No news is, well, no news
Howard Lake | 3 April 2008 | Blogs
I have spent some time recently reviewing a number of donor newsletters and also comparing them with editions sent a few years previously (and before you even think it, I know it is sad to keep hold of them for this long)!
That aside, I was struck by a couple of things. First, how few come with a cover letter, which seems to be an opportunity missed to me. Surely a great chance to highlight some of the contents, to remind people of the importance of their support, or even to ask for a donation or regular gift.
But secondly, and more interestingly, I was surprised at the shift of emphasis of these newsletters – many now seem to be as much about cross-selling of other activities, events, ways to support, and the ubiquitous large cheque presentations than about genuine feedback about the programmes or field work. With a couple of magazines where I went back a few years, the shift was enormous. Where once it was roughly around 80% programme and 20% fundraising, both were now closer to 50/50.
Now call me old fashioned, but the newsletter/magazine is the most common form of feedback for donors – demonstrating achievements and successes, informing and educating, and crucially conveying the impact of their giving.
By diluting so heavily with ever-more fundraising messages for more short-term gain, we surely run the risk of turning more supporters off from your cause. Increasingly they know less and less about what you do, but much more about how they could be raising funds to help you do it…
Why not compare your current newsletter with one from three or five years ago and see if you can see a similar shift – and then consider if this is really a good thing or not.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.