Building relationships through newsletters requires stewardship, a wealth of information and just the right amount of ‘ask.’

By Paul Barbagallo

Chris G. Cleghorn, executive vice president of direct and interactive marketing for Easter Seals, says the organization’s goal for its newsletters is to create frequent touch points with constituents and offer diverse ways for people to get involved, such as learning about services they didn’t know about, participating in online votes and petitions, or responding to special fundraising-challenge campaigns.