Don't make it about you

Why do people read your nonprofit organization’s external newsletter?

The reason seems obvious. Donors want to know more about your organization, right?

Not really.

While some may be seeking organizational enlightenment, most of your supporters already know what you do. Why, then, are they reading? They want to find out if their gift made a difference. Understanding this is critical for those charged with creating outward-facing newsletters, which fall into the “report” step of the so-called virtuous circle (ask/thank/report/repeat.)

So when you are tempted to write about budgets, programs and promotions, instead  think about telling stories that show donors how their dollars are improving lives and providing opportunities.

I’m a huge fan of the Nonprofit Storytelling Conference, which I’ve attended twice in person and once virtually. One highlight of the conference is listening to fundraising guru Steven Screen, who says nonprofit newsletters should show supporters what has been accomplished with their donations, reinforcing the notion that it was a good idea to give. Screen has discussed one of his first newsletter experiences in which he did a fine job of describing the nonprofit’s ins and outs, only to have his boss ask, “Why are you writing about the organization?”

Internal newsletters are a different story. Employees need information about the organization and new developments. That’s essential to building morale and feeling connected.

Donors want to know how they filled a need. Show them.