Should you include a reply envelope in your fundraising newsletter?

I recently had a great question from one of my students.

She said

“I find it very difficult to include a return envelope with my newsletter.”

I think your question was “Should I put an envelope in my newsletter?”

To ask or not to ask, that’s the question, isn’t it?

Actually, two things are happening here: 1. Whether or not you should ask. 2. How you feel about it.

Here’s the lowdown on fundraising and newsletters: When you send out a well-done, donor-focused newsletter, and your newsletter is part of a full year of asking and thanking, there is nothing wrong with putting an envelope in a newsletter.

It’s called a soft question. It is smooth because you are not drawing attention to your request for money.

If people read something in your fundraising newsletter that moves them, you’ve made it easy for them to respond.

Unfortunately, most nonprofit newsletters suck.

I’m sorry but it’s true.

They are organizationally focused, crammed with useless information, and there is nothing in them that connects the reader to the good work the organization is doing.

My theory is that you have too much to do in one day. The newsletter falls to the bottom of the priority list until it becomes a hot topic, then you gather something up so you can get it out the door and cross it off your list.

I know this because that was the way I once did newsletters. And I’ve seen a lot of my clients do it that way too.

You must realize that a newsletter serves some very important purposes:

• Gives you a way to stay in touch with your donors. In other words, out of sight, out of mind. Your newsletter is a good reminder that you are still here and still doing a good job.
• It gives you a way to connect emotionally with your donors and remind them that they care about your mission. Your work is not as important to your donors as it is to you. You have to put yourself in front of them regularly with stories that excite them. When you pull the strings of their hearts, they will remember that they care and want to help.
• It gives you a way to educate your donors about your cause. Your donors don’t know the ins and outs of your mission like you do. And you have to give it in small doses. When you flood them with information, it is overwhelming and they become disconnected.

How often can you send a newsletter?

It depends. It depends on how you send it and what else you send. I think you can send a printed newsletter on a quarterly basis. You can send a shorter email newsletter monthly.

Most importantly, the newsletter contains information of interest to the donor. Get that piece right and you can send out a newsletter as often as you like.

The real problem

The real problem behind the question my student asked me was how it feels to ask. Many people are uncomfortable asking for money, especially when they think they are asking too often.

Nobody wants to spend their welcome, especially with a donor.

Nobody wants to become the nonprofit organization donors are afraid to hear about.

Again, remember that if your donors donate, that means they care about your work. Think of them as partners in your work. Your partner needs to be in the know, right? They need to stay informed so they know when to step up and provide more support.

Asking is not about you. It’s about giving your donor the opportunity to support your work.

So, don’t worry about putting an envelope in your newsletter. As long as you are providing your donor with meaningful and interesting information, and are doing a lot of relationship building activities outside of your newsletter, all is well.