Apr 7, 2014
Most schools use property taxes or tuition to pay their staff members, make infrastructure improvements and add to existing amenities. However, institutions like universities, colleges and private schools often rely on processing donations to increase their revenue streams.
While large galas and fundraising events can be effective, they can also be expensive. More traditional marketing efforts are often successful if the nonprofit is implementing the correct strategy for their brand. Both direct mail newsletters and e-newsletters are a popular choice among organizations because of their high response rates. Listed below are three more ways newsletters can aid in your school's fundraising efforts:
1. They cost much less than events: Certain aspects of a well designed newsletter can be costly, such as design, printing and quality paper, but comparatively speaking the expense is far less than a grand fundraising event. The beauty of both e-newsletters and tangible letters are that your school can reach out to a large audience within a designated area - which is just as effective as hosting a gala that takes months of planning.
2. E-newsletters can be shared: Electronic bulletins have the capability of being shared in less than three clicks of the mouse. If designed properly, the recipients will be wanting to show off the newsletter with their friends and family via email and social media. Include pictures, fun school facts, relevant news about the school and staff, upcoming event notices and a link to your online donation form - these are all things alumni and community members like to know about. And giving them the option to share on social media right from the body of the email is best practice, according to Business 2 Community. This way, your school gets to control the message that's fed to the online ether.
3. Regular contact creates tighter relationships: Are you more likely to interact with an old friend who regularly keeps in touch or someone you haven't seen since graduation many years ago? Those who maintain constant contact are more likely to have a stronger personal relationship with you versus those who don't. The same goes for schools in this situation: Sending out a scheduled newsletter creates and fosters a donor to nonprofit relationship - a key component to the success of a charitable organization. However, continually asking for money can be a dangerous game, so creating an open dialog with alumni and donors is a good way to keep the relationship strong, npENGAGE says.