Crowdfunding sounds like a simple way to raise much-needed funds for your rescue group. But running a compelling campaign isn’t as easy as you might think. Here are six simple steps to setting up a successful crowdfunding campaign:
- Take the time to think about and write down your campaign journey. It can be hard putting your ideas down on paper, but this process is really important to ensure your efforts are channeled. If you wing it, you’ll only end up floundering through lack of focus. Ask and write down answers to the following questions: What problem are we looking to solve? Who or what are we trying to impact? And, what do we need to do it?
- Set a SMART goal - one that is Specific, Measurable, Attainable, Relevant and Timely. It should be something that stands out from your usual, ongoing fundraising - a project that’s going to make a difference and save lives. Be item, dollar or time specific - this gives people a more immediate sense of the impact they can make.
- Nail the campaign pitch. Start with a catchy campaign name and a clear description of what you are trying to achieve. Choose your words carefully. Make them meaningful, and get help if writing isn’t your strong point. You’ve only got seconds to capture people’s attention.
- Use donation tiers to help donors translate dollars into meaningful change. This clearly communicates the intended impact of the donation, and connects them to the cause. For example, $10 provides a mothering kit for orphaned kittens, $25 feeds a rescue dog for a week, $50 provides a cosy new bed for a homeless dog, $100 gives an at-risk dog safe boarding.
- Perks make giving even more rewarding, so consider offering donors something in exchange for their generous gift. It might be a simple sticker or a foster carer’s favourite dog treat recipe for smaller donations, or a t-shirt for medium-level donations. How about a visiting kitten party? The chance to bottle feed a puppy? Or a workplace visit from some rescue dogs? You have some incredibly unique experiences to offer animal lovers, so attach these really special perks to the larger donations.
- Don’t just take the money and run! Make sure you thank and update your donors at the close of the campaign, and have ongoing communications so they can see what their donation has achieved. This is important for building trust and encouraging repeat donations.