In marketing, there are five awareness buckets. The Ad Grant does especially well with 95% of the market, which is unaware to solution aware. It can still reach program aware and most aware audiences, but those should never be the main focus, since the Ad Grant can’t compete against paid competitors.
Unaware. People who don’t yet know your cause or that your organization exists.
Problem aware. People who recognize the problem but haven’t found a solution.
Solution aware. People who know solutions exist but haven’t chosen yours yet.
Program aware. People who have discovered your program and nonprofit but haven’t taken action.
Most aware. People who already know you, trust you and are ready to act.
now here’s how those five fit together...
Picture those five audiences as one journey. That’s the marketing funnel, and it splits into three parts.
Top of funnel. People just becoming aware of the problem your nonprofit addresses. Your unaware and problem aware audiences live here.
Middle of funnel. People weighing their options and getting closer to a decision. This is where your solution aware audience sits.
Bottom of funnel. People who know you and are ready to act, like donating or signing up. Your program aware and most aware audiences are here.
