But if you are like most nonprofits, you likely have no idea how to begin pulling a lead magnet together, much less how to develop an effective resource that will:
Drive a steady stream of new leads that you can nurture over time via email,
Provide your audience with immediate value, and
Build trust & earn you the right to keep communicating with your audience until they are ready to take the next step with you (e.g., donate to your mission).
A downloadable PDF can be a great place to start—ideally using resources you already have that could be repurposed as a lead magnet.
Here’s how to structure your PDF to accomplish all three goals listed above.
Structuring Your Lead Magnet PDF (page-by-page)
PAGE 1—Cover Page
Give your resource a compelling name that tells your audience what they will gain. Include a clear promise statement that speaks to the desired end result. Use a cover image that reinforces the headline and promise.
PAGE 2—Intro Letter
Make it personal and open with a letter from someone notable in your organization—like the founder or executive director.
Now it’s time to deliver on your promise and provide your audience with valuable content. This section may go beyond just one page. When compiling this content, make sure it is:
Easily consumed.People like immediate gratification. Avoid creating a lead magnet that takes days to finish.
Specific. Don’t be vague. Offer a specific solution to a specific problem or need your audience faces.
High Perceived Value. Use professional images and graphics to establish value in your audience's mind.
High Actual Value. Give your reader a “quick win”. You must deliver on your promise to build trust to turn visitors into long-term partners.
PAGE 4—Call To Action
One of the roles of your lead magnet is to show visitors their next step. Give your audience a clear call to action that is relevant to your lead magnet’s content.
Start with a benefit-forward headline. Then empathize with a problem they face and pitch the transformation story that could be theirs if they take this action.
Close this page with the URL where they should go to take action. This could be to schedule a call, donate, or register for an event.
PAGE 5—Authority
Demonstrate your authority to do what you say you do. Share the first-person testimonials of people who have already experienced the transformation you talked about on Page 4.
These stories of transformation will build your authority and prove that you can achieve the desired outcomes you discussed earlier.
Remember, the purpose of your lead magnet is to build an email list so you can nurture your relationship with visitors…
…ultimately creating lifelong partners committed to your mission!
Today's Action: If you tackled last week’s action, then you are ready to jump into building your lead magnet PDF. If not, go back and review last Friday’s action.
Write the pages of your PDF referencing the tips above.
☐ Page 1, Cover Page
☐ Page 2, Intro Letter
☐ Page 3, The “Meat”
☐ Page 4, Call to Action
☐ Page 5, Authority
Double-check that you are following lead magnet best practices:
☐ Easily consumed.
☐ Specific.
☐ High perceived value.
☐ High Actual value.
What's Inspiring Us This summer, our teammate Madelyn introduced us to Every Moment Holy, a beautiful collection of liturgies for daily life. Each brief prayer accompanies an everyday task or experience, interrupting the mundane with an invitation to see beauty and truth around us.
With liturgies to pray as you brew your first cup of coffee or change a diaper or start a new book, each one transforms an ordinary (or even dreaded) task into an opportunity to pause and reflect.
Here’s an excerpt from “A Liturgy for One Who is Employed” that has blessed us:
“Let me work and serve in this position with mindfulness, creativity, and kindness, loving you well by loving all whom I encounter here.
Jesus, be ever present as mediator between me and my employer, between me and my supervisors and co-workers, and in all my dealings with others in this work, reminding me that my treatment of them is the strongest evidence of my affection for You.
May the days of my employment here be meaningful. Use this chapter in my life to accomplish Your ends, whatever they may be.”
Your digital marketer neighbors,
Ben, Janelle &Chris Nonprofit Amplifier
Next Steps When you’re ready, here are 2 ways we can help you grow your nonprofit and amplify your mission:
FREE 5-Pillar Marketing AuditGet started with a free call to assess your current marketing and communications. We’ll identify what you need to reach more people and increase your impact on the world.
FREE Website Audit Book a time to tell us about your goals and get your customized website audit of what’s working, what’s not, and what you can do to drive your desired results.
