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A New Approach to Nonprofit Newsletters: Stop Interrupting Your Supporters and Start Attracting Them
The document provides a guide for nonprofits on how to improve their newsletters by shifting from interruptive communication to content marketing that attracts and engages supporters. It outlines four key steps: setting specific goals, tailoring content for the audience, delivering on promises with engaging storytelling, and ensuring readability. Additionally, it emphasizes the importance of concise, relevant content delivered frequently, rather than long, infrequent newsletters.
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A New Approach to Nonprofit Newsletters: Stop Interrupting Your Supporters and Start Attracting Them
- 1. Stop Interrupting Your Supportersand 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.
- 3. Most nonprofit commis like this Interrupting . . .
- 4. When it shouldbe like this versus Attracting
- 5. What is ContentMarketing? 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.
- 7. Aren’t we alreadydoing that?
- 8. Goals are toovague . . . April 2013, 600+ nonprofit participants in online survey at NonprofitMarketingGuide.com
- 9. Yet Newsletters Takea Lot of Time
- 10. So how dowe turn this around? 4 Simple Steps
- 11. 1 Set the RightGoal for Your Newsletter
- 12.
- 13. Better Goals: Solidifying Relationshipsand Building Trust • • • Making Supporters Feel Good Helping Participants Do More, Do Better, Educate Themselves Improving Your Reputation with Influencers
- 14. 2 Write it fora Specific Group of People
- 15. It’s Really AboutThem, Not You
- 16. Think of YourNewsletter as a Gift . . .
- 17. There are goodgift 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 peoplewhat they really want. Segment by: • • • • Geography Personal/Professional Interests/Programs Frequency
- 21.
- 22. Write directly to yourreader, as one person to another
- 23. Tell more “posthole” stories. flickr.com/photos/andrewkelsall/4288654496
- 24.
- 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. Thank you, JeffBrooks, for the example.
- 27. A Good DonorNewsletter Format . . .
- 28. Single focus, plus more newsycontent.
- 29. A Good “Newsy”E-Newsletter Format . . .
- 30. A Good “Member”Newsletter Format . . .
- 31. 4 Make it Easy toRead and Absorb
- 32. Sticky Microcontent isEssential • • • • • From Line Subject Line Headings Subheadings Bolded and Linked Text • Call to Action
- 33. How Often? Quarterly distributionof 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 mostpopular 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. Send Fewer Words,More Often
- 36. Think Cocktail PartyGrazing, Not Seven-Course Meal
- 37. “Uh-Oh . .. We’ve been talking about making it longer and doing it less often”
- 38. “But what about all thoselong lists of supporters and thankyou’s?”
- 39. Ready to StartAttracting and Stop Interrupting with Your Newsletter?
- 40. Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits kivi@ecoscribe.com Availablehere today, 25% off and signed!