What's in a newsletter?
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What do you put in your email newsletters? This is one of the conversations I have most often with nonprofit leaders. They feel like you either have to stuff multiple updates into a mile-long email or give general updates to all segments of your list. *Yawn* Let me tell you, Reader, you don't have to do either of those things to have your supporters engage with your newsletters. 🤠Soooo... what do you include in your newsletters? As we consider the components of your newsletter, let's also determine the frequency. You could send... >> A monthly newsletter to your whole list (if fewer than 1,000 subscribers and/or not segmented) or each segment of your list, making it ultra-specific to that audience. >> A bi-weekly newsletter with a theme for each. One focuses on events and updates; the other leads with a storytelling focus to drive your impact. >> A weekly newsletter, either targeted to specific segments of your email list or with rotating themes for each week. This way, subscribers know what to expect each week. This could look like: Week 1: Recap events, promote upcoming events
Week 2: Impact story
Week 3: A blog, video, or podcast highlight
Week 4: Outcomes for one of your initiatives
Monthly is a great place to start, but I continue to encourage weekly emails. The more intentional your communication is, the more your mission stays top-of-mind with supporters who are ready to become your champions. What's the biggest obstacle when sending your newsletters? Whether it's time, getting stuck on content, or simply prioritizing email, reply back and let's talk it out.
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