26 Proven Nonprofit Newsletter Tips to Raise More Money

Newsletters can be so much more than updates. Done right, they’re powerful tools that deepen donor relationships and drive revenue. Too often, though, nonprofits treat newsletters like PR blasts instead of what they should be: donor-centered, emotionally resonant communications that make supporters happy to be affiliated with your organization — and even spark action.

If your nonprofit is sending newsletters mainly for informational purposes, you’re missing a big opportunity. When you invest time and money in a newsletter, it should support your fundraising goals. The right kind of newsletter — one that’s donor-centered, engaging and thoughtfully designed — takes strategy, intention and a few proven best practices. 

The good news? You don’t need to overhaul everything. With a few strategic tweaks — from your outer envelope to your photo captions — you can dramatically increase both engagement and donations. These 26 proven, field-tested tips will help you make your next newsletter not just informative, but impactful — and profitable.

Outer Envelope

Make sure your envelope earns attention and gets opened.

1. Use a closed-face envelope. It looks more personal without windows and more important (hence, begging to be opened) than a self-mailer. Plus, don’t use a self-mailer if you want responses.
2. Stand out from the sea of white #10s. Try a 9x6” envelope or a color that pops. It doesn’t need to match what’s inside — its job is to stand out in the mailbox.
3. Tease what’s inside. If something special is inside, call it out (e.g., “A special magnet just for you!” or “A special gift coupon inside for you!”).
4. Use “you.” Nothing is more enticing than writing, “just for you.”

Cover Letter

Your letter should feel like a warm, personal note — not a corporate memo.

1. Personalize it. People pay attention when their own first name is used (e.g., “Thank you for introducing kids to art, Claire!”).
2. Use a larger font. The normal font size used to be 12 points, but with baby boomers aging, it’s 14 points or bigger for direct mail.
3. Break up the text. Indents and wide margins give readers' eyes a rest. People won’t read your copy if the text is too dense.
4. Add a face. A photo of the letter signer builds trust and connection.
5. Include a P.S. It’s often the first  — and only — thing readers notice before deciding whether to read the rest of the letter, so restate your ask or give a warm thank-you (e.g., “I’d welcome your feedback on this newsletter, Claire. Which features do you most enjoy? Please write your comments in the reply form provided, or reach me directly at [email].” Or, “Please consider a special gift to support [program you highlighted in newsletter]. You’ll make an immediate difference in [your mission/sought-after outcome]”).
6. List a contact. Choose either the letter signer or someone in the development office. Be sure to include their name, job title, email and phone number. You want to build relationships with folks, so don’t make them have to work too hard to find and connect with you!

Reply Form

Your response device can inspire more giving if it feels personal and easy.

1. Make it theirs. “Special reply for Claire Axelrad!” signals personal attention.
2. Offer tribute gifts. A generic reply can be appropriate with a specific call to action. Let donors give in honor or memory of someone they love (I’ve actually had people request more envelopes).
3. Suggest giving amounts. Use a donor-tailored gift array tailored to different donor segments when featuring a specific program or emergency call to action. But always give donors the option of choosing their own amount via “Other” or a friendly “Surprise us!” option.
4. Invite quick feedback. Ask one word to describe why they give to your organization — simple and revealing to show you value their feedback — not just their money — and can help craft future messaging.
5. Add digital options. Fewer people are writing checks — and younger donors may not even have checkbooks. Include a QR code linking to your donation page. Ensure your donation page offers alternative payment methods, such as Apple Pay, PayPal, Venmo and Zelle. Also, make it easy to give from donor-advised funds, stock portfolios and individual retirement arrangements.

Newsletter Content

This is where you bring your mission — and your donor’s impact — to life.

1. Keep it to four pages. This is tested and proven to perform best. Consider folding an 11x17” page in half and then in thirds.
2. Write short, skimmable pieces. Aim for 200 to 600 words with clear headlines and subheads. Emphasize the most important points in captions and pull quotes. Focus on your single most important thing to avoid diluting your messaging with things that aren’t important to the donor.
3. Make headlines active. Avoid headlines like “Our Spring Gala.” Instead, draw in readers with donor-centered options, like “Your Gifts Raised $1 Million for After-School Programs.” 
4. Show, don’t tell. Opt for emotional close-up photos with brief captions (e.g., “Because of you, Esther is on her way to college”).
5. Feature relatable people. This uses the persuasion principle of social proof: “People like us do things like this.”
6. Skip executive updates. Focus on the donor’s impact — not leadership commentary. Consider a cover letter to spotlight donor contributions and share what’s inside.
7. Reinforce other campaigns. Include quick reminders of event invitations, mail or digital appeals that donors might have seen recently (e.g., “Save the date,” or “The Leave No Pet Behind matching gift challenge is still on”).
8. Make it donor-centric. Emphasize what donors have accomplished through their giving. The newsletter is not a PR piece. Rather, it’s a donor connection, love and gratitude piece. This means you can’t just leave it up to the marketing department. Fundraising staff must be involved!
9. Make it relevant and timely. Publish them when you have news, rather than on an arbitrary schedule.
10. Include a reply form and return envelope. Good donor newsletters can raise money! 
11. Mail only to donors. The focus is better when your audience is clear. Create slightly different versions of the newsletter if you want to mail to different constituencies (e.g., alumni, volunteers, members).

Your newsletter isn’t just a “nice to have” — it’s a vital touch point with your donors. 

When executed with care and intention, it reinforces your mission, celebrates your supporters and invites further generosity.

Whether you’re just starting a newsletter or refining an existing one, these 26 tips can help you shift from informing to inspiring — and from passive reading to meaningful giving. 

Try implementing a few at a time, track your results, and most importantly, keep your donors at the heart of every word and image. In the end, it’s not about what your organization is doing — it’s about what your donor makes possible.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.