Growing and Funding Your Newsletter

NEWSLETTER FUNDING

This guide isn’t a silver bullet. It’s a flexible roadmap that requires you to tun in to what resonates with your newsletter’s journey. Trust your gut, and when an idea stands out, act on it with consistency and commitment.

Note: If you’re still brainstorming your newsletter’s concept, some tips might help, but this playbook is curated for those ready to scale an existing newsletter.

IT TAKES A VILLAGE

Funding Through Local Connections:

• Chamber of Commerce: Collaborate with local Chambers to sell ad space. Build relationships with decision-makers and position your newsletter as a service they can offer to their members. Many local businesses value sponsorship opportunities, and this partnership creates mutual benefits.

• Tourism Departments and City Councils: Investigate grants or funding programs that they might provide. Craft a compelling cold email, or use one of our cold email templates below, as many public officials have public contact information.

Creative Sponsorship Models - The Multiplier Effect:

• Sponsorship Credits: Approach potential advertisers with a bold offer. Sell a $100 ad slot and provide a $500 credit for future placements. Reinforce that a percentage of their investment will fuel social media and Google Ads, amplifying both their brand and your newsletter’s growth. Think of it as selling the vision before the product fully matters - just like pre-selling homes before they’re built.

GRASSROOTS

Grassroots Advertising Tactics: 

• Coffee Shops and Local Spots: Leverage business card racks, flyers, and high-traffic areas like malls or markets. Capture these setups with photos or videos, then contact the businesses displayed.

• Local Radio: Position your newsletter as a more effective alternative to radio ads. Highlight newsletters’ ability to deliver clickable calls to action rather than relying on listeners to remember details.

Boosting Reach with Agencies and Press: 

• Creative Agencies: Offer to feature their clients. Agencies love backlink opportunities, and featuring their work increases your visibility. Agencies also are looking for brands to sponsor offerings of those brands that they represent.

• Press Releases: Announce your newsletter via free platforms like OpenPR and tap into broader audiences.

LEVERAGE INDUSTRY

Leveraging Industry Events and News:

• Trade Shows: Use vendor directories to identify potential sponsors. A little research, including Google Dorking, can reveal public contact information and trade show directories.

• PR News: Monitor industry press releases. These often include media contacts for companies announcing new products or initiatives - perfect for sponsorship pitches.