Why Your Nonprofit Should Publish
by
Lucia Hwang &
Cheryl Woodard
To increase awareness about your nonprofit or add money to its coffers, a newsletter, magazine, or website can help.
Whether your nonprofit is a small fledgling group or a large established organization, it may need to communicate with many different people: members, foundations, donors, legislators, media, and the general public. At some point, most nonprofits opt to produce a print or Web publication to get their words out in a consistent and recognizable way.
The money and staff available and the type and mission of your nonprofit will help determine the most fitting publication: a print or email newsletter, a website, or magazine. But the first step is to determine what purpose the publication will serve -- from recruiting new people to your cause to inspiring existing members or subscribers to take action. Nonprofits often find their publications are spurred by a number of overlapping purposes.
Recruiting and Retaining Members
For nonprofit consumer associations, arts organizations, and hobby or professional groups, publications can be extremely effective in recruiting and retaining members. Skimming through nonprofit member publications, you will usually find membership issues highlighted through photographs of organization activities, articles promoting the benefits of belonging, and information about how to participate. In addition, by providing useful information about the nonprofit's cherished causes, such publications can become prized benefits on their own. In fact, organizations commonly list their print publications, electronic newsletters, and members-only Web features as primary membership benefits.
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