May 5, 2016

How to Build a Marketing Funnel Your Donors Will Love

funnel

john-haydonFundraising is quite a different game then it was even just a few years ago. Mobile and social media has donors constantly distracted (and bombarded) with messages from friends, brands, and competing causes.

For nonprofit marketers this shift means embracing a donor-centric approach that moves from interruption to invitation.

For example, Human Rights Campaign often presents a fundraising ask only AFTER a supporter signs a petition. Their assumption (a correct one) is that people signing a petition are more likely to give.

After signing a recent petition supporters were encouraged to buy a t-shirt:

marketing-funnel-hrc-follow-up-action

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