How to plan a strategy for your crowdfunding campaign
Discover everything you must know to plan the strategy of your crowdfunding campaign
Why is planning so important?
As you sow so shall you reap. A common mistake is thinking that a crowdfunding campaign works just by creating it and sharing it on social media. That only happens in very few cases, usually emergencies.
For this reason, before starting a campaign it is highly recommended to know what message we are going to convey, to whom we are going to convey it and through what ways we are going to do it.
Key aspects of your campaign
What message do we send
It is essential to prepare our story, the texts, images and what we want to tell.
Whom are we addressing to
Addressing a friend or relative is not the same as addressing a company. The message, the channel and the way of approaching is different for each recipient.
What communication channel do we use
There are countless options, social networks, media, events, word of mouth, posters, … It is important to know which ones we are going to use.
All you need to know:
The importance of the message
What do we want?
Attract people to your campaign and convince them to donate.
Therefore our message must be attractive and calling to action.
In a hyper-saturated world of information attracting focus is very difficult but not impossible. We must bear this in mind to build an attractive campaign that attracts attention and sends messages that cause interest from the first moment.
Prepare the crowdfunding campaign well
A fundamental part of your message will be your crowdfunding campaign. The way to tell your story, the images, the video, your level of transparency, clarity … etc
The more worked your campaign is, the more attractive it will be and the greater confidence and security it will provide to your potential collaborators.
Which is our target audience
We must always know what our target audience is. Study who may be interested in our campaign, communities or groups on social networks linked to our cause. The more we adjust the sight, the more precision our efforts will have.
Who am I addressing to
Although in general our tone will always follow the same line, it will not be the same when we address our close friends or family as when we address strangers or even companies.
There is a big difference between people who know us and trust us that among those who do not already know us, we must be able to show them security, transparency and trust.
What do I want to talk about?
It’s not all about asking for support all the time. It is also important not to saturate. We must have high activity flow but be careful and avoid being repetitive.
We can inform about news of the campaign, the new support obtained, appearances in the media, interesting information or curiosities about the cause or underlying theme of our campaign, generate debate…
Whom are we addressing to
All you need to know:
Family and close friends
Family and close friends are a fundamental part of the campaign. They will be the main source of our support. We must try to get involved and to do so as soon as possible.
It will be almost impossible to get support of another people if we are not able to get the support of our close circle. It is like our seal of guarantee made out: if our close family or close friends does not support us, how do we intend to get support from strangers?
Community and fans
This target will be all those who are not our close friends or family but are linked in some way with our campaign. People who know you, who are members or sympathizers of our entity, neighbors, friends on social networks … etc. In short, people who know or may have an interest in our cause.
It will be more difficult to get their trust and that is why we must provide transparency and security as well as inspire them so they feel that their help is needed.
This will ultimately be the rest of humanity. We are people who do not know or have any link with our campaign so we getting their attention and convince them .
It will be essential to achieve a wide dissemination and reach in the media and the prior support of our community.
Although all support is welcome, usually companies will make much larger contributions than individuals.
It is your goal to previously investigate what type of companies may be interested in supporting us.
Companies have several ways to collaborate with your campaign. They can make a donation, be a matchfunder and multiply the contributions that your campaign gets or make a giveaway for a good or service.
Remember that they can obtain a donation certificate and deduct their contribution to your campaign.
Influencers. (Famous people)
Also difficult but very productive is to get the support and involvement of a famous person or a reference in the sector.
Not only because they can collaborate but mainly because of the visibility and diffusion that we can achieve thanks to their relevance and community of fans.
They can also offer something to be giveawayd off.
Media or channels
All you need to know:
Of course, one of our main channels to spread a digital campaign will obviously be social networks.
It will be advisable to know more or less how each one works and adapt the strategy to them.
Getting diffusion in the local or state media will be key if we want our campaign to get support beyond our close circle.
Start with digital media, local radio… and if you can, try it in general media.
Try creating a catchy and engaging press release that can generate enough interest.
Mailing and messaging applications
Today they are our most used medium, both WhatsApp and Telegram are an important part of our communication.
Share your campaign directly and personally or in our groups of friends, family and / or work.
If possible, it is usually very useful to create an event for your charity campaign. You can make a presentation, a concert, a video, a party or all together. If it is not your first campaign, a good excuse is to use the event to show what has been done thanks to what has been collected on previous occasions, generating trust, loyalty and convincing new donors.
Word of mouth face-to-face
Do not miss the opportunity to talk about your campaign to your close ones, tell them what it does or what you want to do and ask for their support.
It is the most direct means of communication in the world and its impact is significant.
Campaign / Blog updates
In Kukumiku you have the possibility to send updates from your campaign management area . They serve to notify news, tell news, report changes and show the impact of what we do.
Widget integrable in other websites
The Widget is a tool that is used to integrate your campaign on other websites so that people can see it and can donate directly to you.
It is very useful if we have a website or we have people who support us and want to integrate it into a website or blog.