You know that saying “If it ain’t broke, don’t fix it”? Well, it’s time to fix what’s broken with your fundraising newsletter.

Yes, without even looking at it, I can tell you that there are very likely some things that you need to change with your print or email newsletter.

I’ve heard from many donors who don’t even look at the newsletters anymore, even if they come from their favorite nonprofit organization.

You know why? They are boring and selfish.

Most nonprofits send out selfish newsletters. These newsletters are written by well-meaning people who haven’t stopped long enough to really understand their reader and what their reader wants.

Think about how you put together a newsletter: Too often, the newsletter falls to the bottom of the priority list because you are too busy trying to get things done. One day you realize it’s time to publish a newsletter, and in a crazy attempt to get it done quickly so that you can cross it off the list, you grab the first topics that come to mind, put the articles together, and look for things to fill out. . up to space. It is not pleasant for you and it is certainly not pleasant for your donor.

So how do you fix it? How do you put together a newsletter that your donor will read and respond to?

1. Begin by creating a production schedule that gives you plenty of time to write and review. Allow time to print and mail it too.

2. Then spend some time getting to know your reader. Who are your donors and prospects? What really matters to them? I’ll give you a hint: They don’t mind the boring letter from your CEO or chairman of the board. What they want to know is how you are changing lives. They want to know about the people whose lives are being changed by the work your organization is doing.

3. Step 3 is writing about the things your donor wants to know. Share those human interest stories that make your donors feel good about their decision to support your organization.

4. Finally, step 4 is to deliver the newsletter in the format that the donor wishes. Don’t decide to email your newsletter just to save money on printing and shipping. Find out how your donors want to receive it and send it that way.

Remember that your ultimate goal is to build relationships with your donors and prospects. Relationships lead to long-term loyalty and support. Communication is essential to building a relationship.

Think for a minute about someone you know who the only time you hear from them is when they want something. We all know someone like that, right? Don’t be that person to your donors! Don’t show up with your hand out for money all the time. Contact them to keep them informed about what is happening.

A well-done newsletter will not only inform and educate your reader, it will also help build that precious relationship. Follow these four steps and you are well on your way.