Some of the most effective newsletters I have seen are those that have the least amount of news. Whether the newsletter is intended for members, donors, clients or staff, the reason that some stand out is how far they go beyond facts and information.

Think of a daily newspaper. You want your newsletter to be more like the entertainment or business sections, which generally feature articles that explain an appealing topic from a more casual or personal objective. When you see an article that catches your eye, you read it, learn something new, and may be inspired to find out more. The news section, on the other hand, gives you factual, time-sensitive accounts of happenings. You may skim, read perhaps the first few paragraphs, or none at all. This could be because you’re not interested, you prefer to get your news from other sources or you’re aware of it already.

Which brings me to another very good reason to rethink how to approach your “news”letter. The time it takes to produce your publication means your news is old news before it gets to your reader. So save your “news” for email announcements, letters or other forms of communicating. The ideal solution is to have a brief print publication, with a focus on feature style articles, supplemented by a regular electronic newsletter that highlights news and events in a shorter format. The rule of thumb many follow, for a fundraising organization, is to send as many information vehicles out as appeals.

If you’re just beginning to develop a new publication, or have one that could use a little spice, the best way to make it work better is to bring your stories to life. Most of the time, all this takes is a new perspective. Write your articles as stories rather than facts. Show rather than tell. This will go a long way to making your publication something people look forward to reading.