Your LaunchGood campaign page is where you get to tell your story to potential donors. Follow the checklist below to ensure that anyone reading your campaign page will not leave the page before clicking “Support”! Speak to a Fundraising Specialist if you need help. We're always ready to help!
- Make your campaign title specific and clear.
- Mention the time-frame or the need to generate a sense of urgency
Example: “Support the Arts” ❌ vs “Help Us Continue Providing Art Programs for Impoverished Communities This March” ✅
The amount you intend to raise has to be realistic and attainable to YOUR network. Just like the word ‘crowdfunding’ is spelt, the ‘crowd’ has to come before the ‘funding’. It is unlikely that you would be able to raise $1 million if you have a small network of people you can reach out to.
Don’t forget to also account for expenses such as credit card processing fees, and logistical expenses if you are offering perks to be shipped. You don’t want to be left with less than what you actually need for your project!
3. Objective/ Tagline
Your tagline should mention a measurable impact with a clear call-to-action (CTA). It is often visible in social media previews so use it as a hook! Example: “Food for the needy.” ❌ vs “Your support will help feed 120 families this winter!” ✅
We generally recommend a campaign that lasts for 30 days to create that sweet spot of FOMO (fear of missing out), although you can have it for much longer if you have the stamina! Why stamina? Running a crowdfunding campaign is hard work. You really need to set aside time to contact people, rally your crowd, send updates etc.
Cool stats: 80% of funds are raised in the first 3 days and the last 3 days! Plan ahead!
The pitch is critical - it's your chance to tell everyone what you're doing and why it matters. A great pitch needs the following elements: legitimacy, and emotion. You do this through two ways: the story, and the images/videos.
Tips for images:
- Not generic or stock. People want to see who you really are, and what you’re actually doing. Generic or stock photos do not foster trust and legitimacy.
- Human > things. We’ve found that people react more warmly to photos of people rather than objects. Use pictures with people in them as far as possible.
- Action shots > posed photos. We live in a visually-saturated world today. Most people can tell if a photo was posed. Depending on your campaign, natural pictures of people in action appeals better than posed pictures.
- Include one image for every 2-3 paragraphs to break text so you keep potential donors interested and reading to the end!
Tips for your story:
- Write using the same tone you would if explaining your project to a friend. Talk about your personal motivations and inspirations as this is what would build an emotional connection to potential donors. Remember, they need to FEEL invested in your project in order to part with their money or even to share it with their network.
- To foster legitimacy, you cannot be anonymous. You don’t have to over-share but people need to know who you are. Include a picture and some information about yourself. Also make sure to mention how the funds will be used.
Campaigns with videos tend to raise twice as much as campaigns without videos. Research shows that the most effective videos are under 1 minute, and the first 10 seconds are the most critical - they need to reel in the viewer!
Tips for your campaign video:
- Be yourself - leave complicated details for the pitch. Focus on fostering an emotional connection and letting people know who you are.
- The Big Idea - be specific about what your project aims to accomplish.
- Call-to-action - what do you want from the people watching? Let them know how their donations and their shares will make an impact.
7. Giving Levels
Giving Levels are important to a campaign. They help your supporters understand how much they should give.
- Perks vs Impact: If you're making a product, like a music album, it's easy to offer perks that are structured around that product (e.g. $25 gets you a CD). But what if you're part of a non-profit building a mosque? In this case, focus on the impact of the contribution. So for $25 you don't get something, but you're helping pay for 1 square foot of construction.
- Perks: If you are offering tangible perks, make sure they don’t end up costing you more money and headache than they're worth! LaunchGood is a global platform and you can get supporters from San Francisco to Singapore. Think of cool perks that don't require shipping, like listing someone on your website or the credits of your film or engraving their name into a wall if they ever come visit.
- Gratitude: Handwritten card, postcard, social media love
- Acknowledgement: Honor Roll on your website, name in a book, producer on a film, sponsorship rights
- Tangible: Artisanal goods, souvenirs, gifts, books, prizes, resources you can provide
- Experiential: A dinner meet-up VIP to an event, a Skype with the team, a personal tour of a place.
We know that’s a lot of information but don’t feel overwhelmed! Crowdfunding does require time, thought and effort. Prepare and draft your campaign pitch in advance so that once your campaign is live, you are confident that you’ve written a compelling pitch that readers won’t leave the page without supporting!
Get in touch with one of our fundraising experts today! All the best!
Ameera Aslam manages the blog at LaunchGood. She is passionate about telling stories about incredible Muslims around the world and loves working with her sincere and passionate colleagues. Outside of LaunchGood, she is an award-winning poet and a mountain lover. You can buy her book at www.desiringlightbook.com.