Because one message doesn’t work for every member.
Whether you run an association or a nonprofit, your audience moves through stages: from curious newcomer to engaged champion. But too often, we send the same email or pitch to everyone, regardless of where they are in their journey.
Building an effective engagement funnel starts by listening. Your members aren’t static; they’re constantly evolving in their needs, interests, and expectations. By analyzing behavior and feedback across touchpoints (clicks, event attendance, survey responses, etc.) you can begin to understand what resonates and what repels.
Segmenting your audience according to their funnel stage lets you meet people where they are, not where you wish they’d be. It’s a shift from mass messaging to meaningful interaction. That kind of relevance earns trust, and trust fuels connection.
The Engagement Funnel, Simplified:
1. Discovery: They’ve just found you (social, search, word-of-mouth)
2. Consideration: They’re exploring value, attending events, reading content
3. Decision: They’re evaluating whether to join, donate, subscribe, etc.
4. Engagement: They’ve committed ,and now you’re keeping them close
5. Advocacy: They’re referring others, volunteering, speaking on your behalf
How to Match Messaging to Funnel Stage:
- Discovery: Lead with story and clarity (The essential “What’s in it for me?”)
- Consideration: Provide proof points, such as testimonials, previews, sample value
- Decision: Remove friction; highlight benefits and urgency.
- Engagement: Celebrate wins, personalize messages, invite feedback
- Advocacy: Offer ways to contribute, co-create, share
Funnels aren’t just for fundraisers. They’re for deepening connection.
Map one that fits your mission model.
Chris
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