Starting a newsletter may seem like a daunting task, but it can be an incredibly effective tool to engage with your members. There are several benefits to publishing a newsletter, such as keeping members informed of upcoming events, sharing community news, and providing industry updates, all conveniently compiled in one publication. A newsletter serves as a great communications tool that can easily integrate with your existing communications channels.
If you are considering starting a newsletter for your association, here are some tips to help you get started:
Format
There are many ways to publish a newsletter, and it’s essential to choose the format that best suits your association and its members. First, you must decide whether you want a print or digital newsletter, or maybe even both. Each format has its own benefits and drawbacks, so it’s important to weigh them carefully.
A digital newsletter can significantly reduce costs since there are no printing or postage expenses. Digital newsletters are a more environmentally friendly option and can include interactive elements like clickable links, videos, and polls.
On the other hand, don’t underestimate the impact of a printed newsletter. In today’s increasingly digital world, a tangible publication can help your association stand out. Printed newsletters can offer a more personal touch, and some members may appreciate having something physical to read. However, the downsides include longer production times, and higher costs for printing and distribution.
Frequency
Whether it’s weekly, monthly, or quarterly, consistency is key. Choose a schedule that is manageable for your team and provides enough time to gather quality content. Avoid overwhelming your members with too many updates but ensure that your newsletter is published frequently enough to stay relevant and top of mind. You may need to experiment to find a time frame that fits with your association.
Content
It is important to understand the type of content you plan to publish in your newsletter and its purpose. No two newsletters are the same, however, you might find that a repeatable formula is a successful way to structure the content. When deciding what to include, consider the different elements that make up your association, and dedicate a section to each one. Include a mix of association news, industry updates, upcoming events, and member spotlights. Keep the content engaging, informative, and concise.
Consider the following content ideas which make for a well-rounded and engaging newsletter:
Member Highlights: Spotlighting members is a great way to recognise individuals who have reached a milestone or achievement. An alternative approach is to welcome new members, by sharing introductions and encouraging conversation.
Upcoming Events: Adding a calendar or event schedule to the newsletter is a great way to display all upcoming events in one place.
News: A newsletter is an ideal opportunity to share new ideas, information, trends and updates that are relevant to your membership.
Thought Leadership Content: Featuring expert insights on recent changes to practice or emerging trends can spark interesting conversations and encourage community discussion and engagement.
Tips and Best Practices: Content such as a ‘Top 3 Tips’ list, or recommendations for useful resources and practices makes for quick and engaging reading. This can be combined with member spotlights.
Member Benefits: The newsletter is a great opportunity to highlight membership benefits and promoteexclusive discounts or content for members and non-members alike.
Community Engagement: If you’re looking for volunteers, use the newsletter to outline available opportunities, and incorporate case studies and testimonials to encourage participation.
Interactive content: Use interactive sections like polls or Q&A segments to encourage member participation.
Design
Once you have defined your newsletter structure, it is time to start organising the layout. Ensure your design reflects your brand identity including colours, graphics, and layout by referring to your brand guidelines. A clean, well-organised newsletter is the first step towards building a consistent brand. Whether you opt for digital or print, readability is crucial; break up the text with headings, bullet points, and images to keep readers engaged.
Distribution
If you are producing a digital newsletter, email is the most efficient distribution method. Social media platforms such as LinkedIn also offer the option of creating and distributing newsletters. Be sure to use a reliable email marketing platform that can track open rates, clicks, and other engagement metrics. Additionally, consider hosting an archive of past issues on your website so members can easily access previous editions.
For print newsletters, consider using a service that can handle bulk mailing or distributing copies alongside other member communications, such as event invitations or annual reports, which can help to minimise costs.
A newsletter should be a reliable, trustworthy source of information for your membership. By following these tips, you can launch a successful newsletter that not only keeps your members informed but also strengthens your association’s communication strategy.
Get in touch with us to see how we can support you to produce and distribute your newsletter.
Dot-The-Eye is an Association Management Company (AMC), that has a proven track record in successfully supporting small to medium sized associations, societies and institutions in their core business whilst also giving them the opportunity to diversify by managing services that may be unique to their organisations. For more information contact [email protected]
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