How to make sure readers pay attention to enewsletters?  Perhaps featuring articles with numbered lists helps;  Guidestar’s recent enewsletter featured the ‘20 Biggest Fundraising Mistakes.’  Some highlights:

1. Thinking your organization will attract supporters because it’s a good cause.  There are many good causes, and multiple nonprofits, some which promote a cause similar to your’s
2. Thinking that people will give even if not asked.  When I participated in a pledge based event for my organization two years ago, I was a bit reluctant to ask my friends and family for help.  When I got over my reluctance, I raised almost $1000 despite fundraising for only a few weeks before the event.
3. Thinking that wealthy people are more likely to give.  Usually, “people make gifts, substantial gifts, that is, only after you’ve reached out, informed them of your work, and meaningfully involved them in your organization.”

Interestingly, Guidestar only listed 10 mistakes, asking that you read the next enewsletter for the final 10. (another great technique to sustain interest).  One tip I would add to the list: thinking that online fundraising is not worthwhile.  More and more constituents are becoming comfortable with online giving and online gifts are almost always higher than offline gifts.  In addition, offering a way for constituents to give online doesn’t take a lot of money or resources.  So why not take advantage?