Marketing your project
Now that your project page is looking good it’s time to shift attention to the 'crowd' in crowdfunding. To launch and ultimately succeed with your campaign you’ll need to rally friends, family and newcomers, not just to fund your project but to join you on your journey.
Take another look at your network map. Now think about which communication tools are best for each group. For example, who do you usually reach via email, who’s best to reach by phone or on Facebook? Add these notes to your network map.
When spreading the word about your project always start with the people closest to you, before engaging with others. People who already know you are more likely to support your project than those who don’t.
You’ve collected email addresses, grown your circle of community members, built up a social media army and amplified your message, now it’s time to cultivate those relationships! Be responsive to inquiries, answer questions, request feedback, take suggestions and encourage two way dialogue with your supporters.
As your project starts to gain momentum, it will begin to look more attractive to people outside of your own network. Be patient, try to build your crowd and get some pledges before posting publicly on social media.
Getting ready to launch
Crowdfunding harnesses the power of social networks and the internet to give people the means to raise funds. Make sure you plan to maximise your chances as your project goes live.
Once you have decided on a launch date, make sure everyone has it marked on their calendar. Set up a virtual event on Facebook, send out messages or even postcards to start getting people excited.
- Prepare your images - Make sure you have some clear pictures to promote your project
- Review your plan - Make sure that you are clear on the plan to promote your crowdfunder from the first day to the last. Check which message you’re sending out to which groups, when they’re being sent, and how.
- Start at the centre of your network and work your way out. You will need to win people over and take time to have conversations and engage with them personally.
How to get off to a good start
Launch day can be exciting and nerve racking. If you have put the work in and followed your plan it could be one of the best days of your crowdfunding project.
- Line up your first pledges - The hardest part is getting off zero, so aim to have secured at least 10-20% of your target in promised pledges before going live. Make sure those people know exactly when your project is launching and encourage them to make their pledge in the first couple of hours. Getting a strong number of backers early on will give your project credibility and make it look much more attractive to wider audiences
- Pick up the phone - Call, text, WhatsApp, Facebook Messenger all give you access to your friends and family at the touch of a button. Drop them a line to let them know that the big day is here as soon as your project goes live. Try not to stress if people don’t reply immediately. Give them a gentle reminder in a day or two, be persistent and they’ll probably still pledge in the first week.
- Encourage people to share - Social networking is the key to a successful campaign. Encourage everyone in your network to share the link to your crowdfunding page and promote the benefits of your project
- Send emails - Create personalised emails to your contact list and follow up in a few days if you haven’t had a response. Keep it personal, mention individuals or businesses who already support your project and keep it interesting.
Spread the word
If you’re hoping to reach a wider audience, having your crowdfunder featured in the press should be high on your priority list.
- Go local - Unless your project has a big national impact concentrate your time on local media. Local news outlets love publishing stories with a local angle, so make the connection clear in your press release
- Timing - Wait until your project has started to gain some momentum before pushing out a press release. It needs to be ‘newsworthy’ to catch journalists’ attention, which is usually just after launch, when it hits a key milestone or closes successfully
- Images - Attach a selection of vibrant high resolution photographs with your press release. Include real people, not just product images and a mix of portrait and landscape
- Focus - Make sure all press coverage mentions your crowdfunding campaign specifically. Include your project URL and check the spelling carefully, ask for it to be included in the piece
- Make connections - Ask if anyone you know has any contacts in the press or blogging world. An introduction can massively improve your chances of getting coverage.
Don’t forget it’s not only Facebook that can be used to raise your profile:
- Twitter is great for generating awareness
- LinkedIn is a great place to look for corporate support
- Instagram is great for photographs and promoting your project.
Going offline
Most of your crowdfunding activity will be online but there are some things you can do offline to share your ideas. This is particularly useful if your project is to benefit a particular community space such as a garden, park or sports club.
- Chat - Drop your project ideas into conversations with as many people as possible
- Posters - Design your own poster to promote the project and post it in as many local places as possible
- Party - Consider a launch party to promote your project and gather some early pledges. You could hold a thank you event mid way through to thank backers and keep interest high or a countdown event as your project comes to close to maximise donations in the vital last hours
- Events - Attend as many local events as you can to spread the word
- Flyers - Print off some old fashioned flyers and give them out any where you can.
Don’t forget to update
Keep your backers updated. It is important to update your project page regularly. It is the best way to keep in touch with everyone, keeping your backers engaged and attracting donations from newcomers who can see the project is active and exciting.
Closing your project
Once you have made it to the end of your successful crowdfunding campaign, it’s time to celebrate and share your good news.
Think about your next steps:
- Take a breather and celebrate with your team, you deserve it
- Remember to thank everyone as loudly and as publicly as you can
- Send out tweets and Facebook posts with the results and acknowledgements
- Keep your backers updated with any developments, firstly when they can expect their rewards (if offered) and later how the project is progressing
- If you offered rewards, make sure you deliver on them.
Recap
In this guide we've looked at:
- Marketing basics
- Counting down to launch
- Getting off to a good start
- Spreading the word
- Sending emails
- Updating your website/project page
- Using social media.
Now you are ready to start crowdfunding. Good luck!
If you would like support with a crowdfunding project please email crowdfunding@wigan.gov.uk.