How do you double your nonprofit's email list in three months?

Stop promoting a program or product and instead (prayerfully) activate your tribe with a bold vision.

The A Third of Us Story

In 2021, Branches partnered with Alliance for the Unreached to build the brand for A Third of Us brand, which became a rallying cry for people and organizations focused on reaching the world's unreached people groups.

The goal was simple: give the mission a voice people could carry.

When you build something that resonates deeply enough that people want to share it, the list grows on its own.

The Numbers

At the first International Day for the Unreached, A Third of Us generated 2.8 million impressions and 1,000+ organic social posts using #AThirdofUs. Year two brought 3.2 million more over two months.

Six million total impressions and the email list doubled in three months with zero ad spend.

What I Learned

I don't expect doubling the list to happen every time, but the experience taught me this:

People share movements.

The most powerful lead generation tool in your arsenal is a brand your community wants to carry: a symbol, a hashtag, a phrase that travels on its own.

The Question

What would it look like if your next campaign gave people something to belong to?

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