How to Use Nonprofit Newsletters to Tell Stories and Drive Action

In today’s digital age, nonprofits often find themselves caught in the whirlwind of social media marketing and find themselves, well… a little lost. With the allure of likes, shares, and comments, it’s easy to see why so many organizations invest heavily in building their social media presence. However, relying solely on social media for communication and engagement is like building a house on rented land. The real question is: what happens when the landlord changes the rules?

Social media platforms are infamous for their constantly shifting algorithms, which can drastically reduce the visibility of your posts (a topic I cover at length in the Marketing Magic System). Even if your nonprofit has worked tirelessly to amass a substantial following, there’s no guarantee that your message will reach them. In contrast, email marketing, mainly through a well-maintained newsletter, offers stability and control that social media can’t match.

Instead of rented space (social media), a subscriber list is a property you own.

The Value of a Nonprofit Newsletter

A newsletter is more than just a tool for sharing updates; it’s a direct line to your supporters, volunteers, and donors. Unlike social media platforms, where the visibility of your posts is subject to the whims of an algorithm, a newsletter lands directly in your subscribers’ inboxes. This ownership over your communication channel is invaluable, particularly in an era where digital noise can easily drown out your message.

1. Control Over Your Content

With a newsletter, you ultimately control your content and its distribution. While powerful, social media platforms place your content at the mercy of algorithms prioritizing specific posts over others. Despite your best efforts, only a few followers may see your updates. Newsletters, however, are sent directly to your subscribers, ensuring your message is delivered to everyone on your list. This direct connection allows you to communicate consistently and effectively with your audience without the fear of being buried under a deluge of other content.

2. Higher Engagement Rates

When it comes to engagement, newsletters often outperform social media. Studies show that email marketing has a median return on investment (ROI) of 122%, four times higher than other marketing formats, including social media, direct mail, and paid search. This is because subscribers who opt into your newsletter are already interested in your cause, making them more likely to engage with your content.

Consider this: a nonprofit with a solid social media following might reach 5% of its audience with a single post, thanks to the limitations of platform algorithms. In contrast, newsletters typically enjoy 20-40% open rates, with click-through rates that are often significantly higher than those seen on social media posts. This means that your message reaches more people and resonates with a more engaged audience.

3. Building a Loyal Community

Your newsletter subscribers are your most dedicated supporters. They’ve consciously decided to receive updates directly from your organization, indicating a deeper commitment than a casual social media follower. Over time, these subscribers become a loyal community more likely to participate in your campaigns, attend your events, and contribute to your cause.

Nurturing this community through consistent and valuable content can help you build lasting relationships that go beyond one-time interactions. Newsletters allow you to share in-depth stories, highlight the impact of your work, and provide exclusive insights that might not be suitable for a social media post. This level of intimacy fosters a sense of belonging and keeps your audience connected to your mission.

Why Social Media Alone Isn’t Enough

While social media is a critical component of any nonprofit’s marketing strategy, it should never be the sole focus. The unpredictability of social media algorithms means that your reach is never guaranteed. Changes in platform policies, introducing new features, or even shifting user behavior can affect how and when your content is seen.

Additionally, social media platforms are increasingly pay-to-play environments. As organic reach declines, many organizations must invest in paid advertising to maintain visibility, which is problematic, especially for cash-strapped nonprofits.

In contrast, a newsletter offers a cost-effective way to maintain consistent communication with your audience. Once you’ve established your subscriber list, you can reach your entire audience without worrying about algorithm changes or the need for paid promotions. This stability is crucial for long-term engagement and sustainable growth.

The Role of Newsletters in Fundraising

Fundraising is the lifeblood of any nonprofit, and newsletters are a powerful tool in your fundraising arsenal. Because newsletters are sent directly to your subscribers, they offer a unique opportunity to make personalized appeals. By segmenting your subscriber list, you can tailor your messages to different groups, whether you’re targeting regular donors, volunteers, or potential corporate sponsors.

Newsletters also allow for more in-depth storytelling, essential for effective fundraising. Unlike social media posts, which are often limited in length and scope, newsletters give you the space to tell compelling stories that highlight the impact of your work. By sharing these stories, you can create an emotional connection with your readers, making them more likely to contribute to your cause.

Moreover, newsletters can drive traffic to your website, where supporters can learn more about your organization and donate directly. By including clear calls to action and links to donation pages, you can make it easy for subscribers to support your work.

Best Practices for Nonprofit Newsletters

Now that the importance of having a nonprofit newsletter is evident, it’s essential to understand how to make the most of this powerful tool. Here are some best practices to ensure your newsletter is effective and engaging:

1. Create Compelling Content

Your newsletter should provide value to your subscribers. This means going beyond essential updates to include informative, inspiring, and relevant content to their interests. Share success stories, impact reports, and upcoming events to keep your audience informed and engaged.

It’s critical that nonprofit newsletters not overdo it with “the ask.” You can’t just use newsletters to ask your supporters for donations and support constantly.

2. Personalize Your Messages

Personalization goes a long way in building a connection with your subscribers. Use their names in the greeting, segment your list to send targeted content, and tailor your messages to address the specific interests and needs of different groups within your audience.

3. Keep It Consistent

Just as consistency is one of the core building blocks of successful social media, consistency is also key when it comes to newsletters. Establish a regular schedule, whether it’s weekly, bi-weekly, or monthly, and stick to it. This helps to build anticipation and ensures that your organization remains top-of-mind for your supporters. This is sometimes a great task that can be delegated to a volunteer. Build your newsletter around your content pillars.

4. Optimize for Mobile

With more people accessing their emails on mobile devices, your newsletter must be mobile-friendly. Use responsive design templates that adjust to different screen sizes and ensure your content is easily read on a smartphone or tablet.

5. Include Clear Calls to Action

Every newsletter should have a clear call to action (CTA), whether it’s to donate, register for an event, or share your content on social media. Make it easy for your subscribers to take the next step by including prominent, clickable buttons and links.

If You Don’t Have a Nonprofit Newsletter, Start One NOW

In the crazy world of social media, where so much is beyond your control, having a newsletter gives your nonprofit a sense of ownership and stability. It’s a reliable way to communicate directly with your supporters, build a loyal community, and drive engagement and donations. While social media will always be important in your marketing strategy, a newsletter ensures your messages are heard loud and clear.

If your nonprofit doesn’t have a newsletter, now is the time to start. The benefits are too significant to ignore, and although it does require some time resources, and potentially a paid subscription to an email platform, the investment is well worth it.