The Nebraska Community Foundation works with community, organizational and donor-advised affiliated funds serving 250 communities located in 80 counties. NCF and its affiliated funds have reinvested $269 million in Nebraska since 1994.
E-newsletters are e-mails that are sent to provide information and keep your volunteers, donors and potential donors informed. They do not necessarily carry an overt promotion, but instead, help to ensure regular contact with your donors.
E-newsletters should provide information of value to the donor, geared at building a long-term relationship such as fund updates, donor leadership, grant information, key research, and progress in achieving goals. Photos, chart and graphs, and links to additional information should all be incorporated.
E-newsletter advantages include:
When sending an E-newsletter, consistent subject lines such as using the name of the affiliated fund and the newsletter edition can build familiarity. Consistency in deploying newsletters can also help building trust and fulfilling expectations of donors.
E-newsletters are best constructed with HTML capability allowing the e-mail to open quickly. This helps to capture the potential donor’s attention before they move on and drives them back to areas of the fund’s Web site that they are interested in. Do not send E-newsletters as e-mail attachments because of size and spam filter limitations.
The structure of the E-newsletter must allow readers to scan and navigate the e-mail. The size of paragraphs, emphasis through bolding and colors as well as sectioning information with bullets and borders all contribute to a well-structured E-newsletter.
While both traditional print and online newsletters take significant time and effort on behalf of the affiliated fund, the benefits of frequently keeping volunteers, donors, and potential donors informed and connected has a significant return on investment.
Information adapted from eMarketing: The Essential Guide to Online Marketing, Second Edition, byRob Stokes and compiled by Sarah Blake, first published 2008 by Quirk eMarketing (Pty) Ltd.
“Choose your ruts carefully as you will be in them for a while,” was the saying used by the pioneers who crossed Nebraska in the early 1800s.Read more →