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

By Paul Barbagallo

“Some readers come to us just as ‘companion-animal’ people. They love their pets but may not be as familiar with farm-animal welfare or the status of endangered species,” Dracker shares. “The ‘News Alert’ is a great way to introduce readers to these different issues.”

And although ASPCA applies a soft ask to the footer of each newsletter, the organization fetches roughly $200 to $300 each week from subscribers, says Garth Moore, director of Internet communications.