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Newsletters!
What is the purpose of your newsletter??
• Function– What is the purpose of your newsletter? What are your goals?
• Design– What is the best way to present your information in an easily
digestible way?– How interactive will it be?
• Schedule– How often can you come up with new content?
• Relationship between newsletter content and your website content– Will you be directing people to action alerts, fundraising,
conservation activities?
Function• Connections
– How will your newsletter be connected to your Chapter? • The Insider connects to Sierra Club Books, Radio, blogs….
• Information– How can you give people information in an engaging way?
• The Green Life uses short, often funny passages which then link externally to the whole story, part of Keeping it Short!
• At the end of each Plugged In, there is a summary of news articles
• Events– Get people to attend your events
• The first item in every Dallas News newsletter is information about their general meetings.
• For more formal events where you want people to RSVP, the Events function in Convio is useful
• Action Alerts– Engage your audience to take action!
• Fundraising– Text asks vs. banner or tile ad
Design
Promoting your newsletter
• How are you going to grow your newsletter?– Make it very easy for people to sign up for
your newsletter.
• Create content that has a pass along value– Make it easy for people to Tell a Friend about
content in your newsletter
Some tips….• Know your audience, ask what they want, and deliver it.• Send on a consistent schedule -- if you have good content.• Make it personal.• Make the next step as easy as possible.• Put an unmistakable name in the “From” field. Like: Cara Longpre,
Sierra Club• Use a specific, benefit-laden “Subject” line. Our most popular one
this year “What to do about $4 a gallon”.• Design a simple, clean newsletter that’s mostly text – and not too
much text!! Your draft should generally not be longer than 2 pages in Word!
• Write and design for the preview pane.• Appeal to skimmers: Use lots of headlines, subheadings, and short
chunks of text.
» Source: Nonprofit Marketing Guide.com
What do you think?
• Share: – Ideas on something you want to try in your
own newsletter?– Timeline for newsletter launch?