For many nonprofits, the donor newsletter is the cornerstone of their communication strategy. This newsletter, whether email of physical mail, is often the most common point of contact between mid-level and small donors and your organization. This means that the newsletter is of the utmost importance when it comes to laying the foundation for you fundraising strategies, so carefully planning this newsletter will ultimately pay off dividends of hard work. Here are five key components to be sure to include in your donor newsletter.
5. Consistent Design and Branding
It’s an excellent idea to be sure that you newsletter shares common design elements every time you send it. Your branding and messaging should also be consistent and identifiable. This will help cue your donors into the fact that this is your newsletter, and hopefully, attract their attention and up readership numbers.
4. Use an Email Newsletter Template
As many as 80% of recipients will not open an email newsletter if it doesn’t immediately open on their computer or phone. Keep in mind that many donors will be opening this newsletter on their mobile devices, so it is vitally important to use a template that works in mobile applications. There are many ways to increase the open and read rate of your email newsletter, but making sure that it is formatted properly is the most important aspect, and using a template can make this a certainty.
3. Include Links
Including lots of links to back to your website can help keep your newsletter short and sweet, and while directing people to your website can allow them to read more about the programs and services your nonprofit accomplishes. Keeping your newsletter short will increase reader rates as well, as many people may open it, but simply not have the time to read all the way through a long email newsletter. You should also work to make the most of your newsletter by linking it to your organization’s other marketing efforts.
2. Include a Call to Action
Make your newsletter work for you! Upcoming events, volunteer projects, and funding needs should all feature prominently in your newsletter. Feel free to make more than one call to action, as different opportunities appeal to different donors. These calls to action should be based on your current activities and should differ with each newsletter.
1. Clear Mission Messaging
Giving each newsletter a theme can help your organization stay focused on messaging and communicating your current work and accomplishments. The most important thing is that your donors see a journey of achievements throughout the year and that you tell the story of your organization. Your donors want to know what you are doing well and how they can help. Writing a clear and organized newsletter that is readable and focuses will help your donors help you.