Crowdfunding campaigns are great for calling attention to an immediate need, such as a time-sensitive fundraising event. Individual fundraisers who get involved in these projects can attract new contributors to your organization, which is crucial for growing your donor database. In fact, 28 percent of donors who first give to your organization through a crowdfunding campaign will contribute again, according to an infographic from Craig Newmark, the founder of Craigslist.
Many charities struggle with donor retention. People give once and it’s difficult to bring them back for a second donation in the future. A small, positive change in attrition rates can make a serious difference for an organization, especially smaller ones. The increased awareness provided through crowdfunding campaigns can really pay off. With that in mind, here is a look at two vital best practices for maximizing the impact of this platform:
Show supporters why they are important to your cause, what you do, and who you are
We love this example from Operation Underground Railroad, an organization that rescues kidnapped children from human trafficking and slavery. In two minutes, they effectively communicate what their organization is about and shows how they use their resources to save these kids in an emotionally engaging story.
Making a compelling case for your crowdfunding campaign is essential for its success. Implementing video can help you connect with potential donors. Video is one of the best ways to convey a large amount of information in a short period of time, and it is proven that people retain details about what they see in video better.
Additionally, video can be used to show interested contributors how their gifts will help a real person. People increasingly want nonprofits to demonstrate accountability and transparency. Video allows you to reveal how gifts will be used before people participate in the campaign. Plus, they are easy to share, and people can engage with them from mobile devices. Thus, further increasing the visibility of your crowdfunding campaign.
Engage your volunteers
Your most loyal donors, board members and volunteers are great candidates for fundraising. They can set up their own donation pages to raise money for your organization. This connects you to a much larger audience than you may have reached with your own fundraising campaigns, especially when fundraisers promote crowdfunding to mobile, social and email contacts. Encouraging them to make their own videos makes the process even more personalized as they set out to raise money for your organization.
But where do we use crowdfunding videos?
- YouTube: Easily upload video to share with a direct link or embed code anywhere.
- Instagram: 15 second video clips can be used to show updates to a project or event.
- Facebook and Twitter: Drive traffic to your donation page or organization’s website by including links to video embedded on those pages.
- Live Events: Highlight what your organization has accomplished with a short video that can be played during a live event – especially before an “ask” so people understand and see for themselves how their contribution will help.
- Thank Donors: Make a video to thank your donors for their gift.
Tip: Place video images in email and social media to drive traffic to your website
One way to drive supporters to a donation form embedded on your website (or just your website itself) is to use a link in social media that sends them to the embedded videos on your site. Embed the video, then create an image from the video with a play button over it. Customers will feel compelled to click, at which point they’ll be sent directly to your website, giving you the click-thru you’re desiring. Simply take a screenshot of the video when it’s paused, crop it and save it – you’ll have an image you can use in mere seconds.
By Jessica Bernstein, MobileCause Marketing Manager