A-D-A-M, Inc. Expands Email Marketing
Originally Published July 2022
Attention Deficit Awareness of Minnesota, Inc. (A-D-A-M) is a Central Minnesota nonprofit focused on providing resources on attention deficit/hyperactivity disorder. It provides links between individuals, families, organizations, and professionals. A-D-A-M, Inc. has served Benton, Mille Lacs, Morrison, Sherburne, Stearns, Todd, and Wright counties in Minnesota since 1995. Based in St. Cloud, it is run entirely by volunteers.
Cohlab Digital Marketing and A-D-A-M, Inc. have worked together since 2016 for website design and maintenance, SEO, and marketing duties. When they decided to begin providing an email newsletter to the community in 2020, Cohlab was prepared to help make it a success.
Let’s break down what we did.
A-D-A-M, Inc. Expands Email Marketing Through Social Channels
In late 2015, Lee Gehrls with A-D-A-M, Inc. approached Cohlab Digital Marketing to build their first website. The process went smoothly, and included the creation of a directory of ADHD professionals in Central Minnesota. In the ensuing years, upgrades would be made to the website, and new information created and added.
With COVID-19 came the inability to gather with individuals, families, organizations, and professionals to share information and provide resource assistance on ADHD.
Lee and the A-D-A-M, Inc. team decided to build up the information on their website, while simultaneously sending it out to the masses. To do this, a steady flow of content would need to be created, posted, compiled into an email, and sent to a list of interested individuals. That list would also need to be generated and constantly added to.
Through monthly Zoom meetings with the Cohlab team, a newsletter template was created within MailChimp, and page templates were created on the website to support Youth, Adults, and Professionals with pertinent information.
Each page was filled with events, blogs, and resources dedicated to that particular group: Youth, Adults, and Professionals. Those events, blogs, and resources were created by the hard work of the A-D-A-M, Inc. team, and placed on the website by Cohlab.
Once a healthy volume of information was met on the website, the newsletter began to be sent in May 2020. The first “Positive Steps” newsletter was sent to 24 contacts on their mailing list.
Every month, on the first Wednesday like clockwork, the monthly “Positive Steps” newsletter goes out to the public. To expand the list, social media marketing was invoked, along with some in-person asks.
Facebook and LinkedIn were the primary focus for our push, using organic posts on both and some paid ads on Facebook. Organic posts are made regularly every week on both platforms without fail, featuring resources, the newsletter, blogs, and events. Paid ads focus directly on newsletter subscribers.
All of the ads and organic newsletter posts direct users to a single page on the A-D-A-M, Inc. website which has a backlog of archived newsletters and an easy sign-up to join. This allows them to preview the newsletter quickly and easily, while making sign-up painless.
Users on the website are also prompted to sign up with a pop-up notification before they leave the website. This pop-up notification has cookies attached which prevent it from showing to those who have already seen it, preventing annoyance.
First, we’ll let A-D-A-M, Inc. speak for themselves:
Mary Lee “Lee” Gehrls, R&D Coordinator (Volunteer)
Positive Recommendation | LinkedIn Recommendation
“Logan is a wonderful Account Coordinator to work with. We have worked with Cohlab since December 2015. They have done a good job matching Account Coordinators to our small nonprofit needs.
“I have worked with Logan the longest and he has been extremely good at grasping our mission and helping us achieve it through our website and social media outreach. He has strong copywriting skills that have greatly improved our messaging. His eye for design is exceptional and he never forgets to pay attention to the little details that make our marketing stand out. It has been a pleasure collaborating with him on new projects. He is able to bring our ideas together in a cost-effective timeframe with good returns. I appreciate his ability to educate me and our organization on the benefits of digital marketing and how we can make it work for our small nonprofit. And when we have a problem he is always easy to reach and he is there to get things back on track.
“We are appreciative of our years working with Cohlab Digital Marketing and I’m grateful for having Logan as our Account Coordinator. He is an integral member of our team.”
Note: Did you enjoy that review? Check out more reviews from Cohlab clients!
MailChimp Subscribers | May 2020-June 2022
We’ll be looking at the entire life of the Positive Steps newsletter email campaign, and how Facebook in particular has driven subscribers. The included screenshot only shows June 2021-May 2022, but we will provide all of the numbers below.
Our first Facebook Ads were run in August-December 2020 at a raw ad cost of $94.14.
- May | 24 Subscribers
- June | 26 Subscribers
- July | 27 Subscribers
- Aug | 26 Subscribers
- Sept | 31 Subscribers
- Oct | 46 Subscribers
- Nov | 50 Subscribers
- Dec | 55 Subscribers
Our second set of Facebook Ads ran from September-December 2021 at a raw ad cost of $219.81, along with an in-person event in October 2021.
- Jan | 57 Subscribers
- Feb | 58 Subscribers
- Mar | 63 Subscribers
- Apr | 69 Subscribers
- May | 77 Subscribers
- June | 79 Subscribers
- July | 81 Subscribers
- Aug | 83 Subscribers
- Sept | 87 Subscribers
- Oct | 114 Subscribers
- Nov | 128 Subscribers
- Dec | 136 Subscribers
Our third set of Facebook Ads ran in June 2022 at a raw ad cost of $19.78. Only a partial year is described here due to the publishing date of this article.
- Jan | 141 Subscribers
- Feb | 147 Subscribers
- Mar | 157 Subscribers
- Apr | 164 Subscribers
- May | 176 Subscribers
- June | 184 Subscribers
ROI For Social Media Marketing with Facebook
Through the partnership with Cohlab Digital Marketing, the A-D-A-M, Inc. team was able to generate the following results from renewing their content, building out a newsletter, and generating subscribers via Facebook:
- more than 100 Central Minnesota individuals opening the newsletter every month who otherwise wouldn’t get this valuable information
- growing their mailing list from 24 to more than 184 in about 2 years
- increasing their organic ranking in Google Search results with stronger content, more than doubling their annual visitors from 2020 to 2021 and so far again from 2021 to 2022
Thank you to Lee Gehrls and the entire team at A-D-A-M, Inc. for partnering with Cohlab Digital Marketing for your website, SEO, social media marketing, and email marketing! We’re proud to serve local nonprofits and local communities. Get in touch with Logan Gruber near St. Cloud for your marketing and website needs near Saint Cloud.