Best Practices for Fundraising Newsletters

Stop sending your donors newsletters. Start sending them evidence. Your donors don't want updates about your organization. They want proof their investment is working. Your quarterly newsletter is filled with staff announcements, upcoming events, and organizational milestones. What's missing? Clear evidence that donors' money is creating real change. The organizations with the highest donor retention don't send better newsletters. They send better evidence. Pull out your last donor newsletter. Count how many articles focus on: Your organization's activities versus actual outcomes. Your staff updates versus lives changed. Your upcoming events versus problems solved. Your organizational news versus donor impact. If your newsletter reads more like a company update than an impact report, you've found a problem. The most successful fundraising programs I work with have transformed their donor communications: They replace activity updates with specific outcome stories. They substitute staff profiles with beneficiary transformations. They swap event announcements with problem-solution evidence. They trade organizational milestones for donor impact milestones. Your donors didn't invest in your organization to get updates. They invested to make a difference. Stop telling them about your work. Start showing them their impact. Evidence of change matters more than evidence of effort.

No, you shouldn't stop mailing your nonprofit newsletter! I know. It's REALLY expensive. And I know. It NEVER raises the kind of money you expected it to raise. Trust me. I get it more than you might expect. When I ran Annual Giving for a children's hospital one of the things I inherited was a newsletter program that was losing $40,000 a year. The org had conducted an audience survey before I got there. 20,000 pieces mailed. 91 survey responses. I was never great at math, but even I know those numbers are pretty bad. We talked about just killing the newsletter. But that would have been attacking the symptom instead of solving the root issue. The real problem? Twenty years of doing it wrong. Here's exactly how we turned it around: Step 1: Diagnose the Real Problem Stop blaming "print is dead" or "donors don't read." Our newsletter failed because we told stories that made US look important, not stories that made DONORS feel important. Ask ourselves: Does every story answer the question "why do you need me?" If you're showcasing how great you're doing, you're doing it wrong. Step 2: Rewrite Your Message Framework Donors need to hear three things in every communication: • You matter (not we matter) • You invested wisely (prove it with transparency) • We still need you (create ongoing engagement) Reframe every accomplishment as THEIR accomplishment. "Because of You, Douglas Can Visit an Imaging Center Without Crying" beats "We Open New Imaging Center" every single time. Step 3: Cut the Bloat We slashed our newsletter from 8 pages to 4. Lead story went from 1,200 words to 500. People don't read—they skim. Make it skimmable. Step 4: Add Personalization We added a personalized cover letter and reply device based on past giving behavior. This let us segment for better delivery and measurement. Same budget. Smarter allocation. Step 5: Make It Look Like Mail People Want to Open We ditched the self-mailer for a standard envelope with a live stamp. Yes, postage increased marginally. But it stopped looking like junk mail. The Result: From a $39,549 loss to a $56,705 profit. Nearly a $100K swing. Same budget. Your newsletter doesn't need to die. But if it's not making the money you expect, it probably needs to stop being about you and become an impact piece focused on your donors and what they make possible.

Here are 7 ways you can "show, don't tell" in your fundraising copy. But first...why does it matter? Because of a psychological state called "narrative transportation." It's when we become so absorbed in a story, that we mentally step into it. Research shows that our imagination takes over—we picture the scene, feel the emotions, and experience the story as if we're part of it. We're not just reading copy...we're living it. And that sounds like something we want to invite our donors into in our fundraising copy. So here's a few techniques you can try today. --- 1. Zoom into a single moment Instead of describing a situation broadly, pick one moment that represents it. Telling: The hospital workers were exhausted. Showing: The nurse rubbed her temples, looked at the clock — 3:47 a.m. — and whispered, “I still have two more rounds.” Ask yourself: What was one thing that happened that proves this is true? Write that. --- 2. Use sensory details (but go easy) Touch, sound, sight, temperature. One or two is enough. Telling: The shelter was overcrowded. Showing: Every cot was taken, so new arrivals sat shoulder-to-shoulder on the floor, warming their hands around paper cups of instant coffee. Ask yourself: What could I see, hear, smell, or touch if I stood there for 10 seconds? --- 3. Quote people, and let them do the telling Real words from real humans are the fastest shortcut to showing. Telling: The family was grateful. Showing: “I didn’t think anyone cared about us,” she said as she tucked the food hamper under her arm. --- 4. Use “micro-scenes” and small slices of life You don’t need a full story. Just a slice. Telling: Donations like yours make a big difference. Showing: Because of you, Jamal walked into class with a backpack that didn’t sag open at the seams. --- 5. Replace abstractions with concrete nouns Avoid words like “dignity,” “support,” “opportunity,” “impact,” “food insecurity,” etc. Replace them with something you can touch. Telling: Your gift gives children dignity. Showing: Your gift gives Maya a clean set of clothes she can choose herself before school. --- 6. Use verbs that show movement Telling is static. But showing is active. Weak verbs: is, are, have, feel, struggle, etc. Strong verbs: lifts, carries, unfolds, whispers, pushes, hands, opens, etc. Telling: The storm damaged their home. Showing: The wind peeled the roof back like the lid of a sardine can. Try circling every “is/are/was/were.” Try swapping with a verb that has motion. --- 7. Start your paragraph in the middle of the action Avoid warm-up sentences. Drop the donor right into the moment. Telling: Winter can be hard for families without proper heat. Showing: By the time Elena smelled smoke, she had already piled three sweaters onto her son trying to keep him warm. Try cutting the first line of your draft. Most of the time, the real opener is underneath. --- Most fundraising appeals tell. But the best ones transport.

As a nonprofit email consultant, I’ve seen firsthand how small adjustments to your email strategy can lead to big increases in donation rates. These are some of the strategies I’m actively implementing with my clients to help them engage supporters and drive results: 1. Focus on audience targeting: Segment your email list to send messages that feel personal and relevant. For example, a lapsed donor may need a different message than a first-time giver. 2. Lead with impactful stories: Stories that highlight the direct results of donations—paired with a clear, actionable ask—are incredibly powerful. “$25 provides a meal for a family” resonates far more than a general appeal. 3. Optimize for mobile: With so many emails opened on mobile devices, it’s crucial that designs are clean, buttons are easy to click, and content gets straight to the point. 4. Create a sense of urgency: Deadlines or limited-time opportunities like matching gifts can be effective motivators. I’ve seen significant lifts in response rates when urgency is baked into the message. 5. Test and analyze everything: From subject lines to donation ask amounts, I encourage my clients to test different approaches and make decisions based on the data. A small tweak can make a big difference. 6. Always follow up: A simple thank-you email after a donation not only builds goodwill but also lays the groundwork for future giving. I know every nonprofit’s audience is different, but the common thread is that thoughtful, intentional email campaigns can create meaningful connections and drive real impact. I’d love to hear what’s working for you—what’s been your most effective email fundraising tactic?

The Art of the Fundraising Email: 7 Secrets to Skyrocket Your Open Rates Let's face it: most fundraising emails end up in the digital graveyard known as the spam folder. But it doesn't have to be that way. With the right approach, your emails can cut through the noise and inspire action. Here are 7 time-saving tips to craft compelling fundraising emails that actually get opened: 1. Nail Your Subject Line Keep it under 41 characters. Tease content without giving it all away. Use power words like "Exclusive," "Breaking," or "Urgent" (but only when it's true!). 2. Personalize Beyond "[FNAME]" Reference past interactions, donor history, or shared interests. Make them feel like this email was written just for them. 3. Tell a Story Start with a compelling anecdote. Make it visual. Make it emotional. Make it real. 4. Keep it Scannable Use short paragraphs, bullet points, and subheadings. Remember, people skim emails before deciding to read in depth. 5. Make Your Ask Clear and Compelling Don't bury the lead. State your ask clearly and explain the specific impact it will have. 6. Use a P.S. Many readers jump to the P.S. first. Use it to reinforce your key message or add urgency. 7. Test, Test, Test A/B test your subject lines, send times, and content. Let the data guide your strategy. Pro Tip: Write your email, then cut it in half. Then cut it in half again. Brevity is your friend. Remember, the goal isn't just to get your email opened—it's to inspire action. Every word should serve that purpose. Now, it's your turn: What's your go-to trick for crafting killer email subject lines? Share your best practices in the comments. Your tip could be the key that unlocks better email performance for fundraisers everywhere!