Remember when paper maps and Thomas Guides were the talk of the town? Throughout the last decade, the advent of GPS has all but killed the humble printed map. In fact, technological advances have executed countless products and services that, a mere 10 years ago, seemed to be the best thing since sliced bread.
However, there is one classic that has withstood the test of time. Even with all the new technology, email newsletters are still considered one of the best ways to grow and maintain relationships. According to Nielsen Norman Group, email newsletters remain the internet’s best tool for supplementing a website.
Maybe you already have a PTA newsletter and are looking for ways to spruce it up to reach out to parents who seem to be disengaged. Or, it’s your first time to create one and you’re thinking of where to start. Whether you’re a veteran or newbie, these tips will help raise the awesome bar in sending out regular communication to your members.
1. Know your audience
2. Go easy on the eyes
You don’t need to be a graphic designer to find a compelling way of presenting content. We have a ton of templates (because who wants to start from scratch?) to help get you started. What’s important is that your message is easily digestible. Keep in mind PTA members will view your newsletter on desktop and mobile devices, so breaking up text with lists, bullet points and pictures are a must.
3. Include impact stories or member highlights
For any group or organization, communicating how its success and efforts have made an impact encourages readers to work toward the group’s goals. Highlighting a member of the week or month for their contribution to the school or the community promotes a sense of camaraderie as well shows appreciation for member’s efforts. Don’t be stingy with your praise – there’s always enough to go around. We agree with the late American philosopher John Dewey, who said, “…I am hearty in my approbation and lavish in my praise.” Nothing will resonate with your members more than when you emphasize an individual’s positive influence on your local PTA and mission.
4. Give fundraising updates and milestones
St. Jude Children’s Research Hospital sends an email with effective imagery and expresses the impact (housing and meals for 3,210 families!) of a donor’s generosity.
5. Include membership updates
Use email newsletters to update your parents and members on new rules, fee changes, updated responsibilities, and any additional information that your members should be aware of. Email newsletters provide the perfect opportunity for reaching your members with time-sensitive and relevant data that will directly affect their role within the organization.
6. Event updates and recaps
Helping children’s education and building a brighter future for them is exciting, so own it! Be sure to include pictures and/or memorable moments if the event is something that recurs annually.
The focus of your email newsletters should be to provide quality content and compelling imagery that will help sustain and grow your relationships with your members. Because inboxes get crowded with emails competing for your reader’s attention, newsletters should include content that’s worth their time. Your unit can only go so far without engaging your members, and a successful email newsletter campaign should get your members excited about what’s to come, eager to participate, and interested in receiving updates on how they can stay involved in the PTA.
Fortunately, you have all the tools (including templates!) at your fingertips to create an email newsletter on memberplanet.
PTA Simplified is a series of tips for PTA and PTO leaders to get the most out of a powerful association management system – to manage, engage, and grow their membership all year long.
Updated since original publication on 11/11/15.