While social media can be one of the best tools for a successful crowdfunding campaign, it can also be one of the most challenging because it’s so tempting to think that if you just blast to the masses, that they will respond. Not so. Here are a few techniques to keep in mind when using social media for your campaign to raise money online.
1. Constant Communication and Personal Asks
Just because you post a request on Facebook for people to give, doesn’t mean that they will. In fact, most won’t, unless you use some of the strategies that compel them to give. Often people don’t give because they assume that someone else will, which can result in no one giving at all, so you want to establish the credibility that people are giving and also help them not to forget.
Before you actually post your campaign on social media, send an email to key supporters that you know will give and ask them to contribute. This way, when you post to the masses, you’ll already have activity that feeds the ‘herd’ mentality (ie. People are most likely to give when they see others giving. Hence the ‘crowd’ in ‘crowdfunding).
Once you launch, it is crucial that you stay in constant communication with your networks – your job is to stay on their radar and make them care. For example, one post on Facebook simply asking for donations will not lead to a successful campaign. You need to look for excuses to re-post and get them engaged in the story so that they want to be part of it.
2. Thank Your Supporters Publicly
The way you thank supporters over social media can also have a positive effect on your campaign. You want to do it in a public way that makes them feel appreciated, but that also applies that subtle social pressure that encourages others to give. How do you do this? It’s called ‘Tag and Thank.’ Tag supports on Facebook or Twitter to thank them for contributing to your campaign or for spreading the word.
When you do this, it lets all of their friends see it too. This is another way to trigger more activity because when people see that their friends have given to the campaign, they are going to feel more inclined to give. It’s just human nature!
3. Thank Your Supporters Privately
Another thing you can do is send a personal message of thanks to each individual contributor. Thanking your supporters privately can really help to build a better connection with them and can also lead to more exposure for your campaign. In the email where you thank them, ask them to help spread the word by doing 3 simple things:
- post the campaign to their social media pages
- like the campaign page
- share the campaign with at least 10 friends via email
Often people respond best to personal asks to re-post your campaign or forward it to friends.
4. Keep People Updated
Updating people via newsy posts about where you are with your goals for the campaign is an effective way to keep them involved. You can create posts when you reach a certain amount raised or updates on weekly and monthly goals. You could also combine this method with tagging people who give, such as Thanks to @soandso we just passed the halfway mark and are more than 50% of the way towards our goal! If you are able to share how the money is being used or the positive impact that the campaign is already having, so much the better – you want to make your posts feel like updates, not just ‘asks,’ so that people look forward to hearing the next step in your progress. When people are invested in a story, they are more likely to give.
5. Rewards and Perks
Incentives are a great way to encourage people to give. An easy way to incorporate this method into your social media efforts is to tag someone when they are eligible for a reward. When others see that contributors are getting gifts for giving, they will want in on the action!
All of these methods are great ways to utilize social media for campaign success. While all of the methods work well individually, they work best when used in concert. The combination of all of these methods can really help to take your campaign to the next level to meet and exceed your goals!