In our past few posts we’ve been discussing electronic or e-newsletters. They can be a great way to quickly pass on information to your supporters. And in today’s economy, they can be a lot less expensive then mailing a printed newsletter. Plus you can also share your newsletter through a blog or even your nonprofit’s Facebook page.
The biggest mistake that nonprofits make when it comes to sending out an electronic newsletter is not keeping to a regular schedule of publication. Most of the time the agency is very excited about having an e-newsletter and sends out an issue or two. But then things like the daily grind, vacations, and unexpected work derail the process. Before long, the idea is collecting dust.
This is a major turnoff to your supporters. When they give you their email address, think of it as a contract between them your nonprofit. You’ve made a commitment to electronically send information and updates to them. You need to make sure that the project can be fulfilled by multiple people and won’t be affected by any “distractions.”
Still not convinced? Think of it like this: A man and a woman meet and have an immediate connection. The man asks for the woman’s phone number which she eagerly provides. But then the man never calls the woman, leaving her confusing and angry. No matter the reason why he didn’t call, do you think she would ever want anything to do with him again?
The same rules apply to your nonprofit and a donor. Much like the woman in my example, who’s to say that another nonprofit won’t win her friendship and financial support simply by keeping a promise to stay in touch.
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