Reflections on 10 Years (October 2006)

From Tim Burgess, co-founder, The Domain Group (Because It Matters column, “Newsletters Done Right”):

• “Work hard to maintain a donor orientation. Ask yourself, ‘What do our donors want to know today?’ Speak about their values and beliefs, and how your organization shares the same values and beliefs. Work equally hard to resist the temptation to shift to an organization orientation. You’ll know you’ve succumbed to this temptation if your newsletter is filled with articles and photographs about your board of directors, your president, your building, your internal management structure or processes, or your work methodology. Most donors care very little about these internal matters; they want to know what you’ve done with their gifts to accomplish what you said you would accomplish. Period.”
• “Newsletters sent to all active donors can do what the typical appeal letter can’t (and shouldn’t) do — educate, nurture and affirm, and report specific accomplishments. As a bonus, newsletters also are excellent fundraising tools.”