The Most Exciting Time!
You’re ready to go live with your campaign and you just want to tell the whole world, but rolling out your campaign a little slower can actually significantly increase your campaign’s chance of success. Check out our blog post on the first 48 hours of your campaign here.
Grouping Strategy
Group your networks based on how likely they are to pledge, and finish with each group before moving to the next. You want people who are the least likely to pledge to see the campaign when it’s looking healthy and positive.
Core Supporters
Directly share the campaign with your core supporters. Text, email or call all your supporters and gather the first round of pledges. Create small Facebook chat groups with different social groups to start conversations so you don’t have to be the one that’s always reminding them.
Explain Everything
Explain how crowdfunding works. If you’re reaching out to those that are a little less tech savvy, give them an introduction to crowdfunding and re-iterate that supporters won’t be charged unless the target is reached.
Reach 30% Funded Early
30% of your target is the point at which perceptions shift from an unattainable goal, to something people want to support. This means you’re more likely to receive pledges from those who know less about you and your project if you start to reach out to them after your trusty core supporters have jumped on board.
Consistent Growth
By reaching out to different sections of your audience over time, you’ll see a steadier, more consistent growth pattern of pledges, instead of a massive peak then huge drop off. Crowdfunding campaigns tend to follow a ‘U Curve’ — start strong, mid-campaign lull, then a strong end due to the urgency of a deadline. Segmenting your market will help combat the dramatic lull of this pattern.
Tailored Communication
Splitting up your audience means you can tailor your communication with each segment to suit that portion (i.e. your core supporters should receive personalised messaging encouraging them to pledge, whereas your advertising to those you don’t know should be a little more generic and descriptive of your project and background).
Next Up: 7. Maintaining Momentum
Keep up the early traction of your campaign!
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