Crowdfunding Best Practices
Your message needs to be compelling and specific, particularly the campaign title
- Why are you running this campaign?
- How will the funds be used?
- Why does each contribution matter? Endorsements:
- Do others support this campaign?
- How can donors trust that this is a valid, worthwhile cause? Is there an urgency to take action? Videos and pictures should be chosen carefully
- Do they help you tell the story?
- Do they make readers more empathetic?
Secure advanced donations prior to marketing your campaign
- It is best if you can secure 20-33% of your goal PRIOR to marketing your campaign
- The first set of donations will anchor future donations (e.g., if your first 5 donors give $25-$50, it will be unlikely your next donor will give $250 on the high side, or less than $10 on the low side)
- Plan donor sequencing (e.g. it is best if some people give day 1 and others give day 4 or even day 14) Comments and shares matter!
- Stay responsive. It is important to thank people and comment quickly.
Think broadly. Your outreach should include all organizations and influencers that may share your campaign. Create a list:
- Entities associated with the campaign
- Board members and VIP’s associated with underlying cause
- Have you reached out to friends, family, and all related causes and pages? Is there an opportunity to get the press to cover the campaign?
- Remains the strongest outreach available.
- Summarize your campaign page and include the campaign link multiple times in your email. Make it easy for people to click to your campaign.
- Access all available names for each distribution partner (identified above) Facebook/Twitter/Social networks.
- Share the campaign page!
- Share it again! (Remember, the social networks limit the distribution for each post)
- Message your friends and family. Messaging often is more effective than simple posts
- Respond to comments/shares – People liked to be thanked. You can’t thank people enough! Direct outreach
- If you want your campaign to be successful, people need to know about your campaign.
- Call people and let them know about your campaign. Ask them to contribute (yes, that’s hard!)
- Text the link to your campaign with a brief message about why this matters to you.
It is critical to share updates regarding the campaign and the fundraising progress
Thank Donors. This step can ensure your success!
- Thank people on your Facebook Page (a nice reason to re-share your campaign and call out early donors)
- Send Thank you emails and ask people to share your campaign to their friends and family
- Send an offline thank you note. It’s unusual and a smart way to break through the clutter.