Newsletters are great for engaging your organization’s membership. But in order for your newsletter to effectively do that, the content must be:
- Easily scannable (No one wants an overly-long email)
Now those first two are probably self-explanatory, but what about that last one? What do we mean by fresh?
Well, we mean new; different; out-of-the-box. Sure, some of your content will need to be repeated month to month (your upcoming events and featured content, for example), but when time and space permit, why not try something new?
In fact, here are three fresh content ideas to try out in your organization’s newsletter:
1. A “Tip of the Month”
Who doesn’t love a quick tip?! To add value to your newsletter, consider adding in a “Tip of the Month” section. (Or “Tip of the Week,” depending on the frequency of your newsletter.) Tips could include anything from industry and professional best practices to job hunting and interviewing advice.
This hits all three “content musts” on the head: It’s valuable, easily scannable, and likely something you haven’t done before — AKA fresh!
2. A “Dear Abby” style Q&A
Remember, the name of the game here — for your newsletter and your organization as a whole — is providing your members with value. And what could be more valuable than one-on-one professional advice?
Think of this like a mentorship, but for your entire membership. Encourage your members to submit questions (anonymously is fine), and then have someone from your staff — or an industry leader — address those questions.
To get this started, you may have to post a few seed questions, but if those questions (and answers) resonate with your members, they’ll likely want to submit questions of their own.
And bonus: Getting these types of questions directly from your members can help down the road when choosing conference speakers and/or webinar presenters. (A more realistic way to “give the people what they want!”)
3. A recommendations section
Much of your newsletter will be about your organization — and that’s completely fine. But consider every now and then having a section spotlighting other companies, organizations, resources, etc. For example:
- Social media accounts to follow (from industry thought leaders to Harvard Business Review)
- Industry blogs worth reading (in addition to your own, if you have one)
- Apps to download (time management apps, note-taking apps, etc.)
- Books to read (think beyond your industry and don’t overlook soft skills; a book tied to finding creativity, for example)
Anything that might provide your members with value, consider adding it. But don’t forget to keep a close eye on the click-through rates of these sections. Monitor what’s working and what’s not, and make adjustments from there.
Want more tips for engaging your membership outside of your organization’s newsletter? Check out our free guide, Membership Engagement for Associations and Chambers of Commerce, below!
This post was originally published on 4/15/19, but updated on 3/18/20 for added value.