4 pages is about right. Adding more pages adds cost -- but not effectiveness. In many cases, cutting down to two pages (that is, a single 8½ x 11" sheet) can give just as good results -- at a lower cost.
Content
The envelope says some variation of Newsletter enclosed.
Most of the stories are about the great things the donor made possible through her giving.
Most of the stories directly address donor to make that completely clear.
Most of the stories are human stories, not descriptions of programs.
None of the stories is about how awesome we are.
Presentation
Headlines are dramatic and specific and built on strong (non-ing) verbs. Write them the way the tabloids do.
Make sure every image tells a story. Photos should be expressive faces making eye contact, understandable action, or interesting context. Think like a filmmaker, not a yearbook editor.
Design for scanability. Lots of entry points into every story: Subheads, pull-quotes, short paragraphs, photo captions, plenty of white space.
I once read some research about the reasons people attend the opera. It also gave the reasons opera company staff believed people attend the opera. I...Read more
It was one of the most amazing mixtures of stupidity and brilliance I've ever seen.
The Director of Communications at a nonprofit I was helping had m...Read more
Fundraising is not about you; it's about your donors.
Fundraising is about what, not how. It's also about why.
Fundraising is difficult for most peo...Read more
What does it take to succeed in fundraising? It starts with leadership. You're going nowhere fast without it.
Here's a great post from the Veritus Gr...Read more
You'd like your fundraising to work really well.
That starts with writing it really well.
Here are some great tips on fundraising writing from Pamela...Read more
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