Recently I’ve been using an analogy originally promoted by online marketing pioneer Seth Godin to help illustrate how individual donor fundraisers, steeped in traditional direct marketing, need to evolve their thinking to capitalise on the new opportunities being offered by Web 2.0.
In his free to download ebook ‘Flipping the Funnel’ (with a tailored version for nonprofits), he highlights how fundraisers should re-evaluate the traditional approach of funneling high volumes of prospects into a fundraising programme to convert low volumes of supporters.
In Godin’s analogy, when you ‘flip the funnel’ (with the help of Web 2.0 tools) what you end-up with is a megaphone, through which passionate supporters can shout-out to their network of personal contacts on your behalf – overcoming the decline in mass-market appeals and reaching people traditional fundraising communications can’t reach.
In his own words “A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone and get out of the way.” I couldn’t agree more!