CREATIVITY
# 140
How effective
Are Club Newsletters?
For the first time we have to admit to a "non-scientific" survey in our publication. Granted, we warned the subscribers that this would be the case (we qualified the survey question by inserting the word "guess"), but we still feel a bit guilty about it. Why do we question the accuracy of the results? The question was, "What percentage of your members read your monthly newsletter?" We are certain that each executive responded to the best of their knowledge, but we are equally certain that none of the respondents have conducted a scientific poll of their members to find out exactly how many do, or do not, read their club publication. Nevertheless, it was a viable question and the responses certainly can help us evaluate the effectiveness of an important communication tool within the club.
As can be seen by the pie chart,
approximately one fourth of those responding thought that less than 40% of their
members read the monthly newsletters. Actually 14% of that group that thought
their members read it less than 20% of the time. About an equal one fourth of
those responding thought that their members read the newsletter over 60% of the
time. The most revealing part of the pie indicates that half of those responding
were of the belief that between 40% and 60% of their members read the
newsletter. No matter how unscientific the poll, considerable significance
should be attached to the fact that approximately three fourths of the clubs
reported that they were reaching as low as 10% to 20% of their members, and on
the high scale, the maximum reached over 60%. However, one subscriber questioned
the effectiveness of his newsletter and reduced the mailing to every other month….no
complaints. Later he switched to every quarter and still no complaints. We didn’t
ask, but we would guess he is toying with the idea of "no newsletter."
Follow up calls to those in the field indicated that the clubs were using the
newsletter as more of a general media vehicle than one that is tremendously
effective in communicating specific facts. Most placed it in the category of
"perceived value," in that the clubs can not place a specific
"communications" value on the publication. Members don’t attend
parties advertised solely in the club newsletter and even year end financial
reports to the members are overlooked. However, one thing that came across
strongly was, "If you have one, do it right or don’t do it all" The
quality of the paper and printing should be of the best. Layouts should not
include excessive design graphics….keep it simple and emphatic. Watch your
editorials….too many result in none being read. And finally, get a
professional to do the template layout.
We receive approximately 180 club newsletters each month and recently have noticed a decided increase in inserts. The same executive that reduced his monthly edition to a quarterly one, added a small folded brochure with inserts. Measuring a folded 5 ½" by 8 ½", it had a calendar of events and then a lot of inserts, which the member could pull and add to the refrigerator door or stick on the office spindle. It proved to be very effective, as did another subscriber’s inserts. The latter reported that a first time insert on a one day member guest tournament resulted in 70 "sign up" faxes the first day. A far cry from practically zero response when included in the general text of the newsletter
In total, it appears that club newsletters may still be effective as a "public relations - perceived value" vehicle, bur are fast being replaced as a means to publicize specific functions at the club. Many in the field are looking at them as more of a "coffee table centerpiece" than as an effective communication tool.