For a while it felt like every organization wanted to get rid of its paper newsletter. They seemed expensive and rather pointless in the face of the new and shiny e-newsletter that could deliver up-to-the-minute news and fancy design for so much cheaper!
The problem is that e-newsletters, while they work for some organizations, rarely get the same response that printed newsletters get in terms of money in the door.
In our experience, paper newsletters cover their own costs of printing with gifts that come back – and then some. Many actually make a significant amount over cost. Ann and I have a client that raises six figures with a year-end newsletter. Another organization we know routinely gets large checks ($1,000) back from a paper newsletter, mostly from donors that are lapsed or not even on their major gifts radar screen.
This has gotten me thinking. It might be hard for organizations to go back to a printed newsletter for all of their donors, but what about using a printed newsletter for middle and major donors?
Think about it….
…you need to report back to your middle and major donors and this is a cost effective way to do it
…while some donors won’t answer your calls or mailings at this level, some will give through a printed piece like a newsletter (as long as it has a reply device!)
…with a smaller print run, you can afford to make it a piece that speaks right to your donors in a compelling and visually pleasing way
….something printed is actually more special and gives an air of exclusivity that we all know is a component of fundraising
If you have a giving club for middle or major donors, this might be just the right place to start reviving your printed newsletter. You can even brand it as a benefit of being part of the giving club.
You might also consider sending the newsletter to lapsed major donors. It could be a great entrée back into giving.
What’s in this newsletter?
- Stories of impact: Remember, donors want to know, “What did you do with my money?” So tell them. Let them know what impact their gift made on the world.
- Images that reflect back to the donor: Donors like to see themselves in an organization and so its critical to include some personal pieces as well. I’m not talking about tons of photographs of people at parties with drinks in their hands, but more stories about other donors that support the work your organization does.
- Donor education: At this level of giving, people want more than the heartstrings. They want to know about the challenges and opportunities your organization faces in its work. We’re not talking about a thesis paper here, but more “thoughts from the front lines”.
- An emerging new need: You never want to give the donors the impression that the work is done (unless it is!). There should always be language about an emerging need that sets the stage for a new challenge. There isn’t a direct ask, but there should be a compelling case being built in each edition.
- A specific person to call with questions: At the upper levels of giving, you want to offer a sort of a concierge service to your donors. Who should they call with questions or concerns? A printed newsletter is a great place to feature that service.
What does this newsletter look like?
You are not trying to cut costs here. You are trying to inform and inspire your best friends. So, don’t skimp:
- The newsletter should be at least 4 pages: This is something you want your donors to spend time with. Have a professional design that is easy to read and has some substance to thumb through.
- It should go in a carrier envelope: A newsletter for these very special donors should be put in its own envelope so that other pieces (personal notes, etc.) can be tucked in.
- It should have a reply envelope: This isn’t an ask piece, but you want to give the donor a vehicle to express their support when they feel moved. This might be one of these times.
- You might consider including a place for a personal note: I love the idea of being able to write directly on a newsletter and let the donor know why I think they might find this interesting. Most newsletter designs have no space at all for that!
Paper newsletters are expensive and they take time to produce, but that’s exactly why they might work for this audience. Aren’t convinced?
Track this strategy and see if it works. You not only want to know how much money was raised, but how many donors upgraded, how many re-engaged and how it affected the group renewal rate.
You also want to know if the newsletter was a helpful tool for staff and volunteer solicitors as they build personal relationships with major donors. (I’ve found this is definitely the case!)
We’d be thrilled to know if a paper newsletter worked for your middle and major donors. Let us know!
