A Newsletter Migration for the National Trust for Local News Leads to Impressive Growth & Empowered Reporters

Some small news organizations lack the bandwidth or staffing to manage technology migrations. Working with a vetted DODS consultant to direct the project and train the team can be an efficient use of time on the path to long-term sustainability. 

Background

The National Trust for Local News (NTLN) faced the challenge of migrating its newsletter lists from Blue Lena to Beehiiv while launching six new newsletters across its Colorado network. Recognizing the need for specialized technical support, they reached out to Digital On-Demand Services (DODS). They were matched with DODS Partner David Arkin Consulting, a local media consultancy with expertise in audience and revenue growth. 

The Challenge

NTLN needed a technology platform that was intuitive for their reporters, capable of handling automations at scale, and designed to support their shift toward a newsletter-first newsroom. With a lean support structure and small staff, the organization required project-based, fractional work to manage the migration efficiently.

“When the referral came in from NTLN, we knew it was the perfect fit for our team,” said David Arkin. “We specialize in product launches and migrations, understanding how crucial it is to get those right for busy news teams."

Solution

• Expertise and Planning: David Arkin Consulting leveraged its extensive experience with major Email Service Providers (ESPs) like Beehiiv and Active Campaign. They scoped the project based on previous successful migrations, setting a timeline of three months.

• Structured Support: A weekly project meeting was established to provide updates on all aspects of the migration. Emphasis was placed on training, with several weeks dedicated to helping the NTLN team understand how to compose effective newsletters.

• Documentation: Recognizing the importance of reference materials, David Arkin Consulting created comprehensive how-to documents to assist the team beyond the engagement period.

  
  

Results

• Improved Engagement: The average open rate for newsletters across all seven live publications exceeded 50%.

• Increased Subscriber Base: NTLN experienced a 25% growth in newsletter subscribers since the initial launch.

• Sustainable Practices: Reporters, now enthusiastic about writing newsletters, are producing content consistently. A structured Friday strategy meeting, designed with David Arkin Consulting’s guidance, helps sustain momentum.

  
  

The Impact of the Partnership

Working with David Arkin Consulting transformed NTLN’s approach to newsletters, turning what could have been a complex migration into a successful, organized initiative.

“What surprised me most was the depth of support we received,” said Cal Lundmark, of NTLN. “The work was structured, thoughtful and well-documented, and there was a real investment in making sure our team understood what we were doing and why. It didn’t feel like a vendor relationship so much as a true partnership.

The partnership not only facilitated a seamless transition but also empowered reporters to take ownership of their newsletters, fostering a sustainable practice across multiple newsrooms. This collaboration exemplifies the value of utilizing fractional consultants to navigate technology migrations and drive organizational shifts.

Conclusion

The success of the NTLN newsletter migration showcases the effectiveness of project-based work in addressing the specific needs of small news organizations. By providing specialized expertise and structured support, DODS enabled NTLN to enhance its digital presence and engage its audience more effectively.

Have a digital project that needs to get done? Reach out to DODS Program Manager Liz Hayes to schedule an introductory call and get connected to a contractor who can do the work for you.