This is the 186th Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can subscribe here for free.)

Tuesday, January 6, 2026

Hi Reader,

Happy New Year!

Peak asking season is in the rearview...

...and your donors need a breather.

Nothing "breathes" quite like impact!

A donor newsletter is a wonderful way to share your gratitude for the impact your donors make. But too many nonprofit newsletters "bury" the donor. 😑

They focus on all the wonderful things the organization has done, while leaving the donor out of the story.

Just this morning I read a print newsletter that didn’t mention the donor until the very, very, very end… when it asked the donor to make a legacy gift. 🤦

As Tom Ahern — and others, possibly? — have said, "Don’t we we we all over yourself."

Instead, take a cue from these...

6 Ways to Make Your Newsletter Donor-Relevant

Here's a little "fundraising picture book" I created from some of the donor stewardship work Brett and I have done for our clients over the past months.

Maybe file a few mental notes and/or save one or more of examples for your swipe file? Then you can pluck inspiration like a daisy 🌼 as the need arises...

A graphic labeled with a black circle containing the number ‘3’ at the top. Below it, the heading ‘Decks’ appears over a yellow brushstroke. Supporting text reads, ‘The line(s) just below the headline… ideal for connecting donor to impact.’ The image includes two example layouts. The first shows a story headline about a sick baby, followed by deck text that reads, ‘You opened the clinic that saved his life,’ with a red arrow emphasizing the donor-focused language. A small circular photo of a baby appears on the right. The second example shows a woman speaking in front of a camera, with the headline ‘Influencers Bring Silent Spring’s Science to New Audiences.’ Below it, deck text reads, ‘Your support is arming social media influencers with the facts—helping them create posts that spark action and healthier routines.’ Red arrows connect the deck text to the donor’s role. Explanatory text on the right reads, ‘When your headline focuses on the story, let the deck copy connect it to your donor’s generosity.’

A graphic labeled with a black circle containing the number ‘4’ at the top. Below it, the heading ‘Callout Boxes’ appears over a yellow brushstroke. Supporting text reads, ‘High-visibility text that breaks up the page… use it to spotlight your donor.’ Below is a blue callout bar labeled ‘On Page 3’ with text that says, ‘See how you’re helping firefighters take steps to reduce their exposures and protect their health.’ Red arrows point to example callout text and annotations. Additional explanatory text reads, ‘Readers skim. Callout boxes catch their eye. Make sure what they see is about their impact.’ At the bottom is a larger blue callout box with white text describing donor impact at Serving Seniors, noting that a five-dollar meal can lead to life-changing services and that, because of donors, more than 600 older adults now have safe, stable homes, ending with ‘Thank you.’

A graphic labeled with a black circle containing the number ‘5’ at the top. Below it, the heading ‘Photo Captions’ appears over a yellow brushstroke. Supporting text reads, ‘An often-overlooked spot… use it to connect your donor to the story.’ Additional text notes, ‘Captions are some of the most-read text on the page. Don’t waste them!’ with a red underline. The lower portion shows two example photos with donor-focused captions. One photo shows a clinic building under construction with a caption that reads, ‘The new clinic in Burundi will open soon, thanks to you!’ The other photo shows a woman holding a young child, with a caption that reads, ‘You were there for Selam and Kalkidan.’ The examples demonstrate how captions can highlight donor impact.

A graphic labeled with a black circle containing the number ‘6’ at the top. Below it, the heading ‘Thank-you Moments in the body copy’ appears over a yellow brushstroke. Supporting text reads, ‘Pause the narrative to acknowledge your donor’s role in the story.’ Additional guidance on the left says, ‘Don’t save all your gratitude for the end. Weave it into the story… right at the moment the donor made the difference.’ On the right are two example text boxes. One reads, ‘And then something extraordinary happened. Because of you, care came to her…’ The second reads, ‘Thanks to your generous support, we were able to launch this important new educational program…’ Red arrows point to these examples, emphasizing donor acknowledgment woven into the narrative.

Join me for the FREE Fundraising Kickstart 2026

Is your 2026 starting to feel a bit overwhelming? I’m excited to invite you to Your Fundraising Kickstart 2026, a free video series from Moceanic. I’m presenting alongside Jeff Brooks, Lisa Sargent, and Sean Triner to help you simplify your fundraising and grow your income without the usual burnout.

Over 4 weeks, you’ll receive 3 short, practical videos each week that provide real-world ideas you can use right away. No big time commitment required. It’s a simple, low-pressure way to get the expert support and clarity you need to raise more money with less stress this year.

Get the videos for free here.

Randomly yours

For your brain, heart, and funny bone...

Fundraisingly Informative — Ten questions you should ask at your next creative DM appeal presentation by Mark Phillips (an insightful blog post in response to a mid-presentation question: "Does this stuff still work?" ... and of course the answer is yes, this stuff still works!)
Algorithmically Insidious — Brené Brown: The Algorithms Have Forced Us Into A Hidden Epidemic, This Is The Only Way Out! via Diary of a CEO with Steven Bartlett (a captivating two-hour podcast episode in which Brown unpacks why fitting in is the greatest threat to true belonging and explains her "marble jar" trust theory that Fortune 100 companies now swear by)
Hilariously Compelling — Brian Cox Goes to College - Full Length ¦ Uber One via BBS (a 2-minute YouTube video showing a commercial featuring Brian Cox as a senior citizen attending college as a freshman and rubbing everybody the wrong way)

Until next time: May your new year be fully fabulous in fundraising and out!

Grateful,

Brett Cooper & Julie Cooper
Fundraising Copywriters
FundraisingWriting.com
Fundraising Copywriting & Design
100% human, thank you very much.

Subscribe to The Fundraising Writing Newsletter

6 Ways to Make Your Newsletter Donor-Relevant

6 Ways to Make Your Newsletter Donor-Relevant

Join me for the FREE Fundraising Kickstart 2026

Randomly yours

Short email subject lines are easy to read ... but longer ones can also work if you do this 1 thing

6 examples of how to use a handwriting font in your donor comms

You can also tell "before/after/before-&-after" fundraising stories