In dealing with different organizations and their fundraising programs, I've noticed that the line between newsletters and appeal (fundraising) letters is often blurry; sometimes it's been erased completely. For smaller nonprofits, this is especially understandable since very limited budgets often push them to try (unsuccessfully) to include everything in each mailing.
Newsletters and appeal letters are not interchangeable.Though they have some elements in common, each has its own requirements for success, and each plays its own intricate roll in an organization's fundraising program.
Earlier today, I was answering an email about a Texas-based nonprofit's newsletter. A client had sent the newsletter to introduce us to this organization and get some friendly feedback.
I was ecstatic to see the beautiful use of stories throughout the newsletter. The organization had done an excellent job of promoting its mission through the stories of the people it serves. By the end, I was excited and moved by the work this organization is doing. They are changing lives and making a big difference for the families they serve. I was fired up and ready to get involved.
And then, it hit me. Even with the excellent content, a vital piece was missing: Nowhere in the newsletter was I invited to get involved with this organization. This is a common misconception about nonprofit newsletters. Too often, people think that newsletters should only include good news about the accomplishments of the organization. Big mistake.
Every piece you mail needs to include some type of invitation for your readers to get involved with your organization. This being said, newsletters are not appeal letters. You can easily go overboard with the appeal and lose the opportunity to build good will and excitement with your readers.
Both newsletters and appeal letters must be fueled by compelling mission-driven stories about the people you serve. The key to success lies in finding the right balance and choosing the right stories for each type of mailing.
- The news in your appeal letters, for example, should mostly incorporate need-based stories, that is, stories of people you want to serve but can't without the help of your supporters.
- Your newsletters should mostly include fulfillment-based stories about all the life-changing work your supporters are fueling through your organization.
So how do you break it down to find a good balance? We thought you'd never ask. Here is a rough, completely unscientific formula:
Newsletters = 80% news + 20% appeal
Appeal letters = 20% news + 80% appeal
While the exact percentages are estimates only, the idea is solid. Keep your newsletters focused on good news, but don't forget to invite people to get involved with your exciting mission. Meanwhile, in your appeal letters, don't just beg for money--base your ask on a story that illustrates the urgent need.
Need help producing strong newsletters and appeals? That's our specialty. Contact us today for a free consultation and estimate.
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