Once your nonprofit has successfully captured the audience’s attention, it’s time to stimulate interest and nurture consideration. This second stage of the conversion funnel aims to prompt deeper thinking among those interested in your cause. At this point, the potential target begins to engage and consider supporting your nonprofit.
Consideration involves providing more information about your mission, projects, and the impact of your actions. You want to be able to answer all potential questions from your target audience.
How to evaluate consideration for your nonprofit?
Here are some key questions to assess whether your nonprofit is on the right track to foster consideration:
- Do people know your specific projects and their impact on the community?
- Do you have testimonials from beneficiaries, volunteers, or donors sharing positive stories about your nonprofit?
- Does your website provide detailed information about your programs, mission, and results?
- Does the target audience visit multiple pages of your website or subscribe to your newsletter?
- Does your nonprofit actively respond to questions and comments on social media?
These questions can help you assess the level of engagement from your audience. You can use performance indicators like click-through-rates on your ads, time spent on your website, or engagement levels on social media to gain more precise insights. Use data tracking tools, like Google Analytics, to help you achieve this.
The consideration phase is crucial for guiding those interested in your mission to make an informed decision and take action. By providing engaging information and showcasing the concrete impact of your work, you help them visualize how their support can truly make a difference.