Charity Design Tip – Giving your newsletter an identity
Last week we discussed printed vs. digital newsletters: over the next couple of weeks we are looking into the important elements that make up a good Charity Newsletter.
The best way for me to do this is to give you pointers to help you on the way:
Give your newsletter a name
We always recommend to new and existing clients that they give their newsletters a name; this gives the publication its own identity and a lot more promotional clout. We always recommend that the name of the newsletter is in the nameplate: this is the top banner on the front of a newsletter that identifies the publication. By giving your newsletter its own identity it becomes a bigger part of your charity. It is the voice of the charity and should shout, “Look what we are doing with your support”, but also “Please keep supporting us so we can keep making a difference”.
Here are some good examples of where charities have given a unique identity to their newsletter by giving it a name:
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FARM-Africa We design and produce on a quarterly basis FARM-Africa’s newsletter very cleverly named ‘From The Field’. |
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Dogs Trust The Dogs Trust is a very large charity and has many different projects, which often have their own supporter base. The Dogs Trust names its newsletters accordingly: two newsletters we design and produce for them are ‘Hope News’ for the Hope Project and ‘Freedom News’ for the Freedom Project. |
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Tearfund Tearfund have a quarterly publication called ‘Teartimes’. This has become a big part of their marketing mix and consistently shows good returns once sent out. |
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NSPCC Again, a good example of how a large charity which has lots of newsletters relating to different campaigns has named its publications accordingly. Here for example, is their newsletter ‘Relay’ which is specifically about their campaign for Child Protection in Sport. |
The next tip will be looking at contents pages, myths, facts and more.
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