We all want more, right? This is the main principle behind lead generation for organizations that want more clients or donors. For Non-Profit Organizations (NPO), lead-generation campaign strategies can enhance their ability to raise more funding.
According to J.P. Morgan, NPOs raised more than $500 billion the previous year. Generating leads is the best way to identify and appeal to potential donors, volunteers, and partners. There are an infinite number of lead-generation strategies that you can use.
Finding the right lead-generation campaigns can help you increase your organization’s reach. Let’s learn practical strategies to make new contacts and achieve your mission.
Content Lead Generation Strategy
A content marketing strategy involves creating resources that highlight the work you do. Make educational blog posts to help you establish strong bonds with the target audience. The right content strategy can drive engagement if it resonates with the right people.
The steps below can help you tailor your strategy to generate leads:
- Research and understand your audience
- Create compelling content that aligns with your organization’s objective
- Distribute the content across various channels
- Include calls of action in the content
Continuously review and monitor the conversion rate of your content to ensure it is meeting its goal of generating leads. As an NPO, you can leverage modern technology tools to deliver content. Doing so ensures you can appeal to diverse preferences.
Utilize the Power of Social Media
According to the Stanford Social Innovation Review, about 90% of NPOs raised most of their funding from corporations and government agencies. You can use social media to increase your reach.
Facebook advertising and using Google ads embedded on the right platforms can help you connect with your audience. Grow your organic social media following by posting engaging content.
Some of the steps you can follow to use social media for a successful lead-generation campaign are:
- Choosing the right social media platform
- Tailoring content to the interests, tastes, and preferences of your target demographic
- Using performance metrics to assess return on investment
Encourage your followers to share their content and use it on your platforms. This action can increase your visibility and enhance engagement. User-generated content also creates a sense of community among your followers.
Create different online communities on various platforms by categorizing your followers. Enhance social media community management by partnering with influencers.
Optimize Your NPO Website for Lead Generation
Your website is the best place to generate leads. Integrate all campaigns into your webpage and create dedicated landing pages. Ensure that your website is mobile-friendly to make it user-centric.
You can make your website interactive with features such as popups and sticky bars. Set triggers for interaction based on the depth of scrolling or time spent on the webpage. Also, include creative and visually striking elements on your website.
Below are more ways to optimize your website:
- Create and follow a coherent message
- Utilize metadata
- Integrate Search Engine Optimization (SEO) with each campaign
- Regularly update your website
Further, you can incorporate Google Ad grants for NPOs. The grant is ideal because it offers up to $10,000 worth of free advertising once you qualify.
Implement Email-Based Lead Generation Campaigns
You can generate leads for NPOs using personalized direct emails with specific targets. The best way to successfully implement this strategy is by:
- Carefully select your target
- Writing emails that address the needs of the recipient and offer solutions
- Sending follow-up emails
- Using email tools that can track and automate your progress
Mail-based lead generation strategies may not work if you email anyone and everyone. This strategy is ideal for the best prospects, as it uses data analytics to understand needs and preferences.
Use Pay-Per-Click Ads
Like for-profit entities, NPOs must run ads to generate and convert leads. Pay-per-click (PPC) advertising increases your visibility on platforms like Google or social media apps.
You can use paid advertising in digital marketing and content marketing strategies. The ads should include specific keywords associated with your organization. Adopt a re-targeting strategy where you can target prospects who have shown interest.
PPC advertising is more impactful because Google or your platform will prioritize it. It’s also beneficial for generating leads because it provides:
- Fast visibility through social media feeds
- Advanced targeting capabilities
- Measurable ROI from lead generation
You can create referral programs incentivizing your current partners to give you leads. Using paid advertising may become necessary as more NPOs emerge in the country. As of 2022, there were over 1.9 million NPOs in the United States, according to USA Facts.
Innovative Lead Generation Strategies
Break away from conventional lead generation campaign strategies by embracing innovation. Use new tactics to facilitate growth hacking, especially if you are a new NPO. Some of the most innovative yet cost-effective ways you can generate leads include:
Hosting Virtual Events and Webinars
Live events and webinars have become a modern way of connecting with leads since the COVID-19 pandemic. Choose relevant topics and then offer information that will do the following:
- Address the interests of the target audience
- Showcase the expertise of the NPO
- Facilitate engagement
- Provide behind-the-scenes information about how your organization works
In real-time, webinars and live events allow you to interact directly with potential leads. Using them successfully can help you build trust and rapport.
Gamification and Social Media Challenges
Target younger audiences by creating campaigns that have elements of gamification. Use age-appropriate language or slang to enhance engagement. Besides, don’t be afraid to jump on the trend of creating or participating in prevalent social media challenges.
These challenges usually occur on popular social media platforms such as TikTok. They can help you develop and grow your brand among a demographic unaware you exist.
Attract Donors and Supporters Using a Successful Lead Generation Campaign Today
Successful making of new contacts requires using a comprehensive set of strategies. Use data analytics tools to facilitate informed decision-making when rolling out a lead generation campaign.
Red Stone Studio can help you generate leads with a wide range of customized services. From web design and optimization, content strategy, and marketing to advanced data analytics, we can help you create campaigns that resonate with your target audience.
Contact us today and learn how we can improve your brand visibility to secure NPO funding. funding.
