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

By Paul Barbagallo

“We feel it’s important that Easter Seals constituents hear from us frequently enough that they stay aware of us but not so much that they feel hassled by constant e-mails,” Cleghorn says.

Backyard segmentation
For the National Wildlife Federation, a member-supported wildlife and environmental conservation group based in Reston, Va., the task of producing a compelling e-newsletter was a simple one: Bring it to people’s backyards.