Charity newsletters are an essential communications tool. Your newsletter has the ability to inspire, connect, and raise money. The content you select for your newsletter can make all the difference. With a little planning and strategy, you can transform your newsletter into an effective communications tool for your organization.
But, what if you're not sure what content to include in your charity's newsletter? Maybe you have a case of writer's blog or just feel like the inspiration has run dry. One of the things I do to get out of a writing rut is to look at other examples of similar work. It gets my creative wheels turning and ready to write!
After recent post where I wrote about how to write a better non-profit newsletter and I thought it would be great to look at some examples of charity newsletters - good and bad.
5 Charity Newsletter Examples
Organization: RSPCA
Subject Line: We’re making plans - have your say. (view email)
One of the great things about this newsletter is the quick snapshot of the content right at the top. It also allows a reader to easily click down to what they’re interested in. I also like the fact that the content is separated very clearly by topics such as “fundraising,” “news,” and “shop online.” This makes it very easy for readers to skim. The “pet of the month” is a nice, consistent piece of content in each newsletter.
Here are a few ideas you can try in your newsletter inspired by this one:
- Use a table of contents or quick links feature to help readers find the content they care about
- Develop content features specific to your target audiences
- Make your newsletter easy to skim by using headline, bold and italic text, and images with captions
Organization: National Wildlife Federation
Subject Line: Important News that Might Surprise You (view email)
This newsletter’s subject line is a bit sub-par, but the first sentence of the email is great. “Did you know that kids who spend time outdoors do better in school?” Bam! You know that’s aimed at a very specific target audience. The rest of the email copy follow suit, speaking to adults with children. This is a great example of copy that speaks to a specific audience with a clear message.
Here are a few ideas you can try in your newsletter inspired by this one:
- Know who your target audience is for your newsletter
- Create content that your target audience actually wants to read. Not sure what that is? Ask them.
- Start your newsletter on the right foot with a strong, compelling first sentence that hooks your readers
Organization: Christian Blind Mission UK
Subject Line: Disability Matters (CBM) - Issue 26 (view email)
CBM has a consistent subject line that uses the name of the e-newsletter (Disability Matters). There is something to be said for predictability as it will help your subscribers get used to what to expect from your organization. This newsletter integrates pictures, which is a nice touch. But what I really want to highlight is how they divide up the newsletter sections with great headlines. They use very catchy headlines that show the organization’s work. Definitely an idea to test out in your newsletters!
Here are a few ideas you can try in your newsletter inspired by this one:
- Use photos in your newsletter that show your work and donors' impact in action
- Craft great headlines within your newsletter that keep your audience reading
- Create predictable content features that your audience will look forward to
Organization: charity:water
Subject Line: You did it! (view email)
What would this round-up be without an email from charity:water? I chose this one because it’s primary use of an image. During The Storytelling Non-Profit Virtual Conference, a few folks asked about using pictures as a part of storytelling and communications. I think this email is a great example of the power of an image. The copy is short, sweet and gives readers another place to go if they wish to read more.
Here are a few ideas you can try in your newsletter inspired by this one:
- Test out shorter content that's focused on a single story
- Find photos that are truly worth a 1,000 words
- Provide a value-added link to additional reading for those who want to know more
Organization: UNICEF
Subject Line: A time for hope (view email)
Similar to the charity:water, this email also capitalizes on the power of an image and boy is it a joyful one! Unlike some of the other emails that we’ve looked at, this one does not use headlines or varying weights of text to make the copy easier to read. The email is providing updates from the year and it would be very easy to use headlines to encourage readers to pay attention to certain points.
Here are a few ideas you can try in your newsletter inspired by this one:
- Break up your content with strategic headlines
- If you're writing a newsletter that is a "year in review" consider using an infographic to create an visually interesting timeline
More Must-Read Charity Newsletter Resources
This post was chock full of charity newsletter inspiration. If you're looking for more practical, how-to resources to improve your non-profit newsletter here are a few articles you should read.
Here’s a FREE tutorial for you on how to raise money from your non-profit’s newsletter.
Yes, Your Non-Profit's Newsletter Can Raise Money! Here's How.
10 Improved Content Ideas for Your Newsletter
3 Tips to Improve Your Non-Profit Newsletter
How Do You Know if Your Newsletter is Relationship Building?
Is the Epic Donor Communications 6 week online course still available?
Good article. I like the Charity:Water the best.
Check out “The Players Tribune” and subscribe to their emails. They are gorgeous, simple and quickly lead you to action.
Thanks for the post.
Thanks for the suggestion, Adam!
Thank you Vanessa! These examples are so valuable when it comes time to share pros and cons with development team members. Much appreciated.
So glad you found these helpful, Dona!
Great inspiration for a charity taking baby steps towards digital comms. I want to convert our quarterly hardcopy newsletter into punchier monthly eshots and this is just the inspiration I needed to share with our team. Thank you!
Causeway.org is a no profit in Chattanooga, TN that has a great newsletter. They’ve nailed down their branding efforts and use consistent colors in all of their newsletters. The finished product is nearly organized, colorful, but still uses white-space.