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Nonprofit Newsletter Reality Check
Tina Cincotti
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Today’s Speaker
Tina CincottiOwner & Principal Consultant,
Funding Change Training & Consulting Hosting:
Sam Frank, Synthesis PartnershipAssisting with chat questions: April Hunt, Nonprofit Webinars
Nonprofit Newsletter Reality Check: The Good, the Bad &
the Ugly
www.NonprofitWebinars.com -- June 15, 2011
Presented by:
Tina Cincotti,
Founder of
Funding Change
The Game Plan for Today…
W e ’ r e g o i n g t o t a l k a b o u t …
POP QUIZ!Which of the following should be included in
your newsletter?
Select as many answers as you like…
Reality Checks for All Newsletters
Reality Check #1
Reality Check #2
Reality Check
#3
Reality Check #4
Time for a break…
Who’s got questions?
Reality Check #5
Omit unnecessary
words.
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 __________
Reality Check
#6
Compare these…
Readability Stats in MS Word
Readability Stats in MS Word
Aim for reading ease of 60-70
Aim for grade level of 7-8
Reality Check #7
Can
I
read
it?
For Print
• Serif font – Times, Garamond, Georgia
• Black text, white background
• Short paragraphs
• Use bullets to break up text
• Lots of white space
• Matte/flat/uncoated paper (not glossy)
• At least 12 point font size
For Electronic
• Sans serif font – Arial, Verdana, Tahoma
• Black text, white background
• Line breaks between paragraphs
• Short paragraphs
• Use bullets to break up text
• Lots of white space
• Only underline links
• Make links different color
• Avoid all caps, crazy punctuation
• At least 12 point font size
Serif
Print…
Electronic
For Print
• Serif font – Times, Garamond, Georgia
• Black text, white background
• Short paragraphs
• Use bullets to break up text
• Lots of white space
• Matte/flat/uncoated paper (not glossy)
• At least 12 point font size
For Electronic
• Sans serif font – Arial, Verdana, Tahoma
• Black text, white background
• Line breaks between paragraphs
• Short paragraphs
• Use bullets to break up text
• Lots of white space
• Only underline links
• Make links different color
• Avoid all caps, crazy punctuation
• At least 12 point font size
Time for a break…
Who’s got questions?
Paper Newsletters
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
e-Newsletters
Special rules…• Write for preview pane & no image view
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
The All-Important Subject Line
• Short: 40 characters with spaces
• Focus on just one thing
• Be direct, urgent, spunky
• Cute and unclear is bad
Good Subject Lines:
• Top 10 Tips for Voters
• Breaking News: Update in Prop 8 Case
• How to Stop Animal Abuse
Bad Subject Lines:
• Making It Happen
• The (org name) Newsletter
• State of the Sector, Legislative Update, Pioneer Valley
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…)
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.
Remember…
The rest of the time is yours…
Who’s got questions?
Want more free fundraising advice? Sign up for my monthly e-newsletter…
Subscribe and see past issues at
www.fundingchangeconsulting.com
Thank you for spending your valuable time with me today!
Please stay in touch. -- Tina
TinaFCC on Twitter
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