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Why is fundraising communication no longer valid?

2019-05-01 Business No comment

Do you know the sentence "If you don't destroy it, don't fix it"? Ok, now is the time to solve your problem with your fundraising newsletter.

Yes, even without seeing it, I can tell you that you will most likely need to change something through printing or email communication.

I have heard from many donors that they don't even watch newsletters, even if it comes from their favorite non-profit organization.

You know why? They are very boring and selfish.

Most non-profit organizations are sending selfish newsletters. These briefings were written by well-intentioned people who didn't stop long enough to really understand what their readers and their readers wanted.

Think about how you put the newsletter together: Usually, the newsletter falls on the bottom of the priority list because you are crazy about getting the job done. One day you realize that it's time to take the newsletter out and frantically try to finish it quickly, so you can see it from the list, you forgive the first topic you think of, hit the article Together and reach the goal to fill the space. This is not pleasant for you and certainly not pleasant for your donors.

So how do you solve it? How do you put together a newsletter that your donors read and respond to?

1. First create a production plan that gives you plenty of time to write and review. Allow time for printing and processing.

2. Next, take some time to get to know your readers. Who are your donors and potential customers? What are they really concerned about? I will give you a hint: they don't care about the boring letter of the executive director or the chairman of the board. What they want to know is how you change your life. They want to know who your organization is doing to change the lives of people.

3. Step 3 is to write down what your donor wants to know. Share stories of human interests that make your donors happy with the decisions they support your organization.

4. Finally, step 4 provides a newsletter in the format that the donor wants. Don't decide to email your newsletter just to save on printing and postage. Find out how your donor wants to receive it and send it this way.

Remember that your ultimate goal is to build relationships with your donors and potential customers. Relationships lead to loyalty and long-term support. Communication is critical to building relationships.

Think about the people you know, the only time you hear what they want. We all know people like this, right? Don't be the one who is the donor! Don't always make money. Communicate with them and let them know what happened.

A well-prepared newsletter not only provides information and education to readers, but also helps build this valuable relationship. Follow these four steps to get your job done.

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