A well-executed campaign can transform a charity by raising funds, profile – or both. If you’re looking to create that much-needed boost for your good cause this year, fear not: we’ve compiled the success factors that made up our clients’ top campaigns of 2015, so that your 2016 campaign can be the best yet.
Call to action: stay focussed
Central to an engaging campaign is a clear call to action. What is your campaign aiming to achieve? For example, Beechwood Cancer Care Centre set a target to raise 100,000 in 2015 to mark their 25th anniversary. This fundraising target was not a random choice: the figure would enable the charity to build a new bereavement centre. A simple, tangible outcome helps to capture the hearts and minds of supporters and the press. In Beechwood’s case, the target helped them to secure a twelve month press campaign with the local paper, Stockport Express. The target was smashed by 25,000.
Define your target audience
Although you may feel that everybody should support your charity’s campaign, in reality your time and efforts are best spent focussing on a clearly defined target audience. The best way to define your target audience is by describing an existing supporter: what is their age? Where do they live? How did they find out about you and why did they decide to get involved? With this valuable information, you will be able to decide on the key messages and communication channels which will be most effective in garnering support for your campaign.
Influencers: what’s in it for them?
The key to spreading any message is to tap into networks. Before you launch your campaign, identify influencers who could act as ambassadors to help you to spread your campaigns message. Think about what would be in it for them to get involved, aside for the feel-good factor. Does your cause link to their career or interests? Is it a cause that is close to their hearts? The more relevant the influencer, the greater impact they will have – and the greater support they are likely to give.
Empower and reward supporters
Identify ways to empower your campaign supporters. Supporters don’t just want to be told what the message is and asked to spread it, they want tools and examples that will inspire them to show their networks that they are involved in a brilliant cause- this could mean blogs, selfies or polls, for example. Once you have enthused your supporters, don’t forget to use social media and email marketing to thank them for taking the time to get involved- this constant contact not only keeps supporters updated with the campaign but helps to maintain momentum.
Set targets and measures before you start your campaign
It’s really important to set targets BEFORE you start your campaign to be able to measure your progress. Once you start your campaign, you may lose focus and become distracted by the excitement of spreading the message, yet not achieve what you originally set out to do. Break down your targets into weekly figures, so that you can monitor progress and take proactive action when necessary.
Have an idea for a 2016 campaign? The Yellow Jigsaw team love a good cause and a great campaign: get in touch for a free sounding board: email@example.com or 07859177499
Yellow Jigsaw is run by people who have shared aspirations to provide bespoke training and communications management in the public, voluntary and care sectors. The foundations of all our work is underpinned by social values.
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