A couple of weeks ago I blogged about how poor I think charity newsletters are and how I’d like to see the end of them. A lot of people have told me they agree with me (whilst still producing their next newsletters!) which is always nice. But I am most grateful to one person who was keen to disagree, which is great.
I received a tweet from Denisa Casement, Head of Fundraising at Merchants Quay Ireland (MQI). In this tweet she shared her results which are, frankly, brilliant. One newsletter had raised €92,000 from just 8,500 donors. That’s nearly €11 for every person mailed!
Intrigued, I asked to see a copy of this newsletter which arrived very promptly in my post.
At first glance, the newsletter is nothing special. It’s not glossy, is only 4 or 6 pages long and doesn’t have masses of striking images.
What it does have, in bucket-loads is authenticity. The design is simple, and in keeping with the idea that this is a local charity who just get on with the life-changing work every day. And it has stories – of project workers, of clients and of volunteers. I was particularly touched by Davey Page, a Project Worker, sharing his experiences in one newsletter and then saddened to learn that he had passed away in the next.
But what strikes me more than anything is the way it says thank you. Over and over again. Every article talks about something real and tangible that MQI has done from building a new building to opening a new kitchen or opening a new Centre. And they thank me for my donations, because this is what they have been spent on.
I could talk here about how having clear objectives and obviously writing for a very specific audience pays off, but I don’t think that is the reason they work.
What comes across is the passion that Denisa obvious feels towards the work of the charity and, especially, towards her donors. It is this passion that drives the newsletters and, I suspect, drives all communications. She also told me that they have increased their donor file by 50% in the last three years, so it’s not just the newsletters that work!
So do I think I was wrong about the newsletter? To be honest, I’m not fully convinced. MQI has proved that they can be done well, but I still believe that more often than not they aren’t. In most of the donor research I’ve conducted, donors aren’t very excited by them and neither, in my experience, are many fundraisers.
I like what MQI have done and I’m impressed by what they achieve. I hope it lasts and that they continue to build the stories, the passion and the thanks into the newsletters and that no-one gets bored of them.
But I also have this nagging question at the back of my mind that wonders if creating a one-off piece of magic once in a while might pay back more. Am I wrong?