Your Funnel.
Your Funnel! It’s a common diagram that shows stages a buyer goes through when making a purchase decision. You can likely relate to this funnel because you’re a buyer, too.
There are hundreds of similar funnel diagrams on the internet, I chose this one because it’s content based. Meaning, it displays common content/tactics that resonate with any buyer at each stage of their purchase decision.
What’s we need to explore further is whether this common consumer priced goods (CPG) model applies to donors. Donors do buy stuff, after all.
At first glance, there are applicable tactics that we us in fundraising. Those being:
Top of Funnel (TOFU) - Blogs/News, Online ads, Social media
Middle of Funnel (MOFU) - Emails (Likely form lead gen campaigns)
Bottom of Funnel (BOFU) - Events, Surveys
Although, some don’t have a clear connection to fundraising campaigns - Such as: demos, and phone consultation. I’d argue here, that they are relevant to donors. Instead of demos, think webinar on what your charity does, showing the potential impact if the donor gives. Instead of phone consultation, think a welcome call thank the donor and asking if they have any questions.
Our goal is to push/pull donors down the funnel. This is done through the Donor Journey, while each donor journey is unique, they do share common interests and behaviours, this is where audience/segments come into play, read more about audience here. When you get the right donor in a well developed funnel, your odds of conversion are higher.
What does a well developed funnel look like?
Each charity is different, but to give you something, it’s a planned journey with relevant content for every step of the donor’s buying stage this is much easier said that done. Developing a successful funnel requires discussion, planning, data, insights, resources and technology implement and optimize the right funnel for your audience. Feel free to contact matt(at)mt1.co to discuss more.
TIP! The first step would be to develop your audience. Read my thoughts on audience here.