Why Nonprofit Leaders Should Steal a Page from Matthew McConaughey’s Playbook

Celebrities get a bad wrap for a lot of things, but you know what they are excellent at?

CAPTURING AND KEEPING PEOPLE'S ATTENTION.

After the success of his book, Greenlights, selling over 6 million copies worldwide—Matthew McConaughey is combining his celebrity with his storytelling skills to launch a new email newsletter called Lyrics of Livin'.

❌ Not a TikTok account
❌ Not a YouTube channel
❌ Not a podcast

✅ He launched an email newsletter.

Like a lot of talented marketers, Matthew and his team understand the POWER of 1) owning your marketing channels and 2) having a direct line to customers.

Something an email newsletter can provide and something I WISH more nonprofit leaders took seriously.

Lyrics of Livin' is going to be a lot of things ranging from stories, lessons and reflections. You better believe when the time comes for his next book, movie, run for governor or whatever—he will 100% lean into his email newsletter.

Because these are "his" words (I fully think he has a team of ghostwriters)—the amount of know, like and trust he will be able to build with his readers before selling anything will be UNMATCHED.

I bet he DOUBLES his next book sales.

So, why can't you do this too?

Before you say "time" let me ask you—if you knew a marketing tool could help you increase the amount of money you raise by 20% or more in 2025 would you do it?

I think thought leadership style newsletters from nonprofit leaders are nearly non-existent and there is a MASSIVE opportunity to connect with your current and potential donors by sharing your own thoughts, reflections and even challenges.

Need some ideas? I've got you. Don't see your type of nonprofit listed? Tell me about your org's mission below and I'll give you some ideas in the comments. 💡

YOUR NONPROFIT IS IN THE LITERARY SPACE

Your program serves: Children K-12

Your audience is: Adult book lovers

Your thought leadership style email could be called something like: Turn the Page or Diaries of a Book Lover

Topics you could write about:

  • Spotlight an author

  • What you are currently reading/what your staff is reading

  • Recent research, data, reports on the benefits of reading (or inversely, the impacts of doom scrolling)

  • Things that keep you up at night as a nonprofit leader working to improve literacy rates

YOUR NONPROFIT IS IN THE ANIMAL RESCUE SPACE

Your program serves: Animals needing to find their forever home

Your audience is: Adult animal lovers, environmentalists

Your thought leadership style email could be called something like: (Insert your name)'s Best Friend

Topics you could write about:

  • Spotlight an animal (give them a name) you've helped find their forever home

  • Spotlight a vet or volunteer

  • A tutorial for how to make food/treat from scratch

  • A tutorial for how to teach a skill or trick

  • A "My Favorites" product list

  • A "Best Of" place to hike, walk, dog park, etc

  • A list of available adoptees

YOUR NONPROFIT IS IN THE MATERNAL RIGHTS SPACE

Your program serves: Moms

Your audience is: Moms, women, community allies

Your thought leadership style email could be called something like: The Diaries of a Mom, Inside My Head, Trying to Keep Everyone Fed & Happy

Topics you could write about:

  • Spotlight a mom entrepreneur

  • Federal and local legislation impacting mothers

  • Craft ideas for summer break, December holiday break, sick days

  • Gift ideas for all the major holidays and birthdays

  • Mom memes

YOUR NONPROFIT IS IN THE ADDICTION RECOVERY SPACE

Your program serves: adults recovering from addiction

Your audience is: Sober adults, family members and friends who have been impacted by substance abuse, medical professionals

Your thought leadership style email could be called something like: Healing Together or I've Got Your Back

Topics you could write about:

  • Research (old and new) about the addiction crisis

  • Resources for caregivers

  • Alternative therapies

  • Support groups/meet-ups

YOUR NONPROFIT IS IN THE YOUTH THEATER SPACE

Your program serves: Middle and high school theater performers

Your audience is: Former students, creatives, parents of students, theater lovers, arts activists

Your thought leadership style email could be called something like: Lights, Camera, Action, Spotlight, or Center Stage

Topics you could write about:

  • Spotlight an actor/performer

  • Theater terminology

  • History of theater

  • Upcoming shows

  • Tutorial on how to sing/act

emails, nonprofit marketing, marketing, adviceJessica Campbell