Stop Interrupting Your
Supporters and Start
Attracting Them!

Kivi Leroux Miller @kivilm
Nonprofit Marketing Guide.com
Con...
SERIOUSLY?
It’s newsletter
time again
already?
Most nonprofit comm is like this

Interrupting . . .
When it should be like this

versus Attracting
What is Content Marketing?
Content marketing for
nonprofits is creating and
sharing relevant and
valuable content that
att...
Or simply put . . .
Communicating great stuff
that attracts people to you,
rather than interrupting them
with what you des...
Aren’t we already doing that?
Goals are too vague . . .

April 2013, 600+ nonprofit participants in online survey
at NonprofitMarketingGuide.com
Yet Newsletters Take a Lot of Time
So how do we
turn this around?

4 Simple Steps
1
Set the Right Goal
for Your Newsletter
Newsletter Format

≠
“General Public”
Communications
Better Goals:
Solidifying Relationships and
Building Trust
•
•
•

Making Supporters Feel Good
Helping Participants Do More...
2
Write it for a
Specific Group of
People
It’s Really About Them,
Not You
Think of Your Newsletter as a Gift . . .
There are good gift
givers . . . and bad
gift givers.

What kind of gifter
are you?
The Good Gifts . . .
The Word “You” – It’s all about them!
Timely, Specific
Results They
Helped Produced
Great, Dramatic S...
The Bad Gifts . . .
To-do list narratives
Too many topics, angles
Processes
Long series of events
Emphasis on organization...
Consider Segmenting
Gives people what
they really want.
Segment by:
•
•
•
•

Geography
Personal/Professional
Interests/Pro...
3
Promise
and
Deliver
Write directly to
your reader,
as one person to
another
Tell more “post hole” stories.
flickr.com/photos/andrewkelsall/4288654496
.flickr.com/photos/49385074@N08/4521436562

Build Anticipation!
“Spine care” raised $5,000.
“Zawadi” raised $50,000.

Ten fold increase from
one edition of the
newsletter to the next,
si...
Thank you, Jeff Brooks, for the example.
A Good Donor Newsletter Format . . .
Single focus,
plus more
newsy content.
A Good “Newsy” E-Newsletter Format . . .
A Good “Member” Newsletter Format . . .
4
Make it
Easy to Read
and Absorb
Sticky Microcontent is Essential

•
•
•
•
•

From Line
Subject Line
Headings
Subheadings
Bolded and Linked
Text
• Call to ...
How Often?
Quarterly distribution of print newsletters is
most popular (40% of those publishing a print
newsletter), follo...
How Long?
The most popular length for a print newsletter is
four pages (33% of those publishing a print
newsletter), follo...
Send Fewer Words, More Often
Think Cocktail Party Grazing,
Not Seven-Course Meal
“Uh-Oh . . .
We’ve been
talking about
making it longer
and doing it less
often”
“But what
about all
those long
lists of
supporters
and
thankyou’s?”
Ready to Start Attracting and Stop
Interrupting with Your Newsletter?
Kivi Leroux Miller
@kivilm
Fb.com/nonprofitmarketingguide
Fb.com/contentmarketingfornonprofits
kivi@ecoscribe.com

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A New Approach to Nonprofit Newsletters: Stop Interrupting Your Supporters and Start Attracting Them

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Kivi Leroux Miller, President, NonprofitMarketingGuide.com
You work so hard on your newsletter, and you really want people to read it! But most nonprofit newsletters are (let’s be honest . . .) boring and self-centered. Kivi will share tips on creating newsletters that your supporters actually look forward to receiving.

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Transcript of "A New Approach to Nonprofit Newsletters: Stop Interrupting Your Supporters and Start Attracting Them"

  1. 1. Stop Interrupting Your Supporters and Start Attracting Them! Kivi Leroux Miller @kivilm Nonprofit Marketing Guide.com Content Marketing for Nonprofits.com www.flickr.com/photos/oskay/254588221 A New Approach to Nonprofit Newsletters
  2. 2. SERIOUSLY? It’s newsletter time again already?
  3. 3. Most nonprofit comm is like this Interrupting . . .
  4. 4. When it should be like this versus Attracting
  5. 5. What is Content Marketing? Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages and inspires your participants, supporters, and influencers to help you achieve your mission.
  6. 6. Or simply put . . . Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.
  7. 7. Aren’t we already doing that?
  8. 8. Goals are too vague . . . April 2013, 600+ nonprofit participants in online survey at NonprofitMarketingGuide.com
  9. 9. Yet Newsletters Take a Lot of Time
  10. 10. So how do we turn this around? 4 Simple Steps
  11. 11. 1 Set the Right Goal for Your Newsletter
  12. 12. Newsletter Format ≠ “General Public” Communications
  13. 13. Better Goals: Solidifying Relationships and Building Trust • • • Making Supporters Feel Good Helping Participants Do More, Do Better, Educate Themselves Improving Your Reputation with Influencers
  14. 14. 2 Write it for a Specific Group of People
  15. 15. It’s Really About Them, Not You
  16. 16. Think of Your Newsletter as a Gift . . .
  17. 17. There are good gift givers . . . and bad gift givers. What kind of gifter are you?
  18. 18. The Good Gifts . . . The Word “You” – It’s all about them! Timely, Specific Results They Helped Produced Great, Dramatic Stories about Specific People How-to Articles
  19. 19. The Bad Gifts . . . To-do list narratives Too many topics, angles Processes Long series of events Emphasis on organizations, not people
  20. 20. Consider Segmenting Gives people what they really want. Segment by: • • • • Geography Personal/Professional Interests/Programs Frequency
  21. 21. 3 Promise and Deliver
  22. 22. Write directly to your reader, as one person to another
  23. 23. Tell more “post hole” stories. flickr.com/photos/andrewkelsall/4288654496
  24. 24. .flickr.com/photos/49385074@N08/4521436562 Build Anticipation!
  25. 25. “Spine care” raised $5,000. “Zawadi” raised $50,000. Ten fold increase from one edition of the newsletter to the next, simply by switching from corporate storytelling to donor-centered storytelling. Thank you, Tom Ahern, for the example.
  26. 26. Thank you, Jeff Brooks, for the example.
  27. 27. A Good Donor Newsletter Format . . .
  28. 28. Single focus, plus more newsy content.
  29. 29. A Good “Newsy” E-Newsletter Format . . .
  30. 30. A Good “Member” Newsletter Format . . .
  31. 31. 4 Make it Easy to Read and Absorb
  32. 32. Sticky Microcontent is Essential • • • • • From Line Subject Line Headings Subheadings Bolded and Linked Text • Call to Action
  33. 33. How Often? Quarterly distribution of print newsletters is most popular (40% of those publishing a print newsletter), followed by twice a year (33%). 66% of nonprofits that send email newsletters do so at least monthly (8% weekly, 11% twice a month, 47% monthly) August 2012 Survey of 419 Nonprofits by NonprofitMarketingGuide.com
  34. 34. How Long? The most popular length for a print newsletter is four pages (33% of those publishing a print newsletter), followed by eight pages (23%). The most popular format for a nonprofit enewsletter is one main article, with teaser summaries and links to other articles (38% of nonprofits publishing an email newsletter). August 2012 Survey of 419 Nonprofits by NonprofitMarketingGuide.com
  35. 35. Send Fewer Words, More Often
  36. 36. Think Cocktail Party Grazing, Not Seven-Course Meal
  37. 37. “Uh-Oh . . . We’ve been talking about making it longer and doing it less often”
  38. 38. “But what about all those long lists of supporters and thankyou’s?”
  39. 39. Ready to Start Attracting and Stop Interrupting with Your Newsletter?
  40. 40. Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits kivi@ecoscribe.com Available here today, 25% off and signed!

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