attract and retain members with a marketing funnel
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Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge
@wildapricot
April 4th – April 8th, 2016
#WAsummit2016 Presenter: John HaydonDigital Marketing Expert
Attract & RetainNew Members with a Marketing Funnel
Monday, April 4th @ 3:00 - 4:00 PM (ET)
Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge
April 4th – April 8th, 2016
@wildapricot #WAsummit2016
Attract and Retain Members with a Marketing Funnel
presented by John Haydon
Attract and Retain Members with a Marketing Funnel
@johnhaydon
WHAT IS A MEMBER FUNNEL?
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?
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?
Why aren’t more people becoming members?
What is a member funnel?
What is a member funnel?
What is a member funnel?
Attract and Retain Members with a Marketing Funnel
@johnhaydon
HOW DO PEOPLE DECIDE TO JOIN?
Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWARE1. Nonmembers become aware of your campaign.
Via search, social, etc.
How do people decide to join?
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.
Attract and Retain Members with a Marketing Funnel
@johnhaydon
NURTURE3. Their interest is aroused.
Via email, social, and personalized offers.
How do people decide to join?
Attract and Retain Members with a Marketing Funnel
@johnhaydon
CONVERT4. They become a member.
Via email, social, and personalized offers.
How do people decide to join?
Attract and Retain Members with a Marketing Funnel
@johnhaydon
PARTNER5. They recruit friends.
Via social sharing and WOM.
How do people decide to join?
MEMBER FUNNEL BASICS
Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWARE1. Nonmembers become aware of your campaign.
Via search, social, etc.
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Members invite friends to free a event:
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWAREGoal: Eyeballs
Nonmembers don’t know about your awesome organization until…
they become:
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
AWAREGoal: 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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
CAPTURE2. They join your email list.
Via free webinars, ebooks, other valuable offers.
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Guests join your list on a laptop at your free event:
Member funnel basics
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
NURTURE3. Their interest is aroused.
Via email, social, and personalized offers.
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Member funnel basics
Guests receive special offers to become a member:
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
CONVERT4. They become a member.
Via email, landing pages, and personalized offers.
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Guest decides to become a member:
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
CONVERTGoal: 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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
PARTNER5. They recruit friends.
Via social sharing and WOM.
Member funnel basics
Attract and Retain Members with a Marketing Funnel
@johnhaydon
BUILDING A MEMBER FUNNEL FOR YOUR ORGANIZATION
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Jane becomes aware of free webinar and registers to attend.
Capture
Building a member funnel
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
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
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
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
III) Set up your donation page for maximum social sharing5 parts of every member funnel:
1. Thank you / sharing page
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
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
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
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
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1NOTE: 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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Message 1 Message 2
Day 1 Day 1 Day 3NOTE: 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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1 Day 3
Message 3
Day 5NOTE: 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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1 Day 3
Message 3
Day 5NOTE: 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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Day 1 Day 1 Day 3 Day 5NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,
opening or clicking.
BenefitsDrive 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
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
5 WAYS TO MEASURE FUNNEL HEALTH
5 ways to measure funnel health
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
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
5 ways to measure funnel health
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
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
New subscribers, advocates, pledges
Tool: Email
3) Acquisition metrics
5 ways to measure funnel health
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
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
Attract and Retain Members with a Marketing Funnel
@johnhaydon
http://members.johnhaydon.com/product-category/online-courses/
Marketing training for nonprofits
Attract and Retain Members with a Marketing Funnel
@johnhaydon
Marketing training for nonprofits
http://www.johnhaydon.com/hdcb
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
@johnhaydon
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