This month, MM takes on nonprofit disease, rebranding and e-newsletters.

By Katya Andresen

2. If you do an e-newsletter, don’t forget the “e.” You can’t just slap your print newsletter into a PDF, e-mail it and consider yourself the editor of an “e-newsletter.” Write to the medium. Online communications need to be shorter and formatted for the Web. People skim online. They don’t read. Don’t make them download a PDF and turn pages on the computer. Grab attention with photos, short text and good stories.