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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A New Approach to Nonprofit Newsletters: Stop Interrupting Your Supporters and Start Attracting Them
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
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. Or simply put . . .
Communicating great stuff
that attracts people to you,
rather than interrupting them
with what you desperately
want them to read.
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
17. There are good gift
givers . . . and bad
gift givers.
What kind of gifter
are you?
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. The Bad Gifts . . .
To-do list narratives
Too many topics, angles
Processes
Long series of events
Emphasis on organizations,
not people
20. Consider Segmenting
Gives people what
they really want.
Segment by:
•
•
•
•
Geography
Personal/Professional
Interests/Programs
Frequency
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.
32. Sticky Microcontent is Essential
•
•
•
•
•
From Line
Subject Line
Headings
Subheadings
Bolded and Linked
Text
• Call to Action
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. 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