The Power of Newsletters: Why Charities Can’t Afford to Miss Out on This Fundraising Tool
Newsletters are often seen as just another item on a charity’s endless to-do list. But, in reality, they’re a powerful and personal way to build relationships, keep supporters informed, and, most importantly, boost donations. In fact, a well-crafted newsletter can be one of the most valuable tools in a charity’s digital arsenal, especially in Ireland, where non-profit supporters have a longstanding tradition of responding to personalised and direct appeals.
Why Newsletters Matter More Than Ever
First, let’s talk numbers. While social media might steal the spotlight, studies have shown that email remains one of the most effective ways for charities to communicate with their supporters. According to Charity Digital, one in three charity supporters actively looks forward to receiving email updates, which means that newsletters can go a long way in fostering donor loyalty and engagement.
Additionally, research has shown that charities who regularly engage their donors through newsletters see improved donor retention rates. In other words, if you want people to stay involved with your cause long-term, newsletters are a reliable way to make that happen.
Building Connection and Community
Newsletters create a sense of community among supporters. Trust, is a big factor for a donor when choosing a charity but by providing updates on projects, sharing heartfelt stories from the field, and even spotlighting individual donors, newsletters let supporters feel they’re part of a larger journey. Through these regular updates, donors feel valued and connected to the charity’s mission, creating a bond that transcends a one-time donation.
Making Newsletters Work: What to Include
To keep your supporters engaged, it’s essential to craft a communication piece that is interesting to keep the readers focus. Here are some components that can help:
Impact Stories: Supporters want to know their contributions are making a difference. Tell your donors how you have spent their donations! I can’t stress how important this is. You can do this creatively by highlighting stories from people who’ve directly benefited from donations as this adds authenticity and gratitude to each update.
Behind-the-Scenes Content: Show the work involved in running the charity—from preparing meals for the homeless to conducting community workshops. These details provide insight and build respect for the charity’s efforts.
Calls to Action: Subtle but effective CTAs, like links to a donation page or volunteer opportunities, remind supporters that there are always ways to help. During critical times (such as end-of-year fundraising pushes or emergency appeals), these CTAs become even more crucial.
Optimising Newsletters for Maximum Impact
To stand out in crowded inboxes, charities should prioritise compelling subject lines and mobile-friendly formatting. With around 50% of emails now opened on mobile devices, newsletters need to be easy to read on smaller screens. Adding clickable links to social media and donation pages also helps direct readers seamlessly from email to action.
Another best practice? Consistency. Monthly or bi-monthly newsletters help charities build a rhythm with their supporters. A dependable flow of communication that reassures donors they’re contributing to a cause that’s actively working to create change is the best way to increase donations and retain donors. You also don’t want to be the charity that only sends out an email when they need a donation or more from a donor.
Final Thoughts: The Heart of Fundraising
At its core, a charity newsletter is about storytelling, connection, and shared vision. While it might seem like a small piece of the bigger fundraising picture, its impact is anything but minor. For charities looking to boost engagement, increase donor retention, and ultimately raise more funds, a well-crafted newsletter is an invaluable tool. It brings supporters closer to the mission, reminds them of the good their contributions are doing, and keeps them engaged in the ongoing journey of creating change. So, for any charity looking to grow and sustain its impact, the message is clear: don’t underestimate the power of the humble newsletter.
