Successful crowdfunding needs a lot of strategizing. An Impact Guru campaign usually runs for a maximum of 90 days during which you will have to make sure it grabs enough eyeballs and lands up on the daily feed of the right people. You can’t afford to abandon your campaign after the launch, in fact now’s the time to put your PR plan into full action. Let us help you device the right strategy to promote your campaign after it’s live:
1)Social Media Blast
Let the world know on Twitter, Facebook, Google+ and LinkedIn that your campaign has now started and is accepting donations. Make sure your first post (asking for contribution) is interesting and energetic. Give a social media shout-out to your first donor and ask your influencer group to start spreading the word too. Use social media management tools like Hootsuite, Buffr etc. to schedule your posts.
Facebook: Keep the post description short (not more than 2 lines) and use the best pictures you have. In fact, it wouldn’t be a bad idea to click fresh pictures of your NGO program, product, or social enterprise project to post. Posting once or twice a day is often good.
Twitter: Follow trending hashtags for a day and try to incorporate them into your campaign tweets. With Twitter, one tends to often cross the line. Don’t post about everything and anything; instead stick to your campaign and the topic it revolves around. Should tweet at least 3 times/day.
LinkedIn: LinkedIn posts need to be more sophisticated. Publish well-researched blogs on your campaign area – How many have been affected, what the market looks like for your product/service, how will it create impact etc. Weekly posts on LinkedIn would suffice.
WhatsApp: Broadcast messages to all your WhatsApp groups and contacts. Be careful to not bombard them with messages daily, rather send a first message with a link to your campaign and send them little reminders at intervals (weekly ones would be the best).
2) Email Blast
Photo credit: Kelly Schott
Use services like MailChimp to send out emails to your priority groups and send out weekly mails to your donor base (if you are an NGO) / network. Give relevant information on your campaign and add a direct contribute button.
3) Get mainstream (online and print) media attention
Photo credit: Jon S
You may have seen a lot of crowdfunding campaigns being spoken about in the media. Use your contacts or reach out to media publications and pitch your story to them. A media outreach list of essential publications (local publications are way more effective in spreading the word) bloggers, media websites etc. can go a long way in connecting you with the right people. Get it out there as much as possible. Here’s some coverage on our previous campaigns:
4) Use Impact Guru’s Resources
Our powerful network in India, South Asia and the US is easily accessible through our social media pages as well as our newsletter. Reach out to us, with suitable content or ideas and we will make it happen for you!
5) Have an offline event
While you are focusing hard on maintaining your online presence, don’t forget the power of meeting people offline and spreading the word through one-on-one conversations. Organise a dinner (like the one we did at Impact Guru – Dine. (Feel) Fine) a local gathering, a volunteering trip, a preview of your product or a marathon. Get people together, create a buzz and watch them spread the word for you.
6) Approach a corporate partner
Especially if you are raising funds for an NGO or a social cause, look at possible corporate CSR partnerships. Corporate partners not only help spread the campaign to a whole new audience but also double the Impact through payroll giving and CSR matching programs.
Remember, there is no perfect PR plan
No, this whole post wasn’t a trick. While there is no THE perfect PR plan that fits all, there can be a perfect PR plan for your campaign. Which is to say, that your strategy needs to be customised as per your needs (you obviously can’t implement all of the above). It is essential to know your audience, your cause and your goal and use the above tools smartly to reach it.
You will make some mistakes and learn through trial-and-error and that’s ok. Also, having a pre-launch promotion strategy is just as important, learn more about that on part 1 of this blog.