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

By Paul Barbagallo

Similarly, there are several articles of broad interest that highlight top stories from the national Web site. In all, roughly 25,000 individuals receive Easter Seals e-newsletters.

As far as the “ask” goes, each newsletter offers the reader — who on average is 50 years old — multiple opportunities to get involved, including making a contribution. The organization launches four nationally focused e-mail campaigns a year, which consist of three to four e-mail messages over a six- to eight-week period. Each local affiliate can choose to send focused e-newsletters and updates up to four times a year.