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hey nonprofits Janette here with the digital marketing Academy for nonprofits in today's video we're gonna share the nonprofit marketing funnel now this is an amazing tool that's going to help you understand how to get people aware of your nonprofit and to take them through a journey where they become a monthly donor and ambassador and all the actions that you can take in between so let's go ahead and jump in the first stage to the nonprofit marketing funnel is awareness so on the bottom left we have a photo of two hands holding puzzle pieces you can imagine that the one on the right is your nonprofit and the hand on the left is a potential supporter or donor in this photo you're not yet connected so there has to be an awareness piece that will allow your nonprofit to connect to this supporter and as long as you have some online discoverability this can be your website your social media you could be running paid ads but the idea idea here is is that you're providing content online that would match you with someone who's looking for the services that you're offering and the impact that you're providing so once you get this awareness piece down this is the top of the funnel you'll have the most people being exposed to your nonprofit and this is going to be the heaviest part of the funnel and so if you're successful in connecting and matching with what that person was looking for you will get to the next stage of the funnel which is education so in order for someone to get to the education part of the funnel they had to have taken some kind of action in the awareness part of the funnel so if someone came to your website maybe they filled out your email form or maybe they found you on social media and followed your page or liked your page or maybe you had some kind of text messaging campaign and they decided to text so these are the mediums that you now have to stay connected with that person and you definitely want to take advantage of them so you want to send emails to them to let them know who you are what impact you're making telling stories about the people that you're impacting so that they can really start to get familiar with who you are and what you do same thing for social media and text messaging you just want to tweak the messaging a little bit so an email you can be more long-form but on text message and social you might just want to condense those messages and in this stage you want to be providing three times more value in education than you are asking so one mistake that are not a lot of nonprofits make is that they put out the awareness and they immediately ask for something and that's why people fall fall out of the funnel but if you're effective in getting people to understand what it is that you're doing the impact that you're making and making them a potential hero in the story then they continue down the funnel so the next stage of our funnel is to get involved or for them to take an action so again we're not immediately asking them for things we're giving them some value some education and then we're providing them with an opportunity for the next step so we like to recommend that you have volunteering opportunities you're going to get the most connection and loyalty if someone can come out so you see what you do first hand and and participate in that if you have events that you do maybe on a monthly basis or quarterly basis any type of event where someone can come and meet your staff can meet your c-e-o can meet the people that you're helping we just recommend having at some kind of mix of those two things so that people can get that connection with you and it's funny because you think sometimes if you're online you can just do everything online but if you want to be really effective and you have the opportunity to have those in person in person opportunities you can definitely take advantage of those so once you've gotten someone to take an action you can then move down the next step of the funnel and that could be having them make an actual donation at this point so we say convert to a supporter because once you made them aware you've informed them you've gotten them involved this is where you can really call them a supporter someone is going to be well-versed and your nonprofit at this point and be able to talk to someone else about what it is that you do and so supporter kidding me no donation could mean a volunteer it could mean they want to be a board member or a committee member but this is the very loyal stage of getting someone on board with your nonprofit so as you'll see the funnel does get smaller and that's just the natural tendency of a funnel and and getting people through to understand what you do and to take action but your funnel couldn't can be more effective maybe than it has been in the past because you're actively aware of all of these steps in what you can do so once you've converted someone to be a supporter a lot of times nonprofits will stop here and this is where you have probably the most opportunity to continue relationships and to have a lot of value to this supporter and to get them to give more frequently to your nonprofit so you want to put a lot of effort at the people or toward the people who've made it to this part of your funnel so once you have a supporter you want to focus on the retention part of retaining this supporter so we have a photo on the bottom left of two hands creating a heart so again one hand is your nonprofit the other hand is your supporter you want to build this relationship and one way to build relationship is to have constant communication so we recommend at least once a month sending them an email a newsletter to let them know what you're doing in the community and you can't assume that these people will see what you're doing on social media because of the algorithm that there is not everyone sees your updates and so maybe you're posting on social media and not sending out a monthly email we recommend doing the email monthly because if you have someone's email address they're gonna get it in their inbox and they're gonna have the opportunity and the choice to open it so this is where you can really focus on some cool strategies on how you retain people so this is where you can ask for feedback you can provide more ways for them to get involved but the idea is retain retain retained so that you have these people involved with your mission for life and once you're able to retain a supporter you can make them into an ambassador so this person can then tell their friends in their network about what you do creating more awareness and what that does is it takes them from the bottom of the funnel to putting people into the top of the funnel so this is really effective and if you think about it it's not costing you any money order extra effort to get people back into that funnel and if someone is at this stage and maybe they've only donated once this is another opportunity to present monthly giving opportunities mm-hmm but you'll see that this is a very concentrated strategic funnel and so maybe if you haven't been focusing on parts of this funnel you haven't seen the results that you could be seeing and so we want to encourage you to take a look at every step of this funnel and decide if there's things that you can improve or add so that you are making sure you're hitting people at all levels of the funnel so if you found this video helpful we would love for you to comment and let us know maybe what made sense to you or what has spurred an aha moment or if you have any follow-up questions leave them in the comments and we'll get back to you and if you would like more resources from us you can we have a webinar coming up so you can go to nonprofit marketing academy ford slash webinar and sign up to get a notification once we're ready for registration on that and we'll be teaching you some digital marketing strategies that will help any nonprofit grow we're also very excited about our Facebook fundraising tribe we were selected by Facebook to be part of a special beta group for paid subscriptions and so in this Facebook fundraising try we're going to give you tutorials trainings checklists best practices life coaching peer review networking with nonprofit nonprofit professionals so if you've used Facebook fundraising and you aren't getting the results that you want this is going to help you understand the ways that you can optimize your fundraisers to make a bigger impact so we hope that you'll join us on the webinar join us in the Facebook group and we look forward to providing some more resources to you in the future