Digging Into E-newsletters

6. Consider cultivation as a goal. Although it’s unlikely that your e-newsletter will ever come close to generating as many actions or donations as your stand-alone action alerts and fundraising appeals do, it can play an important role as a cultivation tool. By giving you a monthly forum through which to tell the full story about your work — as opposed to updates about just one campaign or issue — an e-newsletter can build and deepen your list members’ relationships to your organization.