Social Fundraising 101 – Part 3: Fundraising Using Volunteers

13 Jan

By Jeremy Burton, Chief Technology Officer

This is the third in a four-part blog series.

Fundly believes that there are several important elements to building an effective volunteer or social campaign and these best-practices are encapsulated within the Fundly product and organized into a series of directed workflows.

The  main steps are:

  • define overall goal – the goal should be as specific as possible – typically an amount of money to be raised for a particular purpose
  • create campaign – every campaign should have the following attributes:
  • start date
  • end date
  • target – typically a fundraising goal
  • message – what is the message to be spread about the campaign
  • outcome – what is the desired outcome if successful
  • vehicle – traditional fundraising campaign, phone-a-thon, walk, etc
  • define structure – Fundly allows the cause to define an organizing structure that matches the campaign and the cause’s own structure.  For example, a national organization, regions, local chapters, teams and individual participants.
  • build messages – volunteers and supporters should be encouraged to personalize the message but they should be provided with some overall messaging, pre-canned emails, tweets, Facebook posts, etc to start from.  Fundly provides guidance on building effective messages within the Fundly product – e.g. ensuring that messages have a specific “ask” and are tied to specific objectives.
  • choose channels – the appropriate channels will vary based on the kind of campaign but typically include hosted web pages, Facebook, email and Twitter.
  • choose incentives – incentives are rewards given to supporters and volunteers for performing certain actions.  Fundly provides a powerful system of virtual rewards and achievements to encourage supporters and volunteers and engender competition between them.
  • recruit initial “captains” – for example, these may be the initial team captains for team events or initial volunteers for a phone-a-thon
  • direct captains – captains should be directed to the tools provided to build their supporter base and monitor their efforts – e.g. participant sign-up web-pages, messaging tools, dashboards.
  • monitor and message – Fundly provides a dashboard that gives powerful insight into how the social campaign is performing.  For example, the best performing or worst performing volunteers and supporters can be easily identified and messages of encouragement targeted towards them.

The objective is that every supporter and volunteer at every level is clear about what his or her role is in the overall objective, what is expected of them personally and, furthermore, is encouraged to recruit more supporters and volunteers to join the effort, creating a virtuous circle.

Compared to a traditional campaign, in which a cause attempts to directly messages a huge list of supporters, the end result of a successful social campaign is:

  • greater participation
  • greater dollars raised
  • increased conversion of donors to volunteer fundraisers

Tomorrow we will conclude with: The Social Fundraising Engagement Funnel.

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