Angie Moore - Extra, Extra Read All About It! The Nonprofit e-Newsletter

By Angie Moore

The 'read more' trap
There are many different opinions on short versus long articles. There are also many opinions on full articles in the newsletter versus teaser copy with a clickable “read more” option. Here’s my opinion: If you have several topics to discuss (which I highly recommend so you can start mining interests), then you don’t want to create a long reading experience because people don’t actually want that. Also, you don’t want them to start with the upper left article and click “read more” and be taken to the website completely away from the newsletter. Why? Because they’ll probably never come back to the newsletter and see what else is there. I’m a big fan of the e-newsletter that has short articles with true calls to action that all lead back to building engagement between your brand and the reader.

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Angie Moore Author's page

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.