Newsletter Distribution: Should You Send Your Center’s Newsletter to Nonmembers?

Should you allow nonmembers to subscribe to your senior center’s newsletter? If you’re on the fence about widening your mailing list, here’s the short answer: yes! You should send your newsletter to nonmembers.

Here are a few reasons why sending your newsletter to nonmembers is one of the easiest ways to grow your community, along with some pointers on how to do it well.

Your Newsletter Is a Marketing Tool, Not Just a Member Perk

It’s easy to think of the newsletter as just for people who already belong to your center, but that mindset limits its potential. Sure, your newsletter may share more event dates and program updates, but it also tells the story of who you are, what you offer, and why your center matters to your greater community. That story is exactly what prospective members, caregivers, and local partners need to see.

When you keep that story locked inside a members-only list, you’re leaving one of your best outreach tools on the shelf.

Five Reasons to Expand Your Newsletter Distribution List

It might be tempting to just send your newsletter out to the list you already have without putting in the effort to expand your reach, but don’t give in to that temptation! Your newsletter is one of the best marketing tools you have, so expanding your reach should be a priority. Here are five reasons that will convince you to put in the effort:

1.  It introduces your organization to people who don’t know it exists.

Many people simply aren’t aware of what senior centers offer. Whether it’s fitness classes, meal programs, social events, transportation services, or educational workshops, a newsletter puts your full range of programming in front of new eyes every month. This marketing tool plants a seed that can grow into a visit, a phone call, or, eventually, a membership.

2.  It builds trust before someone ever walks through your doors.

Trying something new can be intimidating, especially for someone who’s never engaged with a senior center before. Getting a friendly, informative newsletter every month and seeing photos, events, and testimonials will begin to make your center feel familiar and welcoming before that first visit even happens.

3.  It can reach the people making decisions for someone else.

Adult children and family members of a senior adult might be concerned about a loved one’s isolation, especially after the death of a spouse. They are often the ones researching options to help an aging parent or relative rebuild their social circle. For this audience, receiving a newsletter can be the deciding factor that leads them to encourage a loved one to get involved.

4.  It strengthens relationships with donors, volunteers, and community partners.

Local businesses, faith communities, healthcare providers, and past donors all benefit from staying updated on your impact. Regular newsletters keep your organization top of mind, which can lead to more volunteers, more donations, and more community partnerships.

5.  It costs you almost nothing extra.

If you’re already creating a newsletter for your members, expanding the distribution list costs little more than adding some extra email addresses or printing a few more copies. The content has already been created — you’re simply amplifying its reach. That will give you a better return on your investment.

How to Expand Your Newsletter Recipient List Thoughtfully

Saying yes to nonmember distribution doesn’t mean indiscriminately blasting your newsletter to everyone. A few tips to do it well:

• Start with warm contacts: Past visitors, event attendees, volunteers, donors, and local partners are natural first additions to your list.
• Offer an easy opt-in: Add a sign-up form to your website and have a sign-up sheet available at the front desk and at community events so interested people can join voluntarily. With every email you send, encourage people to subscribe.
• Always include a call to action: Make it simple for nonmember readers to take the next step: schedule a tour, attend a free class, or call for more information.
• Respect privacy and preferences: Include a clear and easy way to unsubscribe. It’s the law!

Think of your newsletter as a window into your organization’s mission, culture, and community. Keeping that window open to nonmembers costs little and can pay off significantly in awareness, trust, and new members walking through your door.

The next time you hit “Send,” don’t just think about your current members. Think about everyone in your community who might benefit from being involved with your senior center and make sure they’re on the list, too.

If your newsletter could use a revamp, or if you need help launching one, visit the Print & Digital Publications section of our website.