Email list growth is often treated as a design problem or a copywriting exercise, when it’s really a research problem.

In this workshop, participants will be led through a practical, research-led approach to building lead magnets designed specifically for digital acquisition. Drawing on donor data, competitive analysis, and search behaviour, the session will explore what makes a lead magnet truly “ad-ready,” how to avoid common pitfalls that undermine conversion rates, and how to validate ideas before investing in paid advertising. This is ideal for organizations looking to grow their donor base in a sustainable, cost-effective way while aligning digital strategy with long-term mission impact.