Kivi Leroux Miller, president of Writing911.com and NonprofitNewsletters.net, recently interviewed Ruth Thaler-Carter, an experienced freelance writer and editor who specializes in newsletters.

Kivi: What have you found most interesting about writing newsletters for nonprofit organizations?

Ruth: The range of topics, services, missions, needs and approaches in the nonprofit community. No matter what someone does or needs, there’s a nonprofit organization to serve that activity or need.

Kivi: What have you found most challenging?

Ruth: Getting organizations to understand the value of a professional writer/editor and publications expert. Even nonprofits with large budgets often produce newsletters that are only marginally readable. Either the voice is stuffy, inactive and dull, or the content is too oriented to internal, non-people information; designs and layouts are often amateurish and anti-readability.

Kivi: What are some of your top tips for someone who is new to writing nonprofit newsletters?

Ruth: Read through everything about the organization you can find - old newsletters and annual reports, the website if there is one, news clippings, etc. - both to see what’s been done before and to absorb something of the culture of the organization. Research the field or niche of the organization in general. Talk to everyone - staff at all levels, clients, donors, volunteers. There’s bound to be a pocket of people who feel left out and will love you for including them; there are also likely to be people with great ideas and potential contributions who could make the job easier.

Kivi: What are some of the biggest mistakes a nonprofit can make with its newsletter?

Ruth: Producing a full-color newsletter on glossy, expensive-looking paper, especially in the midst of asking for money. Talking down to or over the heads of readers - it’s hard to find just the right voice, but doing so is very important. Going cheap or volunteer, rather than investing in professional services for writing, editing or production, whether the producers are in-house or consultants. Staff and volunteers need training if they aren’t already experienced writers, editors or publications professionals.

Kivi: Are print newsletters still relevant in the digital age? Do you think nonprofits should do both print and email newsletters? Or just one or the other?

Ruth: Absolutely - people still seem to like getting newsletters on paper, and nonprofits have to remember that many have supporters who simply prefer publications on paper. Do both - and make them different enough to appeal to the widest possible readership. Use a printed newsletter for less time-sensitive stories that deserve more depth and details, and electronic versions for breaking news and reminders.

Kivi: What should a nonprofit look for when hiring a freelancer to work on its newsletter?

Ruth: Someone with excellent writing, editing, grammar/usage skills, who’s good at talking to people from all walks of life or levels of society; knows how to use a desktop-publishing program; and has the combined tact and chutzpah to keep the publication on schedule. Someone who can buy into the nonprofit’s mission and will care about making the organization look good through its publications; the freelancer can be a useful outside perspective to staff who have developed mild tunnel vision, but shouldn’t be scornful of its efforts to do good.

Kivi: What’s your favorite type of newsletter article to write?

Ruth: I don’t really have a favorite - I like writing almost anything for newsletters - but personal profiles, event coverage and breaking news are my top three.

Kivi: Do you have any favorite books or websites on newsletters to recommend?

Ruth: Anything by Mark Beach, Roger Parker, Jan V. White or Polly Pattison; the Newsletter on Newsletters; the Newsletter Clearinghouse.

Ruth E. Thaler-Carter is an award-winning freelance writer and editor who specializes in all aspects of newsletters for nonprofits, associations and businesses. She has written, edited and desktop-produced newsletters for dozens of organizations at local, regional and national levels, and teaches a popular seminar on newsletters for various professional organizations. She can be reached at Ruth@writerruth.com and her website is www.writerruth.com.