Nonprofit Newsletters
Julianne Shenk, Nonprofit Consultant
JBS Nonprofit Consulting
May 2, 2015
Why?
The main reason a nonprofit may wish to publish a newsletter is to keep current subscribers apprised of the goings on in the organization. Upcoming events, donor opportunities, and important news are all items of interest to your readership.
KEYWORDS: Update, Upcoming Events, Donor Highlight, Donation Opportunities, Volunteer Recognition, Volunteer Opportunities, Related Community Events and Related Articles, Legislation News
How/Where to start?
1. Determine funding and staff needs
2. Determine your audience/recipients
3. Determine the method of distribution
4. Determine frequency of distribution
5. Determine the content and design of the newsletter
It may very well be that your first newsletter may be small/sparse on content; getting your feet wet so to speak. I find nothing wrong with that. If it is professional, informative and sincere, it is a success. Getting your information out is the single most important task. Use that first newsletter as a springboard and dive in with the next one!
KEYWORDS: Determine, Recipients, Funding & Staff, Distribution, Design, Frequency, Content, Audience
Who am I targeting?
This is a long, but important list. The goal is to reach as many members of your organization and community as possible, while still remaining within the parameters of your budget and operational capabilities. Devoting too much manpower and resources to a newsletter is counter-productive unless your readership is boosting your audience, and in turn, your fundraising SIGNIFICANTLY.
Your targets should include the following (dependent upon your organization, purpose, method of distribution, etc.):
• Donors
• Members
• Sister, similar foundations/organizations
• Legislators
• Media
• Volunteers
• Sponsors
KEYWORDS: Target, Donors, Members, Similar, Foundations, Organizations, Legislators, Media, Volunteers, Sponsors
When and how often should I send the newsletter?
The goal of a newsletter is to inform your audience; keep them “in the loop” of the goings on of your organization. You want to engage them and make them look forward to receiving your newsletter. Good timing (as well as good content) will do the job.
In general it is recommended that you send out your newsletter no more than once a week, and no less than every six to eight weeks. With too frequent mailings, readers tend to initially skip over the information and then eventually they will quit opening the newsletter. If you are just starting out and you aren’t sure how often to schedule your newsletter delivery, err on the side of “frequently”. If you notice that you are receiving complaints or your newsletter subscription numbers fall, adjust your delivery schedule. This route is especially helpful for nonprofits that are new and testing the waters.
If you do not have enough content, do not “fill in” with nonessential fluff. Stay on target and provide timely, valuable information. Streamline your mailing schedule to match the content. Large organizations have the content to roll out monthly newsletters; most nonprofits strive for the six-to-eight-week roll out. If your organization cannot generate fresh and informative content every 90-120 days…that is a whole other issue.
KEYWORDS: Schedule, Content, Delivery, Unsubscribe, Subscribers, Subscription, Engage, Information
What should I include in the newsletter?
Listed are ideas on content to include in your newsletter. Please do not use all of these options in your newsletter. Large, well-established organizations can “get away” with lengthy newsletters; they have a significant amount of information to disseminate. Chances are, you are not at that point yet. Develop a format or pick a “top 3” or “top 4” from the example ideas and use them. A long-winded, cluttered, “busy” newsletter is equivalent to a long-winded, “busy-bodied” person; it is unappealing, and the reader will close the email or throw the newsletter in the trash rather than let the “information blast” continue. Items listed in red can be recurring nuggets of information that carry over newsletter-to-newsletter.
• Mission Statement
• Contact Information
• About
• Donation Information
• Donor Highlights
• Volunteer Spotlight
• Volunteer Opportunities
• Updates about your Organization/News Updates
• Blog/Information to Link to Blog
• Upcoming Events
• Educating the Reader (Issues that are Ongoing/Future)
• Impact Stories
• Related Articles and Internet Sources
• Community Events
Your Newsletter should make your donors feel essential. Consider a monthly “Donor Spotlight” feature. Similarly, your volunteers are the backbone to your organization. Highlight your volunteers; champion them. Include a “Volunteer Spotlight” or “Volunteer of the Month” feature in your newsletter.
REMINDER:
As I mentioned previously, you MUST include an unsubscribe link/option in an online/email newsletter.
KEYWORDS: Newsletter, Reader, Content, Information, Organization, Mission Statement, About, Donor, Donation, Volunteer, Opportunities, Blog, Link, Events, Impact, Stories, Community, Unsubscribe
Hints
• PROOF READ
• Test links
• Use basic fonts (NTR, Georgia, Helvetica, Cambria, etc.)
• Use readable font size.
• Match your newsletter color scheme to your organization’s branding colors. Use the logo (if you have one). Match them as close as you can so that the reader recognizes that the newsletter/correspondence comes from the organization.
• Realize that a LARGE portion of your readership open and view the newsletter on a phone or tablet. Stack your content vertically so that it is easy to read. Readers on mobile devices/tablets find it easier to read top to bottom rather than side to side.
• Send a test email to yourself or a colleague to review. Follow each link. It takes only minutes and ensures a flawless, readable product.
• PROOF READ
KEYWORDS: Proof Read, Fonts, Color Scheme, Brand, Content, Mobile Devices, Tablets, Review
Future of Newsletters
Everyone is always looking for the next fastest, better, more tech savvy way to deliver information. We have arrived at a time that offers an abundance of methods to get your information out to your readers other than the traditional newsletter. Keep in mind, there will always be a portion of the population that prefers an email delivery system. Listed below are some alternatives/supplements.
• Podcasts
• Youtube videos
• Short videos (shot on smart phones and tablets)
KEYWORDS: Future, Newsletters, Tech, Information, Delivery, Email, Video, Podcast, Youtube, Smart Phone, Tablet
Do you have any ideas or tips? Feel free to share your ideas!
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