ave you ever been scrolling on Facebook or Instagram and saw a campaign that moved you so much that you pulled out your credit card right away to give money? That was no accident. Digital campaigns that cause reactions are planned with intention.
It can be easy to become overwhelmed when brainstorming the different steps of planning a campaign. To make the process easier, think about creating your digital campaign with the 5 W's: Who, What, When, Where, How, and Why?
Who are you raising money for? Knowing who or what you are raising money for helps with messaging and crafting the campaign.
Who are the audiences you are attempting to reach? Knowing your audience is critical when creating a digital campaign strategy. Not understanding your audience can cause you to develop messaging and graphics that don't connect.
Who are the individuals that need to be involved in the process? If you work at a nonprofit, does that include the development team, graphic designer, CEO, marketing team, campaign spokespersons, etc.? If you work individually, do specific components of the campaign need to be outsourced?
Who can serve as campaign ambassadors to help expand reach? There is power in numbers. The more people who can serve as campaign ambassadors and advocate on your organization's behalf, the better. Provide your campaign ambassadors with images they can use on social media, copy for email, and talking points when they are meeting with other individuals.
What is the goal of the campaign? Yes, you want to reach a goal, but it needs to be written in SMART(specific, measurable, attainable, realistic, and timely) format, so everyone who is involved knows their role and the desired outcome. Use the goal as a final push in the campaign. For example, if you are X amount of dollars away from reaching your goal, tell your audience, they would love to help.
What technology pieces are needed? Technology is an overlooked component of a digital campaign. If you are hosting a membership drive, do you have a landing page where potential volunteers can complete a registration form? If you would like for people to donate, are your payment processors working correctly? Will you send automatic receipts and thank-you emails?
What digital content will you produce? Decide on whether to use social media graphics, videos, blog posts, emails, or live streaming.
What channels will you use to promote the campaign? Contrary to popular belief, you don't need to post on every social media channel to be successful. You can use a combination of your top performing social media account, coupled with email marketing, and a direct mailer. The possibilities are endless.
What is the message? If you are confused on the messaging of the campaign, so will your audience.
What does a successful campaign look like to you? Outside of hitting your goal, what would your ideal campaign consist of?
When will you start and end the campaign? What tasks need to be assigned deadlines?
When will you measure benchmarks? To ensure the campaign is on the trajectory for reaching success, decide when you will measure benchmarks. If you are selling tickets for a gala, will you check in on ticket sales every week, every two weeks, every month?
When will you do a run through of your processes (i.e. purchasing tickets, signing up, etc)?
How will you thank supporters after the campaign? The 'thank you' could be via email, social media post, handwritten postcard, or letter.
How will you bring awareness to your campaign? The campaign will not catch fire by itself. What avenues and tools can you use to bring awareness to your campaign?
Remember-- a campaign is not something that should be thrown together. Begin strategizing and planning the campaign for at least three to four months in advance. This time frame provides the opportunity to think about best and worst case scenarios and assigning deadlines to task to ensure the campaign is successful.
Aleshia Patterson is the Editor-in-Chief of Nonprofit Marketing Magazine. She has served in the nonprofit sector for almost a decade. She currently works as a Marketing and Communications Coordinator for a local nonprofit in Saint Louis, MO. In her spare time, Aleshia loves to travel, binge watch Netflix, and go on Office Depot excursions.