It was estimated that, despite the economic downturn in 2008, Canadians were still able to donate approximately $8.9 billion to charity. Though this was a 5% drop from the previous year, it’s certainly no miniscule amount, not to mention the thousands of hours of volunteer work we worked for non-profits. It seems we are more aware of the importance of giving of our resources and our time, much more that we were a decade ago. The techniques of today certainly differ from those in the 80s and early 90s, when only those large organizations who can afford TV, print and radio advertising (plus a celebrity endorser or two) could get the word out.
The Internet has become the great equalizer, where everyone with a cause can spread their message, and now so more than ever with Facebook, Twitter, YouTube etc. Social media and non-profits seem to the perfect match – both relying on people’s participation and beginning from the grassroots. In the past 5 years or so, many organizations, big and small, have used social media for their own causes. It is inexpensive and cost-effective, allowing them to directly contact with their target audience. But whether you’re a seasoned campaigner, or just getting your feet wet, it’s not as simple as just building a website and expecting the dollars to start rolling in. There are a few key tips you should keep in mind, if you want to start your own cause marketing campaign, which will keep you on track to get that hole-in-one.
Have a Clear Objective
Of course, this is the most important decision you’ll have to make as an organization. Do you want more donors? Do you want to raise a certain amount of money? Do you want people to come to an event? This will set the theme, the tone and goal of your campaign, as well as find the best platforms for you to reach your audience.
Know your Target Audience
It’s most likely you’re targeting young people if you’re using social media; after all 98% of people ages 16 to 24 in Canada are online, according to the 2009 figures from Statistics Canada. But don’t discount the older (and most likely, richer) folk – 66% of them (those over 45 years old) logged on, up 56% from 2 years before. Knowing who you want to listen to your message will make sure you tailor it to them so they’ll take action. Read what we wrote here recently about marketing to women.
Invest in Your Strongest Suit
You do have to spend money, to make money, as the old saying goes. However, that doesn’t mean you have to run up your budget to have an effective campaign. It’s about allocating your resources where they’ll yield the most results. An expensive, flashy website would be nice to have, but do you really need one? Perhaps a few, targeted Facebook ads, plus a some legwork from a few volunteers could be all you need.
Have a Call to Action!
Once you’ve gotten people’s attention – then what? Do you want them to write to their representatives? Take to the streets in protest? Or give you support by donating money? The call to action is the next most important piece after defining the objective – what do you want people to do? Simply clicking on “Like” on your Facebook Page (or becoming a fan via SMS text) probably will not make a difference. Don’t get us wrong, having 100,000 fans is pretty cool, but mobilizing those people or getting them to do something will be better!
Don’t forget to say “Thank You!”
At the end of campaign (successful or not) the last step is to follow-up with your supporters – write a thank you email or letter, letting them know what happened to your campaign so they feel their contribution was worth it.
Charity campaigning can be a lot of work, but as with any giving project, the rewards can be much greater than you’ll ever expect. Real charity, after all, is giving without the thought of remuneration. Have a question about social media or cause campaigns? Do drop us a line at 604.688.7616 or contact us via email/Facebook/Twitter and we’ll be happy to answer any questions you have.
Tags: Awareness, Call to Action, Campaign Strategy, Cause Marketing, Charity, Facebook, Fundraise, Twitter, YouTube
