Presentation on theme: "Building for Success. Primary Purpose Inform your audience Announce offerings (trainings, meetings, courses) Build community Call to action (events, legislative."— Presentation transcript:
Primary Purpose Inform your audience Announce offerings (trainings, meetings, courses) Build community Call to action (events, legislative alerts, volunteerism) Share tools, tips, and insights Provide or Link to resources Encourage collaboration Celebrate or acknowledge accomplishments Generate attendance Create appetite for consistent news and updates Share results, outcomes, member experiences
What is a newsletter? The voice of your organization. The face of your organization. The tone of your organization. The first – and lasting – impression your audience receives about who you are, to whom you offer services, how you communicate, and whether you’re: Available Professional Informed Congenial Versatile Evolving Responsive Responsible
Content that loses readers Personal, chatty billboard for individual opinions, personal axes to grind, and listings for non-related events or services. Collection of off-topic anecdotes. L0osely organized hodgepodge of items without apparent hierarchy of importance. Ugly monster of different type styles, grainy photos, missing paragraphs, typos, over-long stories and messages in a hard-to-explore visual presentation.
Communications basics Writing Effective headlines announce the gist and importance of the article. First paragraph contains all pertinent info: Who? What? When? and Where? Article clearly addresses the target audience. Content strictly adheres to third-person view, except for personal stories, blogs, or addresses from officials (President’s message, etc.). Language avoids overly technical jargon or abbreviations without first identifying the term or organization. Language is straight, friendly (but not chatty or informal), and designed to reach the greatest number of readers. Short pieces are attractive in an era of short attention spans. Link out or continue longer pieces off of the first page.
Graphics, the basics Masthead or logo should replicate the branding used on all communications including print, digital, web, or letterhead. Multiple columns break up monotony and segment items into user groups. Top-left is the key location for most-important content, especially news, followed by lower left and center. Right-side content is ideal for slower-paced personal stories or features. Relevant photos, graphs, illustrations or artwork add variety and capture eyeballs. Establish a style guide for graphics (size, location, etc.) and stick to it. Regular, recurring features should appear in the same location with each edition.
eNewsletter Essentials Establish regular features and/or contributors. Create a reader's appetite for knowledge. Identify your target audience and build a permission-based email list with opt-out choices. Create a professional communication containing relevant, timely content. Include registration buttons for events, links to key documents, or to collateral on your website. Vital: Sender Address and Subject Line. This is the key way people filter out email. Create an effective mix of material: Campaigns (donations, NAMI Walks), classes, training, personal profiles, interviews, successes, events, reports, links, local/regional/state legislation.
Viral Communications Tools Social Networking A media list is a compilation of all the news organizations and contacts in a community or media market. Each entry on the list consists of the name of an individual contact, their title, telephone number and email address. Press Releases Archiving
Building Your Mailing List Sign-up forms/links on your website. Email forwarding options on newsletters. Links to web-based sign-up forms on emails, publications, brochures, class registration forms, flyers. Print versions of current or recent newsletters at booths, talks, NAMI Walks, affiliate meetings, or where appropriate at public meetings. Registration cards to be manually entered after an event. Digital copies printed out or available on LCD screens at events.
Examples NAMI Contra Costa Sends out newsletters by hard copy or email depending upon member preference. 500 hard copy newsletters are mailed to members, medical offices and public venues. eNewsletter goes out to 1,000. Uses Vertical Response for eNewsletters and maintains mailing list at affiliate office and online at Vertical Response.
NAMI Contra Costa (top center) Special General Meeting (left side) Consumer and Family Picnic Online Newsletter.pdf NAMI Connection (right side) NAMI Walk Results/donate Facebook Announcement In Our Own Voice (schedule presentations)
NAMI Contra Costa PDF Version President’s message Local honors Grant news Area services news Call for volunteers General meeting update Education schedules Office contact and info
NAMI Sacramento Members have the choice of receiving the newsletter by: (1) email (2) postal mail (3) both email and postal mail. Newsletter built in Microsoft Publisher. Converted to a PDF and sent to printers. PDF posted on website. Email blast goes to members with a link to the PDF for people who want an electronic copy.
NAMI Sacramento (.pdf) General Meeting announcement Contact information Main story on multi-cultural brunch NAMI support groups/classes Legislative action Non-NAMI support groups, locations and meeting times
NAMI Ventura County Dates to remember (events linked to.pdf) Lead story: conference Listings of support groups, dates & times Feature story on training Local helpline contact details Electronic “join” and “contribute”
Comparing eNewsletter Companies Vertical Response Prepay for a year $8.50/mo up to 500 $23.80/mo up to 2,000 15% discount to nonprofits If approved, free for any organization that is a 501(c)(3) iContact $14/mo up to 500 subscribers $29/mo up to 2,500 subscribers 20% discount to all non-profit organizations Constant Contact $15/mo up to 500 $29/mo up to 2,500 Nonprofit discounts by prepay term: 6 months (save 20%) or 1 year (save 30%) Benchmark Email $9.95/mo up to 500 $19.95/mo up to 2,500 Benchmark Email offers a 25% discount to registered non-profit organizations Get Response $15/mo up to 1,000 $25/mo up to 2,500 50% discount for nonprofits