In a Writing911.com web poll, we asked site visitors what they do when they receive a newsletter from their favorite nonprofit in the mail. Forty-seven percent said they skim through it quickly, then toss it in their reading pile (where it likely stays until it gets recycled). Another 22% said they skim it quickly, then throw it out right away. Only 20% said they sit down and read it immediately. The final 11% said they put it in the reading pile or recycle it without looking at it at all.

With nearly 70% of readers only skimming newsletters, it is important to write and design your newsletter to get across your key points quickly. Here is some advice on appealing to skimmers:

• Make over your mailing panel. The mailing panel is the first place many people look, because we all like to see our names in print. If all you have in this space is the label and the return address, you are wasting valuable real estate. Include a short blurb of information underneath your return address. Here are some examples:

  • Sale ends August 30!
  • We need volunteers on Wednesdays and Fridays.
  • Our annual campaign is underway. Please donate today!

• Make your captions say something. People read captions and headlines before anything else, and most skimmers will stop there. Don't just name the people and places in your photos. Tie the photo to a recent accomplishment or something you want readers to do. Use active verbs and descriptive, positive language. Instead of "Joan Smith meets with a client," say "Joan Smith counsels one of the 800 clients we serve each year." Or "By donating today, you can help ensure that our staff can provide clients with the counseling they need."

• Spend extra time on headlines. Headlines can be challenging because you don't have much space. Make every word count by using active verbs and descriptive nouns. A headline like "Tutoring Project Results Are In" says nothing to a skimmer. To rewrite this headline, focus on the content or meaning of those results. "80% of Students Show Improvement" or "Tutoring Method Raises Scores" are both much better headlines because they provide skimmers with real information and leave a positive impression.

  Want More Newsletter Tips?

  • See our Newsletter Tip Sheets
    
  • See NewsletterWritingTips.com and NonprofitNewsletters.net