You’ve probably been told that printed, custom newsletters or magazines targeted to your donors are old school. Or maybe your governing board wants to save money and encourages the use of Facebook or e-newsletters as your mode of communication instead. After all, they’re free, so why not?
The first step before creating any marketing materials or custom publications is defining your audience. Who do you want to reach? What action do you want them to take after reading? Depending on your target audience, Facebook or an e-newsletter might be an appropriate part of your mix but keep in mind that social media is often most popular among young audiences whose pockets might not yet be very deep. If that’s your target audience, go for it. Otherwise, you might want to consider a more traditional mode of delivery, like a donor publication.
The Value of Donor Publications
Donor publications are in fact not dead and if done right, they can provide an ongoing mechanism to:
- Recognize donor gifts
- Profile key donors and why they give
- Recognize sponsors and special event participants
- Announce upcoming events
- Educate donors about your organization
- Supplement your “ask” materials for new donor meetings
- Tell stories of how donations make a difference in people’s lives
- Introduce and recognize employees and staff
- Provide a regular reminder or vehicle to encourage gifts
- Recognize board members to help with retention and recruitment
- Provide a sense of community among your donors
A current client of ours recently sent out an e-newsletter to thousands of donors. Nearly 75% went unopened. The same client sends out a quarterly custom publication and inevitably gets a good response with remittance envelopes. That’s not to say one is better than the other, but for this client, custom publications are their sweet spot. The downside may be the cost of the investment, but you might find that the return on investment is well worth it.
A past client explains it this way:
“Through our custom donor publication we are able to keep 10,000 of our supporters informed about critical advancements each month. This continued outreach has recently resulted in a $300,000 gift from a former patient. While this is one of our larger gifts, each quarter many supporters contribute funds ranging from several dollars to thousands of dollars. This outreach effort has resulted in a better informed, more engaged and knowledgeable community, which in turn continually increases their financial support.”
Consider outsourcing for good results
Maybe you have the talent to create a publication in house, maybe not. Oftentimes, newsletters are tacked on to someone’s job. The boss says, “Hey, you’re pretty good with computers, why don’t you be in charge of newsletter?” The end result is often more amateur than professional. It’s not that the staff member has poor intentions; it’s that they already have a primary role in the organization.
Worse yet, if the newsletter looks unprofessional and disorganized, it projects that image of your organization to your donors. The last thing you want is for them to view you as not having things together. After all, they might think, “If they are disorganized and unprofessional, will they be able to handle my money well?”
Maybe your primary organization’s internal marketing or communications staff could help? Yes, they certainly have the talent; but again, is it their priority to help the foundation’s mission? Usually their
first priority is the key organization and your work falls to the bottom of the list. The quality and timeliness of your publication is the first to be bumped when more important projects present themselves. Then you are back to where you started — a publication that is no longer timely or effective.
It is vital that your custom publication be interesting, relevant, professional, timely and in alignment with your organization’s brand.
To do it right, consider outsourcing to a marketing firm or syndicated publisher. While you could go with the latter to purchase a canned publication, where part of your contract is a customized cover and perhaps interior spread, you’ll sacrifice it feeling “custom” for your audience. For example, you might end up with photos of the Florida coastline when your organization resides in the mountains of Colorado.
A better route would be to hire a marketing firm that can create custom content, produce relevant images, and establish a consistent, professional look-and-feel for your publication on a set (and honored) schedule. A firm like this is usually very motivated to keep you on task and will provide a turnkey product that has an impact with your donors.
If you’re intrigued, give us a call. Creating custom publications for foundations is something we do regularly, with good results.
Lynn enjoys the challenge of creating custom publications that create results and engage donors.