{"id":29507,"date":"2024-05-23T08:35:42","date_gmt":"2024-05-23T12:35:42","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=29507"},"modified":"2024-05-23T08:35:20","modified_gmt":"2024-05-23T12:35:20","slug":"nonprofit-email-list","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/fundraising-software\/nonprofit-email-list\/","title":{"rendered":"Proven Social Media Tips to Grow Your Nonprofit Email List"},"content":{"rendered":"\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Introduction\" id=\"section-1-toc-1\"><\/header>\n<p>For one reason or another, many nonprofits don\u2019t feel comfortable using Facebook to find new donors. They just don&#8217;t think social media ads will work for their mission.<\/p>\n<p>You\u2019ve probably heard these words before, or even said them yourself:<\/p>\n<ul class=\"wp-block-list\">\n<li>My follower size is too small.&nbsp;<\/li>\n<li>I&#8217;m too local\/regional.<\/li>\n<li>I don\u2019t have a big enough budget.<\/li>\n<li>I\u2019ve never run ads before.<\/li>\n<\/ul>\n<p><strong>Nonprofit marketing maven Dana Snyder is here to help you debunk these statements &#8211; which leads us to our first tip:<\/strong><\/p>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Don\u2019t get clouded with self-doubt\" id=\"section-2-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-don-t-get-clouded-with-self-doubt\">Don\u2019t get clouded with self-doubt<\/h2>\n<p>As the founder of Positive Equation and the host of Missions to Movements, Snyder has helped numerous organizations leverage social media &#8211; specifically nonprofit Facebook ads &#8211; to transform their online presence and acquire new donors.&nbsp;<\/p>\n<p>Her three-step lead generation strategy has gained her nonprofit clients hundreds of new email subscribers in one week. One organization acquired 404 new names at just 98 cents per lead by sharing a seasonal recipe with their social media following!<\/p>\n<div class=\"sw-card text\"><div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p class=\"has-text-align-left\">She recently shared her strategy in a DonorPerfect webcast, <strong>100 New Email Subscribers in 7 Days: How to Grow Your Email List with Social Media Ads<\/strong>, so we\u2019re recapping it for you!&nbsp;<\/p>\n<p class=\"has-text-align-left\"><a href=\"\/nonprofit-resources\/expert-webcasts\/\">You can also watch the full session on our Expert Webcasts page &gt;&gt;<\/a><\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"401\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/dana-thumbnail.jpg\" alt=\"Dana Snyder Headshot\" class=\"wp-image-29511\" style=\"object-fit:cover\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/dana-thumbnail.jpg 600w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/dana-thumbnail-300x201.jpg 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/dana-thumbnail-100x67.jpg 100w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Try new methods, but keep the old\" id=\"section-3-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-try-new-methods-but-keep-the-old\">Try new methods, but keep the old<\/h2>\n<p>Before we get started, by no means is Snyder suggesting that you abandon your current donor acquisition strategy. She says the problem isn\u2019t with your existing methods, it\u2019s that their results can be sporadic or stagnant.&nbsp;<\/p>\n<p>Social media ads are meant to boost the strategy you\u2019ve already built and work in tandem with your other targeted efforts, such as:<\/p>\n<ul class=\"wp-block-list\">\n<li>Events<\/li>\n<li>Web pages<\/li>\n<li>Signup forms<\/li>\n<li>Pop-up forms<\/li>\n<li>Newsletters<\/li>\n<li>Crowdfunding<\/li>\n<li>QR codes<\/li>\n<\/ul>\n<div class=\"sw-card text\"><div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p class=\"has-text-align-left\"><strong>Want to start slow before spending? <\/strong><br>You can hone your marketing strategy by applying the following tips to your organic social media posts as well.&nbsp;<\/p>\n<p class=\"has-text-align-left\"><a href=\"\/whitepapers\/generic\/the-nonprofit-social-media-content-planner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Get started with your free Social Media Content Planner &gt;&gt;<\/a><\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"300\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/social-media-planners-mockup-purple-1-1-1.png\" alt=\"Social Media content planner ebook mockup\" class=\"wp-image-29508\" style=\"object-fit:cover\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/social-media-planners-mockup-purple-1-1-1.png 600w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/social-media-planners-mockup-purple-1-1-1-300x150.png 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/social-media-planners-mockup-purple-1-1-1-100x50.png 100w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Use your system to justify spending\" id=\"section-4-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-use-your-system-to-justify-spending\">Use your system to justify spending<\/h2>\n<p>Consider the revenue your new donors will eventually bring in. Even if you don\u2019t have much to spend on social media ads, it might make sense to spare a few cents per new donor acquired. You can actually generate hundreds of leads &#8211; <a href=\"https:\/\/www.youtube.com\/watch?v=O39q1EshBU8\" data-rel=\"lightbox-video-0\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">in just a few days<\/a> &#8211; for less than a dollar per lead. Just think, if your new leads were encouraged to donate monthly, you would easily recoup what you spent acquiring them.<\/p>\n<div class=\"sw-card text\"><div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p class=\"has-text-align-left\"><strong>Need help finding these figures?<\/strong> <br>Your fundraising system can help you determine your average acquisition cost per donor and compare it with your average donor lifetime value.&nbsp;<\/p>\n<p class=\"has-text-align-left\">DonorPerfect allows you to create custom, scheduled reports that you can automatically share with your board or stakeholders at set intervals. <br><a href=\"\/video\/easy-report-scheduler\/\">Watch and learn &gt;&gt;<\/a><\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"370\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/expert-webcast-1.jpeg\" alt=\"A laptop featuring DonorPerfects' webinar.\" class=\"wp-image-29483\" style=\"object-fit:cover\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/expert-webcast-1.jpeg 600w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/expert-webcast-1-300x185.jpeg 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/expert-webcast-1-100x62.jpeg 100w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Dana Snyder\u2019s three-step strategy\" id=\"section-5-toc-1\"><\/header>\n<h2 class=\"wp-block-heading\" id=\"h-dana-snyder-s-three-step-strategy\"><strong>Dana Snyder\u2019s three-step strategy:<\/strong><\/h2>\n<header data-toc-subtag=\"Set up your Facebook\" id=\"section-5-toc-2\"><\/header>\n<h3 class=\"wp-block-heading\">1) Set up your Facebook for success<\/h3>\n<p>When running a lead generation campaign, your goal is to generate email leads, so the &#8220;Leads&#8221; objective and &#8220;Instant Forms&#8221; placement should be selected in Facebook Ads Manager. Instant Forms keep people on Facebook to fill out the form to download your free resource, ultimately lowering your costs per lead.&nbsp;<\/p>\n<p>Snyder also recommends another tool called Zapier that can be connected to your Facebook account (and nonprofit tools like <a href=\"\/nonprofit-technology-blog\/donorperfect-community-network-conference\/optimize-fundraising-communications\/\">Constant Contact)<\/a> to automate adding new leads to your email list instead of uploading them manually.<\/p>\n<p><strong>Ads getting rejected? <\/strong>If your ads are getting rejected by Meta, it could be because they are related to political messaging &#8211; especially if it\u2019s an election year. You can go through a couple of extra steps to be marked as a special ad category, and then you will be able to run your ads, even if your mission has political ties.<\/p>\n<header data-toc-subtag=\"Create a lead magnet\" id=\"section-5-toc-3\"><\/header>\n<h3 class=\"wp-block-heading\">2) Choose or create a lead magnet<\/h3>\n<p>Snyder specializes in helping fundraisers create simple, yet effective Facebook ads that provide free resources in exchange for their email addresses. For example, a soup kitchen might share a recipe, cookbook, or list of local shelters. These free resources are so effective in piquing the interest of potential supporters that they are often called \u201clead magnets.\u201d&nbsp;<\/p>\n<p>When creating an effective lead magnet, Snyder recommended making it timely, relevant, and high value to the target audience. Think about what new supporters should know about your mission before getting involved or what they might be surprised to find out. What solutions can you offer to their problems? How can you spread awareness together?<\/p>\n<h4 class=\"wp-block-heading\"><strong>Lead magnet examples:<\/strong><\/h4>\n<ul class=\"wp-block-list\">\n<li>A collection of authentic recipes<\/li>\n<li>A list of local opportunities<\/li>\n<li>Things you wish you knew sooner<\/li>\n<\/ul>\n<p>If you already have this kind of content on your website &#8211; like a helpful blog article or guide &#8211; you can repurpose it into a lead magnet. And if you don\u2019t, no worries &#8211; you have plenty of stories to tell about your mission, you just need to get them \u201con paper\u201d!<\/p>\n<header data-toc-subtag=\"What makes a good ad\" id=\"section-5-toc-4\"><\/header>\n<h3 class=\"wp-block-heading\">3) Discover what makes a good ad<\/h3>\n<p>When creating your Facebook ad, you will have the option to accompany it with a graphic or video. So, think about who you want to take action, and attract them with these tips:<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"\/donorperfect-conference\/\">Spark feelings about your shared values.<\/a><\/li>\n<li>Write a hook to get the reader to stop scrolling.<\/li>\n<li>Consider keywords that they may be looking for, specifically.<\/li>\n<li>Give your solution to the problem, with actionable steps.<\/li>\n<li>Write in \u201chope-based staccato\u201d as Snyder calls it.<\/li>\n<\/ul>\n<h4 class=\"wp-block-heading\" id=\"h-ad-copy\">Ad copy<\/h4>\n<p>With her clients, Snyder saw that the best-performing ads are easy to read, with big text, short hooks, and limited visuals. Try to avoid long sentences, \u201cwalls of text,\u201d and busy images that distract from your ad copy. Many of her clients saw more success with ads that were text-only (compared to text with a visual).<\/p>\n<h4 class=\"wp-block-heading\" id=\"h-ad-testing\">Ad testing<\/h4>\n<p>Ad testing allows nonprofits to learn what resonates best with their ideal donors, and then replicate their highest-performing ads for greater success. Snyder\u2019s clients often run two ads concurrently to test out two different ideas (like one design vs. another, or one lead magnet vs. another), seeing which one results in more leads after 1-2 weeks. One client duplicated a top-performing ad to acquire 800 additional emails!<\/p>\n<h4 class=\"wp-block-heading\" id=\"h-ad-graphics\">Ad graphics<\/h4>\n<p>There\u2019s no need for a graphic design degree or expensive tools. Snyder\u2019s research shows that detailed imagery is often scrolled past, so it\u2019s best to stick to the basics! Many fundraisers use <a href=\"https:\/\/www.canva.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Canva<\/a> to create their ads, a free tool that allows you to make a custom graphic in seconds. You can even import your nonprofit logo and lean on their catalog of free graphics and stock images to accompany your text.<\/p>\n<div class=\"sw-card text\"><div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<p class=\"has-text-align-left\"><strong>Need to brush up on design basics?<\/strong> Our free guide can help you create stronger graphics!<\/p>\n<p class=\"has-text-align-left\"><a href=\"\/whitepapers\/generic\/design-tips-for-nonprofits\/\" target=\"_blank\" rel=\"noreferrer noopener\">Download your copy of Design Tips for Nonprofits &gt;&gt;<\/a><\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"481\" height=\"383\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/design-tips-mockup-1.png\" alt=\"Design Tips for nonprofits ebook mockup\" class=\"wp-image-29141\" style=\"object-fit:cover\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/design-tips-mockup-1.png 481w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/design-tips-mockup-1-300x239.png 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/design-tips-mockup-1-100x80.png 100w\" sizes=\"(max-width: 481px) 100vw, 481px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n<p>A growing email list allows nonprofits to connect with more donors and supporters over time. By leveraging this proven framework, nonprofits can rapidly grow their email lists with targeted Facebook ads. For more help sustaining the advancement you work so hard to achieve at your nonprofit, check out our <a href=\"\/whitepapers\/generic\/your-guided-growth-plan\/\" target=\"_blank\" rel=\"noreferrer noopener\">Guided Growth Plan<\/a>, a compilation of free resources and strategies to help your organization reach its goals.<\/p>\n<\/section>\n<section class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Free Guided Growth Plan\" id=\"section-6-toc-1\"><\/header>\n<h2 class=\"wp-block-heading get_demo gutenberg\" id=\"h-get-your-guided-growth-plan\">Get your Guided Growth Plan<\/h2>\n<p class=\"get_demo gutenberg\"><\/p>\n<script>\nvar 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form_sublabel_below description_below validation_below'><div id=\"field_91_1\" class=\"gfield gfield--type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_91_1'>First Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='first_name' name='input_1' id='input_91_1' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_91_2\" class=\"gfield gfield--type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_91_2'>Last Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='last_name' name='input_2' id='input_91_2' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_91_3\" class=\"gfield gfield--type-email gfield--width-full input-field validate gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_91_3'>Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input data-parameter='email' name='input_3' id='input_91_3' type='email' value='' class='large'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_91_4\" class=\"gfield gfield--type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_91_4'>Organization<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='organization' name='input_4' id='input_91_4' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_91_7\" class=\"gfield gfield--type-select gfield--width-full select-field role-field select-display field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_91_7'>Role<\/label><div class='ginput_container ginput_container_select'><select data-parameter='role' name='input_7' id='input_91_7' class='large gfield_select'     aria-invalid=\"false\" ><option value=''  selected>Please choose an option<\/option><option value='Development Director' >Development Director<\/option><option value='Fundraising Assistant' >Fundraising Assistant<\/option><option value='Executive\/Board Member' >Executive\/Board Member<\/option><option value='Volunteer' >Volunteer<\/option><option value='Communications' >Communications<\/option><option value='I do it all!' >I do it all!<\/option><\/select><\/div><\/div><div id=\"field_91_17\" class=\"gfield gfield--type-select gfield--width-full gf_software_interest select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_91_17'>Interested in DonorPerfect?<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select data-parameter='software_interest' name='input_17' id='input_91_17' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' disabled selected>Please choose an option<\/option><option value='No' >No<\/option><option value='No, I am a current DonorPerfect client' >No, I am a current DonorPerfect client<\/option><option value='Yes' >Yes<\/option><\/select><\/div><\/div><div id=\"field_91_6\" class=\"gfield gfield--type-select gfield--width-full gf_number_of_constituents select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_91_6'>Number of Constituents<span 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