How To Keep Your Newsletter Out Of The Recycling Bin
description
Transcript of How To Keep Your Newsletter Out Of The Recycling Bin
![Page 1: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/1.jpg)
How to Keep Your Newsletter Out
of the Recycling Bin
Tina Cincotti
Founder of Funding Change Training & ConsultingFounder of Funding Change Training & Consulting
Sept. 8, 2010 | Use Twitter Hashtag #npweb
Special Thanks To Our Sponsors
![Page 2: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/2.jpg)
How This Webinar Works
• Slides and recording will be sent out post event and will be
available at www.nonprofitwebinars.com/downloads
• If you’d like to ask a question during the webinar, you can type • If you’d like to ask a question during the webinar, you can type
it in the little box on the right side of your screen
• Chat with us on twitter using the hashtag -- #npweb
![Page 3: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/3.jpg)
Upcoming Webinars
Next Wednesday’s Webinars:
� Cultivating Stakeholders: Inclusiveness as a Planning Strategy @ 1pm eastern
�
Planning Strategy @ 1pm eastern
� Planned Giving Strategies that Work @ 2:30
www.NonprofitWebinars.com for a complete list
![Page 4: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/4.jpg)
How to Keep Your Newsletter Out
of the Recycling Bin
Tina Cincotti
Founder of Funding Change Training & ConsultingFounder of Funding Change Training & Consulting
Sept. 8, 2010 | Use Twitter Hashtag #npweb
Special Thanks To Our Sponsors
![Page 5: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/5.jpg)
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
A Proud Sponsor of NonprofitWebinars.com
![Page 6: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/6.jpg)
Today’s Speaker
Tina CincottiFounder, Funding Change Training & Consulting
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: Chris Dumas, FirstGiving
![Page 7: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/7.jpg)
What your
newsletter is not…newsletter is not…
![Page 8: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/8.jpg)
The cold, hard truth…
Nonprofit newsletters need improvement.
Nonprofit newsletters should be better.
Nonprofit newsletters could be more
effective.effective.
Nonprofit newsletters aren’t so good.
Nonprofit newsletters need some serious
help.
Nonprofit newsletters…umm… SUCK.
![Page 9: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/9.jpg)
What your
newsletter is…newsletter is…
![Page 10: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/10.jpg)
Before we continue…
Let’s get a few things out of the way:
• e-news vs. paper?• e-news vs. paper?
• length & frequency?
• self-mailer or not?
• include gift envelope?
![Page 11: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/11.jpg)
The Seven Deadly Sins
of Nonprofit
NewslettersNewsletters
![Page 12: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/12.jpg)
7 Deadly Sins of Newsletters
#1 – There is no actual
“news” in your newsletter.“news” in your newsletter.
![Page 13: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/13.jpg)
Real news looks like this…
![Page 14: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/14.jpg)
7 Deadly Sins of Newsletters
#2 – It’s all about you. Your
donors are nowhere to be donors are nowhere to be
found!
![Page 15: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/15.jpg)
Here are some donors…
![Page 16: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/16.jpg)
7 Deadly Sins of Newsletters
#3 – The word “you” is used
rarely, if at all.rarely, if at all.
![Page 17: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/17.jpg)
This is how you use the
word you…word you…
![Page 18: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/18.jpg)
7 Deadly Sins of Newsletters
#4 – You don’t tell stories
and everything is written in and everything is written in
an “institutional voice.”
![Page 19: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/19.jpg)
Let me tell you a story…
![Page 20: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/20.jpg)
7 Deadly Sins of Newsletters
#5 – Your headlines are #5 – Your headlines are
meaningless.
![Page 21: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/21.jpg)
The headlines coming up
tell the whole story…tell the whole story…
![Page 22: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/22.jpg)
7 Deadly Sins of Newsletters
#6 – It’s not written and
designed to be skimmed.
![Page 23: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/23.jpg)
How fast can you get the
point of these?point of these?
![Page 24: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/24.jpg)
7 Deadly Sins of Newsletters
#7 – Best practices for
“readability” are totally “readability” are totally
ignored.
![Page 25: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/25.jpg)
Colin Wheildon, Type & Layout: How typography and
design can get your message across -- or get in the way
Design Choice How Easy is it to Comprehend?
Article in black ink on white paper Good: 70% Fair: 19% Poor: 11%
Article in black ink on pale blue
paper
Good: 38% Fair: 19% Poor: 43%
Article in purple ink on white paper Good: 51% Fair: 13% Poor: 36%
Article in white ink on black Good: 0% Fair: 12% Poor: 88%Article in white ink on black
background
Good: 0% Fair: 12% Poor: 88%
Article in serif type Good: 67% Fair: 19% Poor: 14%
Article in sans serif type Good: 12% Fair: 23% Poor: 65%
Headlines in black Good: 67% Fair: 19% Poor: 14%
Headlines in dark color ink –
purple, green
Good: 52% Fair: 28% Poor: 20%
Headline in bright color ink –
orange, red
Good: 17% Fair: 18% Poor: 65%
![Page 26: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/26.jpg)
Here are some that are
easier on the eyes…easier on the eyes…
![Page 27: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/27.jpg)
Remember…
1. News is the first word in NEWSletter.
2. Make your donors the hero.
3. “You” is your most powerful word.3. “You” is your most powerful word.
4. Tell stories.
5. Headlines should summarize the articles.
6. Prepare to be skimmed, not read.
7. Make it easy on the eyes.
![Page 28: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/28.jpg)
Questions?Submit your questions using the
questions box.
![Page 29: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/29.jpg)
Thank you!
Want more advice?
Sign up for my FREE e-newsletter…
Subscribe at
www.fundingchangeconsulting.comwww.fundingchangeconsulting.com
![Page 30: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/30.jpg)
Date Topic
9/15: 1pm ET
9/15: 2:30 ET
Cultivating Stakeholders: Inclusiveness as a Planning Strategy
Planned Giving Strategies that Work
Register at NonprofitWebinars.com
Upcoming Webinars
9/15: 2:30 ET Planned Giving Strategies that Work
9/22: 1pm ET
9/22: 2:30 ET
Ten Questions to Ask Before Hiring a Nonprofit Consultant
Big Brand Impact On A Small Brand Budget
9/29: 1pm ET
9/29: 2:30 ET
Peeling Back The Covers On Your Finance Organization
Finding The Perfect Donor Database In An Imperfect World
10/6: 1pm ET Common Pitfalls in Recruiting, and How to Avoid Them!
![Page 31: How To Keep Your Newsletter Out Of The Recycling Bin](https://reader033.fdocuments.us/reader033/viewer/2022052618/545c2105b1af9f2d0a8b4697/html5/thumbnails/31.jpg)
Thank you!Please complete the post event survey.
Chris Dumas, [email protected], 707-812-1234
Special Thanks To Our Sponsors