There’s no more important action a fundraiser can take than making sure the donor knows how important and wonderful he or she is.

And quite frankly, there’s no communication vehicle as powerfully suited for this task than the simple, well-written, four-page paper newsletter. Not digital. Not slick. Not focused on the ego of the organization.

Making Money with Donor Newsletters, written by fundraising communications master Tom Ahern, is all you need to transform your current newsletter into a money machine that spews forth contributions and bolsters retention.

Some organizations that have followed Tom’s advice have improved income by 1000%!

A lot of manuscripts and galley proofs hit The Agitator’s desks each month, but when I read Making Money with Donor Newsletters, I asked the publisher if I could write the Foreword to the book. That’s how important I think Tom’s book is when it comes to our favorite topic — retention.

We all spend so much time pondering social media, web techniques and other glow-in-the-dark techno wonders that it’s about time to rediscover some basics.

Not only does Tom help us rediscover the power of the ‘old fashioned’, much-ignored newsletter, he reveals how, what, and why a 3000 year-old technology — words and pictures on paper — can unlock a treasure trove of contributions and donor loyalty most nonprofits only dream of.

This is the best $25 you’ll ever spend when it comes to getting both an immediate boost in income, and the even more important longer-term payoff in increased donor loyalty and retention. I guarantee it or I’ll personally make a $25 contribution to your organization. Of course, you have to read and act on it, but believe me the reading is fascinating and the advice practical and easily acted upon.

Every chapter in Making Money from Donor Newsletters is jam-packed with ‘how to’ illustrations and guidance. You’ll discover that none of the skills required is difficult to master. If you can write a letter to your mother or your kid at camp you have it within you to write a dynamite donor newsletter.

Among the goodies you’ll pick up:

• A newsletter mailed in an envelope produces 254% more revenue than a self-mailer. Nonprofits that unwisely view the newsletter as a cost center make this big mistake. As a result the self-mailer has little perceived value and gets tossed.

• Run a small amount of teaser copy on the envelope. ‘Dear wonderful human being, the latest issue of your donor newsletter is enclosed.’ The teaser tells the recipient ‘this is not another request for money’ and will increase the opening rate.

• Send 4 pages, in standard format. In the U.S. and Canada the standard-single page format measures 8 ½ X 11 inches. In the UK and Europe, it’s the taller and narrower A4. It’s important to understand you shouldn’t send your donors a big, thick production. As Tom notes, “They’ll reward you for being blessedly brief.”

• Include a reply envelope and a reply device. “These reinforce the idea that you need gifts and give responsive donors a convenient way to return a gift check.”

My copy of the book is already dog-eared and marked up and I’m certain yours will soon be the same. Especially the sections on ‘9 Fatal Flaws’ … ‘Model Headlines’ … and winning ‘Offers’.

This book is long overdue. Donor retention rates are at an all-time low. Thanks to Tom Ahern you now have opportunity to change that in your organization today.

Roger

P.S. You won’t want to miss the section on the ‘Gillette Miracle’ detailing how a hospital foundation increased giving to its newsletter by 1000%. An example from which we can all benefit. You can order Tom’s new book here.