Hello all! I wanted to give you guys some insight to how I've been organizing my fundraising campaign for Miles for Mom. I've been incorporating my creative skills into this campaign as much as possible, especially my design skills. I'm doing this for a few reasons. For one, I'm a firm believer that the most successful fundraising campaigns are consistent, well thought out, and have strong visual design elements. As someone who markets herself as a "nonprofit communicator," I hoped to demonstrate through this independent campaign why these elements are so important to fundraising and how nonprofits could really benefit from having a creative on staff. Selfishly, I hope to use this campaign as part of my personal portfolio when all is said and done. More than that, however, I think that incorporating these elements creates more awareness and makes the campaign that much more successful.
Social Media Specific
I've been focusing on type, design, and lettering work primarily on Instagram because my personal Instagram was already based on a portfolio of those elements so many of my followers are interested in those types of posts. In addition to that, I was already aware of what types of hashtags and other elements I needed to include to draw attention to my posts. Being consistent on Instagram, especially when working on a campaign, is so important. As soon as you see a post on your feed from my account, you should know immediately that it's a post about Miles for Mom before you even read the description. On Instagram, I am targeting not only people I know, but people who find the campaign through the hashtags I use, so it's crucial to make each post visually strong and include the correct hashtags.
On Facebook, I'm a little more lax with what I post. Because Facebook is a compilation of my friends and family who want to see me in action, I not only post the designed images that I post on Instagram, but I also post images of me running, or pictures of my mother and I. With Facebook, I am targeting the people who already know who I am, so I stress less of what people already know about me (the whys behind what I'm doing) and more on the updates on what I'm doing now and my plans for the future. Running selfies are totally allowed on Facebook.
Twitter is a bit of a combo package. I often include what I post on Instagram and will sometimes post updates as I do on Facebook. On Twitter, it's also very important to include the links people need to get to more information because of the character limit. I think of Twitter as the place where I can put small summaries of every campaign update.
Making a Campaign
The other thing that I do that I think is so important for fundraising these days is to create something for your followers to look forward to and to be consistent with those posts. For example, every Monday I post a motivational quote or phrase along with a running related tip. I've dubbed it #MondayRunday. Similarly on Tuesdays, I've created #TuesdayBoobsday, where I post a fact about breast cancer. This not only helps create a brand, but it also gives your followers something to consistently look forward to in their feeds every week.
I'd also suggest only making one maybe two asks per week. Asking everyday might overwhelm, and frankly annoy followers. My posts throughout the week generally focus on giving people information and updates on my training and then I make my ask on Saturdays. And I don't make my ask outlandish. I ask for the same amount of money as the miles I'm running. This gives your potential donor a specific number to contribute and is also more likely to inspire them to donate.
Make sure to send out a public thank you to anyone who donates to you too. If they are on the social media venues you are using, tag them! This not only shows your appreciation but it also allows their network to see that they've donated and maybe build a bigger network of donors.
Creativity is so important in the world of nonprofits and fundraising but I feel like it is often overlooked as an extraneous detail. I hope that Miles for Mom becomes not only a successful fundraiser but also a strong, creative fundraising campaign.