How I Built MCD's Newsletter System They'd Always Wanted—Even Though They Had No Time to Write or Send One
TLDR: I created a complete newsletter strategy and template system for MCD so they can launch their monthly newsletter without adding hours to their workload—giving them a way to stay connected with their community that actually fits into their schedule.
Hey I'm Hailey,
I'm the founder of Echoroot, where founders, consultants, and small teams come to transform their marketing and workflow systems, reclaim 20+ hours every week, and get back to the work that actually inspired them, without adding to their to-do list or working more hours.
"We've always wanted to start a newsletter, but we just don't have time."
You know email marketing matters. You know a newsletter would help you stay connected with your community, share your impact, and keep your supporters engaged.
But between managing programs, responding to inquiries, coordinating volunteers, and doing the actual work you set out to do—sitting down to write, design, and send a newsletter every month? It never happens.
Missaukee Conservation District was in the same boat.
They had hundreds of contacts. Community members who'd attended workshops. Landowners who'd completed conservation projects. Partners and supporters who wanted to hear about their work.
But no consistent way to stay in touch with them.
So instead of telling them "you should start a newsletter," I built them a complete newsletter system that makes it actually doable (even with their packed schedules).
Why Newsletters Matter (Even Though Everyone's Inbox Is Full)
Before I show you what I built, let me explain why I prioritized this for MCD.
A lot of organizations think: "Everyone gets too many emails already. Why add to the noise?"
But here's what I've learned:
People want to hear from organizations doing work they care about.
For MCD, a newsletter solves several problems:
First, it keeps supporters engaged between programs. Someone attends a workshop in April. Without a newsletter, they might not hear from MCD again until they happen to see a Facebook post months later. By then, they've forgotten the connection. A monthly newsletter keeps MCD top of mind.
Second, it showcases impact. Conservation work happens slowly. A landowner implements a practice, and the environmental benefits compound over years. A newsletter gives MCD a way to share those long-term wins and remind people why this work matters.
Third, it drives action. Every newsletter can include upcoming workshops, volunteer opportunities, new resources, or ways to get involved. It's not just "here's what we did"—it's "here's how you can participate."
Fourth, it builds community. Landowners working on conservation can feel isolated. A newsletter shows them they're part of something bigger. It connects people doing similar work across the district.
But here's the catch: none of this matters if the team doesn't have time to actually create and send it.
That's where strategy and systems come in.
Start with my free mini-course:
I walk through the R.O.O.T Method I use to help clients build marketing systems that actually fit into their schedules. You'll learn how to create infrastructure that supports your work instead of adding to your plate.
The Challenge: Time They Didn't Have
Let me be honest about MCD's situation when we started talking about newsletters.
Dani and her team were already working at capacity.
Between figuring out the marketing, managing programs, and doing actual conservation work—they had zero extra hours.
Telling them "you should send a monthly newsletter" without giving them the infrastructure to do it efficiently would have been useless advice.
So I asked them: "If sending a newsletter took 30 minutes instead of 3 hours, would you do it?"
Their answer: "Absolutely."
That became my goal. Build a newsletter system so streamlined that creating and sending it fits into their workflow without becoming another burden.
What I Built: The Complete Newsletter System
Let me walk you through each piece of the newsletter system I created for MCD.
1. Newsletter Strategy & Content Framework
Before templates or tools, we needed strategy. I worked with Dani to define:
Newsletter Purpose: Stay connected with community members, share impact stories, promote upcoming programs, and build a sense of community around conservation work.
Target Audience: Past workshop participants, landowners who've worked with MCD, community members interested in conservation, partners, and supporters.
Frequency: Monthly (first Wednesday of each month). Frequent enough to stay connected, but not so often it becomes overwhelming to create.
Content Pillars: Every newsletter includes:
Impact Story (1-2 paragraphs): A recent conservation project or success story
Upcoming Programs (bulleted list): Workshops, events, volunteer opportunities
Conservation Tip (short section): Seasonal advice relevant to landowners
Resource Highlight (1 paragraph): Feature a helpful resource from their library
Community Spotlight (optional): Highlight a partner, volunteer, or community member
This framework means they never stare at a blank page wondering "what should we write about?" The structure is always the same. They just fill in the current information.
2. Newsletter Template (Designed for Speed)
I created a custom newsletter template in their email platform with several key features:
Pre-designed Layout: The template has designated sections for each content pillar. Drop in text and images—no design decisions needed.
Brand-Consistent Design: Uses MCD's colors, fonts, and visual style from the brand guide I created. Every newsletter looks professional and cohesive.
Mobile-Optimized: 60%+ of their subscribers read on phones. The template automatically adjusts for mobile screens.
Pre-written Placeholders: Each section has example text showing them what kind of content goes there. They replace the placeholders with current info.
Modular Sections: Can easily add or remove sections based on what they have to share that month. Some months might have more events. Some months might focus more on impact stories.
One-Click Images: Linked to their branded Canva template library, so they can quickly create images that match the newsletter style.
Built-in Calls-to-Action: Every section has appropriate CTA buttons already designed and linked—"Register for Workshop," "Download Resource," "Schedule Consultation," "Volunteer with Us."
Time to create a newsletter with this template: 30-45 minutes instead of 3+ hours.
(Snippet of the newsletter template)
3. Content Creation Process
Having a template is one thing. Knowing what to write is another. I created a simple content creation process for their team:
Step 1 (10 minutes): Quick team huddle at the start of each month. Dani asks:
What conservation project can we highlight?
What workshops/events are coming up?
What seasonal tip makes sense right now?
Any new resources to feature?
Step 2 (15-20 minutes): Assigned team member writes brief content for each section. We're talking 2-3 sentences max. Not essays. Just enough to inform and engage.
Step 3 (5 minutes): Drop content into template sections. Add any relevant images from their photo library or create one quickly in Canva.
Step 4 (5-10 minutes): Review, proofread, schedule send.
Total time: 30-45 minutes from start to scheduled send.
4. Subscriber Management & Automation
The newsletter system connects to everything else I built for MCD:
Automatic Additions: People who fill out the contact form, download resources, or register for workshops are automatically added to the newsletter list (with permission).
Segmentation Options: While they're starting with one newsletter to everyone, the system allows them to segment later. Want to send workshop announcements only to people who've attended workshops before? The system can do that.
Welcome Series: New subscribers automatically receive a 3-email welcome series introducing them to MCD's work before they get the monthly newsletter.
Engagement Tracking: The system tracks who opens, who clicks, and what content gets the most engagement. This helps them understand what their community cares about most.
Unsubscribe Management: Automated and clean. If someone unsubscribes, they're removed immediately—no manual list management needed.
5. Content Calendar Integration
I built a simple 12-month content calendar showing:
Newsletter send dates
Seasonal conservation topics to cover
Annual program cycle (workshops tend to happen certain times of year)
Key organizational milestones or events
This means they can plan ahead instead of scrambling at the last minute. They know what's coming and can prepare content in advance if they want to.
Building systems like this for your organization?
My free mini-course breaks down the R.O.O.T Method I use with clients like MCD. Learn how to build marketing and workflow systems that actually fit into your schedule instead of adding to your overwhelm.
What Makes This Newsletter System Actually Work
Here's what I've about newsletters that actually get opened:
1. Remove All the Friction
Every decision point is friction. What should we write about? How should we design it? What images should we use? When should we send it?
The template, content framework, and process remove all those decisions. They just fill in the current information and click send.
2. Make It Fit Their Workflow
I didn't ask MCD to add a new task to their week. I showed them how to turn information they're already sharing (workshop announcements, project updates) into newsletter content with minimal extra effort.
3. Keep the Bar Low
This isn't a glossy magazine. It's a community update. 2-3 sentences per section is plenty. Perfect is the enemy of done.
4. Build on What They Already Have
The newsletter pulls from their existing content: website program descriptions, resource library, social media posts. They're not creating everything from scratch.
5. Automate the Repetitive Parts
Subscriber management, welcome series, scheduling—all automated. They focus on content, not list maintenance.
6. Design for Mobile First
Most people read email on their phones during breaks or commutes. The template looks great on small screens.
7. Make Engagement Easy
Every newsletter has clear, clickable calls-to-action. Want to register for a workshop? Click the button. Want to download a resource? Click the link. No hunting through text.
8. Track What Matters
The system shows them what content resonates. High engagement on conservation tips? Include more. Low clicks on partner spotlights? Maybe save those for occasional features instead of monthly.
The Launch Plan: Setting Them Up for Success
Having a system is one thing. Actually launching is another. Here's how I set MCD up to start their newsletter successfully:
Pre-Launch (Week 1-2):
Finalize template design and content framework
Set up automated welcome series for new subscribers
Build initial subscriber list from existing contacts
Write announcement about newsletter launch for website and social media
Launch (Month 1):
Send announcement email to existing contacts: "We're launching a monthly newsletter!"
Publish first newsletter using template
Add newsletter signup to website and contact forms
Share on social media with invitation to subscribe
Month 2-3:
Continue monthly cadence
Monitor open rates and engagement
Adjust design and content based on what resonates
Promote newsletter in workshop confirmations and follow-ups
Ongoing:
First Wednesday of each month = newsletter send day
Quarterly review of content performance
Annual review of strategy and subscriber growth
"Hailey's approach was exactly what we needed, but what blew me away was how quickly she got us. From day one, she felt like part of our team. She didn't try to make us fit into some generic business template - she took time to understand the unique challenges conservation districts face." — Dani Hamilton, District Manager
Key Lessons: What Makes Email Marketing Work for Busy Teams
After years of writing, designing and building newsletter systems, here's what I've learned:
1. Strategy Before Tools
You can have the fanciest email platform in the world, but without a clear content strategy, you'll still stare at a blank screen every month not knowing what to write.
2. Templates Reduce Decision Fatigue
When the structure is decided, creating content is exponentially easier. The template tells you exactly what to write about.
3. Consistency Beats Perfection
A simple newsletter sent every month is infinitely more valuable than an elaborate newsletter sent "when we have time" (which means never).
4. Short Is Fine
You don't need to write a novel. 2-3 paragraphs per section keeps readers engaged and makes creation manageable.
5. Reuse Your Content
The newsletter doesn't have to be all-new content. Share what you're already posting on social media. Feature programs already on your website. Repurpose what you have.
6. Make Subscribing Easy
Newsletter signup should be on your website homepage, in your contact form flow, and promoted regularly on social media.
7. Mobile Optimization Is Non-Negotiable
More than half your readers are on phones. If your newsletter doesn't look good on mobile, you're losing engagement.
8. Track and Adapt
Pay attention to what content gets opened and clicked. Do more of what works. Adjust what doesn't.
If You've Been Saying "Someday" to a Newsletter
A newsletter doesn't have to be another overwhelming task on your already-too-long list. With the right strategy, template, and system, it can be a 30-minute monthly task that keeps your community engaged and drives real results.
Start with my free mini-course:
I walk through the R.O.O.T Method I use to help clients build marketing systems that actually fit into their schedules. You'll learn how to create infrastructure that supports your work instead of adding to your plate.
