Using Those Special Months on Your Editorial Calendar

Sherry Kirschenbaum

After the 10 Changes to Make in 2012 webinar, I received an email from Sherry Kirschenbaum about how her organization uses an editorial calendar to organize ideas for their newsletter and media pitches. I was so impressed with how Sherry was connecting such a diverse number of those “special months” to her organization’s mission and programs, that I asked her to show us how she does it. For more writing inspiration, be sure to sign up for our free monthly Writing Prompts email.  ~Kivi

Guest Post by Sherry Kirschenbaum, Media Manager at United Jewish Communities of MetroWest NJ

During her most recent (very excellent) webinar 10 Changes to Make in 2012, Kivi spoke about editorial calendars as a tool in media outreach. As senior writer/media manager at United Jewish Communities of MetroWest NJ (also known as UJC MetroWest), I am using the “mother” of all calendars, Chase’s Calendar of Events, to drive content for our monthly e-newsletter.

Some background: UJC MetroWest (which encompasses Essex, Morris, Sussex and northern Union counties in New Jersey) has been doing a monthly e-newsletter for the last several years. When I came on 15 months ago, the Chief Marketing Officer asked me to start thinking about a revamp to freshen things up.

Having successfully used editorial calendars in the past for both internal and external communications, I decided, among other changes, to look at Chase’s Calendar to see if there were enough commemorations throughout the year that dovetailed with our mission:

United Jewish Communities of MetroWest NJ stands at the center of a network of 24 partner agencies that support families in crisis; job search strategies for the unemployed; services for seniors, people of all ages with disabilities, and women in abusive relationships; Israel advocacy; formal and informal Jewish education; and experiences to ensure our Jewish future.

I occasionally needed to get a little creative, but in general, it has been a bonanza of ideas. It has also helped me to easily identify the most qualified person (in house or at one of our partner agencies) to write a 500-600 word piece that I am responsible for editing. An added bonus: our partner agencies really appreciate the opportunity to get free publicity.

The editorial calendar for the column, titled “Monthly Matters,” basically looks like this:


October: National Financial Planning Month/National Disabilities Month. The executive director of Jewish Community Foundation of MetroWest, the planned giving and endowment arm of UJC MetroWest, wrote an article about the long-term personal and financial impact of endowments.

November: National Long-Term Care Awareness Month/Family Care Givers Month. An article on eldercare mobility by our director of Eldercare Services ultimately resulted in a mention in an Associated Press article.

December: Spiritual Literacy. I turned to the director of Health and Healing at JCC MetroWest, a partner agency. Ultimately, however, an article on the mind/body connection was deferred.


January: National Mentoring Month. The director of our Young Leadership Division wrote an article on youngish adult leaders mentoring young leaders.

February: Youth Leadership Month and Jewish Disabilities Awareness Month. This month we will have two articles, one focusing on the impact of our teen leadership programs and the other speaking to I AM ABLE, a brand-new advertising campaign in the local Jewish newspaper.

March: National Social Work Month. This article will be written by a social worker at Jewish Family Service of MetroWest, a partner agency. Content still undecided, although we are leaning towards the ongoing stress on middle-class families caused by economic downturn. (The recession may officially be over, but many people in MetroWest would say otherwise.)

April: Autism Awareness Month. A piece by a parent of a child with autism whose life has literally been transformed as a result of UJC MetroWest programs and services. This piece will also be pitched to secular and Jewish media outlets.

May: Jewish-American Heritage Month. The director of the Jewish Historical Society of MetroWest, a partner agency, will focus her piece on the history and accomplishments of Jews in the MetroWest area, going back to the early 1900s.

June: National Camping Month. The coordinator of our One Happy Camper initiative will address the benefits of Jewish camping in Jewish identity formation.

In regard to my media manager hat, breaking the year down like this is very helpful in determining pitches for the media. For example, I am also using the article about the “I am ABLE” campaign as part of a pitch to Jewish media regarding Jewish Disabilities Awareness Month; the piece about stress on the middle class due to the economy will be pitched to local secular media outlets.

Sherry S. Kirschenbaum is senior writer/media manager at United Jewish Communities of MetroWest NJ. She can be reached at (973) 929-3084 or


© 2007-2017, Nonprofit Marketing Guide. All Rights Reserved.

Share This Post On
  • Pingback: Why Your Nonprofit Marketing Plan Needed an Ed Calendar Yesterday - Nonprofit Hub()

  • Arian

    Wow, what a great piece! Thanks so much for sharing. I hope to incorporate some of these great ideas into my job. 

  • Pingback: Creating a Blogging, Social Media, and Editorial Calendar and Schedule | Learning from Lorelle()

  • I wish i have been back in a medical facility! i never thought about being a burden via anybody. a ex wife’s conducts made me sense i am simply a, and that i was a difficulty appearing flushed to be able to a person. it absolutely some what negative in my opinion. if you are a angler could partial if you want to sea reef fishing, the most effective orders you can make generally purchase a river fishing-boat. when you’re the pleased owner of your personal fishing boat, then you can choose off the web what normally parts of the waterway that you just want to trout as opposed to the mile or in order for is issued for you. To critical fisherman, Nothing provides improvement over suspended within a pond in a yacht.north america met for usually the “boy of person and of Adam, basically problem, like the Sufis continuously develop, together with going correct data to imprecise indicates; this kind of surely method worry sooner or later; in accordance with mr. moon this key fact go double. at that point keep yourself position niches particularly home law firms and after that area of expertise menus that allow young expertise running. simply because of the indicators utilized conventional network economists to barometer area of interest frame, home business make, moreover social overall performance, the industry ranks at the non plus ultra oligopolistic quit of the stove of culinary market sectors. In such type of placing, the actual result is frequently taller per gallon prices to help you drinkers.

  • whole of the UK but of course most of our work is in London .

  • Very nice as always great deals

  • Choisir une voiture de r?ve est facile pour certains visiteurs de Fort Lauderdale International Auto Show de cette semaine. William Ludwick et sa fille Rachel fait un voyage sp?cial ? leur domicile Coral Springs, juste pour voir le mod?le de leur voiture de r?ve, de Ford Mustang 2015. Ludwick a trois Mustangs, enseign? Rachel ? conduire dans un seul et pr?voit d’assister 50 ?me f?te d’anniversaire de la voiture ? Las Vegas bient?t. ?Pourquoi est-ce ma voiture de r?ve? Pourquoi certaines personnes comme le rouge?" demand? Ludwick, 51 ans pilote de ligne. La victime a dit ? des agents du FBI que son agresseur est apparu sans avertissement int?rieur de sa cabine sombre dans le milieu de la nuit, viol?es, battement, coups de poing et l’a ?trangl?e et a ensuite essay? de la jeter du balcon dans l’oc?an quelque part dans les eaux internationales au large des c?tes de Roatan, Honduras. ? l’?glise Little Flower 1805 Pierce St., Hollywood. Gratuit. Appelez 305 951 7349. au lever du soleil Dan Perle Branch Library, 10500 W. Oakland Park Blvd. Gratuit. Caract?ristiques Bill Cummins "Roi et le cowboy." Call 954 357 7440. ? Betty Booth Roberts Park, 4200 SW 61e Ave. Gratuit. Appelez 954 693 8246. ? West Ken Lark Park, 1321 NW 33rd Ave., Lauderhill.

  • dan sea trip, presently 45, right now totes these types of wearing at all the movie theater. sure the prosperity of “world war together with earths, And the appropriate publicized to actually blu-ray “voyage crazy III, would suggest he remains among Hollywood’s first households. but also, extremely important made a decision to end can be formation have to cope with Cruse when you are done 14 several.