E Newsletters for non-profits

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  • In its July 2003 issue, Business 2.0 published results of a survey of consumer attitudes toward media types.

Transcript

  • 1. Electronic Newsletters for Non-Profits
    Stan Skrabut
  • 2. Individuals both within and external to your organization want to keep informed.
  • 3. You have information to share that will connect them to your organization needs.
  • 4. You need an efficient and cost effective means for informing interested individuals.
  • 5. You want to develop a means that is easy to create, cost effective, and engaging.
  • 6. I am going to show you the benefits of an e-newsletter.
  • 7. There are a number of benefits for using an e-newsletter; however, we will focus on cost, return on investment, and ease of use.
  • 8. First, I will discuss the cost savings you can achieve with an e-newsletter.
  • 9. Clients report cost savings of 70-90 % in reduced annual newsletter costs.
  • 10. You can create and distribute countless e-newsletters for less than $200 per year.
  • 11. Because an e-newsletter is easy to produce, you have flexibility in production times.
  • 12. With an e-newsletter, it is easier to measure return on investment (ROI).
  • 13. You can track readers as they move from your e-newsletter to your Web site.
  • 14. You can encourage your followers to react to an issue and measure results.
  • 15. By tracking follower interests, you can tailor your newsletter better to their needs.
  • 16. Because of e-newsletter attributes, you can easily communicate more often.
  • 17. E-mail newsletters ranked number 3 as the most trustworthy and the least annoying.
  • 18. You will have a larger distribution because of a viral effect caused by your followers.
  • 19. You will be able to increase the frequency of distribution.
  • 20. When creating an e-newsletter, you want to keep the following items in mind: essential points, consistency, and essential components.
  • 21. In development, keep in mind your content, privacy of followers, and functionality.
  • 22. Followers want to use their time wisely, only include useful, relevant, unique content.
  • 23. Reassure your readers that their privacy will be maintained and they can easily opt-out.
  • 24. Test your newsletter every time you send it to ensure everything functions properly.
  • 25. Maintain a strong level of consistency so followers will become comfortable.
  • 26. Use consistent themes, features, and delivery dates to keep followers on track.
    Consistent
    Themes
    Features
    Delivery
  • 27. You will get support from your staff if you involve them in creation of the newsletter.
  • 28. Your followers are busy therefore keep your newsletter simple and brief – scannable.
  • 29. You want to develop an e-newsletter that creates a followership.
  • 30. You should provide your readers with an event schedule or calendar.
  • 31. Create opportunities for readers to get more information at your Web site.
  • 32. You should encourage your readers to provide feedback on articles and features.
  • 33. Once you have an e-newsletter in hand, you need work on distributing it.
  • 34. First, you need to develop a subscription base.
  • 35. Make it as easy as possible to sign up; only ask for an email address.
  • 36. Provide useful giveaways for followers of your newsletter; everyone likes to get something useful for free.
  • 37. During events, ask participants if you can sign them up for your newsletter.
  • 38. Ensure links to your newsletter are on all of your existing sites and outgoing messages.
  • 39. You need to ensure your newsletter sign-up is displayed on all pages of your Web site.
  • 40. You also need to provide prominent links on your other social media sites.
  • 41. Provide a place on your Web site where readers can find newsletter archives.
  • 42. You should work on viral marketing.
  • 43. Encourage members to pass on issues of your newsletter – make it easy.
  • 44. Encourage reuse of articles as long as they give credit and point back to your newsletter.
  • 45. Use social media tools like blogs, forums, newsgroups to promote your newsletter.
  • 46. You want to develop a means that is easy to create, cost effective, and engaging.
  • 47. Electronic Newsletters for Non-Profits
    Stan Skrabut