12 Tips for Improving Your Newsletter
The newsletter is a community association's most valuable communications tool. It is
the primary information link with homeowners, the best and most consistent way to keep
owners informed of the association's activities. Yet is your newsletter effective as a
communication tool? Is it inviting and well-designed? Is it easy to read? Here are 12 ways
to improve it.
1. Put some zing in your headlines. A good headline pulls a reader into a story. So
offer specifics--a teaser that will draw the reader's interest. For example, a headline
that simply says "Annual Meeting Held" will not entice the reader. However, a
headline that indicates an important result of that meeting--"Board Announces Plan to
Raise Assessments"--will more likely pique the reader's interest. Pick words that
will trigger the reader's attention and pull them into the story.
Other ideas for headlines are puns, rhymes, and titles of books, movies, and TV
programs. For example, if high winds uproot a tree, consider the headline "Gone with
the Wind." Put a different spin on familiar phrases. The Village West HOA in North
Carolina used the headline "Coming Soon to a Parking Lot Near You" to discuss
upcoming parking rules. Be creative. Grab people's attention.
2. Give all of the facts. Stories and interviews should always include basic who, what,
where, when, and how information. If the cover story announces a new rule, explain why the
rule was enacted. Say when the board reached the decision, when the rule will take effect,
who it applies to, and how it will be enforced. People shouldn't read a story or
announcement and be left with more questions than answers.
3. Make the articles easy to scan. Newsletter articles should be short and easy to
scan. People are flooded with information--they don't have time to read long, detailed
articles.
Assume that most readers will only skim the newsletter. How will you get their
attention? Use headings and bullets--"entry points" that will grab readers' eyes
as they scan. Take the most important information and list it in boxes. If your newsletter
is more than six pages long, put an Inside this Issue box on the front cover listing story
titles or topics and page numbers.
4. Don't bury information. Sometimes the most important--and most
interesting--information is buried near the end of the article. For example, your lead may
be, "City Councilman I.M. Crooked appeared at an association board meeting on July
1." Then in paragraph three the reader discovers--assuming he or she is still
reading--that the councilman announced plans to build an expressway through the community.
That's your lead: "City Councilman I.M. Crooked announced plans at the July 1 board
meeting to build an expressway that could bring 4,000 cars a day through the
community."
5. Proofread every item. Typographical errors are unavoidable, but too many can destroy
the credibility of your newsletter. People may ask, "How can the board handle our
property when they can't even spell right?" At the very least, have someone else
proofread the article--a second set of eyes is more likely to find mistakes. Double check
high profiles items such as headlines and pulled quotes. And always double check the
spelling of names. The last thing you need is to profile a homeowner and spell his or her
name wrong.
6. Be on the lookout for story ideas. The primary goal of the newsletter is to inform
owners of association business. But it can do much more than that.
The newsletter can publicize the contributions of volunteers. It can promote
association events. The Kala Point Owners' Association in Port Townsend, Washington,
profiles new residents in its newsletter, from their careers to their hobbies. The
Kentlands Town Crier, published by the Kentlands Citizens Assembly in Gaithersburg,
includes a section called "Our Town" that shares news regarding residents, from
awards to births.
Consider new ways to present stories as well--many newsletters contain a
question-and-answer section where residents can ask about the association, from pool rules
to pet rules.
7. Share good news. When the Quail Creek association in Sparks, Maryland, was named
Community Association of the Year by CAI's Chesapeake Region Chapter, it was front-page
news in the newsletter. The Colonies Condominium in McLean, Virginia includes a regular
section titled "Your Condo Fee at Work." It lists all current maintenance repair
and improvement projects. The newsletter is a prime opportunity for the association to
publicize its accomplishments. Use it.
8. Be consistent in your design. Design consistency IS Important. For example, use no
more than three different typefaces. Use the same typeface for body text and the same for
headlines. If your design is inconsistent, the newsletter can look cluttered, distracting,
and junky.
One way to ensure consistency is to develop a grid for the newsletter. The grid is like
a blueprint--a model that is followed every issue. Three-column grids are most common. If
you decide to vary the look of the newsletter by using one or two columns in a particular
section--such as the cover of Chapter Works at the bottom of the page--it should still
follow the grid.
9. Don't be afraid of white space. Your grid should allow margins of at least 3/4 inch.
This gives it "white space" and makes it look cleaner. Many newsletter editors
feel that they have to cover every page with something, be it text or art. White space
organizes the pages; it frames the text and art. It gives the page breathing room. Also,
use clip art sparingly. Too much can clutter the newsletter and make it look tacky.
Associations go to great lengths to beautify their properties. Why ruin that image with a
junky newsletter?
10. Choose a readable typeface. Use serif typefaces instead of sans serif
typefaces--serif faces are easier to read. Examples of serif typefaces are Garamond,
Times, and New Century. San serif typefaces include Helvetica, Futura, and New Gothic.
Serif if is good for body text; sans serif is good for headlines.
Also, never set body text in all caps--it's difficult to read. Italics are hard to read
as well. Most typefaces are 10 points in size. In general, your leading should be two
points higher--a 10-point typeface should have 12-point leading.
11. Include photographs. Photographs add variety to the text and act as important
visual aids. This can be particularly helpful in a community association--photos help
neighbors see neighbors. The Maryland Farms association in Beltsville, Maryland included a
cover story on the winner of its Outstanding Resident Award, and included a photo of the
resident receiving the award from the association president. And if an association holds
an event, what better way to create excitement than to show photos of attendees having
fun?
Black-and-white photos will generally reproduce better than color photographs. Try to
avoid shots of people standing around--instead, print photos that show action and
activity. Always include captions.
12. Have fun. Producing a newsletter should be a fun and creative experience. And if
you're enjoying yourself, the readers are more likely to enjoy the newsletter.
"We try to have fun with our newsletter," said Carol F. Shelton, site manager
of the Little River Square Condominium in Annandale, Virginia. "We find that when you
have fun with it, more people will read it."
Writing Tips
* Use active voice instead of passive voice ("The board studied the plan' instead
of "The plan was studied by the board") * Include who, what, where, when, and
how information * Have someone else proofread the article--a second set of eyes is more
likely to find mistakes * Double check the facts, especially names * Keep articles and
sentences short and to the point * Don't hide your verbs in "ion" words (Instead
of writing "The manager made the decision" say "The manager decided")
Design Tips
* Develop a grid and follow it * Use white space to organize and frame the page * Do
not use more than two or three typefaces--too many will clutter the page * Only include
clip art and photographs that complement the copy--too much clip art can make the
newsletter look junky * Use pulled quotes to vary the page * Use serif typefaces instead
of sans serif typefaces--serif faces are easier to read * Place advertisements on the
outside of pages
