How to Write a Nonprofit Email Newsletter That Doesn't Suck

Introduction

• Presenter: Steven Shaddock (VP of Marketing, Bloomerang) and Kivi Luer Miller.
• Occasion: St. Patrick's Day Bloomerang webinar.
• Objective: Learn how to create effective nonprofit email newsletters.

Key Points

Housekeeping

• The presentation is recorded; slides and recording will be sent out later.
• Use chat for questions throughout the session.
• Follow along on Twitter using hashtags and handles: #Bloomerang, @BloomerangTech, @KiviLM.
• Internet issues can be mitigated by calling in via phone.

Introduction to Kivi Luer Miller

• Author of books on nonprofit content marketing.
• Frequent speaker and advisor on nonprofit communications.

Webinar Content

Importance of Effective Newsletters

• Nonprofits spend considerable time on newsletters; they should be engaging.
• Distinction between print and email newsletters: both may be necessary.

Key Goals for Email Newsletters

• Polling Results: Common goals include keeping donors informed, sharing results, and encouraging participation.
• Effective Goals:
  • Make donors feel appreciated and connected.
  • Educate and provide valuable resources (e.g., gardening tips for community gardens).
  • Thought leadership and enhancing organizational reputation.

Content Marketing Approach

• Content should attract rather than interrupt.
• Create valuable content that people look forward to receiving.

Steps to Improve Newsletters

1. Set Clear Goals: Define specific and measurable objectives.
2. Understand Your Audience: Know your subscribers and segment them if necessary.
3. Measure Success:
   • Monitor open rates (13-18%) and click-through rates (1.5-2%).
   • Consider traffic and response metrics.

Writing and Formatting Tips

• Write in first and second person to personalize communication.
• Use segmenting to tailor content to different audience groups (donors, program participants).

Simplifying Content

• Focus on sending high-quality content more frequently.
• Avoid clutter; ensure newsletters are mobile-friendly.
• Use micro-content effectively (from line, subject line, headings).

Examples of Effective Newsletters

• Case study of Grist and St. Jude’s: streamlined, mobile-friendly design.
• Consider single-column layouts for clarity.

Planning and Integration

• Use editorial calendars to organize and plan content.
• Integrate newsletters with social media for broader reach and engagement.

Final Tips

• Simplify and focus content to avoid overwhelming readers.
• Develop a new strategy if necessary and stay reader-focused.

Conclusion

• Emphasize the need for strategic planning in creating newsletters.
• Encourage continuous improvement and experimentation with content and formats.
• Provide contact information for further questions and continued engagement on social media.