MTN Impact: How a Pandemic Side Project Became an Accidental Newsletter Success

It started with a simple search: "outdoor newsletter." That's how I stumbled upon The Daily Thread, a small outdoor lifestyle newsletter that would change my trajectory in ways I couldn't imagine.

The Pandemic Plot Twist

March 2020. While the world was shutting down, I was living what seemed like a dream life in the Canadian Rockies. Working remotely, spending lunch breaks on mountain bike trails, and experiencing the kind of work-life balance I'd only dreamed about in my corner office days.

There was just one problem: I had too many thoughts about sustainability and not enough outlets for them.

The Stealth Sustainability Operation

Here's where it gets interesting. I didn't want to create just another preachy environmental newsletter. Nobody wants to be lectured about climate change while they're shopping for a new ski jacket. But what if we could sneak sustainability into people's consciousness through the back door?

The plan was simple (or so I thought):

1. Buy an existing outdoor newsletter

2. Build trust with gear reviews and adventure stories

3. Slowly weave in sustainability messages

4. Create change without preaching

Spoiler alert: Nothing about running a newsletter is actually simple.

The Mail Chimp Chronicles

Remember floppy disks? That's what using MailChimp in 2020 felt like – technically functional but painfully outdated. Every issue was a digital obstacle course:

"Let me just update this template..." Three hours later, "WHY IS EVERYTHING IN COMIC SANS?"

The process went something like this:

1. Write content in Google Docs

2. Copy to MailChimp

3. Watch formatting explode

4. Fix formatting

5. Preview test

6. Fix formatting again

7. Send test email

8. Notice typo

9. Start over

10. Question life choices

The Ninja Move That Worked

Here's where it got interesting. Instead of writing obvious sustainability content, we got sneaky:

A story about the "10 Best Winter Jackets" would casually mention:

• Manufacturing processes

• Material sustainability

• Product longevity

• Repair programs

Readers thought they were getting gear reviews. They were actually getting sustainability education in disguise. It was like hiding vegetables in a kid's mac and cheese – they're eating healthy without even knowing it.

The Growth Game

Growing from 300 to 500 subscribers might not sound impressive in today's viral-everything world. But this was organic growth in a niche market, built through:

• Genuine engagement

• Consistent content

• Community building

• Zero paid advertising

And the best part? Our readers actually read the newsletter. We weren't just adding names to a list; we were building a community of engaged outdoor enthusiasts who gradually became sustainability advocates.

The Corporate Stealth Mission

Here's a fun twist: I couldn't put my name on it. Corporate politics meant I needed to stay under the radar. So my wife became the official face of MTNimpact. She was the editor-in-chief, while I was the ghost in the machine, crafting content between Zoom calls and strategic planning sessions.

It was like being a sustainability superhero with a secret identity. By day, corporate executive. By night, environmental content creator.

The 2024 Perspective

Looking at the tools available today makes me feel like I ran a marathon wearing wooden clogs. Modern newsletter platforms like Beehiiv turn that marathon into a pleasant jog:

Then vs Now

Content Creation: Then: "Let me spend 6 hours researching this gear review." Now: "Hey AI, give me the environmental impact data for these five jackets."

Email Design: Then: Fighting with HTML for 3 hours Now: "Drag, drop, done."

Growth Tools: Then: "Please share this with your friends?" Now: Automated referral systems and growth tools

The Lessons That Stuck

1. Authenticity Wins Even with basic tools, genuine content resonates. We might have been sneaking in sustainability messages, but we were always authentic about our love for outdoor adventure.

2. Community Beats Numbers 500 engaged readers beat 5,000 uninterested subscribers every time. Our community might have been small, but they were mighty.

3. Message Matters How you deliver information is just as important as the information itself. Sometimes the indirect approach is more effective than the direct one.

The Future Is Easier (But Not Easy)

Today, you could launch MTNimpact in a fraction of the time with better tools. But here's what hasn't changed:

• You still need great content

• You still need genuine connection

• You still need consistent effort

• You still need a clear mission

Your Turn

Want to start a newsletter in 2024? Here's what I'd do:

1. Pick your niche (and your ninja angle)

2. Choose Beehiiv (trust me on this one)

3. Set up Grammarly!!!

4. Start creating before you feel ready

5. Build in public, learn in public

Remember: The tools are better, but the principles remain the same. Be authentic, provide value, and maybe sneak in a little positive change while you're at it.

-Greg

P.S. To our original MTNimpact readers (if you're out there): Thanks for letting us sneak sustainability into your inbox. You were part of something bigger than you knew.