Sorry for assuming right off the bat that your e-mail newsletter isn’t working. To compensate, I make two positive assumptions:

• You have an e-newsletter. If you don’t, you’re missing your best opportunity.
• You’re complying with the CAN-SPAM Act.

If you’ve covered those basics but still find your e-letter isn’t working for you, here are 10 possible reasons. Give yourself one point for every mistake you don’t make.

1. You define “working” too narrowly.
If you expect your e-letter to bring in donations or event registrations, you’re likely to be disappointed. The purpose of e-newsletters is to build and maintain relationships. Relationships are long-term investments that pay off over and over again as long as you keep the love coming.

2. You email only when you want something.
Give subscribers news they can use – how their donation is making a difference, how volunteers change lives, how their membership will bring them undreamed-of benefits. After you provide great content for free, then you can “make the ask” (see #10).

3. The “from” name is unfamiliar.
The “from” line should be a name every recipient will recognize, which is almost always the organization name. Use the executive director’s name only if she is Oprah.

4. Your subject lines are boring and organization-centered.
The subject line is your first, and often only, chance to grab readers. Offer them a solution to their problem or an opportunity to make a difference.

5. You pepper your copy with statistics.
Whenever possible, replace numbers with graphics such as pie charts. Better yet, see #7.

6. You use nonprofit-speak.
Speak English, for pity’s sake. Better yet, see #7.

7. You don’t tell stories.
Human beings are hardwired to respond to stories.  One story showing how your approach made a difference in the life of one individual or family is worth a hundred statistics showing how many individuals and families you have helped.

8. You don’t show pictures.
If you don’t have photos and subject releases, start collecting them. Meanwhile, you can find images for a few dollars each at stock photo galleries such as 123rf or iStockphoto.

9. Your design isn’t optimized for mobile.
These days all e-mail service providers provide templates that resize to fit the readers’ screens. You might be in trouble, though, if you’re using an older design with a fixed width.

10. You don’t ask.
Now that you have given readers real value for their valuable time (see #2), you can ask them to donate, volunteer, register, whatever. Provide a link directly to the relevant page.

Did you count up points for every one of these mistakes you don’t make? How did you score?