Continuing my newsletter rant, I think a missing element on way too many newsletters is some short phrase describing what the organization is all about.  I just went through my folder of newsletters and found very few groups that remind their readers of the organization's raison d'être.   It's as though we assume our readers are ALL insiders. 

But even boards of directors need this reminder.  If you've ever worked with a board you know that even these insiders ask for help remembering the "elevator speech" about the organization. (If you were riding an elevator with someone who asked you to describe the organization's work on the ride, what would you say?) 

What's needed is an essence statement--but not necessarily the mission statement, which is usually too clinical and dry.  And it's not a tagline (which is often too broad).  In my file of print newsletters  I could only find a couple of organizations that reminded people of their core work on each issue of the newsletter. 

Here's a pretty good example from the back of a newsletter: "The Philanthropic Initiative, Inc. is a not-for-profit organization that helps donors increase the impact of their philanthropy through consulting services with clients, research and educational programming."  I checked their website and this is NOT their mission statement.

Another group comes close to this goal, describing itself well within their "ask" section:  "The Foundation on Aging is a publicly supported non-profit organization with IRS 501 (c) (3) status.  Please join us in securing the future of our older adults by making a donation to the FOA."

In the following case, the mission statement seems to serve them well and appears prominently on the front page of each newsletter:  "The mission of Angel Flight Central is to serve people in need by arranging charitable flights for access to health care and for other humanitarian purposes." 

Consider adding a core sentence like this to your reqular communications, print or otherwise.  If you're the Red Cross or Planned Parenthood, with a highly recognizable brand, you might be able to get away without it.  But otherwise, don't send newsletters without it.