• Overview
• Public Relations
• Communications Plan
• Writing Effectively
• Newsletters
• Press Releases
• Other Tools

Newsletters

The most popular communication tool among associations is the newsletter. The guiding principle should be that members see themselves in their own publications. The newsletter’s editor must employ this principle. The articles and the photographs should be about the accomplishments and activities of the members. The newsletter should not be a report on how hard the staff thinks it is working. Keep in mind a reader will only take one to seven seconds to determine whether to read a publication past the initial glance. People don’t want to read, therefore, big headlines, photographs and bold captions must be used to catch their attention.

Many perceive that the members want to know of the trials and tribulations of the employees of the organization, so soon the publication becomes an ego-booster for the paid staff. Wise communications managers avoid this trap at all costs. Highlight the efforts of the volunteers and their work. Do not allow the staff to use the newsletter for self-promotion or to justify their jobs. The newsletter should be a tool to further the organization’s goals and objectives and to spotlight the results produced by the members of the organization.

What are some rules for developing a newsletter?

• Decide what the reader should see first and decide what action you want them to take.
• Write and layout the information for quick reading. The members want to skim for information, not engage in reading beautiful prose.
• Get to the point in the articles immediately. Let the reader decide whether to complete the story.
• Write as if it were a personal letter being addressed to a friend.
• Keep the paragraphs and articles short. The newsletter should be able to be read in five to ten minutes at the most.
• Quote the volunteer leadership, not the paid staff.
• Vary fonts and use bold type, but use no more than three different fonts. Make the typography and the appearance of the newsletter exciting and fun to read.
• Use the Z approach when designing the front page. The Z is the natural path the reader’s follow when looking at a page of text. At the top of the Z put a headline, in the middle place a picture and at the bottom, install a quote or a notice that will catch the readers ‘ attention. In Arabic countries, the Z layout must be reversed for right to left readers.

Remember that the newsletter does not need to be fancy, glossy, expensive, or lengthy. Make sure the members see photographs of themselves and read about their work in the organization’s publications. Strive for effectiveness in communication, not for a reputation for publishing the most lengthy and boring prose. Make the newsletter a selling tool for the association by telling the reader how to join the association. Put an application inside and the phone number of the membership staff person.