Hi Megan! We have a consumer facing email newsletter that is sent out monthly. Being a cancer center, the focus of that newsletter is topics related to cancer that are still relevant to a general healthcare consumer. We also use Facebook and Instagram ads to gain email subscribers and the incentive to "sign-up" for the newsletter is our downloadable "Cancer Screening Guide". Screening/prevention is a message that is relevant to a wide audience and also ties in our mission of preventative care.
I wonder if there is a way to tie the ad copy into the mission of your center. Maybe something geared toward the importance of encouraging health through building healthy habits. I'm assuming that you are also creating a landing page where people will be able to choose to subscribe and then download the cookbook. On the landing page, you could tie in the relevance of healthy recipes to the mission of your center in a way that allows people to preview what the content of your blog/newsletter will be? Out of curiosity, what is the content focus of your blog/email?
I'm attaching an example of one of our Facebook ads for you to take a look at and here is the landing page that it drives to: https://lp.foxchase.org/download-free-cancer-screening-guide.
Hope that helps! And be sure to link to what you end up doing. I'd love to check it out!