Extra, Extra Read All About It! The Nonprofit e-Newsletter
12 is better than 4
Since the majority of these touches are considered informative to the reader, don’t be shy — send a monthly newsletter. Creating an annual plan for topics in advance helps balance the workload. Obviously, you want to monitor the metrics of open rates, clickthroughs and even unsubscribes to make sure this is the right cadence for your communication.
Watch the clicks
Everyone watches the normal clicks for an e-campaign (mentioned above) — but you should watch the topic clicks too. Yes, this is more advanced tracking, but if you have constituents who are regularly clicking on specific topics, this is them telling you they have specific interests. The benefit is you can start serving up dynamic content or, at minimum, start some segmentation around content. People make choices — they favor one topic over another. Your job is to “listen to them” to find the people who tend to lean toward community events and activities versus progress statements and charity impact. An e-newsletter can provide direct insight without ever asking the constituent any questions. Don’t miss this important information about preferences and interests.
Sharing with friends
Something simple — make sure you create an opportunity for the reader to share the newsletter. Therefore, you get to talk to more people. Make sure readers can share it through a widget on the actual newsletter and also on the social channels with their broader networks.
As mentioned above, the fastest way to sink a newsletter is to get behind on content. Treat this like any other communication plan (i.e., direct mail, telemarketing, etc.) and map out the full year with your strategy and content, and have a full production schedule for copywriting, reviews, etc. If you treat this like an “add on” project, it will fail.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.