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Build your support base Identify friends, family,
parents and carers, colleagues, community groups, suppliers, local influencers, and businesses working in the sector relevant to your project. Create a database of potential donors (being mindful of GDPR), broken into different sectors so that messages can be targeted accordingly. Identify those you regard as your key supporters, and contact them via email or phone with a personal message that makes them feel like a special member of your inner circle. Ask them for feedback on your campaign and adjust the messaging in advance of your hard launch. Contact related
organisations, clubs, societies and companies who might help share details of your project or even make a generous donation. Get contact details for anyone who expresses an interest and follow up with a phone call. Printing posters and flyers can also help spread the word.
TIP: Priming your network and getting them engaged before you launch will signifi cantly increase the amount of donations you receive. Campaigns that skip this step often struggle to build momentum or reach their goal. Engage your
community by letting them know that your campaign is coming – that way, they feel included from the start and are more likely to
spread the word. This also helps create hype and give your campaign credibility.
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pre-launch planning than the length of time for which your campaign is live. Draw up a list of priorities and use a calendar to set deadlines for each task, counting back from your optimal launch date. See Scheduling a Crowdfunding Campaign at
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funded.org.uk/crowdfunding for a breakdown of tasks and timings.
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Prepare PR Compile a promotional plan,
identifying the different
communication channels available, both offline and online. Create a bank of messages that you can share with your support team to be circulated throughout the ‘live’ stage. Include a clear call to action in messages. What local and national press does your audience engage with? Are there any radio stations that could mention your campaign or interview you about it? Are there events coming up where you can promote your campaign to a relevant audience?
Create a schedule As a rule of thumb, aim to invest
at least twice as much time in
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9
Engage
your crowd The first time someone hears
about your project isn’t the best time to include a request for money. Around a month before your project starts, you should spread the word to colleagues, parents, and any relevant organisations that might support you later on. This soft launch can be a very effective way of gaining support so that when you launch, you can do so with a bang! A week before your campaign launches, send a teaser to your database of potential donors. Aim to create a buzz about your project! Brainstorm ideas for updates and news that you can share during your campaign to maintain momentum, including photos, testimonials and video clips. Aim to line up at least ten donors or 30% of your target before your campaign goes live.
important for getting your campaign off the ground, so organise a gathering to celebrate the launch and invite potential supporters along. Get ready to update your website and social media profiles with information and a link to your campaign. Add a link to your campaign in school email signatures.
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On the day of launch get your core group of supporters (school leadership team,
teaching staff, school
governors, PTA committee members) to sign up as
‘helpers’ on your campaign page and begin sharing with their networks.
Plan your launch The first week is the most
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