Crowdfunding is being increasingly used by Social Good Brands to not only raise funds but also to promote their causes to a wider audience. Kickstarter & Indiegogo are enormously popular international crowdfunding platforms. Here In India, Ketto & Milaap are highly preferred by nonprofits for their social good campaigns. Social Good Brands have inherent advantage of being looked at kindly by their donors. But this advantage is fast wearing off. Fund-raising for doing social good has become competitive and calls for an equally creative approach towards promotion as any other campaign. Applying Visual storytelling to a crowdfunding campaign can be highly rewarding to social good brands. Here are 5 ways to increase traffic and facilitate engagement for your crowdfunding campaign.
- Creating a Call-to-Action Campaign Video
Campaign video is the first point of interaction between you and your prospective backers. It incites immediacy of fundraising by providing a compelling reason. It also has a high viral quotient. Having said that, it needs to be accurate and real. Check out The World Before Her – #IndiaCampaign video on Kickstarter. Takeaways:
- Keep it real and keep it short: Portraying real people in real situations makes donors relate to the story. While this is good, any video that’s longer than 4-5 mins may lose viewer interest.
- Let the message be loud and clear: Conveying the message succinctly helps in not overwhelming the audience and is perceived as less preachy. It should talk about reasons for pursuing your cause, the people who are impacted, the place of operation, amount of funds that need to be raised and how you plan to spend the funds.
- Using Real photographs
Real photographs of successful projects, impacted people, happy field volunteers and specific key events provide your backers a historical perspective of your efforts thus helping them understand your organization better. A field trip before a crowdfunding campaign can fetch some good photographs and give your campaign pitch a realistic and practical touch.
Says Paull Young, Director of Digital, charity: water, “ We sent a 8 person team for 10 days to get stories. Big commitment. We spent a month editing the page. We had about 250,000 views, had 2000 people sign-up for fundraising campaigns which went on to raise 2 million dollars for us”.
- Incorporating Social Proof
Social proof is nothing but beneficiary-generated endorsement of your social good brand. Having persons impacted by your efforts talk about their experiences and narrate the positive changes in their lives can take your credibility many notches higher than you talking about your work. Adding this feedback to your campaign video and to the overall narrative of your campaign can build trust with your potential backers.
- Using Smart Promotion Tools
There are various tools available online that can help you with your crowdfunding campaign. Here are a few:
- Backerkit: BackerKit is a dashboard that helps you manage fulfillment of perks and communication with funders after your campaign so that you don’t need to coordinate everything by email and spreadsheet.
- Thunderclap : Thunderclap is an online tool aimed at entrepreneurs that helps in getting the campaign message across, loud and clear. It pitches itself as a ‘crowdspeaking’ platform, integrated with Kickstarter, Indiegogo and Shipstation, Thunderclap echoes your message across different platforms for increased effect.
- Buffer: Buffer app is pretty useful when it comes to strategically promoting your campaign. Not only does it let you post an update across multiple platforms, it also allows you to schedule your updates in advance to time it well with the launch of your campaign.
- Employing Creative Hacks
Apart from the textbook ways of promoting your campaign, you can also put some of these hacks to use.
- Contest: Run a photo contest on your campaign page asking your visitors to click and post pictures related to specific themes relevant to the cause of your social good brand along with your campaign specific hashtag. The best one or some chosen few get branded merchandise or memorabilia as perks.
- Photo aggregation: Extending the above tip, aggregate the photos posted by users with your hashtag on your webpage with a photo aggregation tool, creating social proof on your webpage or campaign page. Check out Photomonials
- Rewards: Reward early donors or limited period donors with a perk. Could be your branded merchandise or memorabilia or thank you notes from the beneficiaries.
What has been your experience while promoting your crowd-funding campaign? Would love to hear!