Example three: a charity of not for profit
With a charity, the ‘purchase’ part of the funnel is giving a donation. In the same way that finding a new customer is harder than keeping a current one, if someone donates once to a charity then you want to move them to becoming a regular supporter.
Goal: Make a potential customer aware of my company or product.
Tool / channel: Local vegan fairs.
Strategy: Three strategies depending how engaged the person that you meet is with the work you do:
- Flyers to take away about the work you do
- Getting people to follow your social media whilst they are talking to you on the stand
- Direct debit forms to set up a monthly donation
Goal: Make an aware potential customer evaluate my company or product.
Tool / channel: Social media.
Strategy: Ongoing positive posts about the difference you are making, highlighting structured fundraising options for all levels of donations. From individual givers through to large business sponsorship opportunities of headline projects.
…then…
Goal: Make an evaluating potential customer purchase my product.
Tool / channel: Donation page.
Strategy: Easy-to-use donation page with Gift Aid options, along with how to give money if you don’t want to do it digitally.
…then…
Goal: Retain my customer so they keep buying from me.
Tool / channel: Email newsletter.
Strategy: Email newsletter showing what a difference people’s donations have made and highlighting other ongoing campaigns. Feature people who have set up monthly donations to normalise it.
…then…
Goal: Turn my retained customer into an advocate so they make more people aware of my company or product.
Tool / channel: Friends scheme.
Strategy: Separate communication twice a year for people who have donated, giving them more personal updates and invite them for a friends get-together once a year.
