Crowdfunding and Capital Campaigns

gfm_logo_300dpiThese days crowdfunding, the collective effort of large groups of people coming together usually via the internet to support an organization they believe in, and capital campaigns go hand in hand. Crowdfunding has become an industry of its own in the past five years. For example, in 2013, the crowdfunding economy grew over $5.1 billion worldwide. (Don’t get that number confused with the $511 million Jurassic World made a couple of weekends ago.) With websites like GoFundMe, Kickstarter, Indiegogo and Pledgie, crowdfunding for your capital campaign is easier (and more successful) than ever. But how do you begin to make a successful campaign using crowdfunding? As an inbound marketing agency, we’ve got a few tips to provide. Six to be exact.

  1. Start early. Like 6 months early, at the least. You want to build a base for sharing your campaign. Grow your followers on social media, and collect email addresses. Get your graphics made ahead of time. Also, you might want to start sharing bit and pieces of news to slowly build hype for your campaign.

  2. Research, research, research. Websites like Kickstarter and Indiegogo don’t remove crowdfunding campaigns after they have ended. This means there is a plethora of information at your fingertips. Find both successful and unsuccessful ones and study them. What really worked for the ones that were successful and what bombed on the unsuccessful ones. Apply this to the plan for your own campaign. You will be more likely to succeed if you go in armed with valuable information.

  3. Don’t try to sell to everyone. You wouldn’t try to sell chicken fingers to a vegan (seriously, don’t try it), so why would you try to sell your campaign to people who don’t really care? Instead, target the people who matter most to your brand. Make it especially meaningful to them.

  4. Set a goal. You don’t want to undersell, but you also don’t want to oversell. If you need to raise $1,000 but set your goal at $5,000, that doesn’t look very good. But if you need to raise $1,500, set your goal at that amount and raise $5,000, you are looking pretty awesome from the viewpoint of your supporters. That is a shareworthy campaign.

  5. Send more than a thank you email. Whether they gave $1 or $100,000, send more than just “Thank You”. Send something that will be shareable, like a photo or video. You could create a video prior to your campaign going public of your team celebrating with confetti and happy music.

  6. Be shareable. We just said it and we will say it again. People want to invest in something worthwhile, and they want everyone to know they did it. So create graphics that can be easily shared on social media. Create landing pages that can be easily shared on social media. When people donate, create a “Share Me” button on the thank you page. If more people share your cause, then more people will be exposed to your brand. It’s a win-win.

We hope these tips help you on your crowdfunding and capital campaigns endeavors. To discover more juicy tips on creating an awesome capital campaign, check out this blog post. Also, there is this one on millennials and social media effect on capital campaigns. Just saying. Both pretty much rock. You can’t go wrong.

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