Just imagine…it’s October. Over the past few months, you’ve invested in a brilliant holiday campaign. You’re ready to launch. You pull your email lists. And they’re small. Way smaller than last year’s. You’re never going to raise the money you need to.
Even the most robust email file could be negatively affected by CASL. End of year and holiday campaigns (which are the most lucrative for most organizations) are at risk.
But not all hope is lost.
Follow these 6 effective tips to rebuild your list and warm up your supporters.
1) Blog, and Blog Often – Did you know that consistent blogging can increase your traffic? A blog is one of the single best ways to attract new visitors to your nonprofit’s website.
2) Create Relevant Content – In order to get your blog found by prospective donors, you must create educational content that speaks to them and answers their questions about your cause. You should be creating shareable, relevant, value-driven content. Instead of pitching your work and services, you are delivering information that makes your ideal donor more intelligent, more engaged.
The essence of this content strategy is the belief that if we, as charities, deliver consistent and ongoing valuable information to donors, they ultimately reward us with their donation and loyalty.
3) Make Content Social – You can’t just repurpose old material created for one platform, throw it up on another one, and hope that it engages your audience. As Gary Vaynerchuk eloquently puts it, “if Facebook’s main currency is friendship, Twitter’s is news and information.” Know what platforms your donors are using, and manipulate the content to your organizations advantage (i.e. be artful on Instagram, witty on Twitter, and promote great content on Facebook).
4) Optimize Search Keywords – Create content around targeted keywords. You need to carefully pick keywords, optimize your pages, create content, and build links around the terms your ideal donor is searching for. This will ensure that your content and nonprofit are appearing prominently.
4) Incentivize Opting-In – As you know, CASL is a permission-based legislation, which requires anyone who is interested in receiving email communication to physically opt-in. You can promote an online contest, a giveaway, or have a premium that requires people to sign-up by submitting their email address. By incentivizing your subscriptions and opt-ins, you not only give your audience an engaging take away from your nonprofit, but also increase engagement.
6) Don’t Forget Offline – You should always be integrating both offline and online channels to grow your fundraising programs. Think about where you collect email addresses, and ensure you have protocols and data collection processes and systems in place to collect all the offline leads you’re already generating!
Whether it’s for the holidays or any time of the year, these tips can help you acquire and warm prospects in the shadow of CASL.
Need help with list building before the holidays or have questions about CASL? Send Jill Oba an email at email@example.com.
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