The document summarizes a presentation about using marketing funnels to attract and retain nonprofit organization members. The presentation discusses what a member funnel is, how it works through awareness, capture, nurture, convert, and partner stages, and provides examples of how to implement each stage. It also covers measuring funnel health through various metrics and building a member funnel for an organization. The overall presentation provides nonprofit leaders with strategies for growing membership through digital marketing and online engagement.

1. Membership
Growth Online
SummitWhere Nonprofit Leaders and Growth
Strategies Converge
@wildapricot
April 4th – April 8th, 2016
#WAsummit2016
Presenter: John Haydon
Digital Marketing Expert
Attract & Retain
New Members with
a Marketing Funnel
Monday, April 4th @ 3:00 - 4:00 PM (ET)
Membership Growth
Online Summit
Where Nonprofit Leaders and Growth
Strategies Converge
April 4th – April 8th, 2016
@wildapricot #WAsummit2016

2. Attract and Retain Members with
a Marketing Funnel
presented by John Haydon

3. Attract and Retain Members with a Marketing Funnel
@johnhaydon
WHAT IS A MEMBER FUNNEL?

4. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Member funnel [noun]:
1. a useful model that lets you
visualize a member-centric
sales strategy.
What is a member funnel?

5. Attract and Retain Members with a Marketing Funnel
@johnhaydon
A member funnel is a series of traffic sources,
landing pages and emails that work together to:
1. Capture interest
2. Nurture interest and build arousal
3. Convert new members
4. Partner and build loyalty
What is a member funnel?

6. Why aren’t more people
becoming members?
What is a member funnel?

7. What is a member funnel?

8. What is a member funnel?

9. Attract and Retain Members with a Marketing Funnel
@johnhaydon
HOW DO PEOPLE DECIDETO JOIN?

10. Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWARE
1. Nonmembers become
aware of your campaign.
Via search, social, etc.
How do people decide to join?

11. Attract and Retain Members with a Marketing Funnel
@johnhaydon
CAPTURE
How do people decide to join?
2. They join your email list.
Via free webinars, free
events, ebooks, and other
valuable offers.

12. Attract and Retain Members with a Marketing Funnel
@johnhaydon
NURTURE
3. Their interest is aroused.
Via email, social, and
personalized offers.
How do people decide to join?

13. Attract and Retain Members with a Marketing Funnel
@johnhaydon
CONVERT
4. They become a member.
Via email, social, and
personalized offers.
How do people decide to join?

14. Attract and Retain Members with a Marketing Funnel
@johnhaydon
PARTNER
5. They recruit friends.
Via social sharing and WOM.
How do people decide to join?

15. MEMBER FUNNEL BASICS

16. Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWARE
1. Nonmembers become
aware of your campaign.
Via search, social, etc.
Member funnel basics

17. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Members invite friends to free a event:
Member funnel basics

18. Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWARE
Goal: Eyeballs
Nonmembers don’t know
about your awesome
organization until…
they become:
Member funnel basics

19. Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWARE
Goal: Eyeballs
Nonmembers don’t know
about your awesome
organization until…
they become:
Stories that engage
• That your members love
• That are easy to share
• And easy to find
Community that raves
• About how great you
make them feel
• About others in the
community
• To their friends
What creates awareness?
Advertising:
• Paid reach
• Native Ads
• Google ads
Member funnel basics

20. Attract and Retain Members with a Marketing Funnel
@johnhaydon
CAPTURE
2. They join your email list.
Via free webinars, ebooks,
other valuable offers.
Member funnel basics

21. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Guests join your list on a laptop at your free event:
Member funnel basics

22. Attract and Retain Members with a Marketing Funnel
@johnhaydon
CAPTURE
Member funnel basics
Goal: Optins
People join your list when:
• You offer value
• Expectations are clear
• Offer is relevant
Examples:
• Register for free event
• Download a resource
• Attend a webinar

23. Attract and Retain Members with a Marketing Funnel
@johnhaydon
NURTURE
3. Their interest is aroused.
Via email, social, and
personalized offers.
Member funnel basics

24. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Member funnel basics
Guests receive special offers to become a member:

25. Attract and Retain Members with a Marketing Funnel
@johnhaydon
NURTURE
What builds arousal?
• Less email blasting and more
personalized email responses
• Stories are targeted to their interests
• Native ads supporting email offers
Email messages are:
• Invited by their interests
• Triggered by their actions
• Simple and easy to opt out
Contact or lead is updated with campaign
/ interest / other criteria.
Goal: Build arousal and intimacy
Member funnel basics

26. Attract and Retain Members with a Marketing Funnel
@johnhaydon
CONVERT
4. They become a member.
Via email, landing pages,
and personalized offers.
Member funnel basics

27. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Guest decides to become a member:
Member funnel basics

28. Attract and Retain Members with a Marketing Funnel
@johnhaydon
CONVERT
Goal: Sales
What makes people buy a membership?
• Relevant offers
• Demonstrated value and trust
• Painless process
Contact or lead is updated as member.
Member funnel basics

29. Attract and Retain Members with a Marketing Funnel
@johnhaydon
PARTNER
5. They recruit friends.
Via social sharing and WOM.
Member funnel basics

30. Attract and Retain Members with a Marketing Funnel
@johnhaydon
BUILDING A MEMBER FUNNEL FORYOUR ORGANIZATION

31. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Jane becomes aware
of free webinar and
registers to attend.
Capture
Building a member funnel

32. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Jane receives
personalized email
messages.
Capture Nurture
Jane becomes aware
of free webinar and
registers to attend.
Building a member funnel

33. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Jane decides to
join as a member.
Capture Nurture Convert
Jane becomes aware
of free webinar and
registers to attend.
Jane receives
personalized email
messages.
Building a member funnel

34. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Capture Nurture Convert Share
Jane shares free
webinars with her
friends.
Jane becomes aware
of free webinar and
registers to attend.
Jane receives
personalized email
messages.
Jane decides to
join as a member.
Building a member funnel

35. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Building a member funnel
5 parts of every member funnel:
1. Thank you / sharing page
2. Free offer
3. Landing page
4. Email messages
5. Other marketing

36. Attract and Retain Members with a Marketing Funnel
@johnhaydon
III) Set up your donation page for maximum social sharing
5 parts of every member funnel:
1. Thank you / sharing page

37. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Building a member funnel
5 parts of every member funnel:
1. Thank you / sharing page
2. Free offer

38. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Building a member funnel
5 parts of every member funnel:
1. Thank you / sharing page
2. Free offer
3. Landing page
4. Email messages
5. Other marketing

39. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Building a member funnel
5 parts of every member funnel:
1. Thank you / sharing page
2. Free offer
3. Landing page
4. Email messages
5. Other marketing

40. Attract and Retain Members with a Marketing Funnel
@johnhaydon
When someone takes action, it’s critical that you
immediately follow up via email.
This is where drip campaigns are useful.
Follow up via email •Nurture new contacts with a drip campaign

41. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1
Trigger:
Signs
petition
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,
opening or clicking.
Follow up via email •Nurture new contacts with a drip campaign

42. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,
opening or clicking.
Message 1
“Learn
more and
share”
Trigger:
Signs
petition
•Nurture new contacts with a drip campaignFollow up via email

43. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Message 1 Message 2
Day 1 Day 1 Day 3
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,
opening or clicking.
“Donate
now”
Trigger:
Signs
petition
•Nurture new contacts with a drip campaignFollow up via email

44. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1 Day 3
Messag
e 3
Day 5
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,
opening or clicking.
“Matching
donor,
donate
now”
Message 1 Message 2Trigger:
Signs
petition
•Nurture new contacts with a drip campaignFollow up via email

45. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1 Day 3
Message 3
Day 5
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,
opening or clicking.
Message 1 Message 2Trigger:
Signs
petition
•Nurture new contacts with a drip campaignFollow up via email

46. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1 Day 3 Day 5
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,
opening or clicking.
Benefits
Drive traffic to your website
Nurture secondary actions
Set it and forget it
Message 3Message 1 Message 2Trigger:
Signs
petition
•Nurture new contacts with a drip campaignFollow up via email

47. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Building a member funnel
5 parts of every member funnel:
1. Thank you / sharing page
2. Free offer
3. Landing page
4. Email messages
5. Other marketing

48. Attract and Retain Members with a Marketing Funnel
@johnhaydon
5WAYSTO MEASURE FUNNEL HEALTH
5 ways to measure funnel health

49. Attract and Retain Members with a Marketing Funnel
@johnhaydon
1. Consumption metrics
2. Engagement metrics
3. Acquisition metrics
4. Nurture metrics
5. Conversion metrics
5 ways to measure funnel health

50. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Capture Nurture Convert Share
Jane shares free
webinars with her
friends.
Jane becomes aware
of free webinar and
registers to attend.
Jane receives
personalized email
messages.
Jane decides to
join as a member.
5 ways to measure funnel health

51. Attract and Retain Members with a Marketing Funnel
@johnhaydon
5 ways to measure funnel health

52. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Page views, unique visitors, time on site
Tool: Google Analytics
1) Consumption metrics
5 ways to measure funnel health

53. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Social engagement and social traffic
Tools: Google Analytics + Social
2) Engagement metrics
5 ways to measure funnel health

54. Attract and Retain Members with a Marketing Funnel
@johnhaydon
New subscribers, advocates, pledges
Tool: Email
3) Acquisition metrics
5 ways to measure funnel health

55. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Website visits, open and click rates
Tools: Google Analytics + Email
4) Nurture metrics
5 ways to measure funnel health

56. Attract and Retain Members with a Marketing Funnel
@johnhaydon
New donors, conversion rates
Tools: Google Analytics (Goals)
5) Conversion metrics
5 ways to measure funnel health

57. Attract and Retain Members with a Marketing Funnel
@johnhaydon
http://members.johnhaydon.com/product-category/online-courses/
Marketing training for nonprofits

58. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Marketing training for nonprofits
http://www.johnhaydon.com/hdcb

59. Attract and Retain Members with a Marketing Funnel
@johnhaydon
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online
fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New
Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and
various local Chambers of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund,
Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic,
TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston,
National Wildlife Federation, Razoo Foundation.
About John

60. @johnhaydon
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