So you’ve decided to raise money with a crowdfunding campaign. You’ve done your research and picked the platform that will work best for your organization (usually Indiegogo or Kickstarter, but there are many other popular options available).
Now it’s time to create the page your potential donors will see.
Before you sit down to write that first draft, take a minute to read this post. You’ll see more online engagement — and raise more money — by following the tips below.
(Psst! Your crowdfunding page is just one part of your inbound marketing campaign. This marketing self-audit will give you the other elements you're going to need.)
Writing the Page
Be personal. Is there a compelling story that you can use to illustrate your organization’s needs and mission? Can you interview or profile someone you’ve helped in the past? You can even make a video featuring one or more of the people you serve. Place it near the top of the page.
Ten times out of ten, connecting your organization’s mission to its impact on real people will be more compelling than a high-minded mission statement.
- Use header formatting. Headers (larger-formatted title text) can break up large blocks of text so it’s easier to skim. Plus, using headers and subheaders can help you organize your own thoughts.
- Explain how the money will be used. Have you ever seen a successful Kickstarter that vaguely alluded to a need for funding, but didn’t explain why? Nope.
Telling your donors exactly what their hard-earned dollars will do for your nonprofit is key to gaining their trust (and getting them to open their wallets). Consider creating an itemized list. For example, if you’re trying to raise $5,000 for an office expansion, you might break it down this way:
- $1,000 for 10 office chairs
- $2,500 for 10 desks
- $1,200 for waiting room furniture
- $300 for a water cooler + water deliver
Remember: Tell your donors how a bigger office will help your organization better carry out its mission.
Our eyes are naturally drawn to big, beautiful photos. Not only that — they also help break up large chunks of text so it’s easier to read, just like headers and subheaders do.
It’s crucial to include high-quality photos on your page. Consider hiring a professional photographer to take pictures of your nonprofit organization’s administrative team, or include snapshots from a recent community event.
Don’t place more than one or two photos in a row, though. You want to use photos to support your page, not create a photo album!
Is your marketing plan 2017-proof?
Your work isn’t done when you hit publish. You need to share your campaign page on your social channels so it has a greater chance of being seen and re-shared. If your team members are comfortable sharing the page on their personal Facebook profiles, ask them to do that, too.
Here are a few ways to share the page. For best results, do each more than once.
- Share the page on your own pages and on friends’ pages
- Email the link to the page
- Remind people that if they can’t contribute, they can still share the page link
- Spend a few bucks on a Facebook sponsored post or other online ad
Now, how's the rest of your marketing plan? (You didn't think you could just do this one page and be done, did you?)
This page is just one part of a strong marketing strategy – check out this free self-audit to see if you're all set or missing some key parts.