Problem:

Social media was Nebraska 4-H's only state level line of direct communication with 4-H families and volunteers. However, as part of the 4-H Grows Here campaign social media networks began sharing youth's success stories and marketing the program as a whole rather than simply sharing program and event updates. It was apparent that another line of direct communication was necessary for communicating program and event information.

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Solution:

Nebraska 4-H implemented a monthly email newsletter to maintain regular and direct communication with 4-H families and volunteers. The newsletter included both Nebraska 4-H program and Nebraska 4-H Foundation information. It was sent to a list of approximately 7,000 subscribers, including 4-H volunteers, families, club leaders, and supporters.

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Result:

The first monthly newsletter was sent in July of 2017 with a total of 6 newsletters being sent throughout the remainder of 2017. Throughout the year, the overall open rate was 25.1% with an average click rate of 15.2%.