Writing Donor Newsletters the Right Way, Ep #26

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Episode 26

With Benjamin Johnson & Matt Hussey

Fundraising content should be raising money for the charity. If not, then it’s just communication. Newsletters should be no exception! On this episode of Frontier FM, Matt and Ben dive into all things donor newsletter as they discuss effective newsletter content, working newsletters into an overall fundraising strategy, and who should receive newsletters in the first place. 

You will want to hear this episode if you are interested in...

  • Matt and Ben’s thoughts on the previous episode with Tim Kachuriak of NextAfter [0:32]

  • Matt’s fall update [2:35]

  • The exciting things ahead for Frontier FM! [6:59]

  • 2020 Frontier newsletter statistics [9:37]

  • What effective donor newsletter content looks like [11:45]

  • How newsletters fit into an overall fundraising strategy [16:05]

  • Who should and should not receive a newsletter [18:49]

  • Donor newsletter best practices [22:59]


Rethink the donor newsletter

Most of the time fundraisers follow best practices, but newsletters seem to be the one area where that goes out the window. It’s time to move away from the idea that a donor newsletter is a catch-all for content an organization doesn’t know what to do with. Newsletters can and DO raise funds! Maybe not as much as direct mail cultivation appeals, but certainly enough to make a difference. Through donor newsletters, Frontier was able to help clients raise nearly $771 thousand last year. Listen to this episode of Frontier FM to learn how to make newsletters an effective fundraising tool. 

Create compelling newsletter content

Nobody likes reading a boring newsletter. Seriously, it’s the worst. And if organizations want to use their donor newsletters as an effective fundraising tool they need to make sure that the content they are putting in front of their readers is compelling. Eight-page mini novels about organizational accomplishments and staffing changes are not going to cut it. Donor newsletters need to be story-driven, not data-driven. Show the donor how their gift is impacting the cause through photo essays and infographics. If charities need to speak directly to specific donor sub-groups, easily inserted cover letters are a great way to add a personal touch for multiple segments of a donor list like monthly recurring givers. Donor newsletters need to have easily skimmable content that packs a punch.

Use newsletters strategically

How an organization uses a donor newsletter as a part of their overall fundraising strategy is a critical part of its success. Compelling newsletter content is great, but strategically using that content to further the organization's cause is even better. Newsletters are a way to maintain connection with donors long after their initial gift. If a donor knows that an organization is accountable for the money they receive because they can see the wells their donation is building and the people their gift is impacting, they are FAR more likely to become regular donors. Another great use of newsletters is as a primer for donors regarding giving campaigns a charity will have in the future. Strategically scheduling newsletters to make donors aware of campaigns before they happen will help them prepare to give when the time is right.

Resources & People Mentioned 

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Rosie Everett