Can You Really Use Paid Search And Paid Social To Boost Your Email List? Rishi Malhotra Tells Us How To Do It So You Get Better Fundraising Results.
#049 – Today I am speaking with digital marketing specialist Rishi Malhotra. Rishi says there is a lot of interest in using paid search and paid social in fundraising efforts. Rishi has a different perspective, however.
“I’ll probably say I get a lot of questions about using it directly for fundraising, but I would say, the best use case I’ve seen is typically, to use it to boost your, your email list.”
He advises organizations to use paid search and paid social to drive your ideal tribe to a lead magnet – they trade their email address for the promised piece of collateral. The good news is this strategy will not break the bank. In fact, Google provides $10k in monthly grants to registered 501(c)3 organizations.
The application is easy enough, but he says you may want to get a little implementation advice so you achieve your desired results.
Rishi got his start advising small and medium sized businesses on search marketing. Later he went on to hone his non-profit marketing skills at Blue State Digital.
When I asked Rishi if this strategy works for small organizations he said…
“I would say that if your goal is to grow and build your supporters and subscribers, and potentially donors, then I would say, it’s worth doing whether you’re small, whether you’re large, if that is kind of in line with your goals. And I think you should pursue it.”
Be sure to stick around until the end to hear what you should be targeting for cost per click.
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Resources
- Website
- Email – rishirmalhotra@gmail.com
4 Key Takeaways
#1 Include your location when picking your keywords;
#2 Develop a Welcome Series for new subscribers;
#3 Use negative keywords to fine tune your search parameters; and
#4 The Google Grant Program approves most nonprofits, with only some exceptions.
Show Notes
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