Flipping the Funnel

I'm on a mission to flip our funnel. Yes, you can raise money online. But the Internet spreads ideas much more effectively than it raises money. The potential to create massive movements online is unmatched. But it means being remarkable, which means taking risks. It means doing things differently than you would with direct mail, because direct mail is about not making waves. Try not to get others upset at you, try to be likable by all, and effectively, you become as bland as bland gets. Want to spread an idea? Make that your primary objective. Give people tools to express their voice. Stop trying to control every message. Let individuals determine how the movement shapes and grows. Push fundraising to the way back burner, maybe solicit your flipped funnel once or twice a year. And, ironically, if we do this successfully, our fundraising will only be more effective.