By Bob Gourley
I fielded a question recently about the effectiveness of community newsletters. It came from a property manager who claimed he spent many hours every month preparing a newsletter for his community that “no one ever reads”. After reviewing the newsletter, which was little more than a collection of rants about trash, dog waste, and parking violations, I agreed with his summation of the newsletter’s effectiveness. I certainly wouldn’t read this newsletter or look forward to the next issue. He asked what he could do to improve his ability to communicate with association members in future issues. Here is a checklist we developed to help steer him toward producing an effective newsletter.
The Refrigerator Magnet Test
I use a phrase to describe the appeal a community newsletter should carry. When a child brings home a great grade on a spelling or math test, it usually gets stuck on the refrigerator door with a kitchen magnet. A great community newsletter should have the same appeal. It should look good enough to be worthy of the honor and the content should be relevant enough that a community member should want to keep it close at hand.
The Golden Rule
First, and foremost, remember the Golden Rule of Community Communications – “Speak Unto Others as You Would Like to be Spoken to Yourself”. If you are going to use your newsletter to simply admonish and threaten those who violate the rules, you can expect a highly ineffective result. Every community has rules broken from time to time. The rule breakers usually represent a very small portion of the community. Why not celebrate the actions of those that follow the rules and thank them for being such good citizens? A pat on the back feels better and is more enjoyable to read about.
Positive versus Negative
Think about some of the great communicators of our time. They know that a positive message is better received than a negative message. Use positive energy throughout your publication and you will end up with a newsletter that is both highly read and enjoyed by the community. Use negative energy and you will end up with a largely unread newsletter that does little more than waste resources both in its production and its effectiveness.
Content is King
If you want to draw readers in to your newsletter, you must provide something that they want. My experience with communities has taught me that its members want to know what is going on, especially those items that effect their pocketbook. If the Board of Directors is discussing plans for a major capital improvement project, association members want to know how the improvement will benefit them and how much it will cost. Nothing draws readers in like learning about the new swimming pool they will be enjoying in one year’s time or the new parking lot pavement project that will get rid of the potholes they drive through every day. The more interesting your content is, the more your readers will look forward to learning more in the next issue.
Facts and figures aside, community members like to feel as though they are part of something more than a housing system. Don’t be afraid to add some human interest by sharing knowledge that will intrigue your readers. Who is new in the community? Who just celebrated their 50th anniversary? Who has a new baby in their home? These news items may seem a little trivial at first but they can become a very interesting topic to community members who are more social in nature.
Looks are Important
Making your newsletter look its best is critical to making it effective. If it looks like the person preparing the newsletter doesn’t care about how it looks, it is likely to be received in the same manner. Spelling, grammar, and design are all elements that require attention. If your community can afford color printing for its newsletter, it will carry a higher value by your audience.
Creating an effective newsletter requires attention to detail and knowledge of how to create a winning publication. If your publication highlights only negative items about the community and does nothing more than provide a platform to admonish readers about rules violations, don’t be surprised if no one ever reads it. If you take the time and effort to create a positive experience for your reader, you will be rewarded with an effective tool for communicating with your community members and they will actually look forward to each new issue.