Podcast Summary: Nonprofit Nation with Julia Campbell

Episode: How to Raise Money with Newsletters with Julie Edwards
Date: October 15, 2025
Host: Julia Campbell
Guest: Julie Edwards, Nonprofit Maven & Fundraising Strategist

Episode Overview

This engaging episode of Nonprofit Nation dives deep into one of the most vital, yet misunderstood, tools in nonprofit fundraising: newsletters. Host Julia Campbell sits down with Julie Edwards, aka “The Nonprofit Maven,” to unpack the secrets of creating newsletters that don’t just inform—but inspire donations and build lasting donor relationships. The discussion draws from Julie’s decades of hands-on experience, real-world case studies, and practical strategies for organizations of all sizes.

Key Discussion Points & Insights

Julie Edwards’ Background and Fundraising Philosophy

• Julie’s journey from PR and marketing into nonprofit leadership and fundraising.

• Her philosophy: fundraising is “selling a mission,” and nonprofits should approach it with the clarity and planning of a business.

• The importance of basics: focus, planning, and loving up current donors rather than chasing every new trend.

  Notable Quote (03:20):
  “Fundraising is sales...you are selling your mission to a donor who then buys your mission by giving you a donation.” — Julie Edwards

The Power (and Rethinking) of Print Newsletters

• Case study: Julie helped a small Midwest nonprofit revamp their print newsletter, resulting in donations more than doubling—in one case, increasing by over 55%.

• Key changes:

  • Shifted from stats/program updates to donor-focused, emotional storytelling.
  • Featured large, compelling photos and pull quotes for readability.
  • Always included a donation mechanism (remittance slip)—even with a “soft” ask.
  • Targeted a small local direct mail list to test donor acquisition.

  Notable Quote (06:59):
  “We changed the storytelling up completely to be more donor focused and more emotionally evoking...to really, you know, include the donor in the story. Just to say, you helped do this and we can’t do this without you.” — Julie Edwards

  Case Study Highlights (09:00):

  • Newsletter raised nearly $6,800, over double previous best results.
  • One longtime donor made a $3,000 surprise gift, inspired by the new approach.
  • Comments included: “Every time I get stuff from this organization now, it makes me cry. They really know how to move people with their mission.”

  Timestamps:

  • [09:15] — Impactful donor stories and unexpected gifts
  • [10:06] — The effectiveness of shifting content focus

Newsletters: Content That Converts (and What Fails)

• Donors want to see their impact, not just programmatic updates or stats.

• Emotional storytelling is key—focus less on internal updates, more on transformations made possible by donors.

• Always provide a clear way to give, such as reply slips and QR codes.

• Print is “special” in a digital world—tangible mail makes a lasting impression, especially for Gen X and above.

  Notable Quote (11:09): “If you’re just sending [the newsletter] out and not asking for money in it, that’s your number one problem. You know, you should always ask...Even if it’s a soft ask.” — Julie Edwards

Testing & Targeting: Using Lists Wisely

• Small, targeted mailing lists can be effective if strategically selected—such as targeting households with pets for an animal welfare nonprofit.

• Acquisition is costly and slow; retention and loving your current donors is more effective for most small and mid-sized organizations.

• When testing acquisition, segment and personalize with introductory letters.

  Timestamps:

  • [12:01] — Direct mail list details and cost/benefit analysis
  • [16:11] — Personalizing with introductory letters for new prospects

Getting Great Stories (Even When You Think You Can’t)

• Not all organizations have obvious success stories, but every mission fills a gap; if your nonprofit disappeared, what would be lost?

• Retell and repeat impactful stories across multiple communications—donors won’t get tired of them, and reminders build connection.

• Use donor surveys and phone calls to gain insight into why people give and what stories resonate.

  Notable Exchange (19:03–22:51):
  “You can retell stories…People don’t remember…I had to have a new story for everything, but people won’t remember all the detail…” — Julie Edwards
  “Even if you don’t have a story of kittens, think about what makes you different and what gap you’re filling.” — Julia Campbell

Newsletter Best Practices

• Use powerful, real photos — Avoid stock/clip art. High-impact images can convey your mission at a glance.

  • (25:21) “I see way too many newsletters that have clip art or no photos…you really need to focus on real, actual photos.”

• Tell stories in the captions — Make sure skimmers get your message.

• Make it easy to give — Include reply slips, donation links, QR codes.

• Say thanks often — A robust thank-you cycle enhances retention and donor satisfaction.

• Don’t be afraid to ask—often — As long as you also thank sincerely.

  Notable Quotes:
  (30:51) “I have never had anyone cuss me out for asking them for money, ever.”
  (31:19) “You can never ask too much as long as you’re thanking them appropriately.”
  — Both, Julie Edwards

Rethinking Donor Engagement & Community

• Build community among all constituents, not just big donors.
• Peer-to-peer fundraising can unlock incredible grassroots support (example given: a virtual 5K that raised $52,000 from a passionate base).
• Don’t discount the power of small gifts—and make every donor feel involved and valued.

Actionable Takeaways

• Audit your print and email newsletters: do they center the donor, tell stories, and include easy ways to give?
• Consider testing a revamped newsletter before scrapping print entirely.
• For acquisition, use small targeted direct mail lists with thoughtful segmentation/personalization.
• Use donor surveys and calls to uncover powerful motivations and testimonials.
• Don’t fear frequency in asking or communicating; donors want connection and impact.

Notable Quotes & Moments with Timestamps

• “Fundraising is sales...you are selling your mission to a donor who then buys your mission by giving you a donation.” — Julie Edwards [03:20]
• “Every time I get stuff from this organization now, it makes me cry. They really know how to move people with their mission.” — Donor feedback, relayed by Julie Edwards [09:13]
• “If you’re just sending [the newsletter] out and not asking for money in it, that’s your number one problem.” — Julie Edwards [11:09]
• “You can retell stories…People don’t remember…If it was that great of a story and that touching and awesome, you should retell it, honestly.” — Julie Edwards [19:03]
• “I have never had anyone cuss me out for asking them for money, ever.” — Julie Edwards [30:51]
• “You can never ask people too much as long as you’re thanking them appropriately.” — Julie Edwards [31:19]
• “Give them multiple ways to contribute and let them pick what works best for them…” — Julie Edwards [37:19]

Conclusion

The episode is packed with direct, actionable advice to supercharge newsletter fundraising. Julie Edwards dispels myths, shares candid stories, and provides a clear, donor-centric roadmap for nonprofits ready to turn their newsletters into powerful fundraising tools.

Learn more or sign up for resources:

• Julie Edwards: thenonprofitmavenco.com
• Subscribe to the Maven mailing list (as mentioned by Julia at [06:32])

Final thought from Julie ([36:43]):
“With a few simple tweaks—bigger photos, more donor-focused copy, less stats, more storytelling, and a reply slip—you can make your newsletter generate more money.”

For those who haven't listened:
This episode provides thorough, practical guidance for any nonprofit professional interested in revitalizing their fundraising efforts—especially through the often-overlooked power of newsletters. Expect smart, tangible steps, plus a healthy dose of humor and real talk.