I apologize for coining a silly word but hopefully it helps us all remember that for small organizations a newsletter has to be multi-purpose and truly useful in many different ways.
What Can Your Use-Letter Do For You?
- Share exciting news that is about to happen
- Share exciting news that happened recently
- Publish photos of the people who are helping you meet your mission
- Invite people to programs
- Provide a lasting calendar of events
- Offer interesting articles on subjects related to your misson
- Recruit volunteers
- Thank supporting foundations, sponsors, volunteers and outstanding staff
- Ask people to help you with some of the following:
- A Wish List for in-kind donations - Camera, Chairs, Scanner etc.
- Planned Giving - "Remember us in your estate plan."
- Membership - with a clip and send coupon
- Annual Appeal - for anyone who gets the newsletter but not the solicitation letter
- Sponsor an event
- Invites to special events
Mix It Up
A long time ago a wonderful board member felt it necessary to warn me that our newsletter was asking people for money in three different places. To him that was a bad thing. To me, it's just about right.
If all a newsletter did was ask for things, then it wouldn't be a newsletter it would be a solicitation letter - and many people would toss it in the trash. But if you can blend two or three requests with lots of great photos, invitations (that don't involve money), and interesting stories, your audience will read the newsletter from cover to cover - solicitations and all.
Use-Letter Dos
A few rules to keep in mind for a useful newsletter that people will actually read...
- Font no smaller than 11 pt
- Articles in columns - like a newspaper
- At least one interesting photo or graphic on every page
- - -- Not every photo will reproduce well - try it on your copy machine first.
- ---Not every photo is interesting - ask someone who will really tell you the truth - spouse - child - parent.
- An opportunity to become a member/supporter in every issue
- White space
- Photo captions that convey important messages
- ---This may be all that anyone reads.
- Attention grabbing headlines and subheads that tell the stories in a nutshell
- ---Most people really won't read the whole article.
Proof Positive
Finally send a pdf of your draft newsletter to your board and anyone mentioned in the newsletter before you go to press. It is far more useful, and team-building, to have their corrections, comments, complaints while you still have time to make changes.
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