Table Of Contents
Part 1: The Breakthrough
The secret to success
Delivering joy: the true purpose of a donor newsletter
A word on donor (dis)loyalty
Where the real money is (hint: not in acquisition)
Better customer service equals increased donor loyalty
The Domain Formula
The “Gillette Miracle”: how a hospital foundation increased giving to its newsletter by 1000 percent
Which are you doing: corporate communications or donor communications?
Part 2: How Newsletters Fit In
Following in the footsteps of your message
The research and the reality
You are an intrusion
E-newsletters: What are they good for?
Email subject lines
Part 3: Techniques
These nine “fatal flaws” kill response
Fatal flaw #1: Failing the “you” test
Fatal flaw #2: Lack of emotional triggers
An irresistible emotional trigger: flattery
Fatal flaw #9: Bad headlines
A model headline
How to write great headlines
What is “news”?
Making news out of thin air
“Just add water” article ideas
What a front page is for
The “Inverted Pyramid”
Most people skim, few read deep
Pull quotes bring your buried treasures to life
The AP formula for captions
Elements of a skimmable page
What Wheildon discovered (and Gutenberg didn’t)
Long articles? Don’t bother
Lower the grade level of your writing
Donors are “staggeringly ignorant” and that’s a good thing, by the way
Anecdotes vs. Stats: Which raises more money?
The human brain craves anecdotes
Don’t hog the credit
What donors really care about.
How often should we mail?
An easy alternative: The Newsy-letter
The High Noon checklist