ncdc income producing newsletters

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

• Stories are compelling

• Supported with effective photos

• More visuals than copy

Elements of effective newsletter

• 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

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:

[email protected]

www.douglasshaw.com

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