Has SOFII just spawned a new breed of newsletter? I hope so...

I find myself liking SOFII more and more. Once again, they've given us some wonderful food for thought via an insightful debate. This time on the pros and cons of newsletters, with Tom Ahern for, and Sean Triner against.

I've never been a fan of newsletters myself - for all the reasons given by both advocates in this debate - but primarily because there's just so little in most of them that actually matters to donors.

Interestingly though, I found myself agreeing with, and enjoying, the arguments put forward by both Tom and Sean. But how can that be...

I can't be both for and against newsletters, can I?

I think the reason is that essentially, both Tom and Sean agree on the most important point... that most donor newsletters are rubbish.

The remaining few fall into what could probably be classed as a different category altogether. Tom Ahern would probably call them 'Newsletters done right', while Sean Triner may refer to them as 'highly personalized news-oriented letters'.

Either way, we're talking about a new breed of beast.

If not quite dead, the 'old-style' newsletter should be quickly put out of its misery, and replaced with something more meaningful and more profitable. Call them what you like, send them as stand-alones or as part of a pack, let the results decide which route works best... just make sure they do these two things:

1. Give donors what they hunger for most - evidence that their gifts are working.

2. Give non-profits what they need - engaged, happy, commited supporters... and their gifts.