In my experience, both the art and science of donor acquisition are tied to a multistep strategy that is commonly referred to as a “funnel” today. This is a sequence that serves to create awareness, build interest, inspire response, and cultivate deep long-term donor engagement. This may occur through a variety of channels and messages, but to maximize success, this approach must be cohesive and intentional.
In the funnel illustration, the scope of the initial level is broad, and each step down becomes more focused. Here is a brief overview from the top of the funnel to the bottom:
Awareness – Before anyone gives or becomes a recurring donor, they must first discover your organization. This can happen through advertising, media interviews, events, referrals from existing donors, or any number of ways. You cannot control how people will hear about you, but you can control what you are saying and how intentionally you are communicating to the outside world. A consistent message and focused promotional strategy are very important.
Interest – Knowing you exist is not enough; somehow, you must engage people. This may occur at the moment awareness is generated, or it may occur via other touch points later. Consistent, thoughtful communications are important. You want to reach people again and again, and you want to do all that you can to touch their hearts and endear them to your organization.
Initial Response – If someone is sufficiently interested, getting them to respond may be as simple as providing an agreeable action to take. This could be a first gift, a newsletter subscription, signing a pledge or petition, volunteering, etc. The first response is very important, even beyond the initial value of the response, because it is a positive relationship signal from the user, and it opens the door for direct communication and thus cultivation to begin.
Long-term Impact – Many organizations have an end goal that is measured by the donations given or valuable actions a person takes. This goal is not often reached without significant intentionality and focus. This is an ongoing journey using every tool in your toolbox that builds relationships with a donor for years to come.
The funnel matters because it provides points of focus—areas that every nonprofit can examine and enhance. Improvements made to one area of the funnel can impact total results; improvements made to multiple areas can have a greater effect still.
Generally speaking, more people will be engaged at the top of the funnel than at the bottom. Not everyone who learns about you will become a long-term supporter. But one thing is for sure, everyone who comes out of the bottom of the funnel went into the top at some point.
If you can improve your funnel, you will have more people making it to the bottom.
For help optimizing your donor acquisition funnel process, Click Here or call 724-733-1200.
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