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.
  • E Newsletters for non-profits

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