Newsletters: A Checklist For Great Results

Newsletters provide an excellent way for you to stay engaged with volunteers, donors and friends. They are often a key communication tool. Yet I can't think of an organization that hasn't found it difficult to produce one regularly. To complicate things further there is now the option of email or print (or both).

Newsletters are one piece of your communications package. Be sure you are clear on what role you want them to play: that includes what type of information they will include and who their intended audience is. It's no surprise that newsletters generally serve to provide news. They may also have a role in acknowledging service or contributions, providing education and, to a lesser extent, soliciting donations. An email newsletter may also drive traffic to your website.

Newsletters are usually 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 updating your constituencies on noteworthy items, like events, and they offer an opportunity to profile volunteers, donors or staff.

Here is a checklist for you to use to ensure your newsletter is regular, well-received and economically produced:

Distribution

• Maintain your database so that you are always ready to mail.
• E-newsletters are replacing paper ones. In addition to their efficiency and economy, they can be customized and targeted. You could create more than one version of the newsletter.
• 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.

Planning

• Set a regular schedule for your mailing/posting and follow it! Someone should have the responsibility of making sure it is done on time. 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.
• Write any articles that are not time sensitive, like profiles, in advance. Your "stockpile" will make it easier for you to turn around a new edition.

Writing

• Give your newsletter a name. Short, clever and related to your organization's name or mission.
• Hire a writer if you can afford it. In addition to getting professional quality writing, you will also have a much better chance of sticking to the schedule.
• Email newsletters should be very clearly marked to differentiate them from junk mail. The Subject should say exactly what it is. Your e-newsletter will be read (and appreciated) more if it is not fancy, just straight text. 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 short articles with links to your website for more information, pictures etc.
• Determine the regular columns and who will write them. Set a range for the number of words for each of these so they can be part of your template.

Designing

• If you chose to do a printed newsletter, use a template that includes a masthead and your regular columns.
• Hire a designer if at all possible, at least to create the 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.
• Use the best photography you can get. Be sure to keep a file of photos ready to use at all times.