost 50% of the FT’s total traffic and 20% of new digital subscriptions. In an industry that has been swept by digital disruptions in the last decade, the FT stands out as one of the few incumbents that have successfully managed these disruptions. Capgemini Consulting spoke with Caspar de Bono, Managing Director, B2B at the FT, to discuss the impactof digital on the news media industry and the response of the organization to that tidal
wave of change.
Graham Richards Legacy Presentation Nahf Derry 09Graham Richards
Small, local charities have advantages when it comes to legacy marketing that larger charities do not. They are known within their local communities and have existing personal connections that can be leveraged. Legacy marketing for small charities does not need to be expensive; it can utilize local volunteers and resources to create low-cost materials like posters and brochures. Effective legacy marketing communicates the charity's impact and how gifts of any size in wills can help, using stories of real people and clear language. It should engage existing donors and supporters through multiple communication channels on an ongoing basis.
The document describes Spot.us, a community-funded reporting platform that aims to address challenges facing traditional media by enabling communities to directly fund journalism projects. It works by allowing community members to propose story ideas and form groups to pledge resources to fund reporters to cover the stories. Reporters then pitch stories to the public and groups fundraise together. If funding goals are met, the stories are produced and licensed under Creative Commons for news organizations and the community. The document outlines how Spot.us is inspired by other micropayment and microphilanthropy sites and discusses how the community can help support its development and testing.
Spot.Us has been operating for two years with the goal of bringing transparency and community participation to journalism. While the model of community-focused sponsorships has worked at a small scale, becoming self-sustaining will require scaling up revenue from sponsorships to $15,000 per week through increased community engagement. Strategic options include continuing as an experiment, aggressive scaling as a non-profit focused on local news, or spinning off as a for-profit company. Next steps are pursuing grants and relationships with media agencies to help sell community sponsorships at a larger scale.
More Related Content
Similar to Cutting Your Print Newsletter? THINK AGAIN!
Are you still printing your organization’s annual reports and other major publishing projects? There’s a better way that gets the approval of 100% of trees and allows you to turn your reports into rich, interactive online experiences that allows your stakeholders to get the report and take action. Imagine if they could share with their networks or renew their giving online and inside your report itself? We’ve done it and it’s easier and more cost-effective than you think. Our solution can allow you to publish reports that tell the story of the good work you and your organization is doing in an interactive way the public will appreciate. This session will outline the best approaches to online report publishing including layout, the use of media and video content to create richer experiences and employ storytelling, how to communicate complex numbers and financials in interesting ways, and how to tie all this content together into a breathtaking report that doesn’t use a single piece of paper. We’ll also highlight the best web platforms for these reports including mobile optimized solutions and social media extensions.
The document discusses two longtime employees at The Buntin Group who are retiring after decades of service - art director Bill Holley after 47 years and media director Peggy Owen after 18 years. It notes their significant contributions to the agency and impact on others, with Bill Holley mentoring many young creatives and Peggy Owen guiding media planning, buying, and stewardship of client dollars. The document also mentions the Buntin Group kickball team that has raised money for charity through an annual game for the past six years.
This document provides an overview of niche marketing for copywriters, focusing on specific lucrative niches such as writing direct mail for financial services and newsletters. It discusses the benefits of specializing in a niche market and provides tips for positioning yourself as an expert, including staying informed on industry news and publications. Specific recommendations are given for writing successful direct mail materials for the financial industry, including following a proven structure and gathering necessary background information on existing marketing campaigns and target audiences.
How To Create A Newsletter That Donors Read and Respond To4Good.org
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.
The document provides an overview of content strategy and how it relates to digital publishing. It discusses how publishers think about creating valuable content and outlines a three phase process for digital publishing: 1) Planning, which involves understanding audience needs and objectives. 2) Sourcing content through repurposing, generation, and syndication. 3) Governance to maintain high quality through metrics, reviews, and iteration. Effective content strategy is presented as key to engaging audiences and driving business goals over the long term.
J Philip Group Newsletter 4th Qt 2009 Issue #3jphilipl
This document provides a summary of the fourth quarter 2009 newsletter from J. Philip Group LLC. It discusses positive signs that the economy is improving and challenges businesses to reduce expenses even as the economy rebounds. Specific areas highlighted for cost reductions include seasonal expenses like snow removal. The newsletter also provides a reader survey summary, discusses using corporate barter to reduce cash needs, promoting wellness programs to boost profits, and being prepared for winter storms. It promotes using LED fixtures to boost in-store marketing and lists upcoming trade shows. Finally, it discusses a new concept around reusable shopping bags called "My Eco Bag System".
Printcasting is a Knight News Challenge project that allows anyone to easily create printable magazines by leveraging digital content without needing design skills or software. Users can select or create their own content, include ads which can be placed for as little as $10, and Printcasting will automatically generate a printable magazine and corresponding website. This democratizes the print publishing process and helps blogs and communities connect with local audiences through printed content that is also optimized for online and mobile viewing. The project has seen success with hyperlocal publishers and is now partnering internationally to expand its reach.
The document provides guidance on creating effective annual reports for nonprofits. It recommends focusing on accomplishments through impactful stories and profiles, thanking donors, and keeping financial information simple. Specific content to include are accomplishments with activities that led to them, profiles and testimonials of people helped, calls to action, and easy to understand financial data. Content to avoid includes administrative details, personal staff news, and failed efforts. The document also provides examples of effective annual reports and alternative report formats to consider.
Leveraging Digital Best Practices to Grow RevenueJames Windrow
This practical guide shows online publishers how to generate more revenue through subscriber growth, improved ad revenue, and the creation of new revenue streams.
Developing and strengthening a brand has always involved controlling the conversation surrounding it. However, with the rise of social media, conversation is no longer controlled and takes place between many audiences. Brands must now embrace conversation and participate in discussions on customers' terms in order to connect with audiences and address any issues. Companies that ignore social media risk losing customers and employees, so brands should start by listening to conversations, then gradually engage through blogs, social networks and other online communities.
This issue celebrates the end of the year and looks forward to continued success in 2010. It highlights a distributor couple who achieved £1 million in turnover, noting that success requires teamwork and following a proven system. It also discusses the benefits of the Kleeneze incentives and advertising, and encourages distributors to take advantage of opportunities around the holidays to drive their business forward in the new year.
This issue of the EWB bulletin celebrates the end of 2009 and looks ahead to 2010. It discusses the highlights of distributors' years, thanks them for their contributions, and motivates them to make 2010 even better. It also provides details about the upcoming New Year Showcase, including guest speaker Duncan Bannatyne. Other articles discuss using PR to promote the business and capitalizing on the renewed Kleeneze TV advert. Suggestions are made for sponsoring opportunities around unemployment.
11 reasons you must keep your printed brochure final (3)Dan Torrez
The document argues strongly against eliminating printed brochures for marketing adult education programs. It provides several reasons why printed brochures are important based on research and member experiences. Eliminating brochures has led to significant enrollment declines of 30-40% for some programs. While digital marketing grows in importance, printed brochures remain a core part of an effective multi-modal marketing strategy for reaching the most customers and driving the highest enrollment numbers.
This newsletter provides tips and resources for parents and children preparing for the new school year. It includes articles on easing back-to-school jitters, family recipes and crafts, and a calendar of activities for the week. The purpose is to help families transition smoothly from summer to the upcoming school year.
Entertainment delivers value and savings to over 15 million consumers annually, generating over $7 billion in revenue and 169 million transactions for its 240,000 merchant partners. It provides national, regional, and local savings opportunities through print publications, online offerings, and partnerships with companies across various industries. Entertainment members are highly engaged, redeeming an average of 25 offers per year and driving over $7.5 billion in annual sales for participating merchants.
DIGITAL LEADERSHIP: An interview with Caspar de Bono, Financial TimesCapgemini
Caspar de Bono is the Managing Director, B2B at the Financial Times (FT).
The FT is one of the world’s leading business news organizations, providing news, comment, data and analysis for the global business community. In
2014, the FT’s total circulation reached an all-time high with 700,000 subscriptions and sales across print and online. Significantly, digital subscriptions increased 23% yearon-year and now constitute nearly two-thirds of the FT’s total paying audience. Further, the FT has seen sustained mobile growth - mobile now accounts for almost 50% of the FT’s total traffic and 20% of new digital subscriptions. In an industry that has been swept by digital disruptions in the last decade, the FT stands out as one of the few incumbents that have successfully managed these disruptions. Capgemini Consulting spoke with Caspar de Bono, Managing Director, B2B at the FT, to discuss the impactof digital on the news media industry and the response of the organization to that tidal
wave of change.
Graham Richards Legacy Presentation Nahf Derry 09Graham Richards
Small, local charities have advantages when it comes to legacy marketing that larger charities do not. They are known within their local communities and have existing personal connections that can be leveraged. Legacy marketing for small charities does not need to be expensive; it can utilize local volunteers and resources to create low-cost materials like posters and brochures. Effective legacy marketing communicates the charity's impact and how gifts of any size in wills can help, using stories of real people and clear language. It should engage existing donors and supporters through multiple communication channels on an ongoing basis.
The document describes Spot.us, a community-funded reporting platform that aims to address challenges facing traditional media by enabling communities to directly fund journalism projects. It works by allowing community members to propose story ideas and form groups to pledge resources to fund reporters to cover the stories. Reporters then pitch stories to the public and groups fundraise together. If funding goals are met, the stories are produced and licensed under Creative Commons for news organizations and the community. The document outlines how Spot.us is inspired by other micropayment and microphilanthropy sites and discusses how the community can help support its development and testing.
Spot.Us has been operating for two years with the goal of bringing transparency and community participation to journalism. While the model of community-focused sponsorships has worked at a small scale, becoming self-sustaining will require scaling up revenue from sponsorships to $15,000 per week through increased community engagement. Strategic options include continuing as an experiment, aggressive scaling as a non-profit focused on local news, or spinning off as a for-profit company. Next steps are pursuing grants and relationships with media agencies to help sell community sponsorships at a larger scale.
Similar to Cutting Your Print Newsletter? THINK AGAIN! (20)
1. CuTTIng your
PrInT neWsLeTTer?
ThInK AgAIn!
how We Transformed ours Into a Moneymaker
Angela Lindell, Publications Writer, Gillette Children’s Specialty Healthcare
Andrew Olsen, CFRE, Senior Annual Giving Officer, Gillette Children’s Specialty Healthcare
I
s the economic slump forcing your nonprofit 91 responses. (We mail to 20,000 people.)
to cut costs? Before you make the mistake
of eliminating your print newsletter, consider
this:
IdenTIFy The ProbLeM
(IT’s ALWAys The
At Gillette Children’s Specialty Healthcare, we sAMe ProbLeM)
recently transformed our 20-year-old donor news-
letter into a moneymaker. And with the right strat- Despite these less-than-stellar results, we didn’t
egies, you can do the same. give up on newsletters entirely. A thorough review
of Momentum quickly revealed a fundamental
FACe The FACTs problem.
Don’t get us wrong. We sympathize with the im- We were telling the stories that made our organiza-
pulse to cut and run. Print newsletters can be tion look important — not the stories that made
cumbersome. They’re expensive, they require a our donors feel important. We helped children
significant amount of staff time, and — worst of all walk. We opened new clinics. We conducted suc-
— they can be hugely ineffective. cessful fundraising programs. We did amazing
things!
After reviewing results from the past 20 years, we
discovered that our quarterly newsletter, Momen- But all of our incredible accomplishments left the
tum, was producing an annual net loss of almost reader with a nagging question: “If you’re doing
$40,000. A 2004 readership survey yielded only so great, why do you need me?”
26
2. readers that their investments The perception is that a cost-effective
will yield long-term gains. (“Your newsletter must be an unsegmented
Gillette Investment Will Always self-mailer that’s printed in one or
Yield Returns.”) two colors. Our former newsletter fit
• We still need you! Build long- this description. Momentum was an
term relationships by letting your 8-page, 11- by 17-inch self-mailer
donors know just how much they printed in black plus one color. A
can still accomplish through your reply envelope was stapled into
partnership. Share new needs, the publication, and the newsletter
mailed at the nonprofit bulk rate. We
spent approximately $15,000 per
quarterly issue ($60,000 per year) to
We were telling mail 20,000 pieces.
the stories CoPy WhAT WorKs
gIVe donors
WhAT They CrAVe that made our Improving performance required us
to make significant changes to the
We set out to create a new publication
organization format. But we also wanted to avoid
that spoke to our audience in a way
that makes them feel essential. Con-
look important increasing costs. Using the same ex-
pense budget of $15,000 per issue, we
nections, our new donor publication,
gives our readers the information they
— not the found we could make several smart
and effective changes.
crave. With the right messages, your
newsletter can do the same.
stories that made • Newsletter Format: We cut the
Donors want to hear a few simple —
our donors feel format from eight 11- by 17-inch
pages to four 8.5- by 11-inch
but incredibly, important — things
from you. Effective newsletters must
important. pages. As a result, we slashed
word counts by more than 50
include the following messages to percent. For example, our lead
donors: story went from more than 1,200
words to just 500. We replaced
opportunities and goals. Even
• You matter. Show your donors the long, comprehensive features
when telling an amazing success
why they are essential to your with shorter, more compelling
story, leave your donors crav-
mission. Speak directly to read- ing another interaction with you.
ers using a personal tone that (“Help Us Change More Lives!”)
relies heavily on the word “you.”
Reframe your accomplishments If you fail to communicate these
as their accomplishments. (“Be- things, you’ll lose your donor to a non-
cause of You, Douglas Can Visit profit that does.
an Imaging Center Without Cry-
ing!”)
• You have invested wisely. Prove QuesTIon your
that your organization is worthy AssuMPTIons
of an investment. No one likes
to back a loser. Be transparent, Once you’ve hooked your readers, you
sharing facts about your organiza- want to make it as easy as possible for
tion’s financial health and future them to make a gift. It sounds simple,
plans. Instill confidence in your but many nonprofits get this wrong.
27
3. 0
0
1
stories. Now, powerful headlines,
captions and pull quotes facilitate
stamp, resulting in only a marginal
increase in postage costs.
About Gillette Children’s Specialty
Healthcare: Gillette, an independent,
0
easy skimming.
• Personalized Letter and Reply
not-for-profit hospital and clinics, 0
1
is internationally recognized for its
Device: Cutting the size and page
TrACK your resuLTs work in the diagnosis and treatment
count allowed us to spend more
of our budget on personaliza-
Without spending any more money on
our newsletter program, we developed
of children and young adults who
have disabilities or complex medical 0
tion. We include a personalized
cover letter and reply device (an
a smarter and more effective publica-
tion. Momentum generated a net loss
needs, such as cerebral palsy, complex
orthopaedic conditions, craniofacial 0
8.5- by 11-inch double buckslip)
with language that corresponds
of $39,549 in 2007. By comparison,
the first four issues of Connections
anomalies, neurological conditions,
brain and spinal-cord injuries, spina
1
to a donor’s past giving behavior.
Now, we can segment our news-
have generated a positive net return of bifida and juvenile arthritis. 0
0
$56,705.
letter mailings for more effective Since 1897, Gillette has been at the
delivery and measurement. For us, the results are clear. Our forefront of medical treatment, tech-
• Outer Envelope and Live Stamp: donor-focused newsletter is building nology, education and research for
By reducing its size, we could still lasting relationships with donors and children with disabilities. Gillette’s
send our newsletter at the non- inspiring them to invest more of their mission is to help children, adults and
profit rate, even with the inclusion charitable gifts with Gillette. And their families improve their health,
of a cover letter and reply device. that means we can provide care for achieve greater well-being, and enjoy
Now it now fits in a standard no. even more kids at our hospital and life. For more information, visit www.
10 envelope. We went from us- clinics across Minnesota! gillettechildrens.org.
ing an indicia to using a nonprofit
TSM DMA Journal half pg Ad OL.indd 1 8/12/09 10:12:28 AM
28