Reginaldo Osnildo
Want to grow your local newsletter and build credibility? Learn how to collaborate with schools, libraries, and nonprofits to reach more readers.
Hey there, Reginaldo Osnildo here again!
You’ve probably figured out by now that running a local newsletter is about more than just writing—it’s about connecting.
And one of the smartest ways to connect and grow is by collaborating with institutions that already serve your community every day.
I’m talking about:
- Schools and universities
- Libraries
- Nonprofits and advocacy groups
- Community centers
- Local arts or cultural organizations
These institutions already have audiences, credibility, and networks—and with the right approach, your newsletter can complement (and amplify) their work.
Let’s break down how to make those partnerships happen.
1. Start With Shared Purpose
Before you reach out, ask:
- What value does your newsletter bring to their audience?
- What do you care about that they also care about?
- How can you help them communicate better, reach more people, or highlight their work?
This isn’t about selling ad space. It’s about creating win-win collaborations.
2. Reach Out With a Clear Offer
When contacting an institution, be short, respectful, and focused on value.
Try a message like:
“Hi! I run a local newsletter focused on [community/topic]. I’d love to feature your work, collaborate on sharing local stories, or even create content together. I think our audiences could really benefit from each other.”
Even better: suggest something specific like a shared event guide, a Q&A with a school principal, or a joint voter education series.
3. Offer to Feature Them
An easy “in” is to highlight the institution in your content.
You could:
- Do a profile on a local teacher or librarian
- Review a community program or event they host
- Publish a Q&A with their executive director
- Recap a town hall, school board meeting, or community initiative
This builds trust—and often gets shared through their network, which helps you reach new readers.
4. Co-Host Events or Panels
This can be virtual or in-person. Try:
- A Zoom panel on education or youth leadership
- A public forum on local issues
- A storytelling night or “meet the journalist” session
- A live Q&A with local leaders, co-promoted with the library or school
You provide the platform. They bring the audience.
Together, you provide value.
5. Collaborate on Special Coverage or Guides
Working on a deep dive or resource roundup? Invite local institutions to help or contribute.
Examples:
- A back-to-school guide with input from school counselors
- A nonprofit holiday donation directory
- A public safety series featuring local fire, police, or healthcare reps
- A civic voter guide with help from advocacy groups
These are practical, highly shareable, and build authority fast.
6. Ask to Be Featured in Their Newsletter or Bulletin
Many schools, libraries, and community orgs have:
- Monthly email lists
- Bulletin boards
- Digital signage
- Public websites
Ask them to include your newsletter as a recommended community resource.
Provide a short blurb and a link—it’s simple and highly effective.
7. Offer Newsletter Space in Return
You can create a “Community Spotlight” section in your newsletter to:
- Feature a local nonprofit’s announcement
- Promote a school event
- Share a library resource or service
It shows goodwill and builds long-term relationships.
8. Let Them Contribute Guest Content
Open your platform to:
- A teacher sharing student projects
- A librarian recommending local authors
- A nonprofit director explaining their impact
- A local youth submitting a column
This not only adds diversity to your content—it increases engagement and trust.
9. Mention These Partnerships Publicly
Build credibility by showing collaboration. Mention:
“This series is made possible in part by [Library Name] and [Local School].”“Special thanks to [Community Center] for helping us connect with families.”
When readers see you working with their trusted institutions, they’re more likely to trust you too.
10. Be Generous, Patient, and Professional
Institutional partnerships take time. Keep your tone:
- Respectful
- Grateful
- Open to feedback
Follow up without pestering, stay organized, and always deliver on your promises.
Your reputation will spread—and new opportunities will come your way.
Want the Full Playbook for Building a Trusted Local News Brand?
If this article got you thinking bigger about your local Substack newsletter, now’s the perfect time to grab my complete e-book:
👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network
Inside, you’ll find:
- Partnership email templates
- Content collaboration ideas
- A roadmap for launching and growing a trusted news brand
- Tools to monetize ethically and sustainably
- A 30-day plan to build community impact (and income)