Girl Scouts’ online pub draws more readers than print

Tennessee chapter’s new e-newsletter attracts larger audience than its print pub ever did

In these frugal times, print newsletters are often the first to go in favor of a low-cost alternative: the e-newsletter. But making the switch isn’t so easy if your readership prefers print.

Communicators at Girl Scouts of Tanasi Council in eastern Tennessee initially experienced such resistance when they tried to put their 14-year-old monthly newsletter “Leader’s Link” online.

Fortunately, they found a way to win over their volunteers by coupling the e-newsletter with other going-green campaigns, and used the weak economy to justify the decision.

“The push to go green and the recession really sent a strong message, that Girl Scouts is about the environment and stewardship,” says Mary Leidig, chief marketing officer. “… this was perfect timing for us to say, ‘In this tough recession, we want to get you the best product at the best price and use less energy.’ It was a good selling point and it worked.”