Why start a newsletter for IJM Philippines did not have a newsletter, since the beginning of its existence, in 2001. (With the exception of a few seasonal printed publications). So why start one in 2023?
We did not need a marketing funnel, nor were we raising funds, as fundraising is the territory of select IJM offices.
There were no tangible returns to be expected. And the constant stream of content would require a new set of resources. For a long time, a newsletter was not practical nor necessary for our team to create.
In the Philippines, the child protection community had been growing. Eventually, we wanted to explore ways regularly update our community of partners, with news and highlights of our collaborative work.
We work with church partners, law enforcement / government, corporate partners, donors, communities and organizations focused on child protection, and the general public—Filipinos who we are counting on and calling on to watch out for red flags and signs that the crime is happening, and to report it.
Our approach to the newsletter is to showcase collaborative work as a model, inspiration, and critical element in fighting the crime of OSEC. We see it as a community-oriented tool, build bridges and to actively foster relationships between readers.
It was important for the IJM, as the newsletter-sender, to be perceived as a friend and collaborator. The biggest determinant of whether an email will get opened is who sent it. So the IJM newsletter is designed to be engaging, positive, and life-giving, such that you will look forward to the next one.
The heading image and theme change each issue, to stay visually fresh. We hope to always inspire, energize, and connect, through stories, images, and resources.
The newsletter balances IJM’s brand voice and a personal voice. The newsletter is sent from the inbox of IJM Philippines National Director and begins with a personal note.
The content celebrates the work that has been done, calling for each person to know their roles and what part they can play in protecting children.
The quarterly timing was the most realistic for a team like ours, aside from being a good rhythm for the recipient—it’s not too frequent, not too absent. The quarterly release aligns with the timing of our quarterly reports.
It allows enough time to create quality content—to select and produce stories on wins and milestones, the progress in transformation and change from the collaborative efforts of partners and organizations. The quarterly rhythm also steers clear of the rush of monthly newsletters.
Aligned with our overall brand messaging, the newsletter reinforces the idea of fighting OSEC together. We want this medium to also be a message in itself:
