Here is a very nice post from the folks at CrowdTilt discussing some advice on promotional campaigns. This is good stuff, well worth the read...
Here are a few quick tips on how to get your Crowdtilt campaign started off on the right foot.
1. Never stop promoting the campaign.
Send e-mail, facebook updates, or tweets to your friends and family. One of the single most important tips for an online campaign is to be persistent. While some people will contribute the first time you ask them, the reality is that it will take at least 2-3 friendly reminders before the majority of your friends and family open up their wallets for you. Campaign pages who keep their donor base engaged with frequent updates tend to be the most successful.
Keep in mind this doesn’t mean peppering people with links. (They will ignore it after a while) A well-timed and placed tweet, facebook post, or e-mail will go a long way. Here is a great guide to limit how to limit your outreach without becoming overbearing on your friend’s social feeds.
Tweets: 4-5 times a week.
Facebook posts: 1-3 times a week.
E-mails: 3-4 per duration of campaign
Some tips on generating traffic on social networks:
The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET.
The biggest spike occurs at 3:00 p.m. ET on weekdays.
Weekday usage is pretty steady, however Wednesday at 3:00 pm ET is consistently the busiest period.
Although most posts and comments appear around 3:00 p.m. ET, posts published in the morning tend to perform better than those published in the afternoon.
Fans are less active on Sunday compared to all other days of the week.
Remember: The campaign’s chance of success is directly related to the amount of work and promotion the campaign administrator is willing to put forth.
While we recommend telling everyone you know about your campaign page, before you send out mass e-mails to everyone in the contact book, first send out e-mails to your closest family and friends. This is one of the most important tips for success. The reason you want to do this is because your inner circle of friends and family will be the most generous and easiest to recruit to help spread the momentum for your campaign by setting the tone for subsequent contributors. For instance, if your first four contributors each give you $75, future contributors will view this as the appropriate contribution size and will be more likely to give this or a similar amount as well. You can also manually set the donation amount in the campaign creation settings.
3. Start with a modest goal.
One of the keys to a successful Crowdtilt campaign is building momentum. Your friends and family will be more inclined to give if they think their contribution will help you reach your goal. By setting a modest tilt goal for the campaign and quickly reaching fundraising milestones like 10% and 25% of your goal you can build a lot of momentum and get your donors excited about the campaign. On the other hand, if you set your goal too high, some people will be discouraged from contribution because they’ll view your goal as unattainable and will feel like their $25 or $50 bucks won’t really make a difference.
4. Offer your contributors a chance to get something in return.
A great way to get people to contribute is by offering them a raffle prize. Example: When you e-mail your contacts you might include that you will be raffling off a $50 gift card to Home Depot [or whatever prize you choose] to the first 20 people to donate. This creates extra motivation for those people who are on the fence about donating. A well-run raffle with the right grand prize can raise incredible amounts of money for campaign. Most groups underestimate how much money a raffle can raise. Your choice of prize or prizes should vary depending on your financial goal, the size of your potential market, and how many volunteers you have to sell tickets.
Remember, bigger prizes mean more tickets must be sold to turn a profit, but they also mean substantially higher profits. Design your raffle prize offerings to match your community’s tastes.
The most successful raffles generally have between one and four prizes. When you decide on the selling price of your raffle tickets, keep in mind the market value of the raffle prizes. For high-end prizes ($800+) it is not uncommon to see prices on the raffle tickets of $6 or more.
Selling raffle tickets is really easy on Crowdtilt. Set up a campaign that has predetermined amount equal to the price of a raffle ticket. Contributors will also be able to purchase multiple tickets at once. The campaign administrator will be able to track who bought tickets and how many were purchased for the drawing. It brings a level of excitement and anticipation to the deadline from the contributors.
5. Get your story in the media.
The local paper will usually be more than happy to write about your campaign if it benefits the community in some fashion. The more exposure you get, the better your campaign will do especially if it’s a local campaign on the local news. It’s no secret that people like to be apart of something that is high profile within the community.
6. Make your campaign go viral.
The most successful fundraising campaigns are the ones that go “viral” on the Internet. The results can be astonishing with hundreds of people making contributions across the country and raising thousands of dollars for a cause. Although not every campaign will go viral, here are some tips to help get you there:
Ask friends and family to spread the world. When you send out your e-mail make sure to ask your contacts to share your campaign with their friend’s co-workers.
Create a 24-hour Facebook “Wallflower” Campaign where everyone donates their status message for one day to direct the participant’s networks to contribute to the cause.
Make sure to get off to a good start with a big donation off the bat (close friends and family can help). This will give you some quick momentum to get people excited about your campaign.
7. Thank your contributors.
When you create your campaign page, you can draft a thank you message that automatically goes out whenever someone makes a contribution. You can also send personalized thank you e-mails to your donors from their profile pages. Thanking each contributor individually is essential if you plan to fundraise again in the future and hope to ask the same people.
8. Create a blog about the campaign.
This will give the campaign a human face and a voice (yours) as well as providing an outlet to publish updates, stories, and highlight the people behind the campaign. It’s a great resource that builds credibility and enthusiasm about your campaign. Once the information gets rolling it will get picked up and re-blogged by other sources. We recommend tumblr.com for functionality and sharing capabilities.
Tumblr tip: Run a search for like-minded blogs to start following. If you follow a blog they will most likely start following you back. If you have good content then you are more likely to get your posts re-blogged.
9. Create an attractive campaign page
Personalize your fundraising page as much as possible with a heartfelt description and a striking photo.
The campaigns that do the best are the ones who really make an effort to tell their stories or are super descriptive about what the funds will be used for. Explain to your contributors what you are raising money for and why it is so important to you. If your friends and family see that you are passionate about the campaign, they are more likely to give and give generously.
Remember, a picture is worth a thousand words so make it count. Also remember you must choose a picture that will also be attractive and striking in thumbnail size from the search page.
A good rule of thumb is to ask yourself whether you would click on a link if you were scanning the page. Get advice from others as well. The larger a focus group you have the better shot you have at nailing down a picture that will get noticed.
It’s always important to remember to have fun. Getting a campaign tilted can be hard work but it can also be very fun and if you’re not enthusiast about it will tough to fake. It should be a fun activity and if you’re having fun with it, the positive emotions become contagious and will make people want to contribute.
