We’ve created a template for a messaging calendar that you might find helpful as you lay out your own plan. Our example is based on a sample campaign that lasts 6 weeks. While your actual plan may not look exactly like this, it should include weekly outlines for each communication medium.
2 Months to 3 Weeks Before Campaign Launch
- Gather ideas for how and when your campaign will take place. For instance, is it an annual 5K? A response to a recent disaster? Think of your audience and how they will receive your request for help.
1 Week Before Campaign Launch
- Use the Invite New Fundraiser tool in the Campaign Manager to get the first participants up and running with their own fundraiser pages.
- Announce on your social media channels that the campaign is coming up. Demonstrate what success in this campaign will mean to your organization and what it will help support.
Campaign Launch Day
- Send out an email and hit your social media channels announcing your campaign. Use this as an opportunity to get supporters excited and drive action. It's go time!
- Send one email per week with social media posts sprinkled in between.
- Mix up your content in each communication. For example, if one email focused on your mission or progress towards your goal, make the next about your supporters and how they keep your organization’s wheels turning.
- Use the Campaign Update tool to inform your donors of all they have contributed so far, and encourage them to keep pushing towards your goal. Post a picture that represents your progress.
1 Week Before Campaign Wrap-Up
- 1 week from campaign wrap up is a crucial point in your campaign to ask for donations and support to help you reach your financial goal. Make a final email blast by posting an update to your fundraiser or by emailing them directly.
- Cultivate a sense of urgency with your donors and fundraisers. Let them know that time is running out by saying “Only 2 days left” or “72 hours to give" in posts on our Social Media channels. Create a quick, selfie-style video from a member of your organization saying why it's important to give.
- Once your campaign is over, it’s time to thank your donors and share your accomplishments. When you thank and engage your donors and supporters after a campaign, you’re creating a culture of fundraising and emphasizing their important role in achieving your mission.
- Thank everyone involved again. If you can, reward your donors or fundraisers with something that will make them feel special and appreciated.
- Share what you’ve accomplished with the money thus far and how big of an impact your donors’ dollars have made.
I'm not getting traction with my emails and social media posts. What else can I do to improve my messaging strategy?
We suggest taking additional measures to tailor your content, such as by Segmenting your donor list. Mix up the way you craft your “ask” with each message you send, understand who your audience is and what they respond to.
Our campaign topic is sensitive. How can we get people to share our message?
You might be surprised by the response and receptiveness people have to your message! Here are our three top tips to share in a respectful way:
- Ask your supporters to share as much as they're comfortable with.
- Provide them with sample posts they can share so they don’t have to start from scratch.
- Encourage sharing with a close network with a personal message instead of posting all over social media
Our organization is not on social media. Is that okay?
It's okay if your organization doesn't have a specific social media presence. Email can be just as effective. Engage your supporters on the mediums you know they are active on and the ones you feel most comfortable using.
However, be open to incorporating social media in the future. if you are looking at expanding your reach to potential new supporters, we recommend starting with Facebook and Instagram.
What are some creative ways to encourage people to share our posts on social media?
We always recommend using emotionally-powerful language and images, in addition to shaking up your content in your messaging. Creative ways to engage people include:
- Calling out your supporters on social media (i.e. tagging them in your posts and giving them a shout-out
- Posting video updates on your campaign or using our campaign update tool throughout your campaign
- Encouraging your supporters to tag friends and challenge each other to raise the most money