The BasicsStep 1: Pick an objective! People “give through,” not “to”! example…! “We are raising $22,500 by October 15 for a new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”!
The BasicsStep 2: Sanity-check your target! – Is your date less than 3 months out?! – Is your $ target achievable?! formula… example… # of supporters ! 10,000 supporters X!2% response rate (historical actuals)! X!$75 average donation! X!1.5 social multiplier! $22,500
The BasicsStep 3: Set giving levels! – Make them meaningful! • $50 buys 10 used textbooks! • $500 sponsors one child through graduation! • $5,000 sponsors a classroom of 30 students! Remember… ! People give “through,” not “to”!
The BasicsStep 4: Upload content on Fundly!Pick ashort videoUsepictures Keep text to awith human minimumfaces
Launch!Step 5: Send out an email! – Use your existing list! – Use the strategy you already built! • Target: “We are raising $22,500 by October 15…”! • Objective: “This will allow us to open one new classroom…”! – Make the email personal—address it from you! – Send personal update emails once per week!
Launch!Step 6: Facebook! – Share with your personal network once per week! • Make it personal! – “Join me in building a school! We are 50% of the way to adding a classroom for 30 kids in Sudan”! – Post to your Facebook Fan page daily! • Ask questions! • Provide updates !!
Launch!Step 7: Twitter! – Tweet 2x per day - Lunchtime and quitting time! – Use hashtags! – Retweet!
Launch!Step 8: Recruit help! – Get your top supporters to set up their own pages! • Think: board members, volunteers, celebrity endorsers, partners, etc.! – Rinse and repeat: the bigger the team, the better the results!
Launch!Step 9: Embed on your site! – Get your webmaster to embed the donation form on your own website! • As easy as embedding a YouTube video! – Make sure all channels of communication are aligned for the duration of your campaign! • Email! • Direct mail! • Website! • Social networking!
VictoryStep 10: Celebrate!! – Announce your milestones! – Post updates to Facebook and Twitter, encouraging continued donations! – When your goal is reached, shout it from the rooftops!! • People like to be part of a winning team! • Thank them for their support and they will support you again! • Where possible, provide evidence of the difference the money is making (on-the-ground photos and video)!
Top 5 Tips1. Start with your current supporters!2. Do not be shy!3. Make a direct ask!4. Tell donors what their money will do!5. Align all channels!