Crowdfunding Checklist
How to Run Your Campaign
You’ve done all the research, set your target, created your campaign page decided on your launch date and how long it will run for. So, what else do you need to do to make it successful? Again, the secret to success is in the preparation – and in your mind – turn nerves into excitement
What is your top priority for launch day?
One of the most important things you can do is get 20-30% of your total target pledged before you launch. For example, if you are raising £5,000, on day one you need to ensure that you get pledges in of around £1,500. Do your utmost in advance to tell people about your campaign, get their support ensure they make their pledges on your first day – and preferably within the first few hours of going live. This is when you need to call on the support of your closest friends, family and business associates. It truly makes such a difference to your campaign – it gives you credibility and demonstrates to others that you are worth supporting.
Should you email people?
Email is a great way of connecting with people – up to 40% of donations can come through emails. Go back to the database of contacts that you prepared earlier (you did this, didn’t you?!), finalise your personalised emails and get back in touch with the people you warmed up. Also think about doing a wider email campaign to your broader network and remember to include a link to your campaign page!
People won’t always respond right away – you will most likely need to contact people a few times. Also be prepared for no responses and/or rejection – not everyone will want to support you or be able to support you financially (although they may be able to amplify your messages if you ask). Learning to deal with rejection can be hard but it’s part of the business process and it happens to everyone – not just you.
Should you phone people?
We are all so used to email and social media that it’s easy to forget how lovely it can be to get a call from somebody. So, phone people you know and have a chat, let them know what you are doing and how grateful you would be for their support. Even if they can’t support you, they may be able to give you some other suggestions and advice.
Should you updated your social media and website?
Social media is hugely important for a successful campaign. You will have decided earlier what the best platforms are for you but get going on social media big-time – launch announcements on Day 1, followed by a post a day if you can manage, and more at the end as you race to reach target! You can also test out paying to boost posts on Facebook – but keep a careful eye on your budget for that. And ask your friends and colleagues to like and share your posts with a supportive message. Keep being bold and brave!
If you have one, also update your website with a link to your campaign page. Put your campaign page links everywhere so you make it as easy as possible for people to donate.
You can learn more about digital marketing here.
Should you contact the press?
Journalists, especially local journalists, can be very helpful amplifying your messages – they are all interested in new good news stories, especially about women in business. Don’t be afraid to contact them directly through X or at their newspaper – they want to hear from people like you.
You can contact them once your campaign has gained a little traction. It’s best if you have prepared a press release, and always remember to include some great photographs and your campaign link.
What else can you do to attract attention and support?
If you are already sending our products to customers, include some information about your campaign, or put it on your invoices. And think about contacting influencers too – some may be happy to spread your messages. Look at other campaigns and speak to other people who have crowdfunded for more advice and inspiration.
Should you update donors on your campaign page?
Yes! People love to be involved in your journey and are keen to hear how you are getting on. Send out one or two updates a week on your progress and share interesting updates. You can update them on how much you have raised so far and what that means you can do with this amount of money. Share some behind-the-scenes stories of what you have been doing at work – maybe a new sample has arrived, maybe you have got a new customer, perhaps you have won an award or been featured in the press! It helps to get people much more involved in your campaign and they may share your messages with others.
You will probably need to put out more updates in the last week as you drive towards your target. Keep them upbeat and keep asking for support right till the very end!
Should you check the dashboard on your campaign page?
It’s exciting seeing the money coming in and you can get a lot of useful information from your dashboard. But it’s also very tempting to look at it too much, constantly refreshing for updates! Every time you do that though it’s taking away your time and energy that would be better spent on supporting your campaign. Check in daily, but don’t get obsessed with it – you have more important work to do…
What should you do if your struggling with you campaign?
It’s tough, but like all things in business, sometimes things just don’t work, despite all the effort and hard work you are putting in. Take time to reflect, ask others for their advice, consider what elements of your promotional work you may need to change, and give yourself a big pat on the back for all that you have achieved so far.
You can contact the Women’s Business Centre at any time for support – we are always here to help. Get in touch for a free mentoring support session on your crowdfunding campaign at info@wescotland.co.uk. You are not alone.
Crowdfunding is a hugely exciting thing to do, but it does take a hard work. You must be determined and persevere right to the head, pursue people to support you even if it feels a bit uncomfortable, but YOU CAN DO IT. Take pride in what you are doing and how you are growing and learning and go for your target!