Freshening Up Your Newsletter
Association members are always on the lookout for fresh content, writes Associations Now contributor Michael Hickey, and newsletters are one of the best places to provide it. Rather than a cookie-cutter approach, association leaders are encouraged to make each issue unique. One way to do so is to add a section that changes with each edition, such as a "Tip of the Month" blurb. Callie Walker of MemberClicks remarks, "This hits all three 'content musts' on the head: It's valuable, easily scannable, and likely something you haven't done before." Answering members' questions can also provide value. Such a feature should be presented Q&A style similar to newspaper advice columns like "Dear Abby." Finally, a recommendations section with links to various resources like industry blogs and new apps can appeal to membership.
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