Donor Newsletter Tips: Content Do’s

January 10, 2015 Nonprofits

Use these donor newsletter content writing tips to get results!

1. First and foremost, cultivate and retain donors.
Organizations can — and should — use their newsletters to step up donor cultivation by:

  • Reporting results
  • Thanking donors for making a difference in the world
  • Offering donors other ways to give, volunteer and make a difference
  • Showing that the need is still great
2. Include compelling photos with captions.
3. Include teasers for your website.
4. Give the newsletter’s name dominance.
5. Add a Table of Contents on the front page. This guides readers through the multi-page communication. It also gives skimmers a quick summary.
6. Feature offers and deadlines prominently. A tour, special events, classes, enewsletter sign up, etc.
7. Strike a balance. Nonprofits need to tread especially carefully when it comes to the overall appearance of their donor communications: not too homespun (you’re professionals) but not too glitzy (you’re being responsible with donor money).
8.Set up the newsletter for rapid skimming and browsing. Reader’s eyes go to the biggest things, such as headlines, subheads, table of contents, lead sentences, pull quotes, captions, bullet lists, photos and other art. Just a few words in a caption underneath a photo can convey a story.
9.Keep articles short.
10.Hire an experienced creative studio to help you.

Don’t forget to read our donor newsletter tips for great design!