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Creating Income-Producing Newsletters
National Catholic Development Conference
Webinar SeriesMarch 16, 2010
Presented by Douglas K. Shaw
Chairman/CEO
Douglas Shaw & Associates
Newsletters
Doug ShawWebinar PresenterChairman/CEO Douglas Shaw & Associates
Doug is a veteran fund raising consultant serving a variety of organizations for the past 30 years. His firm, Douglas Shaw & organizations for the past 30 years. His firm, Douglas Shaw & Associates, has been privileged to help the nonprofits they serve generate hundreds of millions of dollars by creating effective newsletters, totally custom direct mail, income-producing annual reports, on-line, social networking and developing personal cultivation and special event strategies for major donors.
Doug is a graduate of Simpson University in Redding, California and Fuller Theological Seminary in Pasadena, California. You can review DSA’s website at: www.douglasshaw.com.
“…Get wisdom, get understanding! Do not
forget or turn aside from the words I utter.
“…Forsake her not, and she will
preserve you; love her, and she will safeguard you;”
• Proverbs 4:5-6 (NAB)
BIBLICAL MATHMatthew 25:14-30
5 Talents + 5 Talents = 11 Talents
2 Talents + 2 Talents = 4 Talents2 Talents + 2 Talents = 4 Talents
1 Talent + 0 Talents = 0 Talents
Institutionally Focused
Donor Changed LifeMinistry
5
This year HBM has provided 100,000 pieces of Christ ian literature, 15,000 inspiring broadcasts and brought Catholic programming to over 15,000,000 people, with over 60 0 conversions to the Catholic faith through the sacrament of bapt ism.
Example of institutionally-focused writing:
HBM has radio programs for men, women and children and our intention is to reach every person in our listening areas with the message of Jesus Christ.
HBM has been reaching the lost, lonely and hurting of this country since 1947. We are a member of the NCDC. W e fully believe the power of the Gospel is the only way to change a person's life.
Donor-Focused Strategic Marketing®
Donor Changed LifeMinistry
7
Example of donor-focused writing:This year, your prayers and your gifts have enabled Heavenly Broadcast Ministries
to provide inspiring broadcasts to a listening area of 15,000,000 people in our country.
With God's provision through you, over 100,000 pieces of Christian literature and
15,000 hope-filled Catholic broadcasts have been provided. Because you care and give,
we have heard from over 600 people that they have converted to the Catholic faith
and received the sacrament of baptism.and received the sacrament of baptism.
Since 1947, friends like you have been reaching out and making it possible to
provide meaningful Christian programs and literature to the lost, lonely and hurting
people of this country through Heavenly Broadcast Ministries. We are grateful for
your partnership and we are grateful to be a part of The National Catholic
Development Conference (NCDC) to insure the proper handling of your gifts. We
believe that only Jesus Christ can change the human heart. We present Him to every
man, woman and child we serve. Thank you for your partnership in this ministry!
• Are you doing newsletters?
• What are you trying to accomplish with your
newsletters?
• How do you measure success?
Newsletters
• How do you measure success?
• Are you achieving your goals/are you having
success?
• Communicates results – report card back to
your donors
• Thanks the donor for what has been
accomplished through their gifts
Purpose of a newsletter
accomplished through their gifts
• Builds relationship
• Not perceived as a fundraising device
• Delivers ministry
• Generates net revenue
• Carrier Envelope (#10)• Newsletter (8-page 4 color)• Response device (8 ½ X 3 5/8)• Response envelope (#9)
Newsletter Package Includes…
• Response envelope (#9)
The Powerful Role of Packaging
• Cover
• Letter from ministry leader
• Ministry impact stories
• Stories that set up a future appeal
Newsletter content
• Stories that set up a future appeal
• Teaching/ministry content
• Vision casting
• Ministry announcements
• Results
• 4 color tested and recommended
• Cover
– Capture attention
– Get them inside the newsletter
Elements of effective newsletter
• Stories communicate key elements related to offer development
– Problem or opportunity
– The work done as a result of the donor's support
– Life change/ministry resulting from the donor's involvement
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
• Stories are compelling
• Supported with effective photos
• More visuals than copy
Elements of effective newsletter
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
• Echos the most compelling story in the newsletter and moves the reader to take action
• Suggests gift amounts based on giving history
What makes a good response device?
history• Makes it clear and simple how to respond
• Preprint donor information• Donor codes for easy and accurate inputting
donor information• Uncluttered• Space for credit card
• Deliver the newsletter and related contents
• Get the envelope opened
Purpose of the carrier
• Gets attention in the mail box
• #10 window envelope
• Identifies what it is
– Newsletter and not an appeal
What makes a good carrier?
– Newsletter and not an appeal
– Consistent branding
• Generally heavier on graphics
The Importance of Good Design
The Importance of Good Design
The Importance of Good Design
Put it all together
# Mailed 49,615
Responses 6,415
% Responses 12.93%
Total Dollars $411,373.80Total Dollars $411,373.80
Avg. Gift $64.13
Total Cost $47,136.95
Net Income $364,236.85
ROI $8.73
NYPM $7,341.26
Thank you for joining us.
If you would like a copy of this presentation, If you would like a copy of this presentation,
please send an email to:
Mjohnson@douglasshaw.com
www.douglasshaw.com
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