Spread the Word About Your Charity With a Newsletter
By Teresa Ambord
If your non-profit organization is looking for a way to get is message out, have you considered putting together a newsletter? Here's one caveat: Don't rush to get out your newsletter and in the process, put out a bad product.
The newsletter represents your agency, so it needs to look good and be error-free. It might be a simple, double-sided page on inexpensive paper, or it could be a glossy four to six page edition. With a little negotiation you might be able to solicit the help of a local printer for a reduced price (or even free) in exchange for the publicity they'll receive by adding their logo to the newsletter. You may have a budding writer on your staff or among your faithful donors who could do a slick job of writing up your events.
Or, you may publish your newsletter online for a small fee.
What Do You Put in Your Newsletter?
Pictures, pictures, and more pictures. Pictures are a wonderful, and important aspect of a successful newsletter. They show donors exactly where their dollars went, and encourage them to do more. It also encourages would-be donors to open their wallets. If you host an annual Christmas party for inner-city kids, pictures of the event will touch the hearts of people in a way words cannot. In fact, many people who won't bother to read the articles will be captured by the photo of a child on Santa's lap.
Many people may have no idea what your organization does. A well-written newsletter can answer some of those questions, and provide contact information if they want to know more. And established donors like to see concrete details of what their donations have helped fund. Newsletters are a great way to give details, such as, "this month, your donation fed 5,000 hot meals to the homeless of the inner-city area." Not only does this reinforce the intention of the donors to help whatever cause your organization serves, but receiving the newsletter reminds them to give again.
"Here's What We Need This Month..."
Newsletters also provide an avenue for letting the public know your specific needs. You can make this a monthly feature, such as by placing it in a box on the last page. If your organization regularly receives donations of goods you can't use, you can target the right donations by listing them in this box. You can also add a tactful note that limits donations you do not need at the time. Here's an example that an animal shelter might print:
"We are desperately in need of wet and dry cat food this month. Thanks to all who donated dog food last month, we now have a six-month supply and are looking for some help for our feline friends."
Regular readers will become accustomed to looking in that spot to see what you need. This area can also be used to specifically name the volunteer help you are lacking. Specific requests are effective. For instance, if your group teaches children to read, you may add a note that you are enlisting the assistance of retired teachers, along with general help. Naming specific needs is more likely to seem like a personal appeal to someone, like a retired teacher, who sees their skills mentioned as a need.
How to Get Started?
If you need help getting a newsletter started, there are some software programs on the market that can give you a boost. Here's one possibility:
Other software programs are available online, or you might find you already have newsletter capability in your word processing program.
