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Newsletters Newsletters Unleash the power of your donor newsletter ... and raise lots of money! by Tom Ahern 1 © 2011 Tom Ahern | www.aherncomm.com
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Page 1: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

NewslettersNewslettersUnleash the power of your donor newsletter ...

and raise lots of money!

by Tom Ahern

1© 2011 Tom Ahern | www.aherncomm.com

Page 2: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Retention stinks

2© 2011 Tom Ahern | www.aherncomm.com

Page 3: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 3

>> 72% of newly acquired donors disappear after year 1; by year 2, the # of departed has risen to 94%

REAL & recent retention numbers for a respected agency that serves the poor and desperate effectively in NC...

Page 4: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 4

Cost to acquire a new donor:

$52Average new gift:

$25

Page 5: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 5

Need a tattoo?Every donor who does

not make a 2nd gift costs your org. $27.

Page 6: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Improved retention is a mathematical imperative.

6© 2011 Tom Ahern | www.aherncomm.com

Page 7: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

You acquire 100 new donors...

1st year average gift of $25 = $2,5002nd year (28% remain) = $7003rd year (6% remain) = $150

You spent $5,200 to gain $3,350 over 3 years. Improved retention is your best source of new income ... not acquisition.

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Page 8: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

A 10% improvement in your donor retention improves your revenue 50% immediately.

And that’s just the beginning....

8© 2011 Tom Ahern | www.aherncomm.com

Source: Adrian Sargeant, 2010

Page 9: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Purpose of a donor newsletter

Job #1: Retain more donors

Job #2: Make more money

Don’t reverse the order.

© 2011 Tom Ahern | www.aherncomm.com 9

Page 10: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Purpose: To praise donors

Not the purpose: To sell

Not the purpose: To “educate”

Not the purpose: To brag

© 2011 Tom Ahern | www.aherncomm.com 10

Page 11: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Donors want just a few things from you

Page 12: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

They want to feel good.They want to feel loved.They want to feel smart.

They want to feel needed.They want to feel important.

They want to belong.They want to be remembered.

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Page 13: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Appeals, thanks, & newsletters work together.

You ask. You thank. You report.You ask. You thank. You report.You ask. You thank. You report.

13

The virtuous circle...

Page 14: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Actually...

You ask (and flatter).You thank (and flatter).You report (and flatter).

You cannot flatter too much.

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Page 15: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 15

Page 16: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

“Even when people perceive that flattery is insincere, that flattery can still leave a lasting and positive impression of the flatterer.”

16

Source: Neuromarketing blog

Page 17: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

17

What does raising $500,000/yr

from 10,000 readers

look like?

Page 18: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Paper or electrons? (Both.)

Reviewing information on paper produces more emotional processing than viewing the same information on screen.

And emotional processing is critical to giving.

18

Source: Neuroscience blog; 2011 via Joyaux Associates newsletter

© 2011 Tom Ahern | www.aherncomm.com

Page 19: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

“People use the Web. They read paper.”

19© 2011 Tom Ahern | www.aherncomm.com

Source: TJ Larkin, via Ann Wylie

Page 20: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Page 22: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Page 23: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Before

After

Page 24: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Domain’s proven formula:

• 11x17 format, folding to 4 8.5x11 pages• 6 pages is OK, 2 pages is not, 8 pages is not• one-color, two-color, full-color• NOT a self-mailer• mail in a #10 envelope: “Your newsletterenclosed.”• send exclusively to current donors• include a reply envelope and reply device• mail as often as possible• use the newsletter for “impact reporting”

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Page 25: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

25© 2011 Tom Ahern | www.aherncomm.com

Page 26: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Most important secret to success EVER!!!!!

Your newsletter is NOT about how wonderful your organization is.

Your newsletter IS about how wonderful your donors are.

Page 27: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Page 33: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 33

Most important secret to success EVER!!!!!

Your newsletter is NOT about how wonderful your organization is.

Your newsletter IS about how wonderful your donors are.

Page 34: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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“Do they know that the success of our

mission depends on their donations?”

© 2011 Tom Ahern | www.aherncomm.com

Page 35: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Or are you sending exactly the wrong message...

© 2011 Tom Ahern | www.aherncomm.com 35

Page 36: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Readers read at 100 mph. The big check says, “Problem solved!”

36© 2011 Tom Ahern | www.aherncomm.com

Page 37: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Anatomy of a failed front page...

© 2011 Tom Ahern | www.aherncomm.com

Page 38: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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30 people felt good

about this page, if

they saw it

The magic word “you” appears nowhere

Excludes everyone but attendees© 2011 Tom Ahern | www.aherncomm.com

Page 39: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 39

“Case closed” headline

Page 40: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 40

...and a good time was had by all...

Page 41: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

• A personal sense of satisfaction.• The ability to tell others about what I’ve done.• The knowledge that I am helping people, advancing a

cause or making a difference.• The opportunity to find out more about an

organization or cause (and engage more deeply).• The opportunity to do it all again.

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Elements of a good donor experience

Source: Chuck English, via The Agitator

Page 42: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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E-newsletters

Page 43: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

E-newsletters are action-oriented

• Adopt an urgent theme. NOT “the July newsletter.” INSTEAD: the “Surge newsletter,” “Food shortage newsletter,” “Back to school newsletter.”

• Give your readers 3-5 actions related to the topic, for instance: Find out more. | Donate now. | Buy something like a backpack. | Browse current needs. | Watch a video online.

Source: Jeff Brooks’ Power Blog July 2009

43© 2011 Tom Ahern | www.aherncomm.com

Page 44: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 44

Bad e-news:

Little to click, lots to read

Page 45: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 45

“Sent to 1,871 addresses, 21% opening rate, ZERO gifts. Why?!?”

• Subject line: “We’re great.”• Wrong SMIT. Right SMIT?

“You, the donor, are a wonderful human being.”

• Unsure what it is: newsletter, appeal?

• Dense paragraphs defeat skimming.

• 1st 3 paragraphs are about the org., not the donor.

• Built for readers, not clickers.

• Not donor-centred.

Page 46: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 46

Page 47: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Source: Kathy Swayze, CFRE; Impact Communications

Page 48: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

48© 2011 Tom Ahern | www.aherncomm.com

Page 49: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

49© 2011 Tom Ahern | www.aherncomm.com

Page 50: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Source: Jeff Brooks blog

Page 51: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

ContentContent

51© 2011 Tom Ahern | www.aherncomm.com

Page 52: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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It is not pure reporting.

It’s reporting crossed with a birthday card to your mom.

© 2011 Tom Ahern | www.aherncomm.com

Page 53: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 53

Thought for today....

Write drunk.Edit sober.

Page 54: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

(Psssst)

Almost no one reads the articles.

54© 2011 Tom Ahern | www.aherncomm.com

Page 55: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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What do “readers” really see• Artwork: 80 percent

• Photos: 75 percent

• Headlines: 56 percent

• Briefs: 31 percent

• Captions: 29 percent

• Text: 25 percent*

*This number is abnormally high, according to Poynter Institute researchers. They tested prototypes rather than actual publications. Prototypes invariably produce higher, more positive numbers than real publications. Source: Ann Wylie

Page 56: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Vögele’s eye motion study

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Page 57: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 57

Almost everyone

looks at this

About a third read

this

Almost no one reads much of

this

Page 58: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 58

The fatal flaw in most donor newsletters are the headlines.

They’re self-serving, fake, weak, or non-existent.

Page 59: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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This is big type. It is not a headline.

Page 60: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 60

Not a headline

Page 61: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Not a headline

Not a headline

Page 62: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Great photo…great recognition…but what’s the story?

Page 63: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Headline source: Newsweek

Is Your Baby Racist?Exploring the Roots of Discrimination

© 2011 Tom Ahern | www.aherncomm.com

Page 64: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 64

Editor: Jeff Hall

Page 65: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Before

After© 2011 Tom Ahern | www.aherncomm.com

Page 66: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Before

After© 2011 Tom Ahern |

www.aherncomm.com

After: Income doubled immediately

Page 67: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 67

A good donor headline:

(1) captures the gist of the story

(2) has a hook

(3) applauds the donor

Page 68: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

I want to feel good I want to feel good about giving.about giving.

Source: Key donor desires, from Ken Burnett’s The Zen of Fundraising

68© 2011 Tom Ahern | www.aherncomm.com

Page 69: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

69© 2011 Tom Ahern | www.aherncomm.com

Page 70: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

70© 2011 Tom Ahern | www.aherncomm.com

Page 71: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Instant headlines: Just fill in the blanks

• The Secret of [blank]

• Get Rid of [problem] Once and For All

• [Do something] like [world-class example]

• Have a [or] Build a [blank] You Can Be Proud Of

• The Lazy [blank's] Way to [blank]

• Do You Recognize the [number] Early Warning Signs of [blank]?

• You Don't Have to Be [something challenging] to be [desired result].

Source: Kivi Leroux Miller, from Copyblogger

71© 2011 Tom Ahern | www.aherncomm.com

Page 72: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Kivi’s favorite instant newsletter articles

• How-to article

• List (e.g. Top Ten)

• Fact Versus Fiction (or True or False)

• Advice (usually in response to a question)

• Roundup (group several smaller items together under a common theme)

Source: Kivi Leroux Miller

72© 2011 Tom Ahern | www.aherncomm.com

Page 73: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Tell me something I don’t know ... and I’ll tell others.

© 2011 Tom Ahern | www.aherncomm.com

Page 74: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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offers accomplishments(i.e., how donors changed the world)

trust tribe

© 2011 Tom Ahern | www.aherncomm.com

Page 75: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

#1 reason people don’t make a charitable bequest?

“It never occurred to me.”

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Page 76: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Eglantyne Jebb wants you! ... in her Society You are hereby cordially, delightedly, enthusiastically invited to join our Eglantyne Jebb Society.

What is it? The Society is a special group of compassionate souls who have taken one extraordinary step: they've added a gift in their wills to benefit Save the Children.

The Society isn't an especially large group. Most Americans don't leave gifts to charity, studies show. And you don't even get great perks (a bookmark, name recognition, and the occasional special report). But your legacy and others helps ensure that Save the Children remains a strong force for good in countries around the globe, no matter what the future brings. To join the Eglantyne Jebb Society, simply make your charitable bequest and let us know. We do not ask the size of your gift. >> Contact Diana Bogue via email at [email protected] or phone her at 203-221-3717.

© 2011 Tom Ahern | www.aherncomm.com

Page 77: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

77© 2011 Tom Ahern | www.aherncomm.com

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Offer

Offer

© 2011 Tom Ahern | www.aherncomm.com

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79© 2011 Tom Ahern | www.aherncomm.com

Offer

Page 80: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Absolutely wrong

Much righter

© 2011 Tom Ahern | www.aherncomm.com

Page 81: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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“Am I taking the donor on a journey?”

© 2011 Tom Ahern | www.aherncomm.com

Page 82: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

82© 2011 Tom Ahern | www.aherncomm.com

Page 83: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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Page 84: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

The reason so many nonprofit newsletters are just big money-sinks is this: Their purpose is to educate their donors about how effective the organization is. The money-making donor-focused newsletter has a different purpose: To remind the donor what an incredible difference she makes.

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Source: Jeff Brooks, Future Fundraising Now

Page 85: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

Donor newsletter that increased giving 521%

Write to the Donor, For the Donor, About the Donor.Ensure a High "You" Quotient.Touch the Heart with Strong Emotion.Surprise and Delight!Appreciate the Donor.Design for Readability.Motivate Another Gift.Make it Convenient to Give.Appeal to the Most Basic Donor Benefit.Refresh and Reengage.

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Source: Bob Ball, via Jeff Brooks, Future Fundraising Now

Page 86: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

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The “Extreme Donor-Focused Newsletter”

• 419% lift in response• 19.5% life in average gift• 521% lift in revenue

Source: Bob Ball, Masterworks

Page 87: Newsletters Newsletters Unleash the power of your donor newsletter... and raise lots of money! by Tom Ahern 1© 2011 Tom Ahern | .

© 2011 Tom Ahern | www.aherncomm.com 87

Myfreehow-toe-newsletter…www.aherncomm.com


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