How To Keep Your Newsletter Out Of The Recycling Bin

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More than 75% of donors want newsletters from the organizations they support. In fact, they are the one of the most valuable donor relations you have for keeping supporters connected to your work.
Yet, surveys show that donors aren’t reading them. Why? Because a compelling newsletter is hard to find.
Come hear what makes a great newsletter and how to avoid the most common mistakes.
In this session, we’ll cover:
* How to make your newsletter “donor centered”
* What counts as news and what doesn’t
* The importance of headlines
* What your designer probably doesn’t know about design
* And more…
You’ll leave with concrete strategies for decreasing the odds that your newsletter will go straight from the mailbox to the recycling bin.

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  • Did you find this presentation helpful and would like to see more of our sessions? Feel free to register for any of our upcoming NonprofitWebinars sessions here: http://nonprofitwebinars.com/webinars/

    Also, we invite you to watch the video for this session here:
    http://www.slideshare.net/NonprofitWebinars/how-to-keep-your-newsletter-out-of-the-recycling-bin-video
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  • Our presenter provided some great examples of good newsletters to go with this presentation. Find them here:
    http://www.slideshare.net/NonprofitWebinars/how-to-keep-your-newsletter-out-of-the-recycling-bin-samples-of-good-newsletters
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How To Keep Your Newsletter Out Of The Recycling Bin

  1. 1. How to Keep Your Newsletter Out of the Recycling Bin Tina Cincotti Founder of Funding Change Training & Consulting Sept. 8, 2010 | Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  2. 2. How This Webinar Works • Slides and recording will be sent out post event and will be available at www.nonprofitwebinars.com/downloads • If you’d like to ask a question during the webinar, you can type it in the little box on the right side of your screen • Chat with us on twitter using the hashtag -- #npweb
  3. 3. Upcoming Webinars Next Wednesday’s Webinars: Cultivating Stakeholders: Inclusiveness as a Planning Strategy @ 1pm eastern Planned Giving Strategies that Work @ 2:30 www.NonprofitWebinars.com for a complete list
  4. 4. How to Keep Your Newsletter Out of the Recycling Bin Tina Cincotti Founder of Funding Change Training & Consulting Sept. 8, 2010 | Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  5. 5. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  6. 6. Today’s Speaker Tina Cincotti Founder, Funding Change Training & Consulting Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: Chris Dumas, FirstGiving
  7. 7. What your newsletter is not…
  8. 8. The cold, hard truth… Nonprofit newsletters need improvement. Nonprofit newsletters should be better. Nonprofit newsletters could be more effective. Nonprofit newsletters aren’t so good. Nonprofit newsletters need some serious help. Nonprofit newsletters…umm… SUCK.
  9. 9. What your newsletter is…
  10. 10. Before we continue… Let’s get a few things out of the way: • e-news vs. paper? • length & frequency? • self-mailer or not? • include gift envelope?
  11. 11. The Seven Deadly Sins of Nonprofit Newsletters
  12. 12. 7 Deadly Sins of Newsletters #1 – There is no actual “news” in your newsletter.
  13. 13. Real news looks like this…
  14. 14. 7 Deadly Sins of Newsletters #2 – It’s all about you. Your donors are nowhere to be found!
  15. 15. Here are some donors…
  16. 16. 7 Deadly Sins of Newsletters #3 – The word “you” is used rarely, if at all.
  17. 17. This is how you use the word you…
  18. 18. 7 Deadly Sins of Newsletters #4 – You don’t tell stories and everything is written in an “institutional voice.”
  19. 19. Let me tell you a story…
  20. 20. 7 Deadly Sins of Newsletters #5 – Your headlines are meaningless.
  21. 21. The headlines coming up tell the whole story…
  22. 22. 7 Deadly Sins of Newsletters #6 – It’s not written and designed to be skimmed.
  23. 23. How fast can you get the point of these?
  24. 24. 7 Deadly Sins of Newsletters #7 – Best practices for “readability” are totally ignored.
  25. 25. Colin Wheildon, Type & Layout: How typography and design can get your message across -- or get in the way Design Choice How Easy is it to Comprehend? Article in black ink on white paper Good: 70% Fair: 19% Poor: 11% Article in black ink on pale blue Good: 38% Fair: 19% Poor: 43% paper Article in purple ink on white paper Good: 51% Fair: 13% Poor: 36% Article in white ink on black Good: 0% Fair: 12% Poor: 88% background Article in serif type Good: 67% Fair: 19% Poor: 14% Article in sans serif type Good: 12% Fair: 23% Poor: 65% Headlines in black Good: 67% Fair: 19% Poor: 14% Headlines in dark color ink – Good: 52% Fair: 28% Poor: 20% purple, green Headline in bright color ink – Good: 17% Fair: 18% Poor: 65% orange, red
  26. 26. Here are some that are easier on the eyes…
  27. 27. Remember… 1. News is the first word in NEWSletter. 2. Make your donors the hero. 3. “You” is your most powerful word. 4. Tell stories. 5. Headlines should summarize the articles. 6. Prepare to be skimmed, not read. 7. Make it easy on the eyes.
  28. 28. Questions? Submit your questions using the questions box.
  29. 29. Thank you! Want more advice? Sign up for my FREE e-newsletter… Subscribe at www.fundingchangeconsulting.com
  30. 30. Upcoming Webinars Register at NonprofitWebinars.com Date Topic 9/15: 1pm ET Cultivating Stakeholders: Inclusiveness as a Planning Strategy 9/15: 2:30 ET Planned Giving Strategies that Work 9/22: 1pm ET Ten Questions to Ask Before Hiring a Nonprofit Consultant 9/22: 2:30 ET Big Brand Impact On A Small Brand Budget 9/29: 1pm ET Peeling Back The Covers On Your Finance Organization 9/29: 2:30 ET Finding The Perfect Donor Database In An Imperfect World 10/6: 1pm ET Common Pitfalls in Recruiting, and How to Avoid Them!
  31. 31. Thank you! Please complete the post event survey. Chris Dumas, Chris@NonprofitWebinars.com, 707-812-1234 Special Thanks To Our Sponsors

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