The only problem with extraordinary experiences is this: they reach so few people.

Your newsletter is the single best way I know to deliver extraordinary experiences into every donor’s home on a regular basis.

Dr. Adrian Sargeant’s research into donor loyalty identified seven things that improve retention. One of his seven essentials for retaining donors is this: “Donors are learning. You’re taking them on a journey.”

Fundraisers continue to talk about “educating the donor.” By which they mean turning outsiders into insiders.

The theory goes: if you bang on long enough, pounding statistics into donors’ thick skulls — then eventually they’ll see the problem the same way staff sees the problem and begin forking over more money.

It doesn’t have a prayer of working, of course. “I will bloody well ‘educate’ myself, thank you. And, by the way, your statistics are a big, smelly bore.”

Today, we call the “getting to know you” process by a kinder, gentler name: “cultivation.” Like a crop. The ultimate goal is still the same, despite the name change: “More money, please. Greater lifetime value, please.”

But the change isn’t just cosmetic. True cultivation really is different. Much nicer. Less imperious. Organizations deliver fewer lectures. They put away the charts and graphs. They tell more stories.

They tell more stories. (P.S.: Highlight the previous sentence.)

They focus on delivering emotional gratification to their donors (at least, the most successful do).

Savvy organizations give the donor an important job to do. Savvy organizations flatter the donor. Savvy organizations tell their donors how important they, as individuals who acted, are. And — key point — savvy organizations are totally sincere in their flattery. Because donors are desperately important in the nonprofit world. They are your investors. They are your fuel.

And their continued loyalty is the real reason for your newsletter. Your donor newsletter should aim to be an extraordinary experience for every supporter. I want my true belief confirmed, report by report by reminder by report.

Tom Ahern is world-renowned for his mastery of donor communications. He has just released a completely updated edition of “Making More Money from Donor Newsletters,” a book about the power of effective donor communications to inspire and delight supporters, create donor loyalty, and generate more income.

This is an excerpt from his book, available through Civil Sector Press and Amazon.