Many causes have designated awareness months (or weeks or days) for bringing attention to certain diseases or societal problems. Awareness months are a great time to cultivate and engage your audience. But they also offer a unique opportunity to reach new people with timely, relevant information. Adding an email acquisition effort to your awareness month campaign allows your organization to not only raise awareness about your cause but also about you! You are ready to boost acquisition, but where do you start?

Offer Resources

Most of the people who find you during an awareness month campaign are already invested in your mission in some way. They may even already know some basic facts about your cause. Introduce yourself to your new audience by offering a unique or popular resource that establishes your organization as a leader for your cause. Examples of these resources would be:

• Guide for how to talk to your doctor about troublesome symptoms
• Video with tips for how to introduce a new pet to your home
• Printable poster for different types of recycling
• Recipe book of easy meals for different dietary restrictions

Check out other fun acquisition activities we have done in this case study.

Offer Information

Even though part of this acquisition audience might already have information about your cause, it’s still worthwhile to review some basic facts. More importantly, you want to use this opportunity to highlight solutions your organization offers. You can choose to focus on what you’ve already accomplished, what you are currently working on, or what your future goals are. The aim is to show this new audience where your organization fits into the larger problem you are trying to solve.

Turn Awareness in Action

After showing this new audience what you bring to the table, you also want to give them the chance to contribute–even in small ways. Give them a variety of options, with varying levels of commitment on their part, such as:

• Contacting their representative about your latest legislative priority
• Making donation
• Sharing a specific post or resource on their social media to raise awareness
• Volunteering at one of your events
• Creating a fundraiser

Putting it All Together

Your organization likely already has most of this content in some form or another. Whether you repurpose it into a dedicated awareness month landing page or a segmented welcome series, keep it simple and manageable for your team.

Not sure where to start with adding an email acquisition effort to your awareness month campaign? We’re here to help. Contact one of our digital fundraising experts today for assistance with strategy, design, or implementation.