Promote your campaign Get all the tips & tricks you need to run a successful crowdfunding campaign

Promoting your campaign

Now that you've got a beautiful campaign page up and running, it's now time to get potential supporters to it. While there are plenty of people who give to multiple campaigns on, the campaigns that succeed create their own momentum through a lot of promotion.

Here's what they do.

Step 1: Create a campaign team

Campaigns that have more than one person in their campaign are significantly more successful than campaigns run by one person. There's many reasons for this but the most important one is that your team members can reach far more people as a group than you can reach on your own. Rob Caslick has run 5 campaigns on, all of them collecting more than $10,000 in donations (the biggest made it to a whopping $58,111):

By myself I could only raise so much, but with 10 of me, we’ll clean up.

Also, having a team means you have more feedback to improve the campaign and you can spread the promotion effort.

The easiest way to create a team is to email your entire email list - or just everyone you've emailed in the last year - and ask for volunteers to join your campaign team. Here's an email template you can use for this:

Hey Jill,

We're planning on launching a crowdfunding campaign soon and I'd love you to get involved.

We're going to re-unite a Somali refugee family with their son that they haven't seen in 23 years, and we're looking to raise $12,000 over a 30 day campaign.

To make this a success, we need 5-10 campaign soldiers who can email the campaign to 100 of their colleagues on launch day. In exchange, you'll get __. I think you'd be excellent for this.

To get involved, just email me back or give me a call.

I'd really appreciate it if you would forward this onto your own mailing lists so we can more people involved.

Thanks a bunch,


To get a campaign team of 5-10, you'll need to email at least 100 people. Once you've got your campaign team, it's time to create your promotion plan.

Step 2: Create a promotion plan

Planning your promotion activities is critical, but it doesn't need to be complicated.

The first thing to do is to create a list of everyone you're going to contact to tell them about the campaign. We recommend you break this list into three main groups:

Group Examples
Core supporters People who you're at least 80% sure will give, your campaign team (from Step 1) and your personal contacts (family, friends, work colleagues)
Influencers People who have wider reach to a relevant audience than you, for example, corporate partners, bloggers, celebrity tweeps who are interested in your area or issue, or well-connected individuals in your personal networks
Everyone else People who are more loosely connected to you or your organisation, your full email list or database, your Facebook page audience, and for organisations: your beneficiaries

For each sub-group, you should then decide what is the key message that you want to tell them that would get them to give. Make sure you're thinking about what they want to hear, not what you want to tell them.

As a general rule of thumb:

Once you've decided on the key message for each group, you need to decide on the channels that you're going to use to get in touch with them. For core supporters, you probably will use a personalised email, followed up by a Facebook message or SMS and then a phone call. For influencers, it might be a personalised email, followed by a phone call or tweet.

Once you've decided on all these touchpoints, you can create a table like this:

You can find this table here.

You should create one for your core believers and one for your influencers. You'll use this table as the basis of all your promotion activity. Some campaigners put this on a calendar and assign tasks to different Campaign Team members.

Step 3: Launch with everything you have

The first five days of your campaign are critical. We very rarely see campaigns recover from a bad launch, so make sure you're prepared. You should aim to get to 20-30% of your target in your first 5 days. To do that, you need to execute your promotion plan in a very specific order.

Here's what we recommend you do:

Step 4: Use the mid-campaign lull to get bigger donations

If you get to 20-30% in your first five days, you've set yourself up well for the middle part of your campaign. Most campaigns experience a lull after their launch - this is entirely normal. This happens because the initial excitement of the campaign passes and your supporters get distracted by other things that happen in their lives.

This lull gives you a bit of breathing space to do three things:

Step 5: Race to the finish line

The last week of your campaign can be magical, but it's easy to lose hope. Don't. You need always maintain and communicate the belief that you'll hit your target - if you don't believe it, no-one else will. People respond to a deadline, so it's not uncommon for people to raise half of their campaign funds in their final week.

Here are some tips on things to do in your last week: