Finding the time and rhythm to publish your newsletter consistently can feel impossible. | Between running programs, managing staff, and putting out fires (the good kind and the not-so-good kind), your newsletter can easily slide down the priority list. | | However, keeping the purpose of newsletters in mind will help prevent them from falling to the bottom of your to-do list. As a reminder, the purpose is: to share updates, inspire action, and highlight giving opportunities. | | So, with that purpose in mind, just how often should you send your non profit’s newsletter? | The short answer: It depends on your organization’s pace of activity and your team’s capacity. | Let’s break that down. | | | Balance Frequency and Length | As a general rule, the longer your newsletter, the less often you’ll realistically be able to publish. | Many nonprofits put together beautiful, magazine-style newsletters packed with stories, updates, and thank-yous. | But here’s the challenge: those longer issues take so much time and effort that they end up being sent only a few times a year. | That’s not a bad thing — but it does make it harder to stay consistently present in your supporters’ inboxes. | A shorter, more focused newsletter can help you publish more frequently and maintain engagement throughout the year. | | | Assess Your “Speed of Information” | Think of your nonprofit’s “speed of information” as the rhythm of your work. | Ask yourself: | How often do we have updates, events, or new stories to share?
Do we generate news weekly, monthly, or seasonally?
| If you’re a busy organization with regular activities or community programs, you likely have enough content to send weekly or bi-weekly. | If your updates come less often, a monthly or quarterly schedule may make more sense. | | | Match Frequency to Your Resources | Even if you have plenty of news, your capacity to write, design, and publish matters just as much. | A sustainable schedule is one you can maintain without stretching your team thin or compromising quality. | If you’re just getting started, start with a monthly newsletter. Once you get into a groove and see what works, you can adjust your frequency. | Remember: consistency builds trust. Sending smaller, steady updates helps your readers get used to hearing from you — so they won’t feel overwhelmed when your year-end appeal hits their inbox. | Also remember that the more often you send your newsletter, the more opportunities you have to ask for donations and support. | | | Be Flexible Around Key Seasons | Your publishing schedule isn’t fixed forever.
| You can always increase frequency around high-activity periods like year-end fundraising, Giving Tuesday, or major events. | The key is to plan a base rhythm — then layer in timely editions when there’s something exciting to share. | | There’s no universal rule for how often to send your newsletter. | It’s about finding the balance between your flow of information, your available resources, and your commitment to consistency. | Start simple. Stay steady. And let your rhythm evolve as your nonprofit grows. | | Cheers to your impact, | Carol. | Connect with me on linkedin |
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