Fundraising Funnel Optimization

If I'm in charge of digital revenue at a nonprofit, here's what I'm doing right now to prepare for year end. 👇 I'm auditing my donation funnel. 𝟏. 𝐂𝐨𝐧𝐟𝐢𝐫𝐦 𝐭𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐭𝐨𝐨𝐥𝐬 𝐚𝐫𝐞 𝐢𝐧𝐬𝐭𝐚𝐥𝐥𝐞𝐝⁣⁣⁣ ↳ These tools help you see what’s working, and what’s not. -Google Tag Manager (GTM) is installed on every page of your site -Meta Pixel (Facebook/Instagram) is firing for pageview, purchase, lead, parameters populated  -Google Analytics 4 (GA4) is setup properly -Google Ads conversion tag is active 𝟐. 𝐂𝐨𝐧𝐟𝐢𝐫𝐦 𝐤𝐞𝐲 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬 𝐩𝐨𝐢𝐧𝐭𝐬 𝐚𝐫𝐞 𝐭𝐫𝐚𝐜𝐤𝐞𝐝⁣ ⁣↳ You need to know when people give, and what led them there. -Donation form loads trigger tracking -Form starts are tracked -Completed donations are tracked as conversions 𝟑. 𝐄𝐦𝐚𝐢𝐥 𝐚𝐧𝐝 𝐂𝐑𝐌 𝐢𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐚𝐫𝐞 𝐰𝐨𝐫𝐤𝐢𝐧𝐠⁣ ⁣⁣↳ Clean data *is* strategy. You want donors to feel seen and celebrated. -Donation form is passing gift and donor data into the CRM -CRM records correct campaign code and source -The right email autoresponder is triggered  -New donors are added to the right list or journey -New subscribers are added to the right list or journey -All contact information and organizational language is up to date -Daily/weekly reports for donor relations and gift officers are working 𝟒. 𝐓𝐞𝐬𝐭 𝐘𝐨𝐮𝐫 𝐅𝐮𝐧𝐧𝐞𝐥 𝐋𝐢𝐤𝐞 𝐚 𝐃𝐨𝐧𝐨𝐫⁣ ⁣⁣⁣↳ Make a gift and go through the journey yourself -Is the page laid out in a single column format? -Is there a logical information hierarchy? (Headline, subheadline, body copy, call-to-action, donation form) -Does it pass the squint test: is the layout scannable?  -Is the donation page mobile friendly?  -Does the message match? Is it congruent with the ad, email, direct mail piece, etc. that brought me here? -Can I quickly understand the problem I’m being asked to solve, the solution, the outcome, the impact and the desired future state? -Are there no competing calls to action (ex. volunteer, give, sign a petition, etc.)  -Does it seem credible, including some form of testimonials, quotes, reviews, unique stats or data points, credibility seals 𝟓. 𝐀𝐮𝐝𝐢𝐭 𝐲𝐨𝐮𝐫 𝐠𝐢𝐯𝐢𝐧𝐠 𝐟𝐨𝐫𝐦⁣ ⁣⁣⁣⁣⁣⁣⁣↳ This is one of the most revenue-critical tools in your tech stack. It should meet donor needs, not your internal needs. -Is the giving form integrated into your site or does it take you to a new page? -Do you choose the gift frequency before you choose the gift amount? -Is there a gift array? -Is the gift array personalized? -Are the gift array buttons mobile friendly? -Have the form fields been limited to only the essentials to make the transaction? -Are you able to donate without adding anything to a cart? -Are all donor login options removed? -Are you prompted to upgrade your one-time gift to a recurring donation? -Can you pay using Apple Pay or Google Pay? -Is there a bank payment option available? Continued in the video below 👇 ⁣⁣⁣⁣⁣

I've helped dozens of startups raise capital. Here's the most important thing I've learned: Fundraising isn’t about your pitch. 𝐈𝐭'𝐬 𝐚𝐛𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐜𝐞𝐬𝐬. Want to show VCs you can run your startup? Your first chance: running a tight fundraising process. That means you... - Prepare intelligently. - Follow up quickly. - Negotiate wisely. Think about the fundraising funnel holistically. Want to set yourself apart at every step? Here's my top tip for every stage of the journey: 1️⃣ PREPARE: Narrative first, pitch second. Your narrative = what you want to say 📓 Your pitch = how you say it 🗣️ A great narrative clearly communicates: → What your startup is → Strategic milestones for the next round → You have the right tactics to achieve them → You have great odds of executing them successfully Substance beats style every time. Get your narrative right, and the pitch becomes easy. 2️⃣ TARGET: Stop “spray & pray” outreach. Instead, ask yourself: “Which investors would already love my startup?” The answer: Investors who've previously backed startups similar to yours—same market, same business model, same GTM, same stage (but not competitors). ✅ Do this: Find investors from similar startups. ❌ Not this: Cold-emai every VC. Result? More meetings, less wasted effort, and closing capital quicker. 3️⃣ OUTREACH: You don’t need warm intros (seriously!) Investors WANT great deals. Your job is simple: Show them why you’re a compelling opportunity. 4 Pillars of a Killer Investor Email: • Brevity • Personalization • Relevance • Momentum Use them all and you'll book investor meetings without a warm intro. 4️⃣ PITCH: Investors don’t care about your goals. They care if you’ll hit them. Use the GAP Framework in every pitch: → Goals: where you’re headed → Accomplishments: what you've already achieved → Plan: exactly how you'll achieve your goals Balancing GAP demonstrates ambition and credibility. (Bonus tip: send follow up emails after 𝘦𝘷𝘦𝘳𝘺 meeting with action items, document requests, etc. Create a checklist so you never drop the ball. Seems simple, but sets you apart.) 5️⃣ DILIGENCE: Answer the tough questions BEFORE they're asked. To win in diligence, anticipate investors’ questions ahead of time: "What do investors need to believe to fund my startup?" "How can I prove it?" Back every answer with data or trusted third-party validation. (Not just your opinion.) Be ready for anything they throw at you. 6️⃣ CLOSE: Act like a partner, not a negotiator. Many founders blow deals by negotiating like it’s a zero-sum game. Instead, frame every conversation as a win-win partnership. Align incentives faster, close faster... and get better terms. Just remember: fundraising is a funnel. Nail the process, and the money will follow. __ Was this helpful? 👍 like and ♻️ repost it to help other founders! Want help raising capital for your startup? DM me 📥 "RAISE CAPITAL" to see if I can help.

How Many VCs Should Be in Your Funnel to Raise a Successful Round? 💰 My experience and data are below... One of the most common questions I hear from founders raising investment is: “How many VCs should I target to close a successful round?” The answer isn’t just a guessing game - data, strategy, and experience drive it. At Fuel Ventures 🚀 we focus on backing pre-seed and seed-stage startups, and with a portfolio of 180+ companies, we evaluate thousands of opportunities yearly but only invest in a select few., maybe 1%. We’ve seen first-hand what works (and what doesn’t) when it comes to raising capital. We’ve learned what separates the successful fundraisers from the rest: Here’s what we’ve learned: 𝐓𝐡𝐞 𝐃𝐚𝐭𝐚 𝐁𝐞𝐡𝐢𝐧𝐝 𝐅𝐮𝐧𝐝𝐫𝐚𝐢𝐬𝐢𝐧𝐠 𝐅𝐮𝐧𝐧𝐞𝐥𝐬 To successfully raise a round, you need to approach fundraising like a sales funnel: 1. 𝐈𝐧𝐢𝐭𝐢𝐚𝐥 𝐎𝐮𝐭𝐫𝐞𝐚𝐜𝐡: Target 30-50 VCs at the start of your process. • Roughly 50% will decline or not respond. 2. 𝐅𝐢𝐫𝐬𝐭 𝐌𝐞𝐞𝐭𝐢𝐧𝐠𝐬: Expect 30% to agree to an initial meeting. 3. 𝐃𝐞𝐞𝐩 𝐃𝐢𝐯𝐞𝐬/𝐃𝐮𝐞 𝐃𝐢𝐥𝐢𝐠𝐞𝐧𝐜𝐞: About 10-15% will move into due diligence or second-stage discussions. 4. 𝐓𝐞𝐫𝐦 𝐒𝐡𝐞𝐞𝐭𝐬: From there, only 5-10% will make an offer. This means you’ll need a 𝐥𝐚𝐫𝐠𝐞 𝐩𝐨𝐨𝐥 𝐨𝐟 𝐕𝐂𝐬 𝐢𝐧𝐢𝐭𝐢𝐚𝐥𝐥𝐲 to secure the 1-2 strong offers required for a competitive raise. 𝐖𝐡𝐲 𝐘𝐨𝐮 𝐍𝐞𝐞𝐝 𝐓𝐡𝐢𝐬 𝐌𝐚𝐧𝐲 𝐕𝐂'𝐬 1. 𝐍𝐨𝐭 𝐄𝐯𝐞𝐫𝐲 𝐕𝐂 𝐈𝐬 𝐚 𝐅𝐢𝐭: VCs have specific focus areas (sector, stage, geography). Even the best pitch won’t convert everyone. 2. 𝐓𝐢𝐦𝐢𝐧𝐠 𝐌𝐚𝐭𝐭𝐞𝐫𝐬: Some VCs are already over-allocated or not actively investing at the moment. 3. 𝐍𝐞𝐠𝐨𝐭𝐢𝐚𝐭𝐢𝐨𝐧 𝐏𝐨𝐰𝐞𝐫: Multiple interested VCs create competition and better terms for you as a founder. 4. 𝐃𝐫𝐨𝐩-𝐎𝐟𝐟 𝐑𝐚𝐭𝐞𝐬: The funnel narrows quickly, so starting with a wide net ensures you don’t run out of options. 𝐎𝐮𝐫 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 1. 𝐏𝐫𝐞𝐩𝐚𝐫𝐚𝐭𝐢𝐨𝐧 𝐈𝐬 𝐊𝐞𝐲: The founders who close their rounds know their numbers, their market, and their growth story inside out. 2. 𝐖𝐢𝐝𝐞 𝐎𝐮𝐭𝐫𝐞𝐚𝐜𝐡 𝐖𝐢𝐧𝐬: The most successful founders contact 30+ VCs, keeping track of every interaction to maintain momentum. 3. 𝐕𝐚𝐥𝐮𝐞 𝐀𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭 𝐌𝐚𝐭𝐭𝐞𝐫𝐬: Founders who identify VCs aligned with their sector, stage, and long-term vision build stronger partnerships. 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐟𝐨𝐫 𝐅𝐨𝐮𝐧𝐝𝐞𝐫𝐬 1. Build a funnel of 30-50 𝐰𝐞𝐥𝐥-𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡𝐞𝐝 𝐕𝐂𝐬 to increase your chances of success. 2. Focus on VCs aligned with 𝐩𝐫𝐞-𝐬𝐞𝐞𝐝 𝐚𝐧𝐝 𝐬𝐞𝐞𝐝 𝐬𝐭𝐚𝐠𝐞𝐬 if you’re early-stage. 3. Use tools like LinkedIn, warm introductions, and investor platforms to find and connect with relevant VCs. 4. Create momentum in your fundraising process by engaging multiple VCs simultaneously. —————— 💬 Agree? Disagree? Let me know in the comments. ♻ Useful for your network? Repost

Most nonprofits I work with are great at one thing getting eyes on their work. But then they come to me saying: “We don’t understand why awareness isn’t turning into fundraising.” Recently, I walked a client through the AECP funnel: Awareness → Engagement → Conversion → Post. We mapped their six-month content calendar against it. Sure enough, their awareness column was full. But when I asked them to come up with engagement ideas? Crickets. Conversion activities? Thin. Post-event thank-yous and follow-ups? Barely there. The penny dropped. Awareness wasn’t the problem. The problem was they weren’t moving people through the funnel. It sounds almost too simple, but this little framework can save you a lot of wasted energy. Whether it’s a one-day event or a year-long campaign, ask yourself: 👉 How are we engaging? 👉 How are we converting? 👉 How are we thanking? That’s where the magic (and the fundraising) happens. Curious—where do you notice the biggest gaps in your own campaigns?

Recently, I had a fascinating conversation with a marketing leader at a promising tech startup. They came to me wanting to expand their ad budgets to increase top-of-funnel leads, a common request I hear often. But as we dug deeper, some red flags emerged: ❌ They weren't confident in their email nurture strategy ❌ They could only track lead sources through self-reported data (which is notoriously inaccurate) ❌ Their current nurture sequences weren't providing leads with enough information to progress I had to deliver some tough love: They weren't ready to scale ad spend. Here's why: Pouring more leads into a leaky funnel is like filling a bucket with holes. You're essentially burning money on every lead that doesn't convert. This reminded me of a client I worked with, Omar Robotics, where we faced a similar challenge. When I started, only 10% of MQLs were progressing to the next stage. Instead of asking for more ad budget, we focused on plugging the leaks first. I implemented strategic email nurture sequences that gave leads the information and confidence they needed to move forward. The result? Within months, we jumped from 10% to 16% progression rate. That 6% increase translated to $160K in additional quarterly revenue – without spending a single extra dollar on ads. The takeaway: In today's economy, where we need to do more with less, fix your funnel before you fuel it. Every lead you acquire deserves a fighting chance to convert. Don't let poor nurturing turn your marketing investment into expensive lead waste. What's your experience with funnel optimization vs. increasing ad spend? 👇

𝗜𝗱𝗲𝗮 #𝟭𝟰: 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝗧𝗵𝗲 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗙𝘂𝗻𝗻𝗲𝗹 A simple funnel (enter site, view product, add to cart, checkout) is no longer sufficient to drive actionable insight. The proliferation of devices, browsers, marketing sources, entry pages and customer journeys requires both a more detailed funnel and more forensic approach to analysis.  What’s needed now is a more systematic way to connect customer journeys to business action. I propose a three-step approach: 𝟭. 𝗗𝗲𝗳𝗶𝗻𝗲 𝗧𝗵𝗲 𝗙𝘂𝗻𝗻𝗲𝗹.  Break the journey down into core steps, micro steps and causal factors [see example] • 𝗖𝗼𝗿𝗲 𝘀𝘁𝗲𝗽𝘀: Referring source/link/code → Landing page → Product page → Add to cart → Checkout • 𝗠𝗶𝗰𝗿𝗼-𝘀𝘁𝗲𝗽𝘀: Interactions within steps (e.g., form fields, size selection, product choices, payment stages) • 𝗖𝗮𝘂𝘀𝗮𝗹 𝗳𝗮𝗰𝘁𝗼𝗿𝘀: Measurable elements that influence conversion—such as price, availability, content and UX.    𝟮. 𝗦𝗹𝗶𝗰𝗶𝗻𝗴 𝗱𝗶𝗺𝗲𝗻𝘀𝗶𝗼𝗻𝘀.  Identify the key dimensions for analysis which should include all attributes that are potentially actionable • 𝗛𝗼𝘄: Technology used (device, browser) • 𝗪𝗵𝗲𝗻: Timing factors (signup date, day of week, time of day) • 𝗪𝗵𝗲𝗿𝗲: Source of traffic (geo, channel, referrer, keyword, landing page) • 𝗪𝗵𝗼: Customer characteristics: new vs. existing visitor, new vs. existing customer, cohort of first browse / purchase, demographics     𝟯. 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝗮𝗹 𝗟𝗲𝗻𝘀𝗲𝘀.  Take a systematic approach to highlight what’s driving the funnel and where to optimise: • 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲:  Overall funnel, step-to-step transition rates, funnel x dimensions • 𝗗𝗶𝗮𝗴𝗻𝗼𝘀𝗶𝘀:  Mix effect analysis (decomposes changes into mix shifts vs absolute changes), causal factors • 𝗜𝗻𝘀𝗶𝗴𝗵𝘁:  Outliers (high/low performers across dimensions), causal failures (stock-outs, pricing errors, promo issues). Taking a systematic approach is fundamental to driving long term value and solving root causes rather than symptoms.  Some example insights: • 𝗕𝗿𝗼𝘄𝘀𝗲𝗿 𝗳𝗮𝗶𝗹𝘂𝗿𝗲.  A service business who found that their website didn’t work on older browsers which represented 5% of customers, but 20% of their profit.   • 𝗣𝗿𝗶𝗰𝗲 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀.  A general merchandise retailer discovered that the conversion rate issues were driven by price competitiveness issues on their highest viewed products  • 𝗔𝘃𝗮𝗶𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆.  A retailer who discovered their bounce rate was being driven by traffic from paid social landing onto sold out products • 𝗦𝗲𝗰𝗿𝗲𝘁𝗮𝗿𝗶𝗲𝘀.  A hotel chain who discovered a visitor segment with a very high conversion rate characterised by frequent bookings, browsing during office hours on a desktop computer using Internet Explorer.  They turned out to be secretaries.  Funnels must evolve from being seen as a purely digital concern and understood as a lens into overall business performance.

The conversion rate lie. When I first started working on funnels, I thought low conversion rates were a design problem, the wrong colour CTA, a headline that needed tightening, a layout tweak. I’d jump straight into optimisation. Testing lots. And every time, not much changed. Here’s the truth I was too slow to learn… a bad conversion rate might well be a positioning problem pretending to be a performance issue. If the audience who arrives on your page doesn’t believe the offer is for them, or doesn’t believe it’s worth the cost, you can change the button from blue to green all you like. Nothing moves. And you can see this assumption often: • ads attracting the wrong audience, then blaming the landing page • offers that sound generic, then wondering why nobody converts • teams debating micro copy while the core value proposition is still vague • stakeholders demanding “more traffic” when relevance is the real missing piece Here’s what actually works… fix the why before you optimise the how. 1. Know exactly who it’s for. Be specific. Don’t try to sell to “everyone.” Speak directly to the person who actually needs what you’re offering. 2. Explain the value clearly. Make the benefit feel bigger than what they have to give up (time, money, effort). They should instantly think, “That’s worth it.” 3. Send people to the right place. Don’t send people who barely know you to a page asking them to make a big commitment. Warm people up first. 4. Make sure your ad and your page say the same thing. If the advert promises X but the page delivers Y, people leave. Fast. Keep the story consistent. Check everything, and test. 5. Fix the message before fixing the design. Pretty pages don’t convert bad ideas. Only tweak layout and colours after you’re sure the offer and audience match. If the audience isn’t right, or the promise isn’t strong, no amount of performance marketing can save you. You can’t optimise your way out of a positioning problem. Where in your funnel are you treating a strategic issue like a performance issue, and what would change if you fixed the “why” first? If you want your funnel to convert because it’s positioned properly, not just decorated nicely, DM me, I help teams fix the strategic foundations before they touch the buttons.

You're trying to reach major donors through one channel only while your competitors are using multiple touchpoints. Guess who's getting the gifts. Let me walk you through what I see happening with most nonprofit communication strategies. You've picked your preferred communication method and you're sticking with it. Maybe it's email because it's efficient and trackable. Maybe it's phone calls because they feel more personal. Maybe it's direct mail because you get good response rates. You've gotten comfortable with this single approach. You know how to execute it well. You measure its success and optimize based on results. Meanwhile, your major donor prospects are getting multiple touchpoints from other organizations. They're receiving personalized letters in the mail, getting follow-up phone calls, being invited to coffee meetings, and seeing social media updates. They're experiencing a coordinated approach that meets them wherever they are. Here's what your competitors understand that you're missing: Different donors prefer different communication styles, and the same donor prefers different channels at different times. Your email-focused approach misses the donors who prefer phone conversations. Your phone-only strategy ignores donors who want written information they can review. Your direct mail campaign doesn't reach donors who expect digital follow-up. The most successful fundraising programs I work with don't rely on single channels. They create coordinated experiences across multiple touchpoints. They send a personalized letter, follow up with a phone call, invite donors to events, and maintain digital presence. They meet donors where they are instead of expecting donors to adapt to their preferred communication style. Your single-channel approach isn't wrong. It's just incomplete. Major donors expect organizations to communicate professionally across multiple platforms. When you only show up in one place, you look smaller and less sophisticated than you actually are. Stop limiting yourself to one communication channel. Start building relationships through multiple touchpoints that reinforce your message and demonstrate your professionalism. Because in fundraising, the organizations that show up everywhere get more opportunities to connect with donors who give everywhere.

3 pages in your funnel that you haven’t optimised… That are bleeding trust, sales, and potential superfans. A few years ago, I started noticing something weird. I’d be auditing a funnel for a client who was already making $50K, $100K+ a month… And yet, there were obvious holes. Not in the sales page. That one always gets all the love. I’m talking about the forgotten pages. The ones no one talks about. The ones that quietly kill momentum, trust, and repeat revenue. Since then, I’ve built 150+ funnels from the ground up. And this pattern still shows up. Copy gets tweaked. Design gets overhauled. Everyone celebrates the new conversion rate. But the rest of the journey? Crickets 🦗 No wonder buyers don’t come back. No wonder customer lifetime value is low. No wonder the testimonials sound like: “Yeah, it was fine.” Because a funnel isn’t a page. It’s an experience. One that should guide people to keep saying “yes.” Yes to buying. Yes to consuming. Yes to getting the transformation you promised. These 3 pages? They’re quietly breaking that chain. Let’s fix it: ______ 1. The Thank You Page They just joined. They’re riding high. You’ve got their trust. And you send them to a blank screen that whispers, “Thanks.” Attention and energy = flatlined Try this instead: → Give crystal clear next steps (don’t make them guess) → Add a short welcome video. Be a human, not a robot → If it aligns, upsell something simple. ______ 2. The Checkout Page They’re ready. They’ve got the card out. They’re mentally spending the transformation already. Then they land on a checkout that looks like it was built in 2003. Now they’re nervous. And maybe gone. Here’s the fix: → Drop in a few testimonials. Instant trust boost → Remove any distractions. They're not browsing. → Give them more than one way to pay. No one wants to dig out their credit card if Apple Pay is right there ______ 3. The Lead Magnet Page I don’t care if you’re offering a freebie Lazy pages still scream “low effort” This is their first real touchpoint with you. So treat it like a first date. What works: → Lead with a punchy hook “Steal my 3-word subject line that made me $100K” → Make the freebie irresistible. Think “how is this free?” → Tease what’s next. Don’t just drop the freebie and ghost them ______ These 3 pages either build trust Or they quietly bleed it. Most creators ignore them Which is exactly why you shouldn’t. If you want higher lifetime value, better testimonials, and a funnel that actually delivers... Start where everyone else stops.

We spent $1.8M on ads and made $22M back in 19 months. Here's exactly how we did it: 1. Start Simple - Headline, VSL, Application: • His funnel was just a headline, VSL, and application on Typeform • Nothing else - yet he was already doing $120K/month • Direct response ads to call funnel optimized for "schedule" event • This thing was PRINTING 2. Find The Right Client Profile: • Action-oriented and willing to take risks • Mission-driven business (helping people overcome addiction for $7,500) • Willing to invest $50K in ad spend plus $15-20K on agency in first 30 days • Hiring more closers and wanted to spend more money 3. Scale To $600K/Month With Solid ROAS: • Front-end offer: $7,500 (one-time cost) • Back-end had multiple upsells from $10K to $250K "big dog" offer • Hit 10:1 to 20:1 ROAS at $600K/month • Even in high cost-per-call months averaged 5:1 to 8:1 ROAS • Most months trended 8:1 to 15:1 ROAS 4. Understand ROAS Fluctuates - Don't Pull Back: • ROAS isn't static - it fluctuates as you scale • Many people pull back at first sign of fluctuation • This is the wrong move 5. Accidentally Discovered Seven Funnel Variations: • During COVID let both funnel versions run for three weeks by mistake • Never shut the "loser" off and realized they were neck and neck on cost per call • All it did was increase call volume • Expanded to seven funnel variations getting similar results with slight cost differences • Spread across multiple ad accounts for risk mitigation 6. Being Dialed In Daily Makes All The Difference: • Contacting us multiple times daily about calendar fullness • Reporting qualified vs unqualified ratio • Monitoring ad account himself • Proactively asking about ad fatigue • Filming contextual content before holidays • Running daily sales training 7. When Competitors Copy, Shift Demographics And Raise Price: • Competitors drove costs up from $100-150 to $300-500 per call • Embraced shift from in-market to needs-convinced demographics • Increased price from $7,500 to $10,000+ to maintain margins • Most businesses try to eat increased costs instead of passing to consumers - backwards 8. Understand What Makes The Difference: • Simple funnels can print money when executed well • Horizontal funnel scaling reduces risk and increases volume • Being dialed in daily makes all the difference • Understanding in-market vs needs-convinced demographics matters Have any questions? Let me know below. & If you want a more in-depth breakdown… Check out my YouTube channel where I share the whole story.