A Guide to Promoting your Impact Guru Campaign: Post Launch Strategy

strategy-crowdfunding-campaign

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

social-media

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

PR-emailPhoto 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

newspapers-mediaPhoto 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:

SOS Campaign in DNA

IAS Campaign in BuzzFeed

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

marathon-charity-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.

Get started now!

Happy Fundraising!

 

A Guide to Promoting your Impact Guru Campaign: Pre Launch Ideas

Picture credit: ColaBoraBora

It is a popular myth that once you’ve created your crowdfunding campaign, your job’s mostly done. You now just have to wait for the money to flow in, right? Unfortunately not! Choosing the right crowdfunding partner and creating a campaign is just the first step in the right direction. But the actual work begins now.

We agree that marketing a campaign is not everyone’s forte, but there have been many who have raised funds creatively following our tried-and-tested rulebook. Here’s a complete guide to help you strategize:

Pre-Launch Ideas

Start early. There is a lot of strategizing to be done before the campaign is launched. In most cases, campaigns that create a pre-launch buzz tend to be more successful.

1) Create a database, pick out your core donors

Picture credit: FIAP

Create a database of your friends, family, co-workers, ex-colleagues, college batch mates, club members; anybody and everybody you can think of. Find out the strengths of each one on that list and target them likewise. Don’t be shy about reaching out to someone. At least 25% – 30% of the funding should come from this database.

2) Don’t dismiss the email

Even with social media buzzing all around you, emails are still proven to be the most effective tool for marketing. A study by convinceandconvert.com states that 44% email recipients have made purchases based on promotional emails. Another report by Mckinsey and Company states that email conversion rates are 40 times more than Facebook or Twitter.

The trick is to remain as relevant and as personalized as possible. So instead of making one template for all, divide your audience into categories and customize emails.

3) Fundraiser Story is your Hero

Believe it or not, the fundraiser story is your most important PR pitch. If people believe in the story, they will believe in your campaign. Give your fundraiser story a very good thought. In fact, give it more than one thought. Write a draft and get it read by a couple of people to make sure it’s having the right effect.

Remember, while you are writing for friends and family, you are also writing for people who don’t have the first clue about your campaign or cause. Be brief, but don’t skip out on any necessary details.

 4) Don’t Underestimate the Power of the Image

Good images will do 50% of the convincing, while a good video will do 75% of the convincing. Don’t stretch your video to more than 5 mins and keep track of the first 30 secs. If the first 30 secs entices the audience, most of your campaign work is done. Here are some good campaign videos, you can take inspiration from.

If you can’t make something elaborate, even a simple, personal video explaining your cause and why you need the funds would work well. This is a good example.

5) Make The Social Media Plan

Picture credit: Jason Howie

Most people think of a social media strategy after their campaign is live. But, crowdfunding your campaign needs social media support throughout.

Here’s what you can do differently on each medium before your campaign is launched.

Facebook: This is the easiest and the toughest one to crack. Before you launch your campaign, create a Facebook page/group to generate buzz. If your organization already has a Facebook page, create an event on it for when your fundraiser goes live and invite people. Keep people in the loop even before you start asking for the money. Tell them about your idea/program and how it will help. Tell them about the Impact you’ve already created. This will not only help you push the campaign once it’s live, but also help you gauge interest in your project and estimate who your potential contributors could be.

Twitter: Make a list of all twitter influencers that can help market your campaign. Target the ones that are the most relevant to your campaign. But, wait don’t tweet out just yet. Twitter is more about here and now so go full swing once the campaign starts, but be ready with a strategy. In case, you are new to Twitter, or want learn it better, here’s a guide for you

LinkedIn:  Networking is critical. Connect with similar-minded people on LinkedIn and share your campaign idea with them. If they share your passion, they will surely help you market it once your campaign is live. Again, spotting and reaching out to influencers is important.

Google+: Though not high on the priority list, Google+ can be leveraged well if you use it smartly. Begin by joining relevant circles and forums on google plus and post a short note on your campaign. Make sure, it looks genuine; most groups have low tolerance for what might be considered spam.

Next, connect personally to distant friends, relative or professional contacts, add them to your fundraiser group (much like Facebook) and keep posting regular updates about how the campaign is coming about.

6) Create a Brilliant Microsite

Microsites are an effective way to put all your campaign related information on one page. Impact Guru allots each organisation a microsite to start their campaigns. Make sure the site is updated with crisp and relevant information about your organisation/ enterprise with great images!

7) Get a Team in Place

Get a team of at least 2-3 in place that would constantly help/support your campaign. 90 days is a long time and you may tend to get busy once in a while. Assemble a team that has your back, which can bring in new ideas and handle the campaign if and when you are unavailable. Plus, the team members’ network and contacts will make your reach much richer.

 You are all ready for a great campaign launch now! Good Luck!

5 Reasons to Work at a Crowdfunding Start-up

Crowdfunding is a new industry that has of late been getting a lot of attention. With new crowdfunding start-ups coming up in India, new career opportunities are opening up. While a lot has been written and said about crowdfunding, very less has been explored in terms of career scope.

One of the dynamic industries today, crowdfunding has a lot of potential, learning and incentives to offer. And, here’s why you should skip traditional companies and join a crowdfunding start-up:

Crowdfunding is new but growing…..really fast!

Crowdfunding is at its nascent stages in India. Which is why, now is a great time to be a part of the industry. Plus, it’s growing way too fast and it won’t leave you behind.  Beginning your career in crowdfunding could mean that you could grow with the industry itself. Since it’s new, crowdfunding also offers better and dynamic opportunities and hasn’t yet been exhausted by many aspirants.  Here’s what a YourStory article states,

“Having grown over a 1,000% in the last five years, the global crowdfunding industry is nothing short of bullish. With $65 billion added to the global economy and 270,000 new jobs created this year alone, crowdfunding efforts have helped re-build economies.”

With Brazil, India and China being emerging markets, this is your chance to be working at the right place at the right time.

Make dreams come true

Sounds like a fantasy line, doesn’t it? In the crowdfunding business, it isn’t. We see this happen almost every day.  Passion projects, NGO programs, Individual emergencies, do-good enterprises; thousands have made it only with the help of crowdfunding. And, to be the driving force, the facilitator, the motivator for such projects is what will constantly inspire and drive you!u

A socially-conscious career

Most of us have been trying to balance our professional career with our need to help others.  At a crowdfunding start-up you don’t only get a fast-growing, well-paying career but also help create social change. Your job on a day-to-day basis could be to strategize corporate CSR to bring change or to market a campaign by an NGO to build schools for the underprivileged or to find backers for a social enterprise that wants to create environment-friendly products. No matter what you do here, you will surely be making a difference to the world and it will feel terrific!

Meet young innovators

Most crowdfunding platforms are run by young entrepreneurs who are passionate about social change and innovation.  The start-up environment assures debates, discussions and a whole lot of learning from some great minds. Plus, you will be interacting with social entrepreneurs, NGO founders, film-makers, artists and more.  Can you imagine the exposure!

Fast-paced and challenging!

A crowdfunding start-up office is vibrant and energetic. There’s always an exciting project in the pipeline, or a high-profile fundraiser waiting to be created, a tech problem needing attention or a successful fundraiser to be celebrated! Roles are never just limited to one thing which gives you an option to explore and expand your talents!

 

Go apply now!