5 Fundamental Mistakes Nonprofits Make When Implementing The StoryBrand Online Funnel

art of engagement lead magnet nonprofit marketing online funnel storybrand Apr 28, 2023
StoryBrand Nonprofit Consultant: Kenny Jahng

Nonprofits often have a noble cause but struggle to effectively communicate their message to attract consistent support without a clean basic online funnel. The StoryBrand framework found in Donald Miller's book, Marketing Made Simple, offers a blueprint to this challenge by helping organizations clarify their message and build a compelling online marketing funnel.

However, many nonprofits make mistakes in the process, because they don't fully understand why and how each component is intended to work. In this article, I'll share five of the most common mistakes nonprofits make when using the StoryBrand framework and how to avoid them.

Mistake #1: Misapplying the StoryBrand framework

The StoryBrand framework is a powerful tool for clarifying a brand message and creating a compelling story. However, many nonprofits don't fully understand the framework and its components, which can lead to a lackluster brand script.

A brand script is the foundation of the StoryBrand framework and includes seven essential parts:

  1. A character (the customer)

  2. Has a problem

  3. Meets a guide (the organization)

  4. Who gives them a plan

  5. And calls them to action

  6. That helps them avoid failure

  7. And ends in success

By fully understanding these seven parts, nonprofits can create a brand script that resonates with their target audience and effectively communicates their message.

Mistake #2: Not focusing on the customer's problem

One of the most critical parts of the StoryBrand framework is focusing on the customer's problem. Many nonprofits make the mistake of focusing too much on themselves and their services, rather than the problem their customers are trying to solve. The customer should be at the center of the story, and their problem should be the driving force behind the brand message. By focusing on the customer's problem, nonprofits can create a compelling story that resonates with their target audience and inspires them to take action.

Mistake #3: Not creating a clear and concise one-liner

A one-liner is a concise statement that summarizes the brand message and should be included on the homepage of the website. Many nonprofits make the mistake of creating a one-liner that is too long, convoluted, or fails to communicate the brand message effectively.

A StoryBrand one-liner should have three essential parts:

  1. State the customer's problem

  2. Offer a solution to the customer's problem

  3. Showcase what success will look like

By creating a clear and concise one-liner, nonprofits can immediately communicate their brand message and capture the attention of their target audience.

Mistake #4: Not collecting lead information

Once a nonprofit has captured the attention of their target audience, it's critical to collect their contact information to keep them engaged. If you don't collect permission to follow-up, your visitors end up being drive by strangers. All that effort (and budget) to get strangers to your site, and then they are gone without the ability to recall, nurture, or find them again.

Many nonprofits make the mistake of not including a lead generator on their website, such as a free resource that solves a problem, while creating a secondary gap that is fulfilled by engaging with your organization. By collecting lead information, nonprofits can continue to engage with their target audience and build a relationship with them over time.

Mistake #5: Not being consistent with email communication

Finally, many nonprofits make the mistake of not being consistent with their email communication. It's essential to send emails regularly to stay top of mind with your audience and build a relationship with them. Nonprofits should aim to send at least one email per week and use a combination of nurture and conversion emails to provide value and build trust.

The StoryBrand framework and Marketing Made Simple approach offer a powerful solution for nonprofits looking to clarify their brand message and build a compelling online marketing funnel. By avoiding these five common mistakes, nonprofits can effectively communicate their message, engage their target audience, and achieve their goals.

If you need help creating a clean, straight-forward, effective online funnel that generates leads and nurtures them to become raving fans for you mission, book a call and let's talk!

You need a marketing plan that you feel confident in. Take a 10-minute assessment, and you'll get a complimentary, customized marketing plan report that will generate more conversions and success points for your nonprofit.

We'd love to share our approach to content strategy as well as our A.R.T. of Engagement Framework for creating content with purpose. Let us help take the guesswork out of marketing so you can connect with the right audiences.


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