Newsletters that Get Read:
A Checklist for Great Results

Newsletters - printed and mailed or sent via email - are often one of the key communication tools of a nonprofit for some of your constituencies. Newsletters are often a monthly or quarterly tool, they don't provide hot news and they don't present a grand overview of your work. But they do play a critical role for that in between news like events and they offer an opportunity to profile volunteers.

Here are some quick tips:

• Maintain your database and communicate regularly.

• Give your newsletter a name. Short, clever and related to your organization’s name.

  Read How to Name Anything

• Set a regular schedule for your mailing/posting and follow it! Someone should be responsible for making sure it is done on schedule. The schedule needs to include more than a sending date; back up and layout a full schedule that includes writing, photography, design, proofing, printing and mailing or posting.

• When you make your schedule, pick a theme for each issue. This will make it much easier for you to organize and plan. If you will be reporting on a major fundraiser in one issue include other articles about finance and development.

• GOOD IDEA! Write any articles that are not time sensitive in advance. Your “stockpile” will make it easier for you to turn around a new edition.

• E-newsletters are replacing paper ones. In addition to their efficiency, they can be customized and targeted.

• Gather email addresses whenever possible. You may even want volunteers to call donors and other volunteers to get their email addresses. More and more this will be the way you communicate.

• Email newsletters should be very clearly marked. The Subject should say exactly what it is. Your e-newsletter will be read (and appreciated) more if it is not fancy. Start with a statement such as this: You are receiving this newsletter because you are a friend of Our Good Organization. Then continue with a list of what is included in the e-newsletter. Finally, include your articles with links to your website for more information, pictures etc.

• If you chose to do a printed newsletter, use a template. If the budget is tight, you can even print the masthead in advance and copy or print information onto it. Be creative with size and shape.

The Winner's Circle goes into more detail (and provides a tool) for a Communications Calendar.

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