Identity & Communication Event held on 3-20-2004 "Tell 'em Who You Are!" | |
Newsletters
Tips for better church
newsletters
The
church newsletter plays a critical role among all the ways we keep church
members informed about what is going on in the life of the congregation. One does not have to be publishing
professional to produce an effective and informative newsletter. Today’s word processing programs are
amazingly powerful and can produce neat, eye-catching pages combining text and
illustrations. At the high end of the
spectrum, there are dedicated publishing programs like Quark XPress that are
actually designed for producing professional caliber publications. Regardless of your computerized tools, there
are some basic principles that apply to all good church newsletters.
Most importantly of all, remember why
you are doing it in the first place. It
is so easy to get so caught up in the details of meeting newsletter deadlines
that we lose sight of why we are doing it.
A newsletter keeps people connected with their
church. It strengthens ties with the
church. It keeps active members up to date on upcoming worship opportunities,
activities, and meetings. It also helps
to keep occasional attendees up to
date and feeling connected to the church even if health problems, lack of
mobility, or family obligations keep them from attending regularly. This is a vitally important function.
Newsletters present to visitors and
“friends of the church” the range of activities that the church offers and thus
is an important aid to church growth. It also keeps the Christmas-and-Easter-only folks still connected with the church,
reminding them where there church home is.
It also keeps people who have
moved away — but who still love your congregation — connected with the
congregation. So the church newsletter
is not just a paper “bulletin board”, it is a vital vehicle in keeping people
feeling connected with the church.
Now, to the nitty
gritty.
1. Get the
names right! In every congregation, there are some
difficult last names, some confusing first names, and some multi-career,
blended families, and other situations in which we need to be careful and
precise about what last name to use. If
a church is to really be “family,” it is actually hurtful to have our brothers and sisters make mistakes with out
names. Get it right. Make notes in the church directory to remind
you. Get feedback if there is a mistake
one time and don’t repeat the mistake. This is not editorial nit-picking. Rather it is showing that we care about
each other. It really matters.
2. A good newsletter earns the reputation for being the single,
trusted source for all of the details about church activities. Like getting the names correct, check,
double-check, and check again the times, dates, and locations of events. Double-check for conflicts. Once you’ve got the correct information, put
it on page one. The newsletter is where
people look for what is coming up, so don’t make them dig for it and certainly,
don’t make them find a worship schedule on one page, youth programs on another,
and committee meetings sprinkled throughout the newsletter. You can repeat the times in the individual
articles, but the newsletter is the de facto, centralized church calendar. It
is a ton of work to be comprehensive and correct, but it is worth every bit of
effort. And once you earn the reputation
as the single-trusted-source, the information will flow to you automatically,
with much less effort required to chase things down.
3. Promise yourself that you will find a way to get something about children – with their
names – in every issue.
4. In addition to information on changing events, the
newsletter needs to always serve as the
quick reference to the basic church information. Although it has appeared a
hundred times before, with each issue SOMEBODY will reach for the newsletter to
find the church phone, fax, web address, office hours, or Sunday School hours.
It does not have to take up a lot of space, but it needs to be there...and if
the hours change in the summer, the information needs to change because “not
everybody knows it”.
5. One does not have to be a great designer to produce a great church newsletter. It is important to remember, however, that
solid pages of type are not visually inviting.
There are many sources for nice, clean, attractive clip art that is easy
to use and easy to resize. It only
takes one or two images to liven up a page.
Used judiciously, boxes, borders, and areas with shaded backgrounds all
help to break up a solid page of type.
6. You simply
can’t have too much about children.
7. Depending on how you produce the final newsletter –
laser printer, photocopier, or printed – will determine how well you can incorporate photographs. If your output device can reproduce photos
with an acceptable quality, the current crop of digital cameras provide a
quick, inexpensive, flexible, and endless source of illustrations.
8. Work out a
few page templates so that the
newsletter has a sense of consistency from page to page, but also enough
variation to be visually interesting.
Simple layouts usually work out better than complex ones (unless you
really are a publishing professional).
Bear in mind, though, that not all columns have to be the same
width. Look at newsstand magazines and
you will see a trend to blend one wide column with a pair of narrow columns on
the same page. This works particularly
well using the wide column for the text-intensive items such as the pastor’s
letter, and the narrow columns for items that contain lists of names.
9. Another trick of professional designers is to use more
ragged right composition and less
fully justified type. It just gives a
friendlier and less business-like feel to the page. Also, although our computers can easily justify type, they to do
so by hyphenating many words. This can
be particularly irksome when they occur within peoples’ names.
10. Now for a real
secret from a professional magazine design (shhh...promise not to tell
anyone). For all of our normal business
and school writing, we use the combination of Times Roman and Ariel typefaces
on our computers. This assures that no
matter what computer or printer is used to read and print our files, they will
print correctly. With our own newsletter, however, we control the output device
and we are free to break out of the
Times/Ariel mold and give the newsletter some sense of style. We can
deliberately make it look a little different from everything else people are
reading each week. Experiment with the
typefaces you already have on your computer.
You are likely to find some wonderful fonts. As a starting point, instead of Times Roman, try Bodoni, Palatino,
or Garamond. As an alternative to Ariel, check out Eras, Futura, Helvetica, and
if you can find it, Gil Sans. Several
recent titles from our own Pilgrim Press are using the wonderful, innovative,
and highly readable Stone
typefaces. In particular, the font
called Stone Informal makes for an
exceptionally readable page. The font
was designed specifically to be readable whether set on a desktop laserprinter
or high quality typesetter. Check it out on the web. If you like it, it can be licensed very inexpensively from many
sources.
11. Make one physical box for all your newsletter papers,
notes, and correspondence. One. In the same way, create just one directory
or folder on your computer. One. Just
one. Things get lost physically, and things get lost electronically; but having
one physical and one electronic bin
gives you a fighting chance at controlling the chaos.
12. Beyond posting the details of upcoming church events,
the newsletter is the church’s best medium to brag and say thank you. Any opportunity to thank children by name, to recognize their
participation in events by name, or to recognize their achievements by name helps to build their sense of
belonging to the church and their sense of being loved by the church.
13. A good newsletter goes hand-in-hand with a good web
site. Wherever possible, promote the web site...especially if it
has full text sermons, color images, and other stuff you can’t put in
newsletter.
14. The newsletter is an extraordinarily good vehicle to
help introduce new members. This is vital. It helps those who missed the live introduction during the
welcoming service and it also provides the exact names — once again with
correct spelling, children’s names, and clarity about one or two different last
names — to help everybody welcome and remember them.
15. It is impossible to mention children’s names too frequently.
I think I might have read this someplace before.
16. Work on the
newsletter with love. It is not just one more tasks on the to-do
list. Really.
--Douglas Stivison, student in-care, and
Editor and Publisher, Elsevier Publications