Nonprofit 911:
From Print to Email: Take Your Newsletter on an Epic Journey
with Kivi Leroux Miller
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Upcoming Trainings: Nonprofit911.org
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www.Nonprofit911.org
Today’s Speaker: Kivi Leroux Miller
www.Nonprofit911.org
From Print to Email:
Take Your Newsletter
on an Epic Journey
Kivi Leroux Miller
Is Print Dead? . . . Or Just Playing Dead?
http://www.flickr.com/photos/cogdog/3008129653
This is a Real Transformation
Where Print is Better
Where Email is Better
Don’t Fake It
http://www.flickr.com/photos/pellegrini/
Keep the Print Newsletter
• It MAKES money!
• You are POSITIVE email won’t work.
• It’s part of a well‐considered INTEGRATED strategy. Ditch the Print Newsletter
•
•
•
•
You can’t AFFORD it.
Being TIMELY is important.
You have NO IDEA if people are reading it.
You can TRANSITION to more affordable
print options Do Both Print and Email
• You and readers need a TRANSITION period.
• Your list is EVENLY split now.
• You see a well‐defined and DISTINCT ROLE for both
Three Stages of Decisionmaking
• Editorial Decisions
• Design Decisions
• Distribution Decisions
Editorial: What to Cut
• Director’s Letter
• Calendar
• Masthead
• Long Articles
• Big Ads
• Complicated Graphics
http://www.flickr.com/photos/lonecellotheory/
Editorial:
Shift from Evergreen to Timely
Editorial:
Shift from Impersonal to Personal
Can Your Readers See Themselves in Your E‐Newsletter?
http://www.flickr.com/photos/krista_g/
Editorial:
Shift from Long to Short
• Shorter, more frequent communications
• Focus on the microcontent
Editorial:
Shift from FYI to Action
• Always include the next step
• Try to match landing page closely to email content
http://www.flickr.com/photos/garryknight/
Design Decisions
Design Decisions
• Simple, clean, mostly text
• Full text, teasers, or combo
• Design with preview pane and mobile in mind.
http://www.flickr.com/photos/nhanusek/
Distribution Decisions
Email Distribution:
One Place Where DIY
is a Very Bad Idea!
http://www.flickr.com/photos/christian_wilcox/
Build Your List: Opt‐In Methods
http://www.flickr.com/photos/dnorman/
Other Ways to Build Your List
http://www.flickr.com/photos/glub/
How Often Should You Send?
http://www.flickr.com/photos/jimfrazier/
Avoid Spam Filters & Delete Keys
• Watch your language.
• Use standard formatting.
• Use strong opt‐
in procedures.
Transitioning Readers from Print to Email
http://www.flickr.com/photos/puuikibeach/4305701242
Ways to Make It Easier
• Clearly scale up and down
• Treat it like a campaign
• Append your list
• What to do with stragglers . . . http://www.flickr.com/photos/pablogrb/3905294708
Your Questions?
Nonprofit911.org
Join us for our next webinar on March 29: Speed Consulting: Nonprofit Websites