Fundraising using social media can be a great way to raise money for a good cause. The cause could be raising money for a nonprofit organization, funding scientific research, developing life-changing products, or even (especially at this point in 2020) raising funds to keep dearly loved small businesses from having to close during a global pandemic.
Running a social media fundraising campaign has many factors that contribute to the chance of success for the fundraiser. It requires careful planning, realistic goals, a cause people feel a desire to rally behind, and a team to make it all happen.
That’s why we put together this guide on creating a social media fundraising campaign to help walk you through the important steps needed to raise money for your cause on social media.
It’s important to have a goal in mind for the fundraiser as well as a compelling message or idea that catches people’s attention and tells a story. The goal of the social media fundraiser should be something attainable but it’s also okay to be a bit optimistic about your fundraiser’s goal. Keep in mind your potential reach and make an educated decision on what kind of fundraiser goal is right for your fundraiser.
The message conveyed by your social fundraiser is a critical part of your fundraising campaign because it is what is going to compel people to donate and share the campaign with others. Create a message that tells a story, for example, if you’re a small business trying to raise money for your business to stay afloat during the COVID-19 crisis, perhaps highlighting the story of some of your employees that depend on a job at your small business could be a story you focus on for your fundraising campaign. Or maybe it’s the history of how your small business was started or the impact your business has on the community. The important thing is that you communicate these stories and convey the urgency and severity of the struggle your business is trying to battle.
When creating a plan, the most important steps are:
There are a number of fundraising tools that can be used to aid the process of a social media fundraiser. Consider using well-known fundraising tools such as Indiegogo or Crowdfunder, or more niche fundraising platforms like Experiment or Fig. There are even platforms that are more tailored to social media fundraising specifically, for example, Fundly, Qgiv, and Donately. All of these platforms were designed to help with fundraising and can be a lifesaver when it comes to managing a social media fundraising campaign.
Don’t forget about potential partners and influencers for your social fundraiser. There’s a reason why things like the Ice Bucket Challenge and the All In Challenge became so successful, it’s because it had an incentive to encourage influencers to participate and challenge others. Find a social media influencer, brand, or cause that has a potential invested interest in your fundraiser’s cause and team up to reach more people and increase the success of your social fundraising campaign.
Each significant milestone in the fundraising process should be celebrated. This helps people involved in the fundraiser feel connected with the fundraiser’s progress and with others who are supporting the cause. Before starting the fundraising campaign, it’s important to identify what these milestones are so when you do reach them, you are prepared for what to say about what reaching that milestone means. It could be that when your campaign reaches $5,000 you’re able to give supporters something special, or it could mean that your business will have enough funds to add an extra layer of health protection for your employees. Whatever the case may be, celebrate it with your campaign backers!
Creating a successful social media fundraiser isn’t easy but it is possible with some careful planning and help from others. We hope that this information is able to help you reach your social fundraising goals on your campaign.