by Beth Johnson, Communication Manager, Salsa
When it comes to growing your list of supporters, no one expects you to do it alone. Utilizing the resources you have available to you first is great, but as the well starts to run dry, it’s time to look at lead generation organizations to help you out.
First, let me explain the idea of a lead generation organization. This is a type of business, like Care2 and Change.org for example, that helps you not only find new audiences to reach out to regarding your cause but more specifically, brings interested supporters directly to you. Generally, these sites work by asking you to create a petition or specific action and you’ll have access to the information the signers provide (names, emails if they opt-in and geographic information).
The cost of these services really depends on you. Both Care2 and Change.org offer free versions where you do your own promotion of the petition or action in hopes of encouraging supporters. Or, you can pay for them to do the promotion for you. While the pricing on this kind of thing varies, you should expect to pay only for the number of sign-ups you receive from the pre-qualified leads. I recommend contacting the companies directly, but my research* found pricing to be around $1.75 per email address. When you consider that these highly interested supporters are likely to quickly take action with or donate to your cause, you’ll probably find the investment worth it.
To learn more download our free ebook, The Essential Guide to Growing Your Online Support for Nonprofits. This new guide helps you connect and engage with current donors, volunteers and activists, and tells you how to reach out to new supporters using the online tools and content you’ve probably already got in place. It covers things like storytelling and choosing the best message for each medium, but also goes into things you might not know a lot about yet, like SEO, SEM and leveraging text messaging.