The Six Fatal Flaws of Donor Newsletters

2. Failing to understand that people habitually browse before they read, if they read at all. You must get your message across quickly with photos, captions, headlines, decks, subheads, pull quotes, etc. Most of the people receiving your newsletter are uncommitted, at least at the moment they open it. But Ahern cautions: “A caption is not a place to write another essay, or at the 12th grade level.”