This week, I’m answering a question from a Kelp-Beds reader: Do you think eNewsletters are as effective for Biomedical Nonprofits as printed newsletters or quarterly/bi-annual magazines?

eNewletters are inexpensive to produce and easier to disseminate than printed donor communications, so I’m sure a lot of Biomedical Nonprofits may be wondering if they should make the switch. My short answer is that eNewsletters shouldn’t be seen as an all-or-nothing proposition. eNewsletter are most effective when they support your print efforts, not when they replace them, because different formats appeal to different audiences.

Benefits of Print
There’s something about leafing through a high-quality, printed piece that appeals to donors, and digital versions don’t offer that same experience. It’s like the difference between reading a printed book and reading a digital book. Of course, many people appreciate the convenience of reading a book on their cell phone or other mobile device, but a hard cover book still holds the allure of permanency.

Having something in print feels solid, timeless, and that lends importance to the content. When you put words into print, you can’t quickly go back and change them. You have to stand for something and that in and of itself validates your work. It also validates your brand. Plus, donors can easily delete an electronic communication. Receiving a quarterly magazine or other printed publication makes donors feel special, so they are more likely to at least skim it.

Benefits of eNewsletters
While I am still a huge fan of printed publications, I regularly see Biomedical Nonprofits successfully using eNewsletters to expand their reach, show leadership and connect with donors.

eNewsletters can help your insitution:

Drive Online Engagement
Readers who enjoy your printed newsletter or magazine may not take the time to visit your blog or website, even if you specifically invite them, because it requires an extra step. When people receive eNewsletters, they are already logged on. That makes it easier for them to link to a web page or other online resource where they can dig deeper into a given topic or learn more about your institution.

Allow Donors to Choose Their Platform
Again, people consume information in different ways. Some donors appreciate the opportunity to sit back and read a 25-page magazine, but others like their information simplified or served up in small chunks. eNewsletters are more flexible than their printed counterparts, and they offer a wider range of options. For instance, I think it is very effective to break the contents of a printed magazine out into several eNewsletters in order to maximize engagement, highlight research and drive readers back to a website to learn more.

Reinforce Your Brand Across Platforms
The more often potential donors interact with your brand, the more likely they are to view your institution as an industry leader. Sending eNewsletters in addition to print is a great way to gain more visibility while reinforcing your message. Consistency is key. For instance, If your eNewsletter is a digital version of a larger, printed piece, remember that the “full-issue” should include the cover, so that readers don’t feel they are missing anything by reading it online.

Be More Interactive
My client, MDI Biological Laboratory (MDIBL.org) produces an eNewsletter called “Connections” that exists in print as well as online as a PDF. Whenever they publish a new issue, they send a link out to their email list and through their social media channels. Sharing via social media broadens their potential audience base and helps them reach more donors than they might with a printed version alone. Disseminating their newsletter digitally also makes it easier to accurately measure the response. Another smart tactic used by the Jackson Laboratory is to build your eNewsletter directly into your institution’s website, which offers the added benefit of improving web traffic driven by search.

Add Value to Email Communications
You can send eNewsletters out more than once and through many different channels. They instantly provide added value to weekly emails or other online communications. Consider sending a portion of your eNewsletter as a teaser that links to full articles or issues online.

Is your Biomedical Nonprofit successfully using eNewsletters in your marketing mix? Tell me how, and I’ll share your story in my next post or in an upcoming issue of my eNewsletter, Leadership Marketing at Work. Contact me, Karan Cushman, by calling 866-960-9220 or by emailing karan@cushmancreative.com.