What is a Fundraising Upsell and Why is it an Important Tactic?
November 2021 | by Beth Baumann
So, you want to build an email list? Great!
Email marketing is a crucial part of a larger omni-channel marketing plan that will keep your subscribers engaged and involved with your cause.
Building the right list with the right subscribers is intimidating. So here are the basics on what you can expect if you’re ready to invest in growing your email list.
There’s a growing number of ways to increase the size of your email list, but the most popular and effective means of acquisition are on Facebook or through list rentals and revenue shares.
Facebook’s enormous user database is extremely valuable for list-building and acquisition.
Effective ad campaigns often incorporate simple issue polls, surveys, petitions, or membership options allowing users to engage and opt-in to your list. They sign their name and you get their email. Easy as that!
With a rented list, you send your content to a well-kept list of identified activists in line with your goals. Above all, this is a good way to supplement organic and Facebook growth because these users are conditioned to receive and act on email solicitations.
There are many lists on the market that to target new users to increase the size and performance of your list. IMGE has relationships with varied brokers with diverse options including political donor lists, issue-specific lists, and newsletter subscriber lists.
Revenue shares are another route to acquire donors in a cost effective manner. Simply put, this is where the client agrees to split the profits of an email with the list owner in exchange for access to that list. Any user who donates on your email becomes a new subscriber to your housefile.
You must determine your key audiences and tailor YOUR specific message to reflect YOUR goals.
If you’re looking for conservative donors interested in pro-life issues, make sure your content is issue-specific and targeted to an audience that is sympathetic to the cause; furthermore, find list rentals with identified pro-life donors.
Want a list of 50+ activists whose top issue is Medicare-For-All? Segment that age group on Facebook and secure a list tailored to seniors interested in healthcare.
Every acquisition campaign should seek out leads who are predisposed to supporting your cause, ensuring the highest possible return on investment.
The question everyone is dying to ask: how much is this all going to cost me?
The answer? Well… it depends. Cost per acquisition can range widely. We’ve seen CPAs everywhere from $0.25 to $25.00.
A well-tailored effort can cost a little more on the front end, but have a quicker return on investment while a more general campaign could bring in more names for less, but take much longer to convert to donors.
This brings up an important note: CPAs don’t tell you everything.
If your cost-per-acquisition seems too good to be true, it probably is.
A consistently low CPA may indicate your targeting is not as refined as it should be. The reason why comes down to the nature of competitive pricing. Most everyone is looking for subscribers who are likely to donate or engage in activist causes; this makes them more valuable and more expensive. Oftentimes with email list-building, it is true that you get what you pay for.
That being said, a successful acquisition campaign will always include constant optimization to ensure you are getting the highest quality emails for the for the lowest possible CPA.
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