What is a donor newsletter really for?

Aside from delivering news, it has one other primary purpose: to bring joy into the homes of your supporters. As quickly as possible: AQAP.

Joy is the point. “Newsletter” is just the name of the container.

That’s what I think, anyway. And I think that because I’ve seen how a focus on joy can work wonders, to unlock vast new reserves of caring and generosity.

Most charity newsletters miss that point. They’re not about the donor. They’re about the organization. And they try to sell stuff, which is a mistake.

Your donor newsletter is not for selling stuff like planned gifts. A sales-oriented newsletter is inauthentic and unwelcome. It won’t pass the smell test with donors.

Sales are a by-product. The sales you make through your newsletter will be made on the coattails of joy. Keep your priorities straight: joy first, everything else second.

The joy roll

What kinds of joy am I talking about?

Pretend you’re a donor. The latest issue of the newsletter has just arrived. As you look and read, do you immediately experience...

• The joy of learning what a wonderful person you are
• The joy of knowing you’re a loving person
• The joy of knowing you’re a contributor to society
• The joy of seeing yourself as a problem solver
• The joy of being a member of something pretty special
• The joy of seeing your values affirmed and acted upon
• The joy of making your world a better place
• The joy of feeling you’ve performed your duty to your fellow human beings

Yes? No? Not sure? Read on.

Tom Ahern is world-renowned for his mastery of donor communications. This is an excerpt from an updated edition of "Making More Money from Donor Newsletters", a book about the power of effective donor communications to inspire and delight supporters, create donor loyalty and generate more income. It is available through Civil Sector Press and Amazon.