You need to understand that moving potential donors through a process is what will ultimately lead to them supporting your mission.
Below I have outlined the basic steps in a donor pipeline with some tips on making sure you actually have a process laid out.
The first step when working with us is to define your goals. Almost everyone wants to create more awareness of who they are and what they do. That’s why the first video is about that topic:
Now that you have an idea of your goals, before we dive into the Video Roadmap I want to explain a key concept — and that is the Branding vs Clarity Spectrum.
This is something that dramatically changes depending on the complexity of what you produce. It used to be that the goods we produced were very simple to understand. Companies produced breakfast cereals, cars, soap and drinks.
However, as services have taken over and business has become more complex, a lot of companies have emerged that do very technical services that are hard to understand.
The mistakes some of these companies can make is to assume that they need to be like the big brands and spend a lot of money on branding, when in reality what they need is more clarity and to build trust with potential customers.
Here is an explanation of the Spectrum.
With this understanding, you are now ready to review your video roadmap. Remember that this is a guideline for what to focus on first. Both branding and clarity are important, but you don’t need to do everything at the same time.
Now that you understand what kind of content you should be producing to meet your goals, we need to make sure that it’s in the context of a bigger donor pipeline. These goals are part of a process of moving your supporters to make a key decision, not simply being more aware of who you are.
Now that you have gone through all this, if you need help making your goals a reality through the use of engaging video that is plugged into a sales funnel, let’s talk.
