Step 1: Goals
Although the key goal for the launch of your charitable giving campaign is to raise funds for your charity. In order for your campaign to be successful you need to think about your other goals too.
Generally, common goals for running social media campaigns include:
- Increasing brand awareness
- Acquiring leads
- Increasing sales
- Acquiring customers
- Increasing engagement
Step 2: Timeline
The importance of putting together a timeline and calendar for your fundraiser is key.
Your social media calendar will help ensure that you don’t miss any important steps in your strategy, whilst also helping you to be more productive with your time. Here's some top tips:
- Map out when you will post, what you will post and on what platforms.
- Don’t be afraid to repeat posts about your fundraiser. The more you talk about it the better. People have short memories and in order to stand out you need to keep reminding them.
- Split your story into different segments. Think of your fundraiser story like a cake and focus on individual parts of the recipe to create different posts.
- Research any special awareness dates that the charity you are donating to may be involved with, put them in your calendar so you can hook some content around this day.
Step 3: Creative
Visuals are a vital part of social media marketing. Strong images and dynamic video content in particular will help to drive engagement.
For instance, Tweets with video see 10 x more engagement. Video on social media is proving to be the most powerful business asset for gaining new followers, growing your brand, and driving sales.
Thanks to Reels, Tik Tok and the many quick video editing apps, it's quick and fairly easy to create videos that are a powerful business asset for driving sales and awareness.
A popular tool you can use to also help you create images and edit video for your campaign is Canva. It provides access to illustrations, photos and templates of the ideal image size for various channels.
Step 4: Influencer Strategy
If executed in the right way, influencers can really help to grow awareness of your fundraising campaigns, and you will find that there are many that really want to champion small businesses. However, working with an influencer is a big undertaking and there are some pitfalls so we wanted to give you a few top-line tips and best practices to get your started:
- Do not target an influencer based purely on their popularity and reach. Put more value on an influencer’s online integrity than on the number of followers they have. ‘Micro-influencers’ with smaller follower counts can be very powerful and often have a much more engaged audience.
- Ask yourself: Is this influencer’s content high quality? Are their captions thoughtful and well written?
- Align with an influencer who has the same values as your brand, and who already understands the cause you are raising funds for.
- Before you approach them DO YOUR RESEARCH. Know what they like or don’t like. And start to build a rapport with the influencer by simply engaging with their content, like it, share it, personalise your comments and show genuine appreciation.
- Think of loyal current customers as an influencer, If you have developed strong relationships with them, loyal customers may well be happy to speak about your brand positively.