Newsletters are the one of the most valuable tools you have for keeping donors connected to your work and for showing them the impact of their support. Yet, surveys show that donors aren’t reading them. Why? Because a good newsletter is hard to find. Come hear what makes a newsletter compelling to your supporters, and how to avoid the most common mistakes. You’ll leave with concrete strategies you can put to work right away!

1. Nonprofit Newsletter Reality Check
Tina Cincotti
A Service
Of: Sponsored by:

2. Affordable collaborative data
management in the cloud.
A Service
Of: Sponsored by:

3. Today’s Speaker
Tina Cincotti
Owner & Principal Consultant,
Funding Change Training & Consulting Hosting:
Assisting with chat questions:
April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership
A Service
Of: Sponsored by:

4. Nonprofit Newsletter Reality
Check: The Good, the Bad &
the Ugly
www.NonprofitWebinars.com -- June 15, 2011
Presented by:
Tina Cincotti,
Founder of
Funding Change

5. The Game Plan for Today…

6. We ’re goin g to talk ab ou t…

7. POP QUIZ!
Which of the following
should be included in
your newsletter?
Select as many answers
as you like…

8. Reality Checks for All Newsletters

9. Reality
Check #1

16. Reality Check #2

22. Reality
Check
#3

29. Reality
Check #4

36. Time for a break…
Who’s got
questions?

37. Reality
Check #5

46. Omit
unnecessary
words.

47. Headline Formulas from Copyblogger
• Who else wants to _________?
• The Secret of ___________
• Little-Known Ways to _________
• Now You Can ___________
• What Every _____ Needs to Know about ____
• How _______ Made Me _______
• You Don’t Have to ________ to _______
• ____________: One Year Later
• Top Ten Reasons Why __________

48. Reality
Check
#6

58. Compare these…

59. Readability Stats in MS Word

60. Readability Stats in MS Word
Aim for reading
ease of 60-70
Aim for grade
level of 7-8

61. Reality
Check #7

62. Can
I
read
it?

69. For Print For Electronic
• Serif font – Times, • Sans serif font – Arial,
Garamond, Georgia Verdana, Tahoma
• Black text, white background
• Black text, white
• Line breaks between
background
paragraphs
• Short paragraphs • Short paragraphs
• Use bullets to break up • Use bullets to break up text
text • Lots of white space
• Lots of white space • Only underline links
• Matte/flat/uncoated • Make links different color
paper (not glossy) • Avoid all caps, crazy
punctuation
• At least 12 point font size
• At least 12 point font size

70. Serif
Print…

71. Electronic

72. For Print For Electronic
• Serif font – Times, • Sans serif font – Arial,
Garamond, Georgia Verdana, Tahoma
• Black text, white background
• Black text, white
• Line breaks between
background
paragraphs
• Short paragraphs • Short paragraphs
• Use bullets to break up • Use bullets to break up text
text • Lots of white space
• Lots of white space • Only underline links
• Matte/flat/uncoated • Make links different color
paper (not glossy) • Avoid all caps, crazy
punctuation
• At least 12 point font size
• At least 12 point font size

80. Time for a break…
Who’s got
questions?

81. Pa p e r N e w s l e tte r s

82. Special rules…
• Send it in an envelope, not self-mailer
• Include envelope teaser (“Your personal
update inside…”)
• Length: Shorter all the time, 2-4 pages
• Frequency: Often enough that stories
are recent (aka – news!!)
• Gift envelope or not?
• Promote e-news

83. e - N e w s l e tte rs

84. Special rules…
• Write for preview pane & no image view

87. Special rules…
• Write for preview pane & no image view
• “From” field should be real person
• For longer articles, give link for full text
• Send shorter issues more often
• Donation link or not?
• Link to website early in email
• Include “forward” & “subscribe” options
• Analyze open rates, click-throughs, etc

88. The All-Important Subject Line
• Short: 40 Good Subject Lines:
characters with • Top 10 Tips for Voters
spaces • Breaking News: Update in Prop
• Focus on just 8 Case
one thing • How to Stop Animal Abuse
Bad Subject Lines:
• Be direct,
• Making It Happen
urgent, spunky
• The (org name) Newsletter
• Cute and
• State of the Sector, Legislative
unclear is bad Update, Pioneer Valley

89. Tips for Spicing Up Subject Lines
• Use the word “you” or “your”
• Use the word “my”
• Use a number (5 Ways to…, Top 10…)
• Start with “How to…”
• Add a deadline (Last Chance to…, 4 hours
left to…)
• Ask a question
• Make it timely (Breaking news…)

90. Remember…
1. News is the first word in NEWSletter.
2. Make your donors the hero.
3. “You” is your most powerful word.
4. Tell stories.
5. Headlines/subject lines should be given as
much thought as the articles.
6. Prepare to be skimmed, not read.
7. Make it easy on the eyes.

91. The rest of the time is yours…
Who’s got
questions?

92. Want more free fundraising advice?
Sign up for my monthly e-newsletter…
Subscribe and see past issues at
www.fundingchangeconsulting.com

93. Thank you for spending your valuable
time with me today!
Please stay in touch. -- Tina
617-477-4505
tina@fundingchangeconsulting.com
TinaFCC on Twitter

94. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
A Service
Of: Sponsored by: