The Smartest Way to Grow your Nonprofit’s Email List – Fast!

 In Digital Marketing, Direct Mail, Uncategorized

We recently trained nonprofit leaders in Detroit and Grand Rapids on digital advocacy fundraising. We talked about setting goals, creating a strategy, and overcoming the technical challenges many nonprofits face. When it comes time for questions, the question I was quickly asked in both groups is, “How do I get more people from my Facebook page onto my email list?”

It’s frustrating to see a Facebook audience of 12,000 people while having an email list of only 4,000. There is some overlap between the two, but not everyone on your email list follows your organization on Facebook.

If people support you enough to “Like” you on Facebook, how do you get their email to more effectively communicate, ask for support, and gain advocacy on important issues?

There are several ways to successfully grow your email list from your Facebook audience:

1. Post links to your email list sign-up page periodically. Try to make the post as enticing as possible so your supporters will be motivated to take action. This is perhaps the most obvious solution, but organizations rarely use this simple and free tactic.

2. Use Petition platforms that collect emails for you, and promote them using Facebook ads. When you have an urgent, relevant issue, take the opportunity to ask your followers to sign a petition where they provide you with their email. Then make sure to thank them in your first emails to them, and offer easy ways to unsubscribe.

3. The newest and most effective way to quickly build your email list from your Facebook audience is using Facebook’s new Lead Ads. Lead Ads allow viewers to sign up for your email list directly from your ad without interrupting their News Feed. Because Lead Ads don’t direct people to another page, you’re less likely to lose readers in the process of filling out a form – and therefore they have a very higher conversion rate compared with other ads. Interested? More on Lead Ads here.

We love to help nonprofits tackle problems like this one. Contact us today for a free strategy session to help you raise more money and achieve your goals!



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