The secret to publishing compelling donor
newsletters is to only publish stories that are
newsworthy to your donors. But how do you decide if a
story is newsworthy? Take this simple test.
Is the story timely?
Is the topic on everyone's mind these days? Did it just
happen? For a story to be newsworthy it must contain
information that is new, recent. Any topic that is current
has the potential to be newsworthy. Think within the
timeframe of your newsletter. Whatever your
publishing schedule (weekly, monthly, quarterly), every
story you publish should deal with events that
occurred since your last newsletter and not
before.
Is the story significant?
Why is it important? Why does it matter? Why does it
matter now? The easiest way to answer this question
is to count the number of people the story affects. If the
story is about the annual board retreat, the number of
people affected is likely the number of people on your
board. But if the story is about a board retreat attended
by Nelson Mandela and Bono, and a donation of $100
million given to fund your latest dream project for inner-
city toddlers, then you have a few more people
affected. People who will find the story significant.
Is the story dramatic?
News is about people. Donors want to read about
amazing people doing amazing things. A story about
Greenpeace activists in the South Atlantic protesting
illegal whaling wasn't dramatic until a Japanese
whaler fired a grenade-tipped harpoon within a few
feet of one of the Greenpeace activists, knocking him
into the deadly, icy waters.
Is the topic odd or unusual?
If your soup kitchen serves 1,000 meals a week, that's
usual. But if one of your guests turns out to be a client
from years ago who has since gone clean, gone
straight and is now a millionaire business owner who
mentors youth, and has returned to your soup kitchen
to tell you he's thankful for your help years ago, that's
unusual.
Is the story controversial?
Are your volunteers chained to the railings of the
Indonesian Embassy in Washington? Has your
executive director gone on record as saying the only
kind of safe sex is that between a man and a woman
who are married for life and monogamous?
newspapers , magazines, tabloids and television and
radio talk shows, as you know, thrive on controversy. If
you can find a story that is controversial but also in
good taste, and relevant to your case for support, you
have a newsworthy story.
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About the author
Alan Sharpe is the author of Breakthrough Fundraising Letters and president of Raiser Sharpe, a full-service direct mail fundraising agency that helps non-profit organizations raise funds, build relationships and retain loyal donors. Sign up for free weekly tips like this, and discover other helpful resources, at www.RaiserSharpe.com.
© 2007 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
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