I've been meaning to write this down for some time because there are some fundamental errors that people keep making in crowdfunding/sales that shoot their campaigns in the foot. So here's a list of easy principles.
Who am I and why should you listen to me? I am a freelance chaos marketer who has raised well over $100,000 when totaling up various crowdfunding campaigns, mostly for aid to Afghanistan. In addition I've managed to successfully market everything from stuffed plush koalas to hydration salts. Why am I putting this out here for free? Because despite a years long track record of success in social media marketing no one will hire me because I don't have a college degree, so I might as well help people out who can't afford to hire full time marketing.
If you'd like to hire me to help you evaluate your marketing and sales and teach you better skills on a 1 to 1 basis then hit me up, I am often willing to barter, esp with artists in a variety of mediums!
Anyway on to HOW TO CONVINCE PEOPLE TO GIVE YOU MONEY:
TL;DR: use positive messaging that humanizes everyone involved and make it as easy as possible for people to give you money.
1. Shame and guilt are demotivators. They will not inspire people to give you money. “Why aren't people helping” “I guess people don't care” “This isn't getting enough shares/donations” etc etc. Online fundraising is often frustrating, heartbreaking, and will make you angry, especially when there's a humanitarian crisis involved. It is critical that if you are raising funds for someone else that you have a place to vent that is not the audience you would like to donate to the cause.
2. Use motivating messages instead! “You can help!” “Even a small donation is important because it tells Recipient they're not alone, and people care” “We can't fix the whole world, but we can make this one thing right, and that means something”. Emphasize that this is a problem that the reader can help fix with even a small effort. With items for sale, tell a story. "I drew this thinking about how safe I always felt under a tree in my childhood backyard". "I chose the colors in this shawl to remind me of sagebrush and piñon pine in my favorite place."
3. Make it easy for people to give you money. Never talk about your product or cause without a link that leads directly to where people can give you money. They should be able to click one link on your post and land at the fundraiser or your shop. Every required click is going to lose people, so minimize the number of them required. This also means if you have a list of fundraisers for people to choose from the ones at the bottom will be neglected - people will hit the ones at the top. Be sure to take those off when they're met or periodically shuffle the list around to make sure everyone gets a chance to be in the first 5 spots. In online stores people will often only look at the first page or two of items so be sure to shuffle things around and remove out of stock items that are taking up prime real estate.
4. Humanize the recipient - this can be tricksy when raising charitable aid because you don't want to be exploitative. But to use my last Afghan campaign as an example, “We need to raise $500 for an Afghan family” is less effective than “This Afghan family's home was damaged in heavy rains that caused extensive flooding. They only need $500 to repair and rebuild so they can stay in their home and not become displaced.” If possible, tell as much of the recipient's story as they consent to. Eg “Fred is seven and loves dinosaurs. His favorite is brontosaurus, and he carries a stuffed one with him everywhere. He wants to be a paleontologist when he grows up and discover a complete brontosaurus skeleton that he can give the same name as his stuffed friend. Unfortunately he's also a trans boy living in Texas and his family needs $1500 to rent a Uhaul and get to Colorado so he can grow up in safety and do that.”
5. If you're not the recipient, humanize yourself while you're at it! “I'd be really grateful if you all could share or donate” “This fundraiser really means a lot to me because…” “Thank you so much for any help, whether sharing or donating”
6. Treat the audience like humans. Speak to them like they are people you're having a conversation with, not ATMs. This ultimately is the goal of not using shame/guilt and humanizing yourself and the recipient.
7. Set low goals and bump them up when met. One of the weird things about people is they prefer to give to successful fundraisers. Yeah I don't know either. So you're more likely to get the full amount you need if you set a partial goal initially and then raise it when that's met. Raise it in small increments and raise it repeatedly as those goals are hit to keep momentum going. You can't always control this so if you're boosting someone else's fundraiser you can do it artificially via asks like “Hey y'all can we get together and put $500 on this?”
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