Donor Newsletters -- Know Your Audience
What type of person should a donor newsletter have in mind? Although nonprofit organizations may look at their donors as being cut from one mold, there are different personality types, any of whom can be a donor. At a recent conference, tips were offered on making a donor newsletter appeal to various people.
These are the four basic personality types, and their characteristics that may be of help to nonprofit newsletter writers:
- The Amiable. This type of person wants the organization to be a friend. They respond to heavy use of the word "you" and the promise of an ongoing relationship. Stay in touch. They like warmhearted pictures. They want to be part of your family.
- The Expressive. This type loves new stuff and is easily bored. They want to learn about new, exciting things. They burn hot and cold, so keep it lively. They like bold statements, new directions, initiatives, bright ideas.
- The Analytical. This type craves facts and more facts and has trouble making decisions. They welcome documentation, lengthy testimonial and statistical evidence that proves your point. Explain until you are blue in the face, and they'll ask for more.
- The Bottom-liner. This type of person values brevity and makes quick decisions. They want you to tell them short and sweet what you do and what you want them to do. They like summaries and they want to be told their task.
Source: The Nonprofit Times.
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