Newsletters that inform and inspire
Tips for non-profits on how to make best use of newsletters, including budget, content, going electric and feedback.
Newsletters that Inform and Inspire
by Melinda Mattos
Description: Newsletters chew up time, money, and energy. Here are some tips to help you make the most of those precious resources.
Whether it’s a five-page photocopy or a gargantuan glossy, a newsletter can have a huge impact your charity’s success. Front & Centre talked to three communications consultants about crafting the perfect publication.
Start by drafting a mission statement for your newsletter. Used internally, this will keep you focused and bring new contributors up to speed. Some charities, like the Dorothy Ley Hospice, include the statement in each issue. This gives readers a clearer picture of what you’re trying to accomplish.
Next, decide whom you wish to reach with your newsletter. Is it prospective and current donors? Volunteers? If you’re like most charities, you’ll want to get the most bang for your buck by appealing to both. But that doesn’t mean you can’t tailor your content. Corinne LaBossiere, CGL Communications, suggests allocating portions of the newsletter according to your priorities. (e.g., If funding is your top concern, focus mostly on donors.) Alternately, take the advice of Nyman Ink’s president, Judy Nyman, and gear different issues to different constituencies.
It all comes down to knowing your audience. One of the best ways to get to know them is through a reader survey – a concept we’ll come back to later.
Budget
Once you’ve developed a game plan, decide what you can afford to spend. Nyman says that setting a reasonable budget upfront will ensure that your newsletter is professionally written, edited and presented. She notes: "An error filled or poorly designed newsletter is worse than no newsletter at all."
If you can’t afford professional writers or an editor – or if you’re intent on telling your own story your own way – educate your existing staff instead. Purchase books on writing, like The Elements of Style by Strunk and White or On Writing Well by William Zinsser, and encourage contributors to read them.
Unless one of your staffers has design experience, you’ll probably want to leave layout to a professional. Communications consultants and design firms provide a range of services. Shop around and be sure to ask for samples of their work.
Content
When putting together your newsletter, keep in mind what mama always told you – looks aren’t everything. Al Czarnecki, Al Czarnecki Communications, says that too many organizations focus on graphics and design instead of content. "I think a good analogy is a cardboard cake with pretty icing on it," he says. "It looks great until you cut into it. People will pick up something like that, but they’re not going to read it."
So how do you get people to read it? Provide timely, relevant and well-written material. Don’t let your newsletter become a dumping ground for everything that’s submitted. Be selective and only include items that will genuinely interest your readers.
A good newsletter brings your organization to life and provides an involving account of what you’re up to. Share your struggles as well as your successes. "It’s important to be real with people," says Czarnecki. "Real life is a little bit messy and you don’t always win. There’s a lot of hard work and sweat involved."
Let readers get to know you by telling people-focused stories wherever possible. Profiles of frontline staff, donors, volunteers, and the people you help are a great place to start. Ideally, however, every story you tell will include some of these voices, not just the profiles.
Include high quality photos wherever possible, so readers can put a face to your organization.
Remember, as well, that communication should flow both ways and that your newsletter should encourage dialogue. Talk with readers, not at them. LaBossiere explains: "Invite their comments and questions. Give them names and numbers to contact for additional information. Ask them to participate in events."
Going electronic
Lower costs make e-mail newsletters enticing, but they aren’t for everyone. "If [readers are] more traditional, older people, they may be put off by an electronic newsletter," says Nyman. "On the other hand, an electronic newsletter may be just the right fit for an environmental charity’s members." The only way to know for sure is to ask your readers.
If you do go the electronic route:
Be concise. It’s harder to read text on a computer screen.
Don’t send your newsletter as an attachment. Virus-wary readers may not open it.
Offer the choice of plain text or HTML-enhanced e-mails.
Make it easy to subscribe and unsubscribe. Include instructions at the bottom of each e-mail.
Protect reader privacy. Use professional mailing list software or send messages using the blind carbon copy (BCC) function.
Expect more reader feedback and be prepared to respond promptly.
keep archives on your organization’s Web site.
Don’t abandon the print version altogether. Not everyone is Web savvy.
Feedback
Once your newsletter has been in circulation for a while, conduct a reader survey. How you ask the questions – online, through the mail, or over the phone – isn’t as important as what you ask. Find out what people like and dislike about your newsletter; whether they read it from cover-to-cover or just skim; and what they think is missing, if anything. Ask which sections they read and in what order. Find out whether they save articles or pass issues on to friends.
When the results come in, pay close attention to everything your readers have to say. Don’t take criticism personally, even if you did spend all night writing an editorial, only to have readers call it "uninspired mumbo-jumbo." Whether their words are congratulatory or critical, they’ll give you clues on how to improve your publication.
Source: Front & Centre Vol. 8., No. 6. (Nov 2001): p. 4.
by Melinda Mattos
Description: Newsletters chew up time, money, and energy. Here are some tips to help you make the most of those precious resources.
Whether it’s a five-page photocopy or a gargantuan glossy, a newsletter can have a huge impact your charity’s success. Front & Centre talked to three communications consultants about crafting the perfect publication.
Start by drafting a mission statement for your newsletter. Used internally, this will keep you focused and bring new contributors up to speed. Some charities, like the Dorothy Ley Hospice, include the statement in each issue. This gives readers a clearer picture of what you’re trying to accomplish.
Next, decide whom you wish to reach with your newsletter. Is it prospective and current donors? Volunteers? If you’re like most charities, you’ll want to get the most bang for your buck by appealing to both. But that doesn’t mean you can’t tailor your content. Corinne LaBossiere, CGL Communications, suggests allocating portions of the newsletter according to your priorities. (e.g., If funding is your top concern, focus mostly on donors.) Alternately, take the advice of Nyman Ink’s president, Judy Nyman, and gear different issues to different constituencies.
It all comes down to knowing your audience. One of the best ways to get to know them is through a reader survey – a concept we’ll come back to later.
Budget
Once you’ve developed a game plan, decide what you can afford to spend. Nyman says that setting a reasonable budget upfront will ensure that your newsletter is professionally written, edited and presented. She notes: "An error filled or poorly designed newsletter is worse than no newsletter at all."
If you can’t afford professional writers or an editor – or if you’re intent on telling your own story your own way – educate your existing staff instead. Purchase books on writing, like The Elements of Style by Strunk and White or On Writing Well by William Zinsser, and encourage contributors to read them.
Unless one of your staffers has design experience, you’ll probably want to leave layout to a professional. Communications consultants and design firms provide a range of services. Shop around and be sure to ask for samples of their work.
Content
When putting together your newsletter, keep in mind what mama always told you – looks aren’t everything. Al Czarnecki, Al Czarnecki Communications, says that too many organizations focus on graphics and design instead of content. "I think a good analogy is a cardboard cake with pretty icing on it," he says. "It looks great until you cut into it. People will pick up something like that, but they’re not going to read it."
So how do you get people to read it? Provide timely, relevant and well-written material. Don’t let your newsletter become a dumping ground for everything that’s submitted. Be selective and only include items that will genuinely interest your readers.
A good newsletter brings your organization to life and provides an involving account of what you’re up to. Share your struggles as well as your successes. "It’s important to be real with people," says Czarnecki. "Real life is a little bit messy and you don’t always win. There’s a lot of hard work and sweat involved."
Let readers get to know you by telling people-focused stories wherever possible. Profiles of frontline staff, donors, volunteers, and the people you help are a great place to start. Ideally, however, every story you tell will include some of these voices, not just the profiles.
Include high quality photos wherever possible, so readers can put a face to your organization.
Remember, as well, that communication should flow both ways and that your newsletter should encourage dialogue. Talk with readers, not at them. LaBossiere explains: "Invite their comments and questions. Give them names and numbers to contact for additional information. Ask them to participate in events."
Going electronic
Lower costs make e-mail newsletters enticing, but they aren’t for everyone. "If [readers are] more traditional, older people, they may be put off by an electronic newsletter," says Nyman. "On the other hand, an electronic newsletter may be just the right fit for an environmental charity’s members." The only way to know for sure is to ask your readers.
If you do go the electronic route:
Be concise. It’s harder to read text on a computer screen.
Don’t send your newsletter as an attachment. Virus-wary readers may not open it.
Offer the choice of plain text or HTML-enhanced e-mails.
Make it easy to subscribe and unsubscribe. Include instructions at the bottom of each e-mail.
Protect reader privacy. Use professional mailing list software or send messages using the blind carbon copy (BCC) function.
Expect more reader feedback and be prepared to respond promptly.
keep archives on your organization’s Web site.
Don’t abandon the print version altogether. Not everyone is Web savvy.
Feedback
Once your newsletter has been in circulation for a while, conduct a reader survey. How you ask the questions – online, through the mail, or over the phone – isn’t as important as what you ask. Find out what people like and dislike about your newsletter; whether they read it from cover-to-cover or just skim; and what they think is missing, if anything. Ask which sections they read and in what order. Find out whether they save articles or pass issues on to friends.
When the results come in, pay close attention to everything your readers have to say. Don’t take criticism personally, even if you did spend all night writing an editorial, only to have readers call it "uninspired mumbo-jumbo." Whether their words are congratulatory or critical, they’ll give you clues on how to improve your publication.
Source: Front & Centre Vol. 8., No. 6. (Nov 2001): p. 4.