Combined Quiz + eBook Funnel Lifts Lead-to-Donor Conversion by 184%
A civic education nonprofit tested a quiz funnel, an eBook funnel, and a combined funnel; the combined path converted best.
Revenue, ROAS, and Donors Acquired
Every case study reports the same three headline metrics so outcomes stay comparable across engagements.
The Challenge
The organisation wanted to acquire, nurture, and convert leads into donors through an interactive funnel.
Their challenges included:
- Had strong educational content but no proven funnel
- Needed to know which lead magnet format actually converted to gifts
- Had to compare formats fairly, not by opt-ins alone
The right answer was one only a test could reveal.
Our Approach
We developed a comprehensive strategy tailored to their unique strengths and opportunities.
Three-Way Funnel Test
Ran a quiz funnel, an eBook funnel, and a combined quiz + eBook funnel head to head to measure downstream donation conversion.
Read across
What this means for a charity like yours
Organisations with plenty of leads and a conversion rate nobody has examined in a year.
The gain came from the handoff between capture and first gift, not from more traffic.
Conversion work is usually cheaper than acquisition work and rarely gets scheduled.
A 184% lift on existing leads changes the economics of every campaign that feeds the funnel.
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