In March of 2020, the Chesapeake Bay Foundation’s (CBF) on-the-ground work to save the Bay came to a halt. But our efforts to restore and protect our local waters couldn’t stop. To keep members connected and sustain support, we reorganized the communications team and leveraged our locked-down experts to launch a weekly digital newsletter that would inform readers about our issues, inspire advocacy and giving, and acquire new supporters.
The Save the Bay newsletter has evolved since its inception to a now monthly publication showcasing the timely stories and opportunities that are at the heart of our mission to save the Chesapeake Bay and its waterways by educating, uniting, and inspiring people to take action.
Each issue of Save the Bay newsletter is thoughtfully crafted to provide a themed package of content that explores the interconnection of issues surrounding the health of the Chesapeake Bay, the work being done to restore it, and the progress we’ve made as a community to save it.
It begins with a feature well of five to six stories that highlight late-breaking news, profiles of clean-water champions, critical policy issues, and the state of the Bay’s wildlife and habitat. Stories range in medium from blogs to videos to photo essays and more. The “In the News” section provides the month’s top press stories about our Bay and its rivers and streams, and the newly created “Shop the CBF Store” section offers readers a chance to purchase and proudly display their Save the Bay pride through creative, seasonal products like t-shirts, bags, hats, and more. Finally, the “What You Can Do” section offers actionable opportunities that advance CBF’s goals to connect people with the movement, inspire advocates to speak up for Bay-friendly policies, and solicit donations that fund CBF’s education program, restoration projects, litigation work, and more.
The newsletter is also published in full on the Save the Bay blog, where the content can be accessed online and shared on social media. A dedicated sign-up form allows prospective supporters to subscribe to the newsletter and become part of CBF’s email marketing program.
We deploy a yearly survey to readers checking in and asking for their input on the type of content, frequency, and form the newsletter takes.
What started as a crucial vehicle created to connect our constituents with our staff and work during a difficult time became a staple marketing and communications product for our members’ inboxes, reaching more than 100,000 readers with each send. The Save the Bay newsletter is our top performing marketing email, boasting some of the highest click rates in our email marketing program and raising nearly $100,000 since its first issue. Annually, it inspires hundreds of advocacy actions and sources almost 3% of all email revenue.
Readers from all over the country describe the newsletter as a trusted and valuable source of Bay information: As one reader in Richmond, Virginia says, “I love this newsletter. My wife and I read it religiously." Another in Chestertown, Maryland, says, “I really like how the newsletter gives an overview of a variety of topics and when you click on one story, there are multiple stories within each main story. So much information, but in an easily digestible format.” And in Washington, D.C., one reader says, “[It’s] an important complement to CBF's on-the- ground work as it keeps us informed about challenges and positive results.”
