Unlike businesses, nonprofits are not simply marketing a product or service, they’re marketing a cause. This makes lead generation for nonprofits more complex, as organizations must find unique ways to appeal to their audience. Donors want to make sure their money is going right to the cause they support. Thus, nonprofits are scrutinized more closely than businesses. They juggle the especially challenging tasks of keeping marketing budgets low and donor participation high.
Start With the Obvious
Both businesses and nonprofits often fail to realize that untapped leads are right under their noses. Nonprofit marketing experts claim that the majority of organizations have fewer than 25 percent of their email subscribers following them on Facebook. Even smaller portions are following on Twitter. This means that you likely have two different audiences, and among those social media followers are potential donors who have yet to be contacted directly. Prompting your social media followers to sign up for your mailing list (with a direct link) is a quick way to address the leads you already have.
Disguise the Ask
There are a variety of reasons why the ALS Ice Bucket Challenge worked so well. But participants were primarily motivated by the social aspects of the challenge, like nominating friends, being on camera and doing something funny (dumping the ice water over their heads). Lead generation for nonprofits becomes easier once you learn how to ask without asking. The ALS challenge served its donors directly with a fun activity. That means participants didn’t feel pressured to give.
Create Fun Content
Marketers are especially taxed in today’s fast-paced, content-saturated world. Researchers claim humans now have an attention span of just 8 seconds — lower than that of a goldfish. The only surefire way to capture attention is to present something that directly appeals to the individual in a fun way. The World Wildlife Fund proved this with its clever “Who’s Your Animal Soulmate” quiz, which prompted participants to enter their email address. This quiz resulted in more than 1,000 new subscribers (leads) for the WWF.