Your Audience.
Your Audience! They are equally as important to your funnel, as it’s the audience that determines the content. Are you posting an online ad? What image and message does the ad have? Do we have content on our site that is relevant to the user? What do we say on our tax receipt email?
The amount of audience groups can be infinite, but likely, any organization only needs a few. Historically, charities tend to think transactionally when it comes to audience groups. For example:
Current Donors
Active Donors
Lapsed Donors
These audience or segments do have value, but not in helping to develop meaningful content.
By the way saying “I haven’t heard from you in a while” to a lapsed donor is not meaningful.
What can be meaningful is defining an audience the way they see themselves, then speaking to them as individuals.
For example, a cancer charity likely has a breast cancer audience. We can identify these audience by their behaviour, likely they have researched a breast cancer information page on your site (assuming you have this content!), enabling you to remarket to them, or they’ve liked their friend’s breast cancer related post on facebook - enabling facebook ads to target them (assuming you have a breast cancer specific ad).
we can only target, build a funnel and measure success once we’ve defined them.
Consider an exercise with your team where you build your 5 largest audience and then talk about what their funnel could look like. Read my thoughts on developing a funnel here. You can also contact matt@mt1.co and I’d be happy to help.