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let's talk a bit about the nonprofit fundraising strategy that is going to be in the best fit for you and also how I tend to think of this and codify this if you are interested in social media how does that actually translate into donors how do I set up like a proven way to turn strangers into donors for my nonprofit I think you're gonna like today's video my name is Salvador bring me this is a crowdfunding demystified YouTube channel talk all about crowdfunding and today we're specifically zeroing in on nonprofit fundraising it's coming up right after this okay so let's get started I refer to this what I'm gonna be sharing right now is called the fundraising funnel and there's a reason why we call it you know funnel you think of like almost like a triangle right except it's it's three dimensional three dimensional triangle and you want to think of it as you start outwards and then we move inwards and I'll go through each of these levels and also what that means for you as a nonprofit owner or as the person who's in charge of fundraising right add a non-profit so the first thing that it starts with is the problem the problem is the same thing as a cause basically what are you trying to do as a nonprofit every nonprofit is created for a reason maybe you're trying to help with hunger and homelessness maybe you're trying to help with forwarding education in third-world countries maybe you're trying to help with a women's shelter and women's issues right there's always a problem or a cause when you're starting a nonprofit organization the question is what is that for you so if you have a notepad I encourage you to write this down if possible go and write that down what is your problem and what is the cause that you're trying to raise money for and here's why depending on what your problem is it's going to resonate with different people men and women have different giving behaviors statistically when it comes to the causes that they care about in addition your problem your cause is going to narrow in on the types of individuals that are gonna care most about that the stories that you're gonna share to get people interested in your nonprofit organization and also just the type of marketing they're gonna be doing in general as it relates to spreading awareness about your cause I'm gonna get very brutal here right if someone sees a cause on facebook let's just say a cause that's going to help increase education for women as it relates to learning how to start businesses right that cause for some people it's gonna be a yes or no are they interested in that problem do they view that as a problem is that something that they want to help with it's gonna be a very simple yes or no when someone sees a problem they see a cause are either gonna relate with it or they're not gonna relate with it and kind of what the whole idea of getting very clear on what you're doing is you're not trying to attract everyone you can't have everyone be participating in your nonprofit organization you're just trying to attract those people that care about that cause to a degree so the first question when it comes to the very top of this funnel is do they care about the cause or the problem is it even something that they're interested in helping solve is it something where if they're browsing through their newsfeed they see something related to that they're gonna stop and they're gonna read it or they're gonna like I don't really care about this that is a binary question that's a programming term yes or no do they care about this the second thing they're gonna do is we're going down now a level deeper into this fundraising funnel is they're going to assess they're going to assess the value of that cause or the importance of that cause now for example there are a lot of issues in our modern era that I think are important issues but that just aren't on the top of my head they aren't on my radar as much I might know maybe show some support by liking a post or by joining some kind of like a newsletter or something but I'm less likely to give money to certain causes just because it's not something that I'm able to wrap my head around which is not as important to me and that's the same is true of every individual out there so the rather than just your the first thing is obviously the the cause of the problem the second is they're going to evaluate how important is that is this something that demands their immediate attention is this something that is urgent is this something that's going to be a problem for other people down the road now for example just to kind of give a little bit of clarity to that let's just say that this person views environmental issues and then really in that now let's just say there is a specific environmental issue that relates to their community their local community or their region or their demographic and for whatever reason if they don't help support this initiative and give money to it that problem is going to continue for that person that's gonna be fudge much more of a relevant problem in their life than helping some environmental issue you know on the other side of the earth when they're not even familiar maybe with that country right so the the they're gonna first figure out do they even care about like this is deserve their attention but then they're gonna figure out what is the value of this cause then is this something that is important and they're also gonna rely a lot on your marketing for them to for them to understand that they're they're learning you're providing education I might not understand how an environmental issue in a country that's on the other side of the earth is impacting me but it's up to you as the nonprofit to explain that to show that so that they can wrap their head around this and see oh I see that why this is important I see why this cause stands out from just giving money to another nonprofit organization that just helps in general in a broad sense with environmental issues the more specific that you can make that initiative that you're raising money for and tie it to them the easier it's going to be them to progress to the next level in this funnel let's say that they've gone through the first two levels where they discovered your cause just you're trying to educate people in inner-city schools about business and finance and they realize this is something they care about there's something I care about and that it's an important cause because they maybe went to school or they grew up in this area and they want to impact kids who also grew up in that area so they think they kind of owe it to them and they want to help other people on the past so they also view this as being an important problem for them right then we go even a layer deeper and they start to assess credibility so if you think about it the message that you're sharing they're either gonna resonate that with that or not they're gonna evaluate it's important to them in their life but then they're gonna look at you they're gonna look at your organization and while they might agree this is an important cause they might not agree that your organization is want to carry it out or the way that they want to make an impact the next level in this funnel is showing credibility why is it that your organization is the organization to solve this problem or this is the vehicle for them to impact the target demographic this is the vehicle where they can really make some change and it's kind of up to you the burden of proof of showing that credibility now there are lots of ways in which you can show that credibility you can show other people that you've helped in the past and share the stories of those individuals you can share the stories of volunteers not even me speaking with yourself having volunteers speak to them and to show visually or through writing that this is the experience that they had this was the impact that they made this is the tangible results you know giving them a little bit in the ways of numbers as just statistics these are the organizations you partnered with before these are the media mentions that you have there are so many ways to show credibility but the end of the day when you when someone experiences that you basically want them to come away saying okay not only do I care about this cause then not only is this important but this is also the organization that I know can make a difference here they have not only the ability to do it not only are they have a proven track record but also I trust them I believe they're transparent they're like me they have similar values right by putting those things in the forefront and kind of almost in their face a little bit people are either gonna resonate or not and and usually if you're being transparent and you do care about helping people they're probably gonna resonate with a lot of the stories and messages that you'll be sharing we've made it almost at the bottom of this pyramid which is this fundraising funnel okay so you should be excited if you're getting to this point you're doing a lot of stuff right when you were at the the site the next level is really assessing impact right so here's a really great story of one nonprofit I was talking with they were talking to a donor and he was like a larger donor and this nonprofit was asking the donor would he be willing to give like 500 bucks to this initiative and he wasn't willing to it was kind of hard because he was checking so many boxes number one he cared about the cause he thought it was important he believed in the nonprofit organizations they had good values that they a good mission a good strategy but for whatever reason he wasn't giving money and this person just was racking their head why is this if I may ask them and the objection you know the sales from the objection was they didn't think $500 could really impact the problem if they were gonna impact the problem they wanted to give you know five thousand or ten thousand they really needed to put a lot more money into it and they didn't really they weren't asked that they didn't know if that was available they didn't know if even in this project that would make sense right so actually once we went back to the drawing board and that person created kind of like an a program or a way for that to work that individual then did participate lesson learn their right like the fact that someone is just interested in your organization and believed in you doesn't mean they're necessarily going to become a donor in order to get them and to become a donor you also need to have them feel like when they're giving money that money is going to make an impact on the end user that it's going to tangibly change other people's lives this is the one of the most crucial parts of the fundraising funnel is getting this right and particularly with Millennials right we don't want to just give money to some faceless organization of some big nonprofit organization you really want to see that our money is gonna have this impact it's gonna feed this many families it's gonna buy this many books it's gonna build this many schools the more tangible you can make the impact and put those it kind of in those terms the easier it's gonna be for people to believe that they are really going to be able to make a real impact with their funds right so that's going to be kind of like towards the end of this process when people are assessing whether or not they should actually get involved is can their money make a tangible impact and can you communicate that to them with your marketing in a sense that this is going to be you know a tangible in the number of families that they're helping or a number of kids they're sending to school or this many people you're helping to get jobs like try to put it into those terms rather than just saying you're gonna increase the employment rate by 10% right or you're going to cause 18% more people to go to school in this third world developing country people don't resonate with that no one is interested in hearing about statistics they're hearing they're interested in hearing about other people they're interested in hearing about other people's stories and the way that you can impact those individuals now this is the last part of the fundraising funnel right and I would say this is kind of almost like this is more of a you're doing all those things and it's still not working this is the reason maybe why I think that just based off of the other things we talked about if you check those boxes then you are going to be able to convert a complete stranger into a donor of your nonprofit and also I talked about this a ton in nonprofit fundraising hacks which is basically this toolbox of psychological technique strategies and also some proven ways you can increase the amount of money that you're raising for a non-problem so go check out a copy of that on Amazon if you haven't ever yet encountered that also could a link in the description down below but when it comes to this final level this is where they're they're finally on that donation page and they're deciding like should I actually participate this in this or not if you've done everything right chances are they are going to convert into a donor but if you are finding that there's a little bit of difficulty with that last step typically it's because of this you have kind of like a seesaw right and one side of the seesaw you have emotions and one side is he saw you have logic the when you're first introducing an idea to someone usually you want to be ticking the emotion side so as they're good they're they first encounter your story the nonprofit something catches their attention it's emotionally evocative right it's something that's emotionally appealing and as you're going through they're learning about stories they're doing all these things they're like I really wanna get involved with this nonprofit it's emotionally exciting and then as you're going down the funnel you're starting to then tick some of those boxes related to the logic side of their brain so they're asking questions like does this make sense is this the right number having credibility right what impacted me those are all logical questions they're basically with their critical faculty in their brain trying to prevent themselves from making a bad decision right so the more you can do that it starts become a little bit of a level playing field if you are both making sense of it logically and you're telling the emotionally evocative stories you have all the credibility and the trust if that's balanced then they will convert into a non-profit donor if not you can also add a little bit of urgency and scarcity to the mix where what this is very typical with a crowdfunding campaign where you are gonna be running this fundraiser only for twenty days and if you don't raise the money you're not gonna go forward with the project right you could consider putting a little bit of time-sensitive urgency into your final messaging and that can kind of be like the icing on the cake to get some people who are a little bit on the fence to become a door or to decide they don't want to become a donor so that's sort of the final part of the fundraising funnel is in employing some of these tactics strategies and techniques which I talked about in nonprofit fundraising hacks a book that I've written and this kind of comprises in general the fundraising funnel and how that works - you could turn a stone-cold person who's just viewing your message for the first time into an actual donor and a rating fan for your nonprofit organization my name is Salvador Bregman I hope you enjoyed this video give me a thumbs up if you did if you like my teaching style leave a comment and I'll see you next time