But if we tweak this model for online fundraising, it might look like this:
The pull through: From email to donation
The funnel (shown above) begins when someone joins your e-mail list and ends when they give you money. They might be Facebook fans and Twitter followers, but until they join your email list, they won’t be a donor anytime soon.
Everything changes when they join your e-mail list. At that point you can use e-mail marketing tactics to increase the likelihood that they’ll donate.
Step #1: Capture
The top of the funnel represents the initial point when they joined your email list or campaign. They’ve opted into an email list in exchange for something valuable, like an e-book, or a giveaway. Or maybe they signed a petition.
Step #2: Nurture
The middle part is where you nurture fresh emails, gently nudging them towards making a donation.
For example, let’s say someone signs a petition, and then receives an email encouraging them to share the petition with their friends. This can be set up as a simple follow-up or drip campaign in any email marketing software.
But then you want to ask ONLY people who shared the petition to make a donation. For people who didn’t share, you can ask again (with a mention of donating as a P.S.) instead of asking for a donation. This approach will increase your conversion rate AND lower your unsubscribe rate.
Step #3: Conversion
The bottom part of the funnel is where people give you money. But this doesn’t mean you’re done.
Survey your donors. Understanding what makes them tick helps you retain them as a donor. Plus, you’ll have more fodder for creating ideal marketing personas!
Use this as a starting point to make your own funnel. But keep it simple.