Donor-Centered Newsletter Stories Increase Income, Boost Donor Loyalty.

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<h1>Donor-Centered Newsletter Stories Increase Income, Boost Donor Loyalty.</h1><p> <br /><br /><br /><br /> Your donors read your donor newsletter to discover news about<br /><br /><br /><br /> themselves. You are of secondary interest. <br /><br /><br /><br /> <br /><br /><br /><br /> Like you, your donors and members read what interests them.<br /><br /><br /><br /> They donate money to causes that interest them. They read about<br /><br /><br /><br /> people that interest them. That's why they support your<br /><br /><br /><br /> organization--because you interest them. Your donors read your<br /><br /><br /><br /> donor newsletter to learn what kind of difference they are<br /><br /><br /><br /> making in the world, through your organization.<br /><br /><br /><br /> <br /><br /><br /><br /> This is why the donor newsletters that generate the highest<br /><br /><br /><br /> readership among donors and members--and attract the most<br /><br /><br /><br /> gifts--are the ones that focus on the needs of donors and<br /><br /><br /><br /> members and not the organization. They are donor-centered. A<br /><br /><br /><br /> donor﷓centered newsletter inspires donors to act. It<br /><br /><br /><br /> motivates them to give. And it encourages them to remain loyal.<br /><br /><br /><br /> <br /><br /><br /><br /> This doesn't mean that every newsletter story you write has to<br /><br /><br /><br /> be about your donor. It simply means that you must make the<br /><br /><br /><br /> donor the hero of every story possible. Here are some practical<br /><br /><br /><br /> ways to do that.<br /><br /><br /><br /> <br /><br /><br /><br /> <br /><br /><br /><br /> <br /><br /><br /><br /> <b>Write stories that show recent gifts hard at work</b><br /><br /><br /><br /> <br /><br /><br /><br /> Donors give to make a difference. They want their financial<br /><br /><br /><br /> contributions to right a wrong, change attitudes, eliminate a<br /><br /><br /><br /> problem that keeps them awake nights, and help the downtrodden<br /><br /><br /><br /> and underprivileged. When your donors pick up your newsletter,<br /><br /><br /><br /> they are looking for stories that demonstrate that their gift is<br /><br /><br /><br /> accomplishing their goals.<br /><br /><br /><br /> <br /><br /><br /><br /> So make sure your donor newsletter contains plenty of news<br /><br /><br /><br /> stories that show donations at work. Show the link--explicitly<br /><br /><br /><br /> or implicitly--between the donor support you received and the<br /><br /><br /><br /> good you are accomplishing because of it.<br /><br /><br /><br /> <br /><br /><br /><br /> <b>Describe recent successes</b><br /><br /><br /><br /> <br /><br /><br /><br /> Whenever possible, publish news stories that describe<br /><br /><br /><br /> accomplishments that interest your donors. Some accomplishments<br /><br /><br /><br /> (staff promotions, for example) will interest your staff or your<br /><br /><br /><br /> board of directors more than they interest your supporters.<br /><br /><br /><br /> <br /><br /><br /><br /> The closer the accomplishment is to the heart of your mission,<br /><br /><br /><br /> the more likely your donors are to find the story appealing.<br /><br /><br /><br /> Your challenge with each newsletter issue is to uncover these<br /><br /><br /><br /> accomplishments. And if you can't find any obvious ones, you<br /><br /><br /><br /> need to turn mundane accomplishments into donor-centered<br /><br /><br /><br /> accomplishments.<br /><br /><br /><br /> <br /><br /><br /><br /> <b>Inspire readers with your vision for the future</b><br /><br /><br /><br /> <br /><br /><br /><br /> Would you vote for a political party that had no platform? Or<br /><br /><br /><br /> invest your life savings in a public company that had no<br /><br /><br /><br /> strategic five-year plan for improving profitability or<br /><br /><br /><br /> increasing market share? Or send your children to a college that<br /><br /><br /><br /> hadn't changed its curriculum since the Internet was invented?<br /><br /><br /><br /> <br /><br /><br /><br /> Informed donors want to support museums, universities,<br /><br /><br /><br /> hospitals, women's shelters and other non-profit organizations<br /><br /><br /><br /> that are thriving today--and have a plan for thriving tomorrow.<br /><br /><br /><br /> <br /><br /><br /><br /> <b>Avoid "Nonprofit Navel-Gazing Syndrome"</b><br /><br /><br /><br /> <br /><br /><br /><br /> Some non-profit organizations suffer from what Jeff Brooks,<br /><br /><br /><br /> senior creative director at the Doman Group, a direct marketing<br /><br /><br /><br /> fundraising agency, calls "Nonprofit Navel-Gazing Syndrome."<br /><br /><br /><br /> This condition causes non-profits to believe that donors must<br /><br /><br /><br /> see the world the same way they do. This leads to a lack of<br /><br /><br /><br /> respect for donors who do not share their vision, and an elitist<br /><br /><br /><br /> attitude that prevents effective fundraising.<br /><br /><br /><br /> <br /><br /><br /><br /> Brooks lists a number of symptoms of Nonprofit Navel-Gazing<br /><br /><br /><br /> Syndrome:<br /><br /><br /><br /> <br /><br /><br /><br /> <br /><br /><br /><br /> <br /><br /><br /><br /> - news about back-office staff<br /><br /><br /><br /> <br /><br /><br /><br /> - photos of wealthy (non-typical) donors presenting giant<br /><br /><br /><br /> cheques to your organization<br /><br /><br /><br /> <br /><br /><br /><br /> - photos of people standing around (maybe holding wine glasses)<br /><br /><br /><br /> at your fundraising event<br /><br /><br /><br /> <br /><br /><br /><br /> - articles that have the sole purpose of educating your donors<br /><br /><br /><br /> (instead of trying to stir their emotions)<br /><br /><br /><br /> <br /><br /><br /><br /> - stories about your methodology<br /><br /><br /><br /> <br /><br /><br /><br /> The proven remedy for Nonprofit Navel-Gazing Syndrome is<br /><br /><br /><br /> newsletter stories that put your donor--not you--in the center<br /><br /><br /><br /> of the action.<br /><br /><br /><br /> <br /><br /><br /><br /> © 2006 Sharpe Copy Inc. You may reprint this article online and<br /><br /><br /><br /> in print provided the links remain live and the content remains<br /><br /><br /><br /> unaltered (including the "About the author" message).<br /><br /><br /><br /> More <a href="http://www.articlesroom.com">free articles</a> from <a href="http://www.articlesroom.com">http://www.articlesroom.com</a>

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