Three structures for unique newsletter articles

The vast majority of not-for-profit organisations have some sort of regularly sent out newsletter that they use to showcase their work to donors and prospective supporters.

But churning out new content for these newsletters month after month can be a challenge. Newsletters can turn out sounding the same over and over again, and donors are left feeling demotivated and disinterested.

A part of my job I absolutely love doing is crafting diverse and compelling stories for not-for-profits that enable them to inspire and motivate their donors in unique ways in every issue of their publications. And I’ve found that one of the best ways I can do that is by ensuring that every article within a newsletter is structured in a different way.

Today, I want to share three structures I like to vary between using as the foundation of my newsletter articles, so that every article is unique and each newsletter is fresh. Now you, too, can create newsletters that always capture the attention of your donors.

Structure one: the Q & A

This is probably the simplest article structure, because very little creativity is required to put the article together. These articles may begin something like this:

Editor: Sam, when did you first get in touch with Helping Hands?

Sam: I first got in touch a few years ago, when I was running out of food to feed my kids…

It looks straightforward at first You simply write the questions, ask someone to answer them via email, and voila! Your article is done.

Well, actually… that’s not how I’d recommend putting a Q & A article together. While they are still easy to write, a little extra legwork can leave you with far more compelling stories.

Instead of emailing set questions, sit down and have a conversation with the subject of your interview. Ask follow-up questions and let the discussion flow more naturally. Then, while you may use your initial questions as a basis for the questions you end up using in your article, you can also add questions in that provide context for the conversation that you had.

The questions in your article are designed to lead the reader through the story, as told by the subject, not restrict you. 

Structure two: the “as told to”

In this structure, you give the power entirely over to the subject of the article, and their voice is used to tell the story. Articles like this may begin something like this:

My name is Sam, and a few years ago, I realised that I was running out of food to feed my kids.

Sometimes, thankful beneficiaries of your work will get in touch to share how impactful your organisation has been. When that happens, set up an interview and have a discussion about what exactly they found helpful. Just as in the Q & A structure, an interview that leaves room for follow-up questions and tangents will result in a far more human story.

Then, transcribe the interview in its entirety. After you’ve done this, you can start gently massaging the text.

You can NEVER alter the meaning of something that somebody has said, but with their permission it is fine to remove unnecessary details, reword sentences slightly for clarity, and even restructure their telling of the story to make it easier to follow.

At the end of the article, you then include a line that says “As told to Elisabeth Carter.” It’s an easy and ethical way to let your readers know that while this article is a true reflection of the story, it has been worked on by a professional.

Structure three: the profile feature

This is the classic feature article style that you’ll find in news magazines. The writer is responsible for structuring and telling the story, using the quotes of the subject to back up what they are saying. Articles in this style may begin something like this:

Three years ago, Sam opened his fridge to a horrifying sight: there was no food left. He knew that if he went to the supermarket, his card would be declined – he’d lost his job several months ago and there was no money left in his bank account. But just behind him, waiting for a snack, were his two daughters. Sam had no idea what to do. 

This style of writing is the most creative, but can also be the most captivating, particularly if the person you are featuring struggled to articulate their story in their own words. It also allows you, the organisation, to explore other areas of your work and reference details even the subject may not be aware of!

An important note

Whatever structure you use, I strongly suggest that you allow the subjects of your articles to approve the content before publication. This is not hard-hitting journalism – we aren’t seeking to expose anyone! The stories you publish are deeply personal for the people who tell them, and often are shared from a place of vulnerability so it’s important that you respect their wishes and give them final approval on what goes to print. 

Putting it into practise

If you’re looking to freshen up your newsletters, take a look at the structure of your articles. Are they all Q & As? All profile features? Next issue, try mixing it up with a variety of structures.

And if you’d like to get a professional storyteller on board to help craft captivating content for your newsletter, get in touch with us!