People do not just wake up one day and decide to donate to a non-profit they have never heard of. They go on a journey. They first become aware of a problem, then they get interested in a solution, and only then do they decide to take action. A non-profit marketing funnel is simply a map of that journey. It is a tool that helps you understand the steps people take from first hearing about you to becoming a loyal supporter. By understanding this path, you can create a marketing plan that meets people where they are and gently guides them to the next step.

Thinking about a “funnel” might sound like a complicated business idea, but it is really just a simple way to organize your marketing. It helps you see how all your different efforts, from your social media posts to your email newsletters, work together to achieve your goals. This guide will break down the marketing funnel into 4 simple stages. For each stage, we will show you what your goal is and which marketing tools work best. This will help you build a complete and effective non-profit marketing plan.

Stage 1: Awareness (The Top of the Funnel)

This is the “getting to know you” stage. The goal here is to reach people who have never heard of your non-profit before and make them aware that you exist and that the problem you are solving is important. You are casting a wide net to attract as many new people as possible.

Your Goal at This Stage

Your main goal is to drive traffic to your website. You want to get your name in front of new audiences and inspire them to click a link to learn more about your work. You are not asking for money yet. You are simply starting a conversation.

The Best Tools for the Awareness Stage

• Search Engine Optimization (SEO): This is one of the most powerful tools for awareness. By creating helpful content, you can show up on Google when people search for your cause. Our 10-step guide to SEO shows you how to do this.
• The Google Ad Grant: This is like a supercharger for your SEO. The Google Ad Grant gives you $10,000 a month in free ads to appear at the top of search results, which is perfect for reaching people who are actively looking for your cause.
• Social Media: Platforms like Facebook and Instagram are great for reaching new people, especially if you create shareable content like powerful videos or infographics.
• Public Relations: Getting a story about your non-profit in the local news can introduce you to a huge new audience.

Stage 2: Interest & Consideration (The Middle of the Funnel)

Okay, you have gotten someone’s attention, and they have clicked through to your website. Now what? The goal of this stage is to turn that initial curiosity into a real interest in your mission. You want to convince them that your organization is a trustworthy and effective solution to the problem they care about.

Your Goal at This Stage

Your main goal in this stage is to get their email address. An email address turns an anonymous website visitor into a known contact. It gives you permission to continue the conversation directly in their inbox. This is the most important conversion before the donation.

The Best Tools for the Interest Stage

• A Great Website: Your website must be clear, professional, and easy to navigate. It needs to tell a compelling story and show your impact. Our guide to non-profit web design is your roadmap here.
• Powerful Storytelling: This is where you build an emotional connection. Your website should be filled with powerful stories of the people you have helped. The art of storytelling is your best tool in this stage.
• A Compelling Lead Magnet: To get that email address, you need to offer something of value. This could be a downloadable impact report, a helpful guide, or access to an exclusive video.
• Clear Email Sign-Up Forms: You need to have simple, obvious forms on your website that make it easy for people to give you their email address in exchange for your lead magnet.

Stage 3: Conversion (The Bottom of the Funnel)

A person has visited your site, they are interested in your work, and they have joined your email list. Now they are ready to be asked to make their first gift. The goal of this stage is to make the act of donating as simple and inspiring as possible.

Your Goal at This Stage

Your main goal is to get a first-time donation. This is the moment where an interested prospect becomes a financial supporter. Even a small first gift is a huge win, as it opens the door to a long-term relationship.

The Best Tools for the Conversion Stage

• A Strong Fundraising Appeal: This is usually done through a series of emails. Your appeal should have a clear goal, a sense of urgency, and a powerful story that shows exactly how a donation will make a difference.
• An Optimized Donation Page: This is the most critical piece. Your donation page must be simple, secure, and inspiring. Our guide to optimizing your donation page covers this in detail.
• A Matching Gift: If you have a matching gift from a major donor or a corporate sponsor, this is the time to promote it. It is a powerful motivator for first-time donors.

Stage 4: Retention & Advocacy (After the Funnel)

The journey is not over once someone makes a donation. In many ways, it is just beginning. The final stage of the funnel is about turning that first-time donor into a loyal, repeat supporter who tells their friends about you.

Your Goal at This Stage

Your goals here are to get a second gift, upgrade the donor to a recurring gift, and inspire them to become an advocate for your cause.

The Best Tools for the Retention Stage

• A Great Thank-You Process: A prompt, personal thank you is the first and most important step. This is the foundation of good donor engagement.
• An Email Welcome Series for New Donors: Create a special automated email series just for first-time donors. Welcome them, show them their impact, and make them feel like a hero.
• Regular Impact Updates: Send out regular newsletters that show how donations are being put to work. This proves to your donors that their gift was a smart investment.
• Opportunities to Get More Involved: Invite your new donors to volunteer, attend an event, or follow you on social media. Give them more ways to connect with your mission beyond just giving money.

Your marketing funnel is a relationship-building machine. Each stage is a chance to build more trust and deepen the connection with your supporters.

Conclusion: Building a Path to Deeper Engagement

A marketing funnel is a simple but powerful way to think about your non-profit’s growth. It helps you see the whole journey from a supporter’s point of view. By creating a clear and compelling path for people to follow, you can turn strangers into visitors, visitors into donors, and donors into lifelong partners in your mission. Look at your own marketing. Are there any leaky spots in your funnel? By focusing on each of these 4 stages, you can build a strong, effective system that will bring in the resources you need to do your important work.