As a communicator, you know that a strong email list can be an invaluable asset for your organization. It's a direct line to your supporters, allowing you to share updates, ask for donations, and build a community around your cause. A strong mailing list is more desirable than social media followers.
You own your list. You rent your followers.
But how do you get people to sign up for your newsletter in the first place? The AIDA framework can help.
I have been using the AIDA framework for several years. It's a classic framework many writers have used for persuasive content.
AIDA stands for Attention, Interest, Desire, and Action. Let me explain how to use it to grow your email list.
Attention: Grab Your Audience's Attention
The first step is to grab your audience's attention. You need to stand out and give people a reason to pay attention to your organization. You can do this by:
- Using eye-catching visuals: If you're a nonprofit providing humanitarian aid to persecuted communities, use high-quality images of your volunteers delivering food and supplies to capture your organization's mission and values.
- Highlighting your unique selling proposition: If you provide biblical counseling services to individuals struggling with addiction, clarify that you offer Christ-centered support that can't be found elsewhere.
- Leveraging social proof: If your organization has been recognized or received positive client testimonials, use them to show potential subscribers why your organization is worth their time.
Interest: Build Interest in Your Newsletter
Once you have people's attention, it's time to build interest in your newsletter. You need to give them a reason to want to sign up. Here are a few strategies to consider:
- Offering exclusive content: If your organization provides educational resources for families, consider creating content only available to subscribers, like a monthly e-book filled with biblical advice on raising children.
- Focusing on the benefits: If your nonprofit works to end human trafficking, ensure that your newsletter will provide updates on how your community is making a difference and how subscribers can get involved.
- Creating urgency: If your organization provides disaster relief services, develop a sense of urgency around your content by emphasizing how quickly your organization responds to emergencies and how much impact donors can make.
Desire: Make People Want to Take Action
Now that people are interested in your newsletter, it's time to make them want to take action. You need to create a desire that motivates people to sign up. Here are a few tips:
Use powerful language: If you provide prayer services to individuals facing difficult times, use emotional and persuasive language to create a sense of urgency and desire. For example, "Don't face this challenge alone - sign up for our newsletter to learn how we can pray for and support you."
- Address pain points: If your nonprofit supports families dealing with addiction, emphasize how difficult it can be to find Christ-centered care and how your newsletter can provide information and support.
- Show the impact: If your organization promotes biblical teachings, use concrete examples of how your organization has made a difference to show people the effect of supporting your cause. For example, "Thanks to supporters like you, we provided counseling to over 500 families last year."
Action: Encourage People to Sign Up
Finally, it's time to encourage people to sign up for your newsletter. Make it as easy as possible for them to take action. Here are some strategies to consider:
- Use clear calls-to-action: Use phrases like "Subscribe Now" or "Sign Up Today" to clarify what people need to do.
- Minimize the effort: Make it as easy as possible for people to sign up. Only ask for the information you need, and make sure the sign-up process is streamlined. We have found that you need your name and email address to start a conversation.
- Follow up: After people sign up, follow up with a welcome message that reinforces your newsletter's value. For example, "Thanks for signing up for our newsletter! We're excited to have you on board and keep you updated with how God uses our organization to change lives!"
By using the AIDA framework, communicators can create persuasive content that grabs the attention of their target audience and encourages them to sign up for their newsletter list. Following these steps, you can build a strong newsletter list that allows you to communicate directly with your stakeholders instead of hoping they see your posts on social media.