Wow, I really love this nugget from Katya’s Nonprofit Marketing Blog:
Your “new” is not “news.” You should not communicate what is new in your universe. You should communicate what matters to your constituents.
The whole idea behind this blog was that I wanted to show people it’s possible to combine aspects of journalism with their marketing and communications. And good journalists don’t just write stories they want to read. They write stories their audience wants to read. The same applies to every single bit of communication you’re doing for your nonprofit or small business. If you’re talking about yourself without anything valuable to your readers, you’re spamming them, plain and simple. Give people something of value and they’ll love you for it. Once they love you (because you’ve helped them) they’ll actually want to hear about what’s new in your universe.
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