I just finished reading Tom Patty’s great book “Marketing Without Money- Big Ideas for Small Business: How to Substitute Ideas for Money. Even though it is written for for-profit businesses, it has many ideas and concepts that are applicable to nonprofit fundraising.
In his book, Tom talks about the “Purchase Funnel” which identifies the stages or phases that a consumer goes though in the purchase process.
- Awareness that the option exists
- Consideration based on interest in information provided
- Shopping by looking at alternatives
- Intention of which option to buy
- Actually make the purchase
- Loving the result, telling others and becoming a repeat customer
I became aware of one option to donate at dinner buffet at a private home. The nonprofit’s presentation got me interested and I made a substantial commitment on their donor signup board. They sent me their IRS receipt.
Six months later, I read an article about a nonprofit in the Daily Pilot that really touched me. I went to their website and made the same substantial gift. They E-mailed me their IRS receipt.
Last month I got an E-newsletter from a nonprofit that was doing some interesting work that I was not aware that they did. I went to their website and made same substantial commitment. The next day, the Development manager’s assistant called to thank me personally, apologizing because her manager was out of town. A few days later, I got an Email for the Executive Director thanking me for my donation. The next week, I got a thank you letter from Development manager. The following week I made arrangements with their account to deliver the funds, and got a follow-up thank you letter from her (with an IRS receipt attached).
Guess which result I loved, which one I will say good things about to others, and which one will get repeat donations from me?
Author: Bob Cryer, Executive Coaches of Orange County, www.ECofOC.org