We all realize how important it is to keep in touch with Non Profit stakeholders, and a newsletter is one of the most popular methods of doing this. Here are some ideas for how to maximize the impact of your newsletter.
1. Prioritize Value Over Quantity
Newsletters are an excellent way for Non-Profits to build relationships with supporters, especially donors. If done well, your newsletter can even help your organization raise money. But for that to happen, you must have content to put into your newsletter.
Your newsletter’s content is significant, and it’s in your organization’s best interest to ensure it’s good. This might mean supplementing “traditional” newsletter content (like a letter from your Executive Director updating you on what’s going on) with content that interests and motivates your audience to do something.
Instead of shooting for a set formula each time, ask yourself these questions as you brainstorm non-profit newsletter ideas:
- Does this newsletter offer something of value? Did we include content that’s either new and interesting or helpful and actionable?
- Did we provide enough information that readers can (and will be motivated to) take the next step in our marketing funnel?
- Have we fulfilled the promise we made to people when asking for them to sign up to receive our newsletter? For example: sharing the latest news and ways to get involved
It’s a great idea to connect with your organization’s community by commenting on any current issues or news that might be happening, and that could be related to your organization’s cause.
Here’s a recent example:
Our non-profit organization is committed to helping low-income families in our community. We were very disheartened to read about the recent cuts to food assistance programs in the news. These cuts will hurt our most vulnerable neighbors and make it even harder for them to make ends meet. We will be redoubling our efforts to help those affected by these cuts and we urge our elected officials to do the same.
If your organization is trying to achieve similar goals as the news, making a newsletter commenting on the news could be beneficial.
2. Share An Impact Story
An effective way to make your newsletter more appealing to donors is to use storytelling. By sharing an impact story, you can show donors how their contributions have made a difference. This will help build trust and loyalty, which are essential for a successful fundraising campaign.
You can keep your subscribers engaged with your non-profit’s work by sharing recent stories of impact. Write about your non-profit’s most recent successes in a way that will inspire your readers. Focus on the most exciting parts of the story, and provide links to your website for readers who want to find out more.
After writing the stories, take a step back and try to read them from an outside perspective. For example, consider if you care about the people and organization in the story and if you have an emotional connection to them.
It is valuable to create content that reports on what your organization did to help and what the long-term impact was.
3. Interview A Donor
If you want to raise money through your newsletters, share a short interview with a donor. This will show social proof that reinforces people’s decisions to donate. You could ask a couple of questions and publish the donor’s answers.
You could call this content feature something like “Donors with Heart” or “3 Questions with [Donor Name].”
4. Interview A Local Influencer Who Is Passionate About Your Work To Get To Know Them Better
If your organization wants to be more networked within your local community, consider interviewing a local influencer who has an interest in your organization or cause. This is a way to feature someone whose opinions might interest your audience.
5. Share Curated Resources
Your organization is more “in the know” about your cause than your audience might be. But they may be interested in learning more if they receive your newsletter. Consider curating a valuable resource for them each month. For instance, a non-profit housing society might want to send readers a resource about spring cleaning. Or a humane society may want to send readers an interesting resource about pet care.
You don’t need to write all the content in a non-profit newsletter. Content curation can be very useful.
Your followers see you as an expert on the subject, so adding articles from external sources that you think would be beneficial for them to read shows that you are constantly trying to help them grow in their knowledge. By writing a short introduction to the article, you let them know your thoughts on how it could help improve understanding of non-profit organizations as a whole or their specific one.
6. Find A Pop Culture Tie-In
One way non-profits can make their content more relevant and interesting to readers is by finding a way to tie it into pop culture. This can be done by using movie releases, viral posts or articles, award show moments, or social media trends as inspiration for content.
7. Share A Recent Media Hit
If your organization has recently been featured in the media, use the opportunity by linking to the article or broadcast. This will allow your readers to see the organization mentioned or interviewed.
You can post articles from around the web on your website and news articles (including audio and video pieces) that focus on your organization or cause. If you believe the part deserves explanation or praise, add a short note about your reaction to the story and what it means for the work of your non-profit.
8. Re-Share Your Best Social Media Content
I encourage organizations to think about how they can leverage the content they’ve already shared on social media.
I recommend you look through your old social media posts and pick the ones that were more engaging and rich in valuable content. Then, backlink to those posts or repost them. Chances are, your newsletter readers may not have seen such wonderful posts!
9. Be Kitschy – Personify Inanimate Objects
The Twitter account for Sue the T. Rex is one of my favorites to follow. They’re a great example of using kitsch to stand out and have a unique voice. If your non-profit has a recognizable object or mascot, use it occasionally to help with branding.
The Salvation Army’s mascot is a prime example of how helpful a mascot can be for non-profit organizations in fundraising efforts.