I was sent this e-newsletter recently. In many ways it is great to read, this organisation has so much going on, so many great ideas. But unfortunately I say the above as a fundraiser and someone who really likes new ideas.
From a potential donors perspective I think that this e-newsletter has, sadly, got it all wrong.
It’s clear that the fundraising department are incredibly excited about all the things they have going on and want everyone to know about it. But that shows incredible inward thinking.
Who is the target audience (well its not 100% clear) it looks like its most likely corporate. So lets think about that….someone in a company (in recessionary times = really busy) gets this e-newsletter. What are they going to do? Take the 10 minutes to read through it all clicking on all the links to read more about every story… I dont think so.
They will at best scan this (that is if they dont just delete it). If they scan it they will pick out 2 maybe 3 pieces of information. There is so much going on in this communication that they would be hard pressed to pick out 1.
Its a case of Less is More (if you want to know more about this check out Barry Smith’s Paradox of Choice).
In my opinion this e-newsletter would have been more successful if:
- It was targeted. A school would be interested in Holly, or the Big Sing. A parent would have been interested in the santa letter and a company would have been interested in cards or gifts. The organisation should have taken the time to work its database properly and not just mass email.
- It was focussed:Pick one thing and focus on it, let people know where they can find out more if they would like, but decide on your target audience and help them by focusing the mind. If you have 10 things to choose from you will find it hard, if you have 1, well then its easy to decide what to think about. I wouldnt mind but it starts by saying that there would be communications every couple of weeks, so why not change the focus each time?
- It did some other things:there are other things that could have worked well. Nowhere is there a case for support made, so I have no reason to believe that they need my help. Wouldnt a short video story have worked well? The letter should have been signed…not with a squiggle, but tell me who that squiggle is from. Talk to me….dont tell me about you and how great you are…tell me how great I can be.
I go back to my original point, there are some fantastic ideas contained in this piece and congratulations on all of them, but remember who the audience is and talk to them not at them.
I know the above image is hard to read (thats coz it was so big) so check out the newsletter here