10 Mistakes Non-Profits Make in Their Newsletters — And How to Fix Them

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I have a folder on my computer with screenshots of hundreds of mistakes brands and people have made online. A bunch are hilarious, others could be labeled as boneheaded, and some are emails and posts that went horribly wrong.

I dip into this folder for every presentation I deliver, no matter the topic, to find gems like this: 

I’m not looking to poke fun at anyone. I use them to educate because I believe we can learn from what works and what doesn’t.

As someone who subscribes to over 100 non-profit newsletters (and reads every single one!), who has analyzed thousands of non-profit emails, and who has worked for more than two decades in the non-profit space, I have seen what works and what makes me shout “NO!” from the rooftops.

Let’s dive into 10 no-nos for non-profit newsletters and how to fix them. 

1.) You’re not using the email address of a real person at your org

The finale at the Tears for Fears concert I attended last summer at MSG was their No. 1 hit from 1984’s “Shout.” And if there’s something that makes me wanna let it all out, it’s the noreply@yourdomain.com email address.

When your reply email is noreply@, you’re telling your subscribers you don’t want to hear from them — the exact opposite of how you want them to feel. If they want to reply, you’re saying “don’t bother.” 

The fix: Use the email address of a real person at your organization. Make your email a direct communication between a staff member and the individual subscriber. Encourage engagement and feedback.

(And yes, a noreply@ email address is one of the things I can do without. Come on, I’m talkin’ to you.)

2.) You’re not using the footer to drive a next step

For some organizations, email footers are a throwaway. There’s an unsubscribe link and an address, but the design and content are lacking.

The truth is, email footers are some of the best real estate any newsletter has.

When someone reads your newsletter, they might not be interested in whatever content you’re sharing that day or action you’re asking them to take. But that shouldn’t be the end of the conversation.

The fix: Don’t waste your footer — use it as an engagement tool to drive readers to connect with you in a deeper way. Two ways to do that:

• Add your social media icons — Use a multi-channel approach to building a relationship with your audience. Let people engage with you on the channels they want and are comfortable with. More touchpoints with an org — email plus a social media platform — often leads to more donations, too.
• Post quick links — Maybe they’re not interested in the content of a particular email but they want to learn more about your mission or want to be educated further about the issue you advocate for. Share some links in the footer to key pages on your site. If those pages have a good call to action, or CTA, you might even get them to do something once they’re there.

3.) You’re dumping too much content into a single newsletter

The average read rate of an email is nine seconds. People won’t scroll endlessly. They don’t have time.

I know your organization has a lot of news to share. But lumping it all into one monthly or quarterly email isn’t the solution. 

The fix: Don’t have more than three sections or stories in each newsletter. (Of course, you can always test this out for yourself! Maybe four or more sections will be the right number for you.) 

Have lots more to share in each edition? Email your readers more often! Start emailing biweekly instead of monthly, or six times a year instead of quarterly. 

Don’t cram all your content into one email. Avoid the content dump and create more newsletters where you can connect with your audience.

4.) You’re using terms or phrases the average reader won’t understand

My friend Jim recently got an email with the following subject line:

“HRH Brings HoLEP Prostate Surgery to the GTA”

If you’re familiar with the organization, you know “HRH” is the Humber River Health Foundation. And if you’re a former Torontonian like myself, you’ll recognize “GTA” as Greater Toronto Area.

But what is HoLEP? Only prostate doctors and surgeons would know. The rest of your list? No clue.

When you use words, terms or phrases that subscribers are unfamiliar with, it confuses them. It forces them to stop and think. You’ve distracted them from concentrating on the main message and call to action. That leads to fewer conversions.

The fix: Keep the content simple. Make it easy for readers to skim your email, understand the content, and take action. Don’t use terms you only use around the office or words that will go right over the average reader’s head. 

5.) You’re writing in the passive voice

Want people to click your CTA button? Stop using “click here” on all buttons. It’s too passive.

The fix: Try to inspire people to take action. Use your active voice in any buttons or links. Instead of “click here,” think about different ways to drive readers to that next step:

• Save a turtle
• Plant a tree
• Help save nature, Dan
• Be the change
• Contact your congressperson here 

People won’t click a CTA unless they feel there’s value in it for them. Before they click, they’re wondering what’s in it for them. Don’t make them guess — tell them!

6.) You’re not using a big enough font size

Using a small font size in your emails makes it hard for many subscribers to read. Think about people with disabilities (16% of the population) and those over the age of 40, which is when sight begins to slowly get worse. Additionally, half of your audience will read your email on their phones.

If the font size is too small and it’s difficult to read your email, those readers will move on. That’s a lost opportunity.

The fix: Use at least a font size of 16 or higher. Make it easy for people to read. If I have to get my reading glasses to figure out what you want from me, chances are I won’t bother.

7.) You’re using too many design elements in a single newsletter

“Design golf” is a term learned from the fine folks at Really Good Emails.

The goal of design golf is to get the lowest score possible. With a newsletter, your goal should be to have as few design elements as possible.

Ever get a newsletter with four different font types and sizes, content that is both left- and right-aligned, and there are images all over the place? 

It’s cluttered. It’s not clear and crisp. It’s a newsletter that’s going to fail.

The fix: Keep design elements to a minimum. Don’t create sensory overload. Have plenty of white space in every email and make it easy for people to skim and scan.

A pleasant reading experience means a  higher click-through rate — and more readers taking action or supporting your cause.

8.) You’re not using segmentation to send the right newsletter to the right reader

In emails I received this past Giving Tuesday, I was called the following:

• “Dedicated supporter” 
• “Valued supporter” 
• “Loyal supporter” 
• “Best supporter” 
• “Top supporter” 
• “Strongest supporter”

Here’s the thing: I have never donated a cent to any of the organizations that used those terms.

Non-profits have many different audiences: Annual donors, monthly givers, major donors, Board members, volunteers, event attendees and more. If I feel like just another person on your list, I’m not giving. 

The fix: Segment your audience. Appeal to those who have never given differently than someone who is already a “top supporter.” Make each individual subscriber feel like you know who they are.

The more special and valued they feel, the greater the chances subscribers will react positively to your CTA. 

9.) You’re not telling readers know how their donation will actually make a difference

When you share huge numbers related to your mission, the problem might seem too big for an individual to solve. They can get overwhelmed by the sheer size of the issue. People are then less likely to give because they assume their small donation is just a drop in the ocean and won’t help fix the overall problem.

The fix: Which of these two would make you more likely to give?

• $25 will feed eight-year-old Justin for an entire week.
• $25 will help us feed some of the 30,000 people in our community who go hungry every day.

Share the story of one, not many. It allows readers to feel like they can address the issue and have a positive impact.

10.) You’re not putting the “you” into your emails

I know how overworked and underpaid non-profit staff are. I also know how much hard work they put in all year to help those who need it most.

But your supporters aren’t necessarily interested in that. They want to know how they solved a problem, how they made their community a better place for more people.

When your newsletter contains items and stories praising how “we did this” and “we did that,” you’re neglecting your supporters. You make them feel like cash cows. It reduces their impact in your work — they might feel like they’re only there to give money

The fix: In every email, make sure there’s more of “you,” the supporter, and less of “we,” the organization.

This doesn’t mean minimizing your organizational accomplishments! But it does mean giving more credit to your supporters.

They don’t know how to solve homelessness or cure childhood cancer. But they do know your organization has a plan for doing so. When they donate to you, that’s how they’re helping solve the problem.

Show them love and appreciation. That’s how you build long-lasting, strong relationships through email.

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