attract and retain members with a marketing funnel

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

http://www.johnhaydon.com


@johnhaydon

WHAT IS A MEMBER FUNNEL?



@johnhaydon

Member funnel [noun]: 1. a useful model that lets you visualize a member-centric sales strategy.

What is a member 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



Why aren’t more people becoming members?



@johnhaydon

HOW DO PEOPLE DECIDE TO JOIN?



@johnhaydon

AWARE1. Nonmembers become aware of your campaign.

Via search, social, etc.

How do people decide to join?



@johnhaydon

CAPTURE


2. They join your email list.

Via free webinars, free events, ebooks, and other valuable offers.



@johnhaydon

NURTURE3. Their interest is aroused.

Via email, social, and personalized offers.




@johnhaydon

CONVERT4. They become a member.





@johnhaydon

PARTNER5. They recruit friends.

Via social sharing and WOM.



MEMBER FUNNEL BASICS


@johnhaydon

AWARE1. Nonmembers become aware of your campaign.

Via search, social, etc.

Member funnel basics



@johnhaydon

Members invite friends to free a event:




@johnhaydon

AWAREGoal: Eyeballs

Nonmembers don’t know about your awesome organization until…

they become:




@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




@johnhaydon

CAPTURE2. They join your email list.

Via free webinars, ebooks, other valuable offers.




@johnhaydon

Guests join your list on a laptop at your free event:




@johnhaydon

CAPTURE


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



@johnhaydon

NURTURE3. Their interest is aroused.





@johnhaydon


Guests receive special offers to become a member:



@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




@johnhaydon

CONVERT4. They become a member.

Via email, landing pages, and personalized offers.




@johnhaydon

Guest decides to become a member:




@johnhaydon

CONVERTGoal: Sales

What makes people buy a membership? • Relevant offers • Demonstrated value and trust • Painless process

Contact or lead is updated as member.




@johnhaydon

PARTNER5. They recruit friends.

Via social sharing and WOM.




@johnhaydon

BUILDING A MEMBER FUNNEL FOR YOUR ORGANIZATION



@johnhaydon

Jane becomes aware of free webinar and registers to attend.

Capture

Building a member funnel



@johnhaydon

Jane receives personalized email

messages.

Capture Nurture





@johnhaydon

Jane decides to join as a member.

Capture Nurture Convert



messages.




@johnhaydon

Capture Nurture Convert Share

Jane shares free webinars with her

friends.



messages.Jane decides to

join as a member.




@johnhaydon


5 parts of every member funnel:

1. Thank you / sharing page

2. Free offer

3. Landing page

4. Email messages

5. Other marketing



@johnhaydon

III) Set up your donation page for maximum social sharing5 parts of every member funnel:




@johnhaydon




2. Free offer



@johnhaydon




2. Free offer

3. Landing page

4. Email messages

5. Other marketing



@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



@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



@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



@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,


“Donate now”

Trigger: Signs

petition




@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,


“Matching donor, donate now”

Message 1 Message 2Trigger: Signs

petition




@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,


Message 1 Message 2Trigger: Signs

petition




@johnhaydon

Day 1 Day 1 Day 3 Day 5NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list,


BenefitsDrive traffic to your website

Nurture secondary actions

Set it and forget it

Message 3Message 1 Message 2Trigger: Signs

petition




@johnhaydon




2. Free offer

3. Landing page

4. Email messages

5. Other marketing



@johnhaydon

5 WAYS TO MEASURE FUNNEL HEALTH

5 ways to measure funnel health



@johnhaydon

1. Consumption metrics

2. Engagement metrics

3. Acquisition metrics

4. Nurture metrics

5. Conversion metrics




@johnhaydon

Capture Nurture Convert Share

Jane shares free webinars with her

friends.



messages.Jane decides to

join as a member.




@johnhaydon




@johnhaydon

Page views, unique visitors, time on site

Tool: Google Analytics

1) Consumption metrics




@johnhaydon

Social engagement and social traffic

Tools: Google Analytics + Social

2) Engagement metrics




@johnhaydon

New subscribers, advocates, pledges

Tool: Email

3) Acquisition metrics




@johnhaydon

Website visits, open and click rates

Tools: Google Analytics + Email

4) Nurture metrics




@johnhaydon

New donors, conversion rates

Tools: Google Analytics (Goals)

5) Conversion metrics




@johnhaydon

http://members.johnhaydon.com/product-category/online-courses/

Marketing training for nonprofits


http://members.johnhaydon.com/product-category/online-courses/


@johnhaydon

Marketing training for nonprofits

http://www.johnhaydon.com/hdcb


http://www.johnhaydon.com/hdcb


@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


http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

@johnhaydon

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