It's time for a new approach to nonprofit engagement—a funnel that is community-first and transforms our mission into a true movement. I am excited to unveil the new Community-First Marketing Nonprofit Funnel.
Let’s break down each stage of the funnel.
*ATTENTION*
To motivate new supporters to engage with our marketing funnel, we must first capture their attention. This requires masterful storytelling delivered on the platforms where people spend their time, primarily social media and major search engines. While organic reach is important, scaling digital ad results is a must in 2024 for achieving true scale and consistency.
TOP OF FUNNEL | SUBSCRIBERS
Once we have their attention, our goal is to convert it into subscriptions. We aim to aggregate the attention of our ideal supporters, encouraging them to subscribe for access to gated content, newsletters, research, events, and more. By leveraging owned media, we create demand and nurture our new subscriber leads, guiding them to become active community members.
MIDDLE OF FUNNEL | MEMBERS
The middle stage of the Community-First Marketing Funnel focuses on creating a robust community experience. This is about bringing together and convening people who care about our mission to meet, network, and have meaningful conversations. Your nonprofit’s digital community can take various forms:
- Free: Open and accessible to all.
- Paid: Exclusive for recurring donors.
- Freemium: A combination of free and paid experiences.
Regardless of the model, having a member-led community helps systematically generate more opportunities for donations and major gifts.
BOTTOM OF FUNNEL | DONORS
The final stage of the supporter journey is about inviting and empowering community members to further invest in our mission. Remember it is a privilege to donate to your mission! Providing an exceptional donor experience increases retention and elevates donors into true advocates.
By following the new Community-First Marketing Nonprofit Funnel, we can transform our mission into a powerful movement.
Please feel free to reply and let me know what you think about the new nonprofit funnel?