Giving Compass' Take:

• The author explores the nuances of how the donor pyramid and marketing funnel have changed within the social sector and why donors need to adapt. 

• What will be the barriers for donors to understand these changes? 

• Read about nonprofit marketing in the digital age. 

Fundraisers used to focus on the pyramid.

Bring small donors in at the bottom. Move ’em up, incrementally, to the top. What happened was the donors at the bottom didn’t get much attention, leading to a situation where today 79 percent of first-time donors flow right out of your base. In other words, the pyramid’s base is more like a river than a solid block of bricks. Not very strong. A pretty wobbly foundation on which to base the life of your nonprofit.

Marketers used to focus on the funnel.

The marketing model is closer to what’s happening today, but it’s a lot more active than in the past. More of a swirling energy vortex that can sometimes swoop the seemingly (at first) lighter folks deeper and deeper into the center.

Sharing.

Some describe this as engaging. Or partnering. Or collaborating. Or networking. Some simply call it online word of mouth.

It turns out this fifth/final step is today’s real powerhouse. Your new goal is to turn supporters into advocates who will amplify your messaging and add their own “social proof” stamp of approval. Folks won’t be inclined to do this unless you serve them up content that’s valuable to them—in one fashion or another.

Smart nonprofits emphasize listening over broadcasting.

This doesn’t mean you stop communicating with people. Not at all. There are more ways than ever to do so, and you need to show up wherever your would-be supporters are apt to be. But the reason you’re there is not to shout your message out through a megaphone and browbeat folks into submission to your goals.

That practice is organization-centric, not donor-centric.

The heart of a fundraising appeal that will be successful is one that speaks to donor concerns.

Read the full article about changes in the donor pyramid and marketing funnel by Claire Axelrad at GuideStar by Candid.