A short presentation on the donor funnel I did for my weekly mini-webinars. Learn more and sign up here: http://www.johnhaydon.com/subscribe/

1. Super-simple online
donor funnel
@johnhaydon

2. Super-simple donor funnel
from email to donation
Capture
Nurture
Convert
Partner
@johnhaydon

3. Super-simple donor funnel
Step #1:
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
from email to donation
Capture
Nurture
Convert
Partner
@johnhaydon

4. Super-simple donor funnel
Step #1:
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
from email to donation
Capture
Step #2:
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Nurture
Convert
Partner
@johnhaydon

5. Super-simple donor funnel
Step #1:
from email to donation
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Capture
Step #2:
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Nurture
Step #3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where they
give you their money and their time.
Convert
Partner
@johnhaydon

6. Super-simple donor funnel
Step #1:
from email to donation
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Capture
Step #2:
The pull through
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Nurture
Step #3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where they
give you their money and their time.
Convert
Partner
@johnhaydon

7. Super-simple donor funnel
Step #1:
from email to donation
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Capture
Step #2:
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Nurture
Step #3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where they
give you their money and their time.
Convert
Partner
@johnhaydon

8. Super-simple donor funnel
Step #1:
from email to donation
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Capture
The pull through:
Offer value that greatly outweights the
cost of joining your email list. The carrot
is key here! Answer WIFM.
Step #2:
Make it easy for people join your list.
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Use emotional stories, not reason.
Nurture
Step #3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where they
give you their money and their time.
Convert
Partner
@johnhaydon

9. Super-simple donor funnel
Step #1:
from email to donation
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Capture
The pull through:
Offer value that greatly outweights the
cost of joining your email list. The carrot
is key here! Answer WIFM.
Step #2:
Make it easy for people join your list.
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Use emotional stories, not reason.
Nurture
Step #3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where they
give you their money and their time.
Keep in mind that what you do on social
will influence how they feel about you.
Convert
Partner
@johnhaydon
Build momentum with highly-personal
and responsive email campaigns (drip
campaigns, conditional autoresponders,
split-testing). Ask responsibly and they
with act with responsibility!

10. Super-simple donor funnel
Step #1:
from email to donation
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Capture
The pull through:
Offer value that greatly outweights the
cost of joining your email list. The carrot
is key here! Answer WIFM.
Step #2:
Make it easy for people join your list.
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Use emotional stories, not reason.
Nurture
Step #3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where they
give you their money and their time.
Keep in mind that what you do on social
will influence how they feel about you.
Convert
Partner
@johnhaydon
Build momentum with highly-personal
and responsive email campaigns (drip
campaigns, conditional autoresponders,
split-testing). Ask responsibly and they
with act with responsibility!
Encourage conversion with urgency,
emotion and as few clicks as possible.
Make it like iTunes or Amazon.com.

11. Super-simple donor funnel
Step #1:
from email to donation
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Capture
The pull through:
Offer value that greatly outweights the
cost of joining your email list. The carrot
is key here! Answer WIFM.
Step #2:
Make it easy for people join your list.
Nurture, encourage and segment
leads based on their actions
(clicks, opens, optins, visits).
Use emotional stories, not reason.
Nurture
Step #3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where they
give you their money and their time.
Keep in mind that what you do on social
will influence how they feel about you.
Convert
Partner
(Stewardship)
@johnhaydon
Build momentum with highly-personal
and responsive email campaigns (drip
campaigns, conditional autoresponders,
split-testing). Ask responsibly and they
with act with responsibility!
Encourage conversion with urgency,
emotion and as few clicks as possible.
Make it like iTunes or Amazon.com.
Survey donors to find ways of creating
more value for them, while discovering
awesome ideas for marketing!

12. About John Haydon
Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social
Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon,
Social Media for Nonprofits Boston, etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital
Marketing Monthly, Examiner.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners
Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid
America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation
and Susan G. Komen Greater NYC.