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

By Paul Barbagallo

Dracker says she feels especially good when the ASPCA is able to meet readers’ needs by letting them dictate content. If readers want to know about a chemical or product that is potentially dangerous to their pets, for example, the newsletter editorial staff asks the ASPCA Animal Poison Control Center, and then prints a detailed response in a future issue.