Having a regular e-newsletter is key to having your members engage with your group and keep them up to date with all your achievements, but putting one together can seem like a huge job! So how do you put together a great newsletter in minimum time?
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If you aren’t already, you should be capturing contact details at every opportunity. Having a sign up form on a clipboard is a front desk necessity, all adopting families should be automatically signed up to your mailing list and anyone dropping off donations should be asked if they’d like to receive your newsletter.
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Tip: Capture people’s email addresses, even if your newsletter is presently a printed one – then you won’t need to contact them again if you swap mediums in the future.
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Also on this contact list should be any media persons you’ve dealt with, any businesses that support you and all your staff and volunteers.
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Note: Legally, you are able to contact a person once if they have done business with you, or shown an interest in your group. It is important however, that you include a way for that person to “opt out” of future mailings either by unsubscribing or contacting you to request it. MAKE SURE YOU KEEP A GOOD TRACK OF PEOPLE WHO DON’T WANT TO BE CONTACTED and don’t contact them again, otherwise you are “spamming” and that’s illegal.
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Most e-newsletters go out once a month (it’s really quite hard to put one together more often than that). Aim to launch the first week of every month and try to be as consistent as possible.
Regarding the length of your newsletter just follow one simple rule: shorter is better than longer.
Even if you only have a small newsletter mailing list, send out your email newsletter using a e-mail service such as Constant Contact. This also takes care of your newsletter template and all tracking of contacts, making it easy to remove people who ‘opt out’. This costs about $20 for <500 contacts and will save you heaps of time.
And finally, don’t undo all your good work by sending the newsletter out in a format people can’t open! Pdf’s are the most universal if you’re not ‘webby’ and doing it in html (and you can download a free 30 day trial of Adobe here).
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The whole newsletter must be positive in tone and focus on your achievements. People don’t want to hear about the terrible time you are having, they want to hear how effective you are being in the community. People want to support groups who get results.
A good template for a newsletter might go something like:
(you don’t have to use all of these – just choose the ones that suit your group)
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As discussed here having a ‘face’ for your group makes it easy for people to relate to you and a message from them will help build the relationship between you and your supporters.
Keep this and short and positive: feature something nice that has happened since the last newsletter, an event that’s coming up, or a new project you need help with.
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Outline any upcoming events that are happening or external events you are attending. Hold open days, adoption events and be sure to have someone take photos and write a report on the day.
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Pick really adoptable pets to feature in this section, even if you suspect they won’t be available when your newsletter goes out- you can always substitute them with your new intakes when people call.
Featuring only special needs pets does a major disservice to the majority of your pets who are healthy and adoptable – if you only ever feature abused pets, that’s all people will think you have!
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From dog training to how to volunteer for your group – an information piece allows you to demonstrate your expertise on pet related topics. Don’t feel like you have to write it from scratch though – research the topic on the internet or at the library to collect your major points, then just put it into your own words.
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Remember! Pick positive, upbeat topics – while there might be topical issues at your shelter, your newsletter isn’t the place to offload about your local council, overwhelming surrender statistics or political issues in your group – this is a MARKETING piece and should present as you would an advert promoting your group.
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Local news (like the opening of a new offleash park), information about businesses supporting your group, new pet products that have been released and will help people bond with their pets or anything else that shows how involved with the community your group is.
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The good ones! Pets saved and happy stories about adopted pets.
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Reiterate the successes your group has had and how support from the community has allowed you to do the fantastic work you’re doing. Let your members know exactly what you need next.
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Note: this shouldn’t always be money for food, vet care etc as people can feel like they’re putting money into a never ending pit (donor fatigue). They want to see real results in how their support is used.
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Start interesting projects that help your community – keep your donators up to date with how the project is going and be sure to invite them to come see the finished product!
Alternatively, focus on one type of donation drive – blankets in the winter, towels for a “wag and wash day” or hold a major volunteer event and ask people to come garden or help clean something.
ALWAYS include a call to action in your newsletters – if you don’t ask you don’t get!!
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Good photos make a huge difference to your newsletter – but what do you do if you don’t have any? Just buy some. Individual stock photos are really cheap (even cheaper if you want web quality) and can make your annual report or website really stand out.
My favourite site to buy from is istockphoto.com where images are about $2 for web quality. If you’re really strapped for cash try the free photos at Microsoft Gallery Live.
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Give your newsletter it’s title last using inspiration from the content.
“Shelter News: Issue 65” doesn’t give the reader any motivation for opening your newsletter and all your good work is wasted if your newsletter just gets deleted. Don’t be boring!
“Smelly chickens and the tale of the lost kitten” will have your reader intrigued. “Ten tips for a well mannered dog” is informative and of interest to your readers.
Newsletters should be a fun process for both you and your readers. Follow these steps and you’ll be on your way to producing a successful newsletter than will enhance your image in the community and help you grow your rescue group.
