The conversion funnel is a concept that describes the journey of a potential supporter from awareness of a product or service to its adoption. It is usually divided into three key stages: awareness, consideration, and conversion.

The first stage of the funnel, awareness, is about getting your nonprofit known to a broad audience. At this stage, the goal is to grab the attention of people who are not yet familiar with your organization by introducing your mission and actions.

The second stage, consideration, involves getting people who are now aware of your nonprofit to learn more about your work and develop an interest in your mission. At this point, you want to spark curiosity and desire by sharing testimonials, beneficiary stories, or details about the concrete impact of your projects.

The third stage, conversion, is about motivating those interested in your nonprofit to take action—whether that’s making a donation, becoming a volunteer, or registering for an event. The goal here is to turn interest into tangible engagement.

Retention focuses on maintaining an ongoing relationship with those who have already supported your nonprofit. The goal is to transform a one-time donor or volunteer into a long-term ally. Retention aims to strengthen the bond and encourage sustained support to ensure the longevity of your mission.

The conversion funnel relies on a deep understanding of the journey—often non-linear—that your audience follows. This journey can be tracked using tools like Google Analytics. By understanding each stage, you can tailor your actions to meet their current needs.