A while back, I had asked Sandy if she might be interested in writing a post for “The Naked Idea” and she graciously accepted. Sandy is a fundraiser all the way from Tennessee. She writes her own blog called “Get Fully Funded” which I invite you to check out when you get a chance. Thanks again for your thoughts Sandy!
Communicating with your donors is critical to building relationships with them. Make sure that what you send them is interesting and meaningful to THEM (not you). They want to read stories about people you’ve helped or how your organization has made an impact in the community.
In addition to content, you want to use design elements that make your newsletter and other communication pieces easy to read. Remember, if something looks hard to read, most people won’t put in the effort. They’re too busy.
Here are some tips for keeping your materials easy to read:
1. Use lots of white space. Don’t put too much text on one page. If you are trying to cram too much into your newsletter, shave some of it off and save it for another issue. Less text is better.
2. Use plenty of good photos. With captions. Make sure that the reader can see the eyes of the person or people in your photos. Group shots are not effective. And put captions with your photos so your reader knows what she’s looking at.
3. Make your piece scannable. Your donors will read your materials like they read the newspaper. They will scan it and if they see something interesting, they’ll take a closer look.
4. Write good, compelling headlines for your stories. Remember that your donor will only read the story if the headline draws her in.
5. Use a large enough font. Many donors are over 50 and anything less than 12 point is tough to read. Also, don’t an unusual font. Stick to something plain and simple.
6. Use black text on a white background for maximum readability. Colored text is hard to read. Inverted text (white text on a black background) is very hard to read.
7. Write simply. Use short, simple sentences. Be concise and Avoid jargon or acronyms that your donor may not be familiar with.
Use these tips and you’ll be on your way to deeper relationships with your donors.
More tips for newsletters, direct mail, and fundraising can be found in Fundraising Buffet: A Heaping Helping Practical Ideas to Increase Donations & Deepen Donor Satisfaction. Check it out at www.sandyrees.com.