All About E-Newsletters

If you’ve ever been behind-the-scenes writing, designing, editing, or publishing an email newsletter, you know it’s a task that demands significant time, effort, and creativity. But there’s a reason that almost 70% of nonprofits worldwide choose to regularly send email newsletters: they work![1] E-newsletters are arguably the most cost-effective way to connect with your donors and larger community. Think of an e-newsletter as a window into your organization—a reminder of its mission, needs, and achievements. Below we explore e-newsletters as a nimble marketing tool, but one that is not one-size-fits-all. From format to frequency and all aspects in between, your e-newsletter strategy should be suited to your organization’s specific needs and capabilities. 

Format and Content. Both aesthetically and structurally, each e-newsletter should be roughly consistent. Settle on a format that feels personal and informative. Think about what buckets of information are important to share regularly. Here are a few to get you started: 

  • Note from Executive Director

  • Program outcomes / data points

  • Client / program success stories

  • Event announcements

  • Volunteer opportunities

  • Links to new video media

  • Education about relevant Issues

  • Thank you / letter of appreciation

  • Seasonal/holiday acknowledgment (i.e., Mental Health Awareness Month)

Less is more. To keep your newsletter approachable, choose a simple, no-frills design and be selective about what content you include. You will likely not be able to share all the updates you want or need to. 

Frequency. Decide on a publication schedule that is realistic for your staff to achieve. Newsletters do not have to go out monthly. A quarterly or every-other-month rhythm may be more doable for smaller organizations. A less frequent newsletter that is consistently sent on-time is a stronger reflection of your organization than an ambitiously scheduled newsletter that arrives late or sometimes not at all. 

Linking. Throughout the body of the email, include links to your website, event pages, social media, etc. Create a place for your published e-newsletters to live on your website, for instance on a “News” page. An archive of past newsletters boosts search engine optimization (SEO) and is a helpful reference for people exploring your website. Make sure your website features a form to subscribe to your email newsletters—preferably as a footer on every page. 

Compliance Laws. Familiarize yourself with the Federal Trade Commission’s CAN-SPAM Act, which sets out commercial emailing rules and regulations. Perhaps most notably, all individuals on your email list must have either implicitly or explicitly granted permission for you to email them. In all emails you must include information on how to opt out, and when individuals opt out, they must be removed from your list promptly. Email marketing services, such as MailChimp and Constant Contact, make complying with these requirements easy. For instance, most services automatically remove individuals who opt out of your list. 

E-newsletters can be a powerful tool for organizations of all sizes. If you’re interested in learning more about Aurora Grants’ communication and marketing services, drop us a line! 

  


[1] https://www.nptechforgood.com/2021/06/01/data-11-must-know-stats-about-how-nonprofits-use-email-for-digital-marketing-and-fundraising/

Sarah Seifert