Bear with me for a moment here and cast your mind back to your school days, and specifically your language classes, be it in English, Italian, German, etc. Do you remember that class I am sure everyone has had where you had to write a letter persuading some fictional person or organisation? Good! Because this edition of Rules of (Social) Engagement will not be looking at a specific social media channel, but instead will focus on a skill that will aid you throughout your campaign: writing persuasively!
The reasoning is a simple one, the aim of a Kapipal campaign is ultimately to make someone want to make a donation to the campaign. Many differing factors can achieve this end, and the effectiveness of a specific factor will depend upon the individual. One person may want to donate because of a campaign's emotional draw, such as raising money to fund an operation for your cat, but another person may donate due to personal experiences, i.e. their cat suffered the same injury. So how can you ensure, with so many uncontrollable factors in the mix, that your campaign is doing its best to engage with people and persuade them to donate? Well, it's all in the writing.
Writing persuasively is a hard skill to master, and to be truly excellent at it takes time and a lot of thought. Consequently, after making your Kapipal account, you should give yourself some time to really consolidate and refine the idea/reasoning behind your campaign before creating and publishing your fundraising page. For example, you're raising money to fund studio time so that you can fulfil your dream of recording an album. Do not leave the explanation at that, elucidate with further details. Why is this your dream? How long have you wanted to be a musician? What/who inspired/influenced you? You need such details clear in your mind before you start writing, so that when writing the result will more likely be cohesive, succinct and compelling!
We take our next tip from the genius of George Orwell, who wrote about the importance of clear and precise language when writing (in Politics and the English Language for anyone who is interested). This tip is particularly relevant when writing a campaign Kapipal, an international crowd-funding service. To maximize your chances of obtaining donations from all over the world, you should be using clear and precise language to increase comprehension. This blog itself give an example of this (or rather an example of what not to do); the term 'elucidate' could be substituted by the words 'explain' or 'clarify', and these substitutions are far more likely to be understood by people with a limited knowledge of English. The aim is to make the language you use as accessible as possible!
Another way to make your writing more persuasive is storytelling. Our first tip asked why you are raising funds for your project, and you should use this question to construct the story behind the campaign. Telling a story will 'transport' your reader to another place and, hopefully, give them an emotional understanding of the inspiration behind your campaign. The entire story probably doesn't belong on your fundraising page, as this page should be kept as concise as possible, but would make a perfect blog post which you could share with people on social media (or a link on your fundraising page). Telling a story will make your writing more persuasive because it will make your campaign sound personal and authentic!
Hopefully this blog post has given you some food for thought, and these suggestions are just the tip of the iceberg of how to write persuasively. There is a bottomless pit of help at your disposal on the internet, and the Kapipal team is always here to help you if you need it. We are always contactable on Kapipal's social media channels and via email (firstname.lastname@example.org).
So before you start your next campaign do some planning and get a little practice in before going live your your campaign, and hopefully you will persuade people from around the world to donate :)
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!