Stuck? Feeling hopeless? Unsure of your next step? For the almost two decades Idealist has been around, we’ve been asking you—our community—to tell us about the obstacles you face when trying to turn your good intentions into action. We’ve compiled a short list of the top-reported obstacles, and now we’re blogging about them one by one.
This week we present: money.
Growing up, maybe you were the 4th grader who sold lemonade for 25¢ a glass to help feed hungry kids. Or maybe more recently, you’ve been rocked by the correlation between global warming and the natural disasters that hit developing nations the hardest.
Whether you’re a born do-gooder or had a life-changing experience somewhere along the way, crowdfunding can help you scale your social impact.
Here are a few tips to get started with crowdfunding your social good project.
Create a point of view
You want to do some good. Great! Now what good, exactly?
You know what distinguishes vivid, memorable dreams from the vague, forgettable ones?
It’s not enough to want to make the world a better place, you need to tell the world how you plan to do that:
● What particular problem are you trying to solve?
Is there a lack you want to fill? A mistake you seek to correct? Or even something good you want to make even better?
● What’s your strategy for solving the problem?
What tools are at your disposal?
● Who are you helping by solving this problem?
By trying to help all seven billion people in the world, you’ll hardly accomplish anything. Instead, start with seven and slowly but surely, you’ll start to reach more.
But you must have a point of view on how you’re going to change the world. Follow our guide on how to form a point of view before you start crowdfunding.
Identify your story
Your story is your most important asset in a crowdfunding campaign. It’ll drive people to take action for you, whether they share your story with friends or feel moved donate to your project themselves.
Specifically, your story is important to crowdfunding for a couple reasons:
1. It’s an invitation
The fact that 27 million people are enslaved throughout the world ought to be convincing enough for anyone to get involved, right?
Ideally, yes; the reality, however, is that most people are more intimidated than moved to action by such statistics.
We’re more easily won over by the emotion and imagery that stories evoke than by plain numbers. Narratives bridge the gap we perceive between the helpers and the helped.
Learn how to use storytelling for your nonprofit or project.
2. It’s your own motivation, too
Spoiler alert: At some point during your crowdfunding campaign, you will hit a wall. What’s gonna keep your nose to the grindstone?
Your memory of the sight of faces, the smells in the air, the sounds, the tastes, the textures.
Your story will remind you that it’s not about hitting certain numbers, that people’s lives are at stake. Your story will keep you motivated, encouraged, and inspired through your crowdfunding campaign.
Create your tribe
Your tribe consists not only of the people you hope to serve, but those who will serve alongside you.
Social enterprise is a team sport; your people—prospective staff, board members, supporters, clientele—will help you work smarter, and not unnecessarily harder. Any successful crowdfunding campaign takes the time to create a community of believers that will help amplify the marketing and funding of that campaign.
It’ll be helpful to consider other like-minded social enterprises and projects not as your competitors but your teammates, as though you were all members of a relay team. Then, figure out which leg of the race you’re running: are you starting off? the anchor? in-between?
Create a crowdfunding campaign
Now that you’ve sketched the fundamentals of your social enterprise or social good project, you can create a fundraising site to start crowdfunding. An effective crowdfunding campaign has the following elements:
That a picture conveys a thousands words is cliche for a reason. It takes less time for someone to get your vision by watching a two-minute video than by reading a 600-word article. Rest assured that putting the time in to tell your story through a well-made video is worth the effort.
You’ll need to show the crowd the power of their collective dollars.
For example, members of the Mocha Club donate $9 a month toward the organization’s project areas (clean water, orphan care, health care, etc.). By forgoing three coffee shop drinks every month, you could: give clean water to nine Africans for a year, save one child from malaria, or extend the life expectancy of one person living with HIV/AIDS.
Number-crunching that highlights the potential progress your enterprise could make instead of harping on the severity of the problem are what will compel the crowd to join your cause.
Hopefully, you’ve invested time and thought into branding your social good project or social enterprise. Branding is more than just picking colors and creating a logo—it’s about the impression you make.
Your brand presents your identity to the public. A branded fundraising page is like a lighthouse that helps guide boats to harbor.
Studies have shown that branded donation pages get more donations than generic, unbranded pages!
Leverage social media
I’ve intentionally saved this step for the end, since you need to be grounded before your grow!
Most, if not all, of your crowdfunding efforts will take place online, and social media will play an important role. In fact, social media is a key tool. But no amount of social media savvy and strategy will make up for a lack of substance.
But by now, you have established a solid foundation: you’ve clearly defined your identity and point of view and story. Now you’re ready to broadcast your presence! This is where social media steps in.
Here’s one simple, obvious-yet-easy-to-forget strategy in using social media: Keep it social.
This is about connecting with people.
In your effort to quantify and measure and be results-oriented, remember that all of this is ultimately supposed to be people-oriented. Make sure your numbers and statistics represent people with unique stories and gifts. You’re starting a social enterprise, after all.
Crowdfunding to launch your social enterprise is about more than raising money—it’s a means of building relationships. Your tribe, your clients, and your supporters are part of the momentum that will sustain the movement you’re starting.
Taking this holistic approach to starting your own social enterprise or social good project will set you up for success, not just survival.
Sara Choe is a crowdfunding expert at CauseVox, a fundraising platform focused on crowdfunding for nonprofits and social good projects. They’ve helped thousands of people raise millions of dollars via crowdfunding.