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So many nonprofits tread water. We know this. And if you work in the sector for even a year, you probably know it as well. They don’t know about lead generation.

Organizations spend money and also a lot of time promoting digital ads on Google or social platforms like Facebook by boosting their posts. Countless nonprofits seek a way to get prospective donors to click on their post. Or add their name to their database, and—hopefully—get someone to donate.

What if I told you that’s the wrong way to do it?

How’s it wrong?

Well, it’s all front-loaded. In other words, your small nonprofit has to spend cash that can get better spent. For example, directly making an impact in your programs. In short, if you guess and hope in marketing, it’s not going to work.

There’s another approach you can take?

Give your prospects he offer on the front end by giving them a value-add. It’s a profit-driven marketing model for lead generation. In short, think strategically about how you get donations.

How does the profit-driven lead generation model work?

It’s easy.

Let’s look at the traditional marketing model. When click on a sponsored ad and land on your website, you already spent money. Then, once you’ve captured their information, you send them a thank you and tell them a little more about your organization. However, that can take time, and you may have a new person who may never once contribute.

You want to get them when they’re hot on your cause. And the moment they’re interested, is the moment when they register. That’s the most valuable moment for lead generation.

 Think about lead generation in its simplest form.

At the moment of registration, they provide you with at least their name and email address, if not more.

People get busy. Why have your messaging get lost in the countless emails they receive after they register with your organization?

Instead, provide them the offer upfront. Entice them to support your programs with something of value to them. You can do this by including a value-add offer in the email you send them when they register.

At that moment, they’re curious, but you captured their attention. Think about giving them an offer upfront and not merely thanking them for joining your mailing list.

Don’t make that mistake!

Here are a few of the things your nonprofit can package. Doing so encourages donors and new people on your list to engage with your cause.

  • Create a podcast, webinar or even a film about relevant issues regarding your particular sector. Put a donation amount on it that covers the costs, plus a contribution profit and tell people who register with you about it in the first email you send.
  • If you’re an organization that is event driven, you can invite people to your next event in the first email they receive. If you’re having a peer-to-peer fundraiser or gala, for instance, ask new people who are registering with you to attend or sponsor an element of your event.
  • If you have written content that you would like to promote, perhaps your CEO has written a book as an example, this is an opportunity for new people who register to purchase the book and also make a contribution to your cause. All you have to do is ask!

Small businesses have used this profit-driven marketing model for a long time. In fact, many companies have been able to grow this revenue stream from earning a few dollars to thousands within less than a year’s time. It’s an approach that savvy nonprofit marketers can also use with a little thought and creativity.

 

Author of “Not Your Father’s Charity: Grip & Rip Leadership for Social Impact”(Free Digital Download)

© 2018 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.