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

By Paul Barbagallo

According to Cleghorn, regional variation is the key element of content for Easter Seals’ e-newsletter. In 2002, the organization designed its online network to allow each of its 90 affiliates to have its own Web site; the core articles for each version of the monthly e-newsletter are pulled from each affiliate home page.