Strategy guide
Sow before you reap.
A campaign doesn’t fund itself just by being published and shared once. Before launching, decide what you’re going to share, with whom, and through which channels. This guide helps you do just that.
Sharing the link isn’t enough.
Only a few emergencies spread on their own. Every other campaign moves forward because someone thought through three things beforehand: the message, the people it’s aimed at, and the channels to reach them.
Pillar 2
Who you’re talking to, from the inside out
Each circle needs a different message and channel. Start at the center: without support from your inner circle, it’s hard to convince people who don’t know you. Click each group.
Circle 1 · Your core
Close family and friends
They are your seal of approval. If your inner circle doesn’t support the campaign, strangers will find it hard to trust it.
Starting trust level High
- Tell them about the campaign before launching and get their feedback.
- Ask them to contribute on launch day.
- Ask them to share it, especially if they have a large network.
How to ask them: A personal message via WhatsApp or in person, with a specific date: “We’re launching on Tuesday, could you be among the first to contribute?”.
Circle 2 · They kind of know you
Community and fans
Members and supporters of your organization, neighbors, coworkers, social media followers. They are interested, but need reasons.
Starting trust level Medium
- Explain who you are and how every euro will be used.
- Share updates and new support so they see that the campaign is active and thriving.
- Touch their hearts: make them feel that their help is truly needed.
How to ask them: Posts in organization groups and social media, newsletters, and campaign updates.
Circle 3 · They don’t know you
General public
Contrary to what it might seem, they are the hardest to convince. They only arrive when the campaign already has momentum and media presence.
Starting trust level Low
- Secure the support of your first two circles first.
- Aim to appear in local media, radio stations, and podcasts.
- Grab attention in the first second: an image, a title, and a clear figure.
How to ask them: Media outlets, influential figures, and content that gets shared naturally.
Ally · Contributes more
Companies
They are hard to bring on board, but they usually contribute more than an individual. They move slowly: test the waters even before launching.
Starting trust level Medium-low
- Ask around: there’s always someone who works at a company that collaborates.
- They can donate, provide match funding, or donate a prize for a raffle.
- Remind them that they will receive a tax certificate and can deduct their contribution.
How to ask them: A brief, personalized email outlining the campaign, expected impact, and how they can get involved.
What a company can doAlly · Gives visibility
Key figures
A well-known or influential person in your sector can multiply the campaign’s reach thanks to their community.
Starting trust level Low
- Ideally: get them involved as ambassadors.
- A mention, a post, or a retweet also helps.
- They can donate something of their own to raffle off: a signed shirt, tickets…
How to ask them: a direct message or live stream explaining the cause and what specific gesture you are asking them for.
How raffles workPillar 3
Which channels you will use to reach people
You don’t need to be on all of them. Choose the ones your audience uses and plan when and how often you’ll post on each one.
Social media
The main channel for a digital campaign. Adapt the message to each network: Instagram and Facebook for your community, X to reach key figures.
Tip: post consistently, but without always repeating the same thing.
Ideal for: communityMedia
The key to expanding beyond your inner circle. Start with digital media and local radio stations; then, try mainstream outlets.
Tip: write a catchy press release and ask them to link to the campaign.
Ideal for: general publicMessaging and email
WhatsApp and Telegram are the most direct channel with family, friends, and work groups. Email works better with businesses and organizations.
Tip: write personally, never a generic forwarded message.
Ideal for: family and businessesEvents
A presentation, a concert, a party, or a talk. If it’s not your first campaign, show what was achieved last time.
Tip: combine it with match funding to multiply contributions during the event.
Ideal for: communityWord of mouth
The most direct channel in the world. Tell those close to you about your campaign and ask for their support naturally.
Tip: don’t insist or get upset if someone doesn’t chip in: everyone has their reasons.
Ideal for: familyUpdates
From your dashboard, you can send updates to those who have already contributed: progress, news, changes, and the impact achieved.
Tip: a good update makes your donors share again.
Ideal for: donorsWidget on other websites
Embed the campaign on your organization’s website or partner blogs so anyone can view it and contribute without leaving the page.
Tip: ask partner organizations to put it on their website during the campaign.
Ideal for: communityBefore launching, review the checklist
Check off what you already have. If you’re missing anything, there’s still time: better an extra week of preparation than a half-baked campaign.