As a nonprofit leader, attracting the right audience is a crucial ojective for achieving your mission and making a lasting impact.

Lead magnets are a powerful digital tool that can help you capture your ideal supporters' attention and demonstrate your cause's relevance. 

By offering something of value in exchange for their contact information, you can build a strong email list or texting list and nurture relationships with potential donors, volunteers, and advocates.

Today, I reviewed lead magnet strategies we’ve created for clients over the years, and put together a list of effective lead magnet ideas that most nonprofits and ministries should consider, along with explanations of why they work and suggested options for each type.

10 Lead Magnets Every Nonprofit Should Offer

1. Complete Guides or E-books

Comprehensive guides or e-books are excellent lead magnets for nonprofits because they provide in-depth information on topics related to the causes your audience resonates with deeply. By offering valuable knowledge and insights, you demonstrate your relevance while establishing your authority. Do this over and over, and you can build trust with your audience.

Why it's effective: People are often seeking reliable information and guidance, especially when it comes to complex or sensitive issues. By providing a clarifying resource, you position your organization as a knowledgeable and trustworthy source.

Suggested options:

- Book summaries for various best-selling books that your audience would be interested in, and helps inform them tangentially at the same time related to your work

- A guide on navigating a specific challenge or issue your audience sees, and your nonprofit addresses

- An e-book on best practices or strategies for making a difference with the cause

- A resource compiling expert insights and case studies that help the reader gain proficiency on the topic

2. Checklists or Worksheets

Checklists and worksheets are practical lead magnets that offer step-by-step guidance or actionable tools for your audience. These resources can help simplify complex processes or provide a framework for achieving specific goals aligned with your nonprofit's mission.

Why it's effective: People appreciate clear, actionable steps that make it easier to tackle challenges or accomplish tasks. By providing a checklist or worksheet, you demonstrate your understanding of your audience's needs and offer a tangible solution.

Suggested options:

- A checklist of creative gift options that are related to or help support your cause 

- A worksheet for creating a personal action plan to support your cause

- A step-by-step guide for volunteers or advocates that translates your signature solutions or theory of change into relevant projects or habits for your audience

3. Templates or Swipe Files

Templates and swipe files are valuable resources that save time and effort for your audience. By providing pre-designed templates or ready-to-use content, you make it easier for people to take action and support your cause.

Why it's effective: People often appreciate having a head start or a foundation to build upon, especially when it comes to tasks that may be time-consuming or require specific expertise.

Suggested options:

- Templates for social media posts (thoughtful quotes, related memes, etc), email campaigns, or marketing materials they can use on their own accounts

- Swipe files with pre-written content or scripts for fundraising appeals or advocacy efforts

- Customizable templates for LinkedIn volunteer/supporter details to list on their profile, email signature lines that share they support your cause, articles for people who have blogs

4. Webinars or Video Trainings

Webinars and video trainings are engaging lead magnets that allow you to share your expertise and connect with your audience in a more personal and interactive way.

Why it's effective: People often prefer visual and auditory learning experiences, as they can be more engaging and easier to follow than text-based resources. Additionally, webinars and video trainings create an opportunity for live interaction.

Suggested options:

- A webinar series on 5 most effective ways individuals can help solve the problem (your signature cause)

- Video training jargon and sensitive topics related to your work (e.g. if you work with special needs individuals, a training explaining glossary terms so that people don’t feel awkward, and won’t offend people they are called to support through your organization)

- Live Q&A sessions with experts, authors, or leaders in your field

5. Printable Resources or Toolkits

Printable resources and toolkits are versatile lead magnets that can be used in various settings, such as workshops, events, or personal reference. These tangible resources can provide practical guidance and support for your audience.

Why it's effective: People often appreciate having physical resources they can refer to or use in hands-on activities. Printable materials also demonstrate your commitment to providing valuable and accessible information.

Suggested options:

- A journal or calendar with daily quotes related to your organization’s values, stats regarding the manifesto-worthy problem your organization is attacking

- Crossword puzzles, word search, and other games incorporating terms related to your work
- A toolkit with details on donating your birthday to the cause on social media

- A printable guide or workbook for supporters to learn about your cause

- A set of printable resources for educators or community leaders to use in workshops or events

6. Quizzes or Assessments

Quizzes and assessments are interactive lead magnets that can help your audience gain insights or self-awareness related to your cause or mission. These resources can be both educational and engaging.

Why it's effective: People are often curious about their knowledge, skills, or personal alignment with certain causes or values. By offering a quiz or assessment, you provide a fun and interactive way for your audience to learn more about themselves and your organization.

Suggested options:

- A quiz to assess an individual's knowledge or understanding of your cause with gamified badge / award levels

- An assessment to help people identify their personal values or priorities related to your mission

- A self-evaluation tool to help supporters determine their level of involvement or impact

- Quiz to help people guess how much impact is made based on funding / donations

- Fact or Fiction, Myth or Not style quizzes

7. Case Studies or Success Stories

Case studies and success stories are powerful lead magnets that showcase the impact of your nonprofit's work and the positive outcomes achieved by your supporters or beneficiaries.

Why it's effective: People are often inspired by real-life examples and tangible results. By sharing case studies or success stories, you demonstrate the potential for positive change and the difference your organization can make.

Suggested options:

- A collection of case studies highlighting the impact of your programs or initiatives

- Success stories featuring individuals or communities who have benefited from your work

- Testimonials or interviews with donors, volunteers, or advocates sharing their experiences

- Guide for high school volunteering demonstrating how serving your organization can help their college applications and resume

8. Challenges or Contests

Challenges and contests are engaging lead magnets that can create a sense of community and encourage active participation from your audience.

Why it's effective: People often enjoy friendly competition or the opportunity to challenge themselves while supporting a cause they care about. By offering challenges or contests, you can foster a sense of excitement and motivation among your audience.

Suggested options:

- A 5-day prayer challenge to go through daily devotionals and pray for a list of requests related to your work

- A 30-day photo challenge for people to post photo topics they can take every day that also let them talk about your cause

- A 7-, 14-, or 30-day fundraising challenge encouraging supporters to opt-out of daily purchases (like Starbucks) and redirect those funds to a specific goal

- A memory verse challenge to get supporters to memorize Bible verses related to the call to solve the problem your organization is focused upon

- A personal challenge related to your mission, such as a fitness or lifestyle challenge

9. Exclusive Content or Resources

Exclusive content or resources are lead magnets that create a sense of exclusivity and value for your audience. By offering access to premium or limited-access materials, you can incentivize people to join your email list or support your cause.

Why it's effective: People often appreciate feeling part of an exclusive group or having access to special or limited resources. By offering exclusive content or resources, you create a sense of value and incentivize people to engage with your organization.

Suggested options:

- Exclusive interviews or Q&A sessions with authors, experts, or leaders in your field

- Invitation to performing arts or other events where you arrange a collection or % of ticket purchases supports your nonprofit

- Premium content or resources available only to email subscribers or donors

- Early access to new programs, initiatives, or events before they are publicly announced

10. Discounts or Special Offers

Discounts and special offers are lead magnets that provide tangible value and incentives for your audience to engage with your nonprofit or support your cause.

Why it's effective: People often appreciate receiving discounts or special offers, as they provide a sense of value and exclusivity. By offering these incentives, you can encourage people to take action and support your organization.

Suggested options:

- Discounts on event tickets, merchandise, or other products related to your cause

- Special offers or promotions for donors or supporters who reach specific giving levels

- Early-bird pricing or exclusive access to limited-time offers or campaigns from partner organizations and companies that the audience has an affinity for

Final Thoughts: The True Potential of Lead Magnets

Lead magnets are more than just marketing tools; they are mechanisms for building meaningful connections and driving lasting impact with the perfect audience. When you offer genuine value to your audience, you build trust, demonstrate relevance, establish your expertise and authority, and gain permission to continue conversations towards a deeper level of engagement.

The true power of lead magnets lies in their ability to cultivate a community of passionate advocates who not only believe in your cause but actively participate in its advancement. Each interaction, each resource shared, reinforces your organization's commitment to providing solutions and fostering positive change. It develops trust efficiently at scale.

Remember, true leadership in the nonprofit realm is measured not by the size of your audience but by the depth of the connections you forge and the lives you touch. By harnessing lead magnets well, you can open the door to shaping a future where compassion, empathy, and collective action thrive.

I hope you can seize this opportunity this year to evolve your digital strategy so that you can attract, engage, and convert more people in your perfect audience. If you need help creating killer lead magnets for your cause, let’s talk!