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Why Your Nonprofit Needs a Better Newsletter (And How to Fix It)

Nonprofit volunteers

 

Nonprofit volunteers

 


A well-crafted nonprofit newsletter is one of the most effective tools for keeping supporters engaged, driving donations, and amplifying your mission. However, many organizations struggle with newsletters that are inconsistent, unfocused, or simply not visually engaging enough to capture attention. If your nonprofit’s newsletter isn’t performing as well as you’d like, it may be time for an upgrade.

 

Common Nonprofit Newsletter Mistakes

  • Lack of Clear Purpose – Does your newsletter have a goal? Whether it’s increasing donations, recruiting volunteers, or raising awareness, every edition should serve a specific purpose. Without clarity, your audience may not feel compelled to take action.
  • Irregular Sending Schedule – Consistency is key. If you send newsletters sporadically, supporters may forget about your organization. On the other hand, too many emails can lead to subscribers being overwhelmed and eventually unsubscribing. Finding the right balance–whether it’s monthly, biweekly, or quarterly–and staying consistent is the way to keep subscribers.
  • Not Visually Engaging – Most people scan emails very quickly. Long blocks of text can overwhelm readers, and lead them to ignore content. Break up your newsletter with headings, bullet points, and eye-catching images.
  • Lack of Personalization – Generic greetings like “Dear Supporter” don’t engage readers. Personalizing emails with a recipient’s name or tailored content based on past engagement can improve click-through and engagement rates.
  • Weak Calls to Action (CTA) – A nonprofit newsletter should always encourage readers to take the next step, whether that’s donating, signing up for an event, or following you on social media. Use strong, action-oriented language like “Join Us,” ” Donate Today,” or “Show Your Support.”

 

How to Fix Your Nonprofit Newsletter

  • A Compelling Subject Line – Your subject line is the hook that determines whether someone will open your email or send it straight to the trash. Keep it concise, engaging, and relevant. For example: “Your Support Can Help Change a Life” or “We Fed XX People Last Month With Your Help”
  • Use a Clean, Mobile-Friendly Design – Nearly 60% of readers check emails on their phones, so your newsletter should be mobile-optimized. Use a simple layout, readable fonts, and buttons instead of text for easy finger-clicking.
  • Incorporate Storytelling – People connect with stories far more than statistics. Share real-life impact stories about those who have benefited from your nonprofit’s work. Include a powerful quote or testimonial to make it more compelling.
  • Segment Your Audience – Not every supporter needs the same content. Donors, volunteers, and general subscribers may have different interests. Segmenting your email list allows you to send tailored content that resonates with each group.
  • Track & Optimize – Use email marketing analytics to track open rates, click-through rates, and conversions. If engagement is low, test different subject lines, layouts, or content formats to see what works best for your goals and audience.
  • One Last Thing… – Link your newsletter to a well-designed landing page or website. Even the best nonprofit newsletter won’t be effective if it directs readers to a confusing or outdated website. Make sure your site is easy to navigate and easy to donate through and that you are maintaining brand standards across both channels.


If your nonprofit’s newsletter isn’t getting the results you need, we can help. Give us a call at 330-286-0487 or email us at info@mcconnellmarketing.com to see how we can help you improve your communication strategy.

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How Tourism Bureau Marketing Has Evolved

tourism bureau marketing

 

Tourism Bureau Marketing Image with map and passport

 


The world of travel has undergone a dramatic transformation in the last decade or so. Once reliant on brochures, travel guides, and in-person visitor centers, tourism bureaus have had to embrace technology to effectively promote destinations and attract visitors. Digital platforms, social media, and user-generated content (UGC) have reshaped how people discover and plan their trips. Here’s a look at how tourism bureau marketing has evolved to keep pace with these changes.

 

The Rise of Online Travel Planning

With the rise of online travel agencies (OTAs) like Expedia, Booking.com, and Airbnb, travelers now have direct access to flights, accommodations, and experiences at their fingertips. This shift has led many to bypass traditional visitor bureaus, opting instead for self-guided trip planning. To stay relevant, tourism bureaus are focusing on creating compelling destination branding, offering immersive digital content, and partnering with local businesses to promote unique experiences that OTAs cannot provide. A strong online presence, complete with well-designed websites and interactive itineraries, helps ensure that destinations remain top-of-mind for travelers.

 

Social Media & User-Generated Content (UGC)

Social media has become a crucial tool for tourism bureau marketing, with platforms like Instagram, YouTube, and TikTok shaping travel trends. Instead of relying solely on traditional advertising, tourism bureaus now leverage influencer partnerships, crowd-sourced photography, and authentic visitor testimonials to showcase their destinations. UGC, in particular, plays a key role as travelers tend to trust real experiences shared by fellow explorers more than polished advertisements. By encouraging visitors to tag locations, share photos, and use official hashtags, tourism bureaus can organically expand their reach and inspire future travelers.

 

A Page from the Michelin Guide

The Michelin Guide has long been a symbol of excellence in hospitality, helping travelers discover the finest restaurants and accommodations. While it originally existed as a physical book, it has successfully transitioned into the digital space, offering searchable, curated recommendations online. Tourism bureaus can take a lesson from this approach by creating high-quality, well-researched content that highlights local gems, culinary hotspots, and cultural landmarks. By becoming a reliable and authoritative resource for travelers, tourism organizations can enhance their credibility and serve as their area’s Michelin Guide, attracting high-end travelers seeking curated experiences.

 

The Future of Tourism Bureau Marketing

As the travel industry continues to evolve, tourism bureaus must stay ahead of emerging trends to remain effective. Whether it’s embracing video content, highlighting sustainable travel initiatives, or showcasing immersive experiences through virtual reality, adapting to the digital landscape is key. The shift toward hyper-personalized marketing—where recommendations are tailored to travelers’ specific interests—will also shape the future of destination promotion.

 

While traditional marketing methods like printed brochures and in-person visitor centers still have value, the digital shift has been one of the most significant changes in tourism marketing. By leveraging social media, engaging with UGC, and utilizing trusted resources like the Michelin Guide, tourism bureaus can continue to connect with modern travelers in meaningful ways.

Need help enhancing your tourism marketing strategy? We can help you craft compelling content, develop engaging digital campaigns, and optimize your online presence. Reach out to us at 330-286-0487 or email info@mcconnellmarketing.com.

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Welcoming 2025!

Disco ball reflecting green light in dark room

Well, the new year has arrived and the McConnell team is ready for whatever it may bring! Here’s some light reading on what we liked (and disliked) about 2024, and where we hope 2025 will take us!

What’s one project from this year that you’re most proud of and did you (honestly) enjoy working on it?

Carson: My favorite project from this year is two-fold: The rebrand for the Mahoning County CVB and the 2025 Travel Guide. The travel guide is one we do every year, however, this is the first time I’ve been on the project from start to finish. And tied in with the rebrand, it’s been really cool to see everything come together. I can’t wait to unveil it!
Deanna: I’ve had the pleasure of working closely with one of our newest clients this year on their Visitor Guide. It’s always inspiring to collaborate with a team that aligns so seamlessly with ours. The project isn’t quite finished yet, so stay tuned—exciting things are on the way!
Angie: My favorite project of the year was the Fabian Woodworking Website! I’m really proud with how it turned out. Not only did it give me a chance to flex my custom coding skills, but the client was very happy and excited to boost their online presence.
Aly: Completely redesigning a new client’s travel guide. It was so fun to come up with a new layout and extremely satisfying to finally see the blank pages get filled. It was a heavy lift, but I did enjoy it even when it was stressful–honestly!

Is there anything you learned this year that you think other marketers should know?

Carson: Embrace change! Personally and professionally.
Deanna: Here’s a little marketing lesson from this year: not every client needs to be on every social media platform. Maybe you spent months convincing clients to jump on TikTok, only to see it getting banned in the U.S. Focus on platforms that actually align with your client’s goals and audience instead of just chasing the latest trends.
Angie: Marketing and design is a balance between focusing on the minute details, zooming out to make sure the larger picture is still in focus, and making sure you don’t get too stuck on one vs the other.
Aly: People are seeking authenticity. We want to see the people behind the brands! I think marketers and businesses should put more focus on being real and less focus on looking perfect.

If you could go back to January 2024 and give yourself one piece of advice, what would you tell her?

Carson: This year is going to be one you won’t forget, a rollercoaster full of emotions, challenges, and difficult situations. Just remember you’re stronger than you think you are, and don’t forget to lean on your people.
Deanna: Honestly? Just leave it at work. Every December, I find myself laughing at the things that had me totally stressed in July. It all works out in the end, so don’t sweat it too much!
Angie: I would tell the January 2024 version of me to not be afraid to taking bold action.
Aly: Keep on keepin’ on… what comes will eventually go. Be it stressful or enjoyable! Also I’d probably tell her to file her taxes early for once, but it’d be unlikely that she’d listen.

What’s a marketing or design trend that you’re excited to leave in 2024?

Carson: Maybe excessive drop shadows?
Deanna: I don’t want to see another headline with AI in it. NONE.
Angie: Thought not necessarily a trend, one thing we were bombarded with in 2024 was election marketing. I’m glad to take a break from that this year, but I know it will always make it’s way back around. Though I did see some well-put-together commercials, social media campaigns, and direct mail materials, most of election marketing and design is truly the wild west.
Aly: Please stop using AI art on socials. I’m begging you. I promise you can find a real person that can do the job better and it will be way better received by people online.

What song got you through the year?

Carson: “E Get Why” by Winter Amaden, Marizu, and Kelly Lyon
Deanna: Thanks to the lovely Apple Music Replay, I found out Zach Bryan was my top-played artist this year. “I Remember Everything” and “Oklahoma Smoke Show” got overplayed for sure!
Angie: Seriously and unapologetically, the whole Tourtured Poets Department album by Taylor Swift.
Aly: I hyperfixated on The Beach Boys for like 5 months. Probably cried to “God Only Knows” more times than could be considered healthy, but it was cathartic.

If you had to sum up the year in a gif/meme which one would it be?

Carson:
Deanna: Directed @ Mark Zuckerberg

Angie: The Wicked Witch of the East, Bro!

Aly: I know March 2024 seems like half a century ago, but Sad Oompa Loompa has been a mood since.

What’s something you hope our team gets to do in 2025?

Carson: Travel more! I’d love to bring back work trips, seems we haven’t done much of that since before 2020
Deanna: I never dream of labor, so I will instead dream a of fun team retreat in 2025.
Angie: I hope we get to go to a marketing event or conference!
Aly: More things outside of the office! I would love to go on a gals trip. Either that or install a Mad Men-inspired office bar, haven’t decided.

What do you think we will be working on in December of next year?

Carson: That is such a loaded question haha. Hopefully some unique projects for new clients!
Deanna: I hope for great projects from the clients we already have, and some new clients at this time next year! And honestly, I’m really hoping we’ve wrapped up all our Christmas marketing before December rolls around for once. Fingers crossed!
Angie: I think we’ll be wrapping up the year for our clients. Finishing up social calendars, making sure plans are in place for the new year, wrapping up travel guides and newsletters, etc. With marketing, we are always one step ahead of what’s actually happening in the month, so all holiday-focused projects are usually completed in November.
Aly: I can guarantee we will be diligently (albeit gracefully) racing the clock. And also probably saying “This month went by so fast, what is happening” in a mild panic.

Happy 2025 to all of our lovely clients! We look forward to another year of working together.

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2025 Digital Marketing Trends: AI and AR and VR, Oh My!

Ariel photo of people walking on spiral staircase

 

Ariel view of people walking on spiral staircase

 


As we say every year… the digital marketing landscape is evolving rapidly, and this coming year is not holding back. We’ve already seen nearly every device and app used in the day-to-day introduce AI–whether we asked for it or not. Which other trends are set to transform how brands connect with audiences? Here’s a closer look at some 2025 digital marketing trends that will shape the future of digital engagement.

 

1. AI and Machine Learning in Marketing

Artificial intelligence (AI) and machine learning (ML) are becoming indispensable tools in marketing, refining everything from customer segmentation to content creation. Expect chatbots and virtual assistants to provide more human-like, sentiment-driven interactions, revolutionizing customer service. Marketers who embrace tools like ChatGPT and Meta-suggested ad copy and settings can automate tasks, enhance personalization, and create tailored, data-driven campaigns.

 

2. Social Media Fatigue

As consumers grow weary of constant ads and content overload, brands will need to rethink their strategies. Authenticity, community-driven engagement, and a balance between promotional and organic content will be crucial to maintaining trust and attention on social platforms. And if that doesn’t push users away, the United States’ concern about national security will certainly force brands to think of other communication channels.

 

3. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR are no longer just for gaming—they’re redefining retail and real estate with immersive experiences. From virtual try-ons for beauty and fashion to property tours in hotels and attractions, these technologies offer innovative ways to engage and captivate audiences. Early adopters will stand out by delivering interactive, memorable customer experiences.

 

4. The Continued Dominance of Video Content

Video remains a dominant force, with short-form clips and live streaming leading the charge on platforms like TikTok and Instagram Reels. Brands that adapt to these trends by embracing quick, engaging formats or leveraging live Q&As can capture audience attention and drive meaningful interactions. While it may be daunting to get in front of the camera, it can boost your brand’s visibility more than any graphic can.

 

5. Personalization at Scale

Hyper-personalized marketing is no longer a luxury—it’s a necessity. Consumers expect content tailored to their preferences and behaviors across the buyer journey. Tools like HubSpot and Marketo enable brands to deliver dynamic, AI-driven personalization at scale, creating relevant and impactful interactions. Consumers want to feel seen and heard (but not stalked), and AI is helping even small brands deliver bespoke experiences.

 

6. Social Commerce and Shoppable Content

The line between social media and e-commerce continues to blur, with platforms like Instagram, Facebook, and Pinterest integrating seamless in-app shopping experiences. Shoppable posts and influencer partnerships offer brands new ways to connect with customers and streamline the purchasing process. It allows brands to see what products move people from observers to consumers.

 


To thrive in this shifting landscape, brands must embrace innovation while maintaining authenticity. By leveraging these 2025 digital marketing trends strategically, marketers can create impactful campaigns that resonate deeply with their audiences and foster lasting connections. If you need help with next year’s marketing strategy, email us at info@mcconnellmarketing.com or give us a call at (330) 286-0487.

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From Clicks to Connections: How Blogging Boosts Your Digital Strategy

 

Blogging_FeatureImg

 


In our rapidly evolving digital landscape, businesses have countless opportunities to engage and connect with their audiences online. Social media, emails, and paid ads are essential, but one marketing tool continues to stand the test of time: blogging. Blogging for brand awareness is more than a way to share industry insights or updates—it’s a fundamental part of an effective digital marketing strategy. So, why is blogging still relevant, and how does it drive real results?

 

Boosts Search Engine Visibility

One of the most significant benefits of blogging is that it enhances your website’s visibility in search engine results. Regularly updated blog content with relevant keywords, titles, and meta descriptions helps your website rank higher on Google and other search engines. This means that when potential customers search for topics related to your industry or products, they’re more likely to find your site.


Focusing on strategic keywords and popular topics in your field allows your blog posts to draw in organic traffic over time, making it easier for customers to discover you without paying for ads.

 

Positions Your Brand as an Industry Expert

When you share insights, how-to guides, and updates through your blog, you’re establishing your brand as a reliable resource. This builds your authority in the industry, positioning you as an expert that customers can trust. Providing valuable content demonstrates that you understand their needs, are up-to-date on trends, and have solutions to common problems.

 

Over time, this can help cultivate a following, as readers rely on your brand for insights, news, and reliable advice. Whether you’re in retail, tech, hospitality, or healthcare, every industry benefits from a blog that educates and informs.

 

Give Your Content to Recycle

Creating fresh content for social media or email campaigns can be challenging. A blog provides a steady stream of valuable, shareable content for these channels. Each blog post becomes a potential social media post, a discussion topic, or an email update.

 

Instead of pushing out purely promotional content, you can share blog posts that entertain, educate, or inspire. This adds value to your followers’ feeds and inboxes and increases the chance your content will be shared, helping you expand your audience.

 

Provides Insights into Your Audience

Blogs offer valuable insights into your audience’s interests. By analyzing which posts are performing well, you can gain an understanding of your readers’ preferences and questions. This can inform your future content strategy, helping you create posts that resonate with your target audience.

 

In addition, blog performance can provide a solid foundation for your paid ad campaigns or new product development. When you know what topics generate the most interest, you can shape your entire marketing approach to better align with audience preferences.

 

Offers Long-Tern ROI

Unlike ads that stop working the moment you stop paying for them, blog posts continue to drive traffic, leads, and brand awareness over time. With well-researched content, a blog post can continue to provide value for years, attracting organic visitors and reinforcing your brand presence.

 

This makes blogging for brand awareness a cost-effective, long-term investment for businesses of all sizes. Plus, as your blog archive grows, it creates a powerful foundation of content that can be used to re-engage existing customers or introduce new ones to your brand.

 

In a world where content is king, blogging remains one of the most effective ways to build brand awareness, increase engagement, and drive long-term growth. It’s not just about publishing content; it’s about creating a space where your audience can learn, engage, and develop trust in your brand. Whether a small business or an established company, incorporating blogging into your digital marketing strategy is essential for driving meaningful results and setting your brand apart.

Looking for more tips on marketing your business and reaching the right audience? You can find us on Facebook, Instagram, or your inbox. If you’re in search of a more personalized plan, give us a call at 330-286-0487 or send an email to info@mcconnellmarketing.com to see how we can help you grow.

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