Scalawag has learned that in-person and virtual events can be a powerful “top of funnel” marketing tool for membership by helping introduce its brand to the kind of progressive, diverse, engaged Southerners who are most likely to become paying supporters.

In this episode, Scalawag executive director Cierra Hinton and audience growth and engagement manager Sarah Glen share what they’ve learned about hosting great events as community-building and revenue-growth strategies that will pave the way for their next phase of growth.

Related reading:

• How Scalawag made the growth case for events (Membership Puzzle Project)
• Here's how the subscriber funnel, or whatever you want to call it, works (Poynter)
• Journalism needs to connect the dots between audience engagement and making money. The key might be the concept of a marketing funnel (GroundSource)
• Want to make your journalism more memberful? Find a range of proven practices, including revenue-generating routines (Membership Puzzle Project)
• Why the South needs movement journalism (Scalawag)