Team 12 (Team Impact) presentation on E-Newsletters

1. e-Newsletters
ALI, BETHANY, ERIC, LAUREN, PATTY

2. Agenda
Definition
Pros and Cons
What Makes e-Newsletters Successful?
Examples: Fundraising, Communications, Marketing
Case Study
Conclusion

3. Definition
An e-Newsletter is a regularly distributed publication
providing information of interest to members, customers
or employees.
e-Newsletters have gained wide and rapid acceptance due
to the ease of communication they provide if used to their
full potential.

4. Pros
• Provides current and relevant info to members
and visitors
• Can track effectiveness: hits, click-throughs, forwards
• Cost effective
• Green
• Call to action can be embedded: donate button
• Additional info added easily: links, videos

5. Cons
• Overloaded inboxes (email fatigue, “delete”)
• If of poor quality/boring, turns off recipient
• Can be caught in spam filters
• Must be updated frequently to remain timely &
relevant
• Not distinguishing or “sexy”

6. What Makes It Successful?
Tips for Increased Effectiveness:
Titles and Taglines:
• Ensure interesting, engaging and personal titles and
taglines
Key Content Points:
• Newsletter, not a newspaper
• Colourful text and graphics
• Interactive features and links

7. Examples
Fundraising: Oxfam
http://www.oxfam.ca/sites/default/files/Oxfam-Canada-
donor-newsletter-spring-2012_0.pdf
Communications: UNDP
http://www.un.org/wcm/webdav/site/undpa/shared/u
ndpa/pdf/Politically%20Speaking%20Fall%202012.pdf
Marketing: Future Think
http://www.futurethink.com/upload/newsletter/august2
012/futurethinking_august2012.html

8. Case Study: Observations
About NGO and not-for-profit websites and their e-newsletters…
• We are living in an increasingly paperless world; e-
publications are becoming the norm.
• E-newsletters are just one of many e-publication forms,
and one of the less utilized.
• A ranking of 100 NGO and not-for-profit organizations
was established by the Global Journal in January 2012.
Of the organizations listed in the top 10, few had e-
newsletters that were easily subscribed to, had online
archives that were comprehensive, or had e-newsletters
at all.

9. Case Study: Waterforpeople.org
Pros Cons
• Bright, Colourful • Too much information?
• Use of headings, sub- • Too much reading for
headings someone scanning their
• Effective use of email?
pictures, ads
• Online archive is not
• Hyperlinks comprehensive
• Very informative
• Easily subscribed to on
website.
http://www.waterforpeople.org/media-
center/publications/newsletters/connections-winter-2009.pdf

10. Conclusion
Newsletters are an age-old way for organizations to
communicate important information to stakeholders.
Adding the electronic aspect has potential to make
newsletters an invaluable source. Using techniques that
make e-newsletters attractive, informative and interactive
will heighten the effectiveness of the transfer of
information.

11. References
1. http://en.wikipedia.org/wiki/Newsletter
2. http://eleven21.com/blog/the-pros-and-a-few-cons-of-using-e-newsletters/
3. https:www.google.ca/search?q=newsletter&hl=en&prmd=imvns&
4. http://www.futurethink.com/upload/newsletter/august2012/futurethinking_
august2012.html
5. http://www.waterforpeople.org/media-
center/publications/newsletters/connections-winter-2009.pdf
6. http://www.oxfam.ca/sites/default/files/Oxfam-Canada-donor-newsletter-
spring-2012_0.pdf
7. http://www.un.org/wcm/webdav/site/undpa/shared/undpa/pdf/Politically
%20Speaking%20Fall%202012.pdf
8. http://www.futurethink.com/upload/newsletter/august2012/futurethinking_
august2012.html
9. Icontacts.com
10. webdesignerdepot.com