Too many digital strategies are built to impress – not to convert. Brands chase reach. Charities chase likes. But neither will pay off unless there’s a clear, tested path from first interaction to lasting action.
At chillibeanmedia, we believe the same principles that drive donor support also drive customer loyalty. Whether you’re launching a new product, scaling a service, or running a fundraising campaign, what matters is this: you need a funnel that works.
This article shows you how to design an acquisition funnel that turns attention into action – and builds relationships that last.
What is an Acquisition Funnel – and Why Should You Care?
An acquisition funnel is the intentional, step-by-step experience that turns someone from a stranger into a supporter – whether that’s a customer, donor, subscriber or community member.
It usually includes:
- Top of Funnel (ToFu) – Awareness: video content, paid ads, social reach.
- Middle of Funnel (MoFu) – Consideration: landing pages, emails, lead magnets.
- Bottom of Funnel (BoFu) – Conversion: donations, sales, sign-ups.
Why it matters: most organisations and businesses over-invest at the top (impressions, reach) and under-deliver through the middle. That’s where warm leads cool off – and acquisition costs quietly climb.
What the Australian Data Tells Us
Australia has some of the most digitally engaged consumers in the world, but that engagement doesn’t automatically lead to action.
- 87% of Australians interact with brands or causes on social media.
- Yet less than 10% take meaningful action like donating, subscribing or buying after clicking through.
- The two biggest barriers are lack of trust and low perceived relevance (Fundraising Institute Australia, 2024).
For both charities and corporates, the takeaway is clear: if you want outcomes, you need to build trust early and demonstrate relevance throughout the funnel.
Step-by-Step: How to Build a Funnel That Converts
1. Start With the Right People (Top of Funnel)
Whether you’re selling sustainable products or rallying support for a social campaign, the first touchpoint has to hit home – fast.
Recommendations:
- Test multiple versions of your messaging, especially headlines and video openers.
- Leverage real voices – creators, influencers or community members – who share the values of your audience.
- Prioritise short-form, vertical video with strong narrative and clear voice.
2. Nurture Before You Ask (Middle of Funnel)
Don’t assume that a click means commitment. The middle of the funnel is where trust is built.
Recommendations:
- Offer value before asking for anything – a guide, checklist, free trial, impact story or downloadable resource.
- Use a clear, short nurture email series to keep people engaged. We recommend:
- Authentic story
- Proof of impact or product value
- Soft conversion CTA
- Make sure your landing pages reflect your brand’s tone, social proof, and real benefits – not just a form.
3. Make It Easy to Act (Bottom of Funnel)
Whether it’s a sale or a donation, the conversion point should be frictionless and compelling.
Recommendations:
- Offer multiple ways to complete the action: Apple Pay, Google Pay, PayPal, card, etc.
- Use urgency ethically: match deadlines with tangible outcomes.
- Include testimonials or case studies to show others have acted and it made a difference.
Pro Tips from chillibeanmedia
Retarget effectively: Create custom audiences to retarget people who:
- Watched more than half your video content
- Visited your website but bounced
- Started checkout or donation but didn’t finish
Map your content to the funnel:
- Awareness: Instagram Reels, TikTok, YouTube Shorts
- Consideration: Email sequences, downloadable content
- Conversion: Paid retargeting ads, SMS reminders, optimised checkout flows
Measure what matters: Don’t rely on vanity metrics. Use:
- Cost Per Acquisition (CPA)
- Conversion Rate per funnel stage
- Lead-to-donor or lead-to-customer time lag
Final Word: Funnels Aren’t Just for Charities — They’re for Impact
At chillibeanmedia, we work with brands, organisations, and movements that care about outcomes. Whether you’re here to scale a product, rally support, or build a values-led customer base, one thing’s true: acquisition isn’t a tactic – it’s a system.
We use the same funnel logic to grow both revenue and impact. Why? Because we reinvest profit into change. But make no mistake – we’re not a charity. We’re a creative performance company building media and brand systems that scale.
Want to talk about your funnel strategy or get an audit?
Reach out: info@chillibeanmedia.com – because fundraising isn’t one click. It’s a conversation.