by Beth Johnson, Communication Manager, Salsa
We made it to strategy #10 and here it is- build a coalition of giving. Let’s back up though. We talked about lead generation organizations in strategy 8, but that’s not the only way to reach beyond your existing networks. Reach out to partners or similar organizations for help and you can both grow your lists.
The first idea is to do some content cross-promotion. Propose a blog swap with organizations or writers who have supporters of similar interests. For example, Salsa client Animal Legal Defense Fund focuses on animal rights, but in the context of their campaigns surround Ag Gag laws, reached out to those interested in public health, nutrition and even consumer protection. They were able to make the connection between two different issues in a meaningful way to readers and gain new supporters in the process.
You can also consider a list swap with organizations similar to yours. This one is a little trickier, but basically a list swap is where you send an appeal to their supporters, and they, in turn, send one to yours. Salsa’s Brett Schenker has gone in depth about list swapping before, and how to do it correctly (i.e. avoiding becoming spam bait). There’s also a list swap infographic, if you’re more of a visual learner (like I am).
Now that we’ve gone through all of our top ten strategies for list growth, I hope you’ll be employing some of them in preparation for #GivingTuesday and/or your end-of-year online fundraising campaigns. As always, feel free to share your success with us when it comes to growing your list and making change!
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.