Nonprofits have been doing newsletters ceaselessly, whether or not in print or by way of electronic mail. And for simply as lengthy, the communications employees in cost of them have been both taking a deep sigh or full-out eye-rolling in response to questions on why they exist. It’s only one of these issues individuals do, even when they don’t seem to be positive why.
At varied occasions, some in the nonprofit sector have advised that the e-newsletter format must die and that emails particularly must be about one factor and one factor solely. Some topic line analyses have advised that phrases like “Replace” and even simply plain “Information” are higher in the topic line than the boring ol’ “e-newsletter.”
So, inside this context, I’ve been fascinated to see mainstream media organizations like The Atlantic and the New York Occasions embrace the e-newsletter idea. For instance, have a look at how The Atlantic is positioning their newsletters: They declare that newsletters are the new running a blog.
Additionally, many noteworthy writers are beginning paid e-newsletter subscriptions utilizing companies like Substack. This can be extra of a mirrored image on the transformations happening in journalism than on the worth of newsletters as a option to ship content material.
However the truth stays: Newsletters are having a second.
Listed here are some attention-grabbing notes about this article resurgence . . .
- The newsletters are written by one writer who’s clearly named and has management over the content material. They usually write in the first individual (I. me) however even once they don’t and do extra factual reporting as a substitute, the voice of the author remains to be clear.
- They cowl particular matters or angles or views. They’ve a beat, in journalism lingo. This matches the bigger traits of media being customizable and on-demand.
- Most editions of the e-newsletter is about one factor — it’s basically what you’d suppose of as one opinion column or weblog publish. Some write extra “information round-up” model, however that appears to be a minority.
- They’re printed not less than weekly.
- They’re usually positioned as unique content material, corresponding to for paid subscribers solely.
What does this imply on your nonprofit? Possibly nothing. Or it may imply that you just may . . .
- Contemplate producing a number of newsletters that will be of curiosity to particular segments, the place you’re taking part in the writer function of a number of newsletters?
- Give your e-newsletter writers extra leeway in expressing their very own voices and possession of the message?
- Have one thing so attention-grabbing and compelling to say that folks may pay for it?
I’d love to listen to what you suppose!
