Framework for First Campaign:
45-Day Matching + Crowdfunding Campaign
 

Using the framework of a matching-funds + crowdfunding campaign creates a mutually inspiring framework for both the larger donors and the smaller donors. The larger donors are motivated by having their gift leveraged to secure additional larger investments and inspire hundreds of smaller donors to support the cause.

 

In turn, the smaller donors are motivated by the chance to have their contributions matched. This will give the TIP the ability to (1) secure matching funds and then (2) launch a crowdfunding campaign with a group of high-powered matchers already behind the project and vying for its success.

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I. Overview: 2 week soft-launch + 30 Day Public Hybrid Matching Campaign   

Once the matching funds are secured, the crowdfunding campaign can be set into motion. Before the public launch of the campaign, there is a 2 week period in which staff privately mobilizes mid- to upper-tier donors to “pre-donate” to create campaign momentum for the public launch of the 30 Day Campaign. That soft launch should get you between 10% - 30% (or more) of your goal. For the public launch, you will send a series of 3 - 4 emails to your list and post on social media to share the opportunity and progress of the campaign. Thanks to your Matching Funds, this campaign will be more attractive to mid- to upper-tier donors, so your development staff can use the campaign for direct solicitation of donors they have been seeking to convert.  
 

II. Campaign Mechanisms

 

• Financial structure
  Matching campaign e.g. $50,000 Matching and $50,000 from the crowd.  

 

• Matching Funds structure
  CauseMatch recommends leveraging the campaign to activate 3 - 10 (or more if necessary) matching donors.

  • See the Appendix for more information about acquiring a matching donor
     

• 2 Week “Pre-donate” Phase
  During this period TIP will be provided with a campaign page where they can log both online and offline donations (e.g. checks/ACH transfers) in advance of the public launch. It is best to target mid- to upper-tier donors who are strong supporters. These leaders can form your “Executive Team” and largely expand your network of donors.

 

• Digital Storytelling
  This helps to remind people of the importance of sharing TIP's story with the world.

 

• Buzz Time
  (1) Use Thunderclap.it to create buzz; (2) release a series of montage videos to create buzz around the topic; (3) release other content that will create energy around the concept of the campaign; (4) announce that the campaign is launching soon. 

 

• Soft Email Launch
  This email blast preserves a more personal touch but allows you to reach a wide audience very quickly. You want to explain that you need to create momentum to the campaign before everything goes fully public. You are telling them to be like Nachshon ben Aminadav— take the first step to inspire the community.
   

• 30 Day Campaign LAUNCH
  Now that you’ve already raised a large portion of the funds you need, organized all your team fundraisers, and created buzz, it's launch time. The high-stakes and excitement of the campaign will motivate donors.

  • Email series 

  • Retargeting 

  • Posts on social media 

  • Continued calls