I was taking a glance at a non-profit newsletter today and a few things struck me about the content.
Graphical design, I truly don’t care about. Some of the best non-profit engaging newsletters have limited graphical appeal.
You can have all the flash and dash that you truly want, but, a pretty picture is not what raises you money.
So what does matter?
Well, to be honest, it is quite simple. The word “you” needs to be front and center. Let’s face it, we are talking to donors, not, about them.
Photos? Don’t hide them by making them small. Fundraising is about telling stories. Make them big and let me look them in the eyes.
Stories? Don’t start off telling me about how good you are or what your latest program is. Think about the donor. What matters to him or her? He or she matters. And, they are the ones who have given you money. Tell them exactly what you did with that their money.
This is all about the donor.
And, lastly don’t be shy. For goodness sake, stick another envelope in. You just never know if a donor is going to react to what they have just read.