Streamline your lead generation conversion funnel for NPOs with airSlate SignNow

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hey everyone so this video are for my nonprofit directors and church ministers folks who are in the nonprofit space um safic for whether you run a school could be a missions rep or principal so chances are you are um trying to raise you know money U via donations on your website and you are having a challenge um with maybe the campaigns aren't as effective as they can be right and you've been maybe doing the same thing over and over you know you you have your your donation page do some social media posts a couple of emails you know you may talk about it you know in person right but that's about it so what I want to show is a marketing funnel and you know and I'm going to try and keep this as jree as possible a marketing funnel is simply a process right where you have you're creating content to get people to learn about you be interested and then eventually you know convert which might be let's say A you know to make a donation right so this is a marketing funnel um in a general sense but it can everything applies uh to you in the nonprofit uh space so typically at the top of the funnel right um this is where um you have marketing assets you know you're utilizing SEO which is search engine optimization you're creating content that you want people to find right that's relevant to what you're doing and they come to your website you know you may be doing ads on Facebook or you're just doing social media marketing typically most of the people I speak to are focusing more on like the social media marketing doing the the reals the Tik toks Etc right now at this stage you're really just getting people to be aware that your organization exists that's really what it is right and this may take a while you know they might need to see repeated posts or ads you know social media reals Etc before they really it sinks in that they become interested in your you know your cause from there you know they may you know they may start to read more posts with intent right they may be looking at more of your video content right they're going to your website because they know that your website has the most relevant information right at this stage on the on your website you would typically have what's known as a lead magnet that is something you're giving could be an ebook a guide um some something of value that they can consume in exchange for their name and email address because at that point right they go from the interest phase into considering right they're really becoming more invested right and this is where I think a lot of organizations are not um closing in things properly right because typically at this point um you want to start sending them emails right not spam emails not you know just you know uh donate and whatnot you you're giving them information that is really more intimate um it's almost like a onetoone like you're talking to that person individually yes it's going on to a big audience but the content should feel and resonate with the recipient right and the beautiful thing about email is that you can control the time when it goes out when they receive it and everyone will receive it at the same time you know whether they open it or not is a different story but it is a lot more cohesive when you send an email campaign than if you're doing social media marketing for example right at that point with the targeted emails you know this is where they would typically decide to make a a decision in terms of you know what I'm going to click on the the link that says you know donate and I'm going to then go go to the website and finish your transaction right now I have Demos in the the the diagram and as if you're maybe on you know you have a service right that you want to demonstrate in person right or you know a sales call that type of thing but you know that consideration phase is really where you have to nurture and it may take a couple of days a couple of weeks a couple months it really depends on how you know what the level of the ask is the the higher to ask the longer that nurturing process takes and this is where you need to have you know a proper email marketing strategy in order to nurture rather than it being like a oneoff email or spaic email right and then once you get down into that conversion they make the decision to to do that donation all right you want to make it as easy as possible to donate you want to give them options in terms of payment method you know whether it's like recurring if if you can make it where yes it's a recurring thing awesome you know just to make it streamlined right and that's a typical best practice of a marketing funnel now what you might see however in some instances where if your campaigns are not working out properly all right maybe you're your it starts from your awareness you're only doing maybe one out of the the different buckets that I highlighted before so in most cases it might just be social media right the post are just kind of random it might be hey I have an event put it up you know and it's just really you're talking about events or you just kind of putting up Flyers as opposed to content that is engaging whether there formative or entertaining right you don't have the means of driving that person from awareness into the interest and consideration and that's where you have a phone a breakdown right now because for example maybe you have social media and you're just telling people to go to donate that's it right you don't have content that supports you know your social media marketing or on your website you don't have that lead magnet to to collect the email address of that that that Prospect you aren't nurturing and following up as long as it takes to keep them engaged right so as a result you end up with poor campaigns because you aren't you don't have a system to take someone who might be vaguely aware of your organization and cause becoming interested in consuming more content signing up for you know email and then being nurtured so they can learn and become passionate about your cause to then become a donor and not just that a repeat donor right so this is another example um of you know of a marketing plan this is just a some art I found so you know just kind of reiterating what we're talking about you're attracting people right with your search on that social media right you turn the visitors into leads so that's where you know you may have like your landing pages right the sign up forms in order to uh nurture all right with your email campaigns maybe might be a webinar it's another one case studies are good but I think the email campaigns and the webinars are the two strongest right then you can go down into the light and by and large the brackets may be slightly different but the the structure and strategy is the same same right one thing here on the you have to close you have your Delight right and then the measure and that's actually a key part because if you can measure properly you can then use that to tweak each section of the of the funnel so you know final the important thing is not to get caught up with the differences in some of the terminology is really understanding what you're doing to attract you know to interest to convert right and then I would just say I like this chart because it does have the measurement because that's something a lot of places forget to do they might look at just some key stats such as oh how many and how many maybe uh email opens but what insights can you glean to really tweak each of these steps to make it more effective in the future all right if you are in need of help with your campaigns whether it's getting them implemented for the first time or maybe seeing where there are breakdowns um let us know um and we glad to schedule a call um the link to get in touch with us is in the description