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Casual Articles - Donor-Centered Newsletter Stories Increase Income, Boost Donor Loyalty
There are papers on the floor, across the desk and resting on the keyboard. Piles of files are all around. Magazines, newspapers…you name it. Just about anything can be found in this office. You've seen it in your own organization. You know what I am talking about.Several years ago an employee called me because her performance review included items relating to the disorganized state of her office. When I arrived, her office was piled high with papers. I began asking questions. Are you late with assignments? Do
Describe recent successes
Whenever possible, publish news stories that describe accomplishments that interest your donors. Some accomplishments (staff promotions, for example) will interest your staff or your board
Geshe Michael Roach is a Princeton graduate and a Buddhist monk. After graduation, he spent seven years studying the wisdom of Tibetan Buddhism. At the suggestion of his teacher, he joined a fledgling diamond business in New York to test his ideals in real life. He stayed with the business as a member of the core management team for seventeen years.The company grew from a start-up with two owners and two employees to $100 million in sales and five hundred employees in offices around the world. The Diamond Cutt
Like you, your donors and members read what interests them. They donate money to causes that interest them. They read about people that interest them. That’s why they support your organization—because you interest them. Your donors read your donor newsletter to learn what kind of difference they are making in the world, through your organization.
This is why the donor newsletters that generate the highest readership among donors and members—and attract the most gifts—are the ones that focus on the needs of donors and members and not the organization. They are donor-centered. A donorcentered newsletter inspires donors to act. It motivates them to give. And it encourages them to remain loyal.
This doesn’t mean that every newsletter story you write has to be about your donor. It simply means that you must make the donor the hero of every story possible. Here are some practical ways to do that.
Write stories that show recent gifts hard at work
Donors give to make a difference. They want their financial contributions to right a wrong, change attitudes, eliminate a problem that keeps them awake nights, and help the downtrodden and underprivileged. When your donors pick up your newsletter, they are looking for stories that demonstrate that their gift is accomplishing their goals.
So make sure your donor newsletter contains plenty of news stories that show donations at work. Show the link—explicitly or implicitly—between the donor support you received and the good you are accomplishing because of it.
Describe recent successes
Whenever possible, publish news stories that describe accomplishments that interest your donors. Some accomplishments (staff promotions, for example) will interest your staff or your board
How do we build a business? This is the ultimate question. Our quest to grow our company into our vision is something we all strive for. But how do we do this? How do we market ourselves in order to build awareness and attract our ideal clients? Some of life’s greatest questions have the simplest answers. I will attempt to offer my philosophy as to one of business’s greatest questions.I’ve titled this article: The Orchid Principle. Have you or someone you know love Orchids? Orchids need an incredible amount of
This is why the donor newsletters that generate the highest readership among donors and members—and attract the most gifts—are the ones that focus on the needs of donors and members and not the organization. They are donor-centered. A donorcentered newsletter inspires donors to act. It motivates them to give. And it encourages them to remain loyal.
This doesn’t mean that every newsletter story you write has to be about your donor. It simply means that you must make the donor the hero of every story possible. Here are some practical ways to do that.
Write stories that show recent gifts hard at work
Donors give to make a difference. They want their financial contributions to right a wrong, change attitudes, eliminate a problem that keeps them awake nights, and help the downtrodden and underprivileged. When your donors pick up your newsletter, they are looking for stories that demonstrate that their gift is accomplishing their goals.
So make sure your donor newsletter contains plenty of news stories that show donations at work. Show the link—explicitly or implicitly—between the donor support you received and the good you are accomplishing because of it.
Describe recent successes
Whenever possible, publish news stories that describe accomplishments that interest your donors. Some accomplishments (staff promotions, for example) will interest your staff or your board
If you use business cards, you've probably thought about printing your own. After all, you own an inkjet printer, a computer, and some graphics software. How hard could it be to save a few bucks?To check out how well this works in practice, my employees and I conducted a small experiment. We created 3 batches of business cards, using 3 different techniques.The first technique was fairly straightforward: We took the business card down to our neighborhood print shop, and asked them to print up some more.
This doesn’t mean that every newsletter story you write has to be about your donor. It simply means that you must make the donor the hero of every story possible. Here are some practical ways to do that.
Write stories that show recent gifts hard at work
Donors give to make a difference. They want their financial contributions to right a wrong, change attitudes, eliminate a problem that keeps them awake nights, and help the downtrodden and underprivileged. When your donors pick up your newsletter, they are looking for stories that demonstrate that their gift is accomplishing their goals.
So make sure your donor newsletter contains plenty of news stories that show donations at work. Show the link—explicitly or implicitly—between the donor support you received and the good you are accomplishing because of it.
Describe recent successes
Whenever possible, publish news stories that describe accomplishments that interest your donors. Some accomplishments (staff promotions, for example) will interest your staff or your board
With the intensive development of communications there appeared a great many diverse definitions of marketing. Whatever the definition marketing is regarded the unique function of business. At present no successful business is possible without effective marketing.One of the corner-stones of business Philip Kotler defines marketing as human activity directed at satisfying needs and wants through exchange processes. The marketing activities commonly include market research, new product development, product life
So make sure your donor newsletter contains plenty of news stories that show donations at work. Show the link—explicitly or implicitly—between the donor support you received and the good you are accomplishing because of it.
Describe recent successes
Whenever possible, publish news stories that describe accomplishments that interest your donors. Some accomplishments (staff promotions, for example) will interest your staff or your board
The typical promotional lanyard is a length of basic rope, wire, or cloth that is designed to secure a small object. They are often purchased in large quantities and are fairly inexpensive. Many employees wear promotional lanyards around their neck to secure identification badges while on the job. They are typically used to secure small items such as a work badge, key, identification card, eyeglasses, whistle, cell phone, bottle opener, knife, or compass. A lanyard can be worn around the neck, arm, waist or wrist. Wh
Describe recent successes
Whenever possible, publish news stories that describe accomplishments that interest your donors. Some accomplishments (staff promotions, for example) will interest your staff or your board of directors more than they interest your supporters.
The closer the accomplishment is to the heart of your mission, the more likely your donors are to find the story appealing. Your challenge with each newsletter issue is to uncover these accomplishments. And if you can’t find any obvious ones, you need to turn mundane accomplishments into donor-centered accomplishments.
Inspire readers with your vision for the future
Would you vote for a political party that had no platform? Or invest your life savings in a public company that had no strategic five-year plan for improving profitability or increasing market share? Or send your children to a college that hadn’t changed its curriculum since the Internet was invented?
Informed donors want to support museums, universities, hospitals, women’s shelters and other non-profit organizations that are thriving today—and have a plan for thriving tomorrow.
Avoid “Nonprofit Navel-Gazing Syndrome”
Some non-profit organizations suffer from what Jeff Brooks, senior creative director at the Doman Group, a direct marketing fundraising agency, calls “Nonprofit Navel-Gazing Syndrome.” This condition causes non-profits to believe that donors must see the world the same way they do. This leads to a lack of respect for donors who do not share their vision, and an elitist attitude that prevents effective fundraising.
Brooks lists a number of symptoms of Nonprofit Navel-Gazing Syndrome:
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