Hi, everyone! Elizabeth (Head of Operations) here.
If you’ve been following our blog, you’ve no doubt seen the awesome, ongoing “Rules of (Social) Engagement” series from Morgan, our Social Media Manager, focusing on marketing your crowdfunding campaign via social media.
(And if you haven’t been following our blog, welcome!)
I’m starting a blog series of my own, expanding on the ideas we talked about in this blog post, 7 Best Practices to Run a Successful Kapipal Fundraising Campaign.
This week's tip: Create a great story.
Okay, so you need to raise money for something, and you’ve come to Kapipal to do it. Excellent first step! You click on the “Start Your Campaign” link and start filling out the form, when BAM! It hits you. The first question. Page Title. Why are you raising money?
It seems simple enough, right?
But this is a huge opportunity! This is the first thing people will see when they come to your page, and the title that will show up every time you post a link to Facebook/Google Plus/Tumblr!
Stay calm. Breathe deeply. This is important -- if you want to write a compelling crowdfunding campaign title (and I know you do!), do not do the following:
1. Be uninformative, boring, generic. While writing something like, Please help us! or Need money for my dream! will technically work, these phrases don’t do anything to make your campaign memorable. Everyone who is at Kapipal needs monetary help of some kind; what makes your story special? You are a special snowflake to us, so don’t be afraid to show everyone else exactly what makes you that way!
Clever, creative titles are always excellent, but don’t be so clever that you leave readers confused about what you’re raising money for. Mix in a little wit while still being informative. (And if all else fails, informative trumps cleverness!)
Please help us! becomes Help Sandy and Danny buy a new furnace!
And Need money for my dream! becomes New SCUBA gear for Ariel and Eric!
2. Make it too long/too much information. Of course, the overly long title is also a killer. Sometimes, in an effort to be as specific as possible, crowdfunders try to fit everything but the kitchen sink into their campaign title.
I really love my pig Wilbur and my Uncle Homer is going to send him away if we don’t do something so please help me raise money to keep him safe!
Rescue Wilbur the Pig from impending doom!
Obviously this is a silly example (+1 if you caught the reference!), but see how the first title was so long that your eyes kind of just skimmed over it, while the second was short and to the point? Rescue! Pig! Doom! Hot diggity, now I want to read more about this person’s campaign! I might even want to donate, if I like what I see!
Which brings us to the next installment of this series: Writing a compelling campaign description. Next time, I’ll discuss tips for crafting a campaign description that will draw your readers in, ensure them that you are genuine in your requests for help, and give them all the answers to questions they may have about just what you are raising money for.
What are your ideas for writing a good campaign title? Share them in the comments!
Should I be using Google+?
The question of whether your campaign would benefit from a Google+ page is very much dependent on the nature of your campaign. If your campaign is focused on an insular cause, i.e. raising money to fund a bike (bad example I know) then it probably wouldn't do much to help you. However, if your campaign is derived from a larger cause or an industry, i.e. raising money for cancer research or funding a business start-up, then Google+ can be incredible useful to you and your campaign.
With over 300+ million users composed mainly of a more young and professional user, the primary benefit of Google+ is the S.E.O (Search Engine Optimisation) benefits it provides you, which in turn will increase the rank of your campaign/business/cause in Google’s results page, something that will aid you greatly in improving the visibility of your campaign.
Our first rule of using Google+ is to post your content between 9am – 11am, and never post content between 6pm – 8pm; the former is when Google+ experiences its highest level of traffic, with the latter being its period of low traffic. The first rule is: Post content while everyone is online!
What really sets Google+ apart from its competitors is the ability to categorise your followers into circles. This function allows you to really target the content you post; if you are a start-up company you could have a circle composed of customers, and a circle made from peers within your industry, and then target your content accordingly. For example, a customer wouldn’t be interested in an industry conference announcement or your analysis of it, but your industry peers would. Our second rule of using Google+: Tailor and target your content to maximise engagement with your circles!
Another excellent feature of Google+ is the opportunity to format your posts, something that the other major social media platforms do not allow you to do. This means you can make the content you post more visually appealing and easier to read; make important sentences, or those that you wish to stand out to the reader most, bold for example. The third rule is therefore: Format your posts to boost readability!
Our last rule is on sharing content. Of this is not a feature unique to Google+, but it is an useful way of increasing your visibility, engage with other users, and build a reputation as someone who knows their area. When sharing content you should always add your own thoughts in the comments section, as people are more likely to engage with you if they see you engage with content; it also shows you know what you’re talking about. So if your Kapipal campaign is about raising money for a charitable cause, you could use your profile to share articles and posts on that charity and the cause it is representing, such as new scientific studies or case studies, and use your comment to link it to your own experiences or opinion. The forth rule is: Engage with your audience by sharing and commenting.
So concludes our basic (but hopefully useful) rules on using Google+ to aid your Kapipal campaign. As mentioned earlier, Google+ is a service that will not aid every campaign; it is up to you to decide whether you think it could help you is raising awareness. Let us know your thoughts or questions in the comment section or via Kapipal’s social media channels :)
This is the official blog of Kapipal. Check back often for updates on what's new at Kapipal, as well as ways to make your campaign shine! As always, we value your feedback, so please don't be shy — comments are encouraged!