Donor Newsletters: Most People Skim, Few Read Deep

When your newsletter arrives, the first thing donors do is browse: skim a few headlines, look at the photos, maybe read a caption, to see if anything's of interest. If nothing is, they put the newsletter aside, likely never to return. Which means, if you have nothing of interest in your "browser level," you've wasted your time and money.

Don't expect donors to read deep because most of them won't. Instead of saying, "When people read our newsletter …" start saying, "When people skim our newsletter, this is what they will learn."