E-newsletters have become an important communication tool between organizations and the public. Numerous for-profit businesses and nonprofits have successful online newsletters. If you decide to publish one, utilize the technology to your advantage. Combine quality content with an easy-to-read layout and use headers and footers to offer subscriptions. Include information about ongoing programs and, best of all, promote what you have coming up. Be careful to have a reasonable balance between content and promotion. People will unsubscribe if you are overselling and underinforming, so keep the content compelling. Also, stay on top of current happenings in your area of concern.

The best place to get people to sign up for your e-newsletter is from your website. The less information you request, the greater the chance they will sign up. The minimum you need is the person's e-mail address and name. Beyond that, keep it simple; long and particularly invasive sign-up forms turn people off, and you will lose them.

You should also include a table of contents at the top of the newsletter so people can see what is coming up before they scroll down. Use short, catchy headlines and post your fundraiser promotions in strategic, high-visibility locations.