Create an inner circle support group: Talk to some friends and family members, colleagues, batchmates who will dedicate their time regularly to share and talk about your campaign within their closed network. Some in your inner circle could influence their professional network while others could influence their personal network. This inner circle will help your campaign to reach out to their own 1^st line of inner circle. You may plan a weekly meeting. Since this is your inner circle, you can take the liberty of pinging them regularly.

Choose your inner circle donor group: Apart from the above inner circle support group there could be some friends and family members, colleagues, batchmates who would not like to involve themselves in running the campaign but could be active donors. Make a list of such probable donors and reach out to them. This donor inner circle can share their involvement to their 1^st line of inner circle every time they donate. A weekly request can be made.

The above two inner circles will help you gain maximum leverage throughout the campaign. These are the people who cannot say NO to you and will definitely donate some generous amount and further share it in their networks. Keep them informed that you will be launching a campaign soon and prepare them to donate and share it, once the campaign is live.

Target 40% of the fund goal from this two inner circle groups. This is the thumb rule to achieve your Final Goal.

Prepare email content: It is said that emails are more effective than social media. You may send out emails to your contacts requesting them to donate and share your campaign, once they donate you can also acknowledge their contribution with a thankyou email. Create an email draft and keep it ready for later use.

Prepare social media content: You may post in facebook, twitter, linkedin, Instagram and whatsapp. Create draft posts with image/photo/video and keep it ready for later use.

Prepare handouts: You can create pamphlets or banners or posters for more visibility. You may use it later during your street plays or community meetings or door to door campaign.

Build a Team: Build a dedicated team of people with different roles and responsibilities. Those who can write well, visualise, bring fresh ideas, design graphics, get relevant photos, make videos, cover a particular area, reach out to donors in person or phone call, good at computer & internet etc., Allocate different jobs to different people. Ex: different members for different social platforms, offline meetings, phone calls, email, press, radio. Different people for different geographical territories.

Define your target audience: Try to match the probable donor profile with your cause. A cat lover may not be interested in dogs. To get quick and better results try to find donors who will be interested in your cause. Donors are willing to give for causes which affect them emotionally and projects which are close to their heart. Target known people first, those people who have the willingness to give/donate, those who can also recommend your goodwill.

Analyse your target media: Identify the places or platforms where your target audience is located or most likely to be available. Match your cause with the probable donors and figure out the places they are likely to visit often. This is the place you should be advertising your cause/ campaign. You may find your donors in a club, community, gathering, facebook, whatsapp, Instagram, twitter, linkedin, email, etc.,

Facebook/WhatsApp Groups: Join relevant groups in Facebook and WhatsApp so that you can promote or share your cause later. You can receive support from various groups who may themselves donate and/or further share it among their groups or friends in Facebook and WhatsApp.

Twitter/Instagram influencers: Find influencers on Twitter and Instagram, who have at least 100 followers and inform them about your campaign, request them to share/ tweet your campaign when its launched.

Roadmap: Prepare a roadmap for all your activities. Chart a timeline for the entire exercise so that you and your team of friends can meet in regular intervals and deliver according to the deadlines.

Write a draft of your campaign, your story may contain the following attributes

Title of the Campaign: This is the most important and the primary reason for donors to get interested and click on your campaign. List out 10 titles and ask your team to choose the best. You may discuss various parameters to gain maximum attention and clicks. Chose a title relevant to your cause.

Campaign Story: Once the title is ready, you must write the description of the campaign. Tell the audience who you are and why are you raising money, mention the beneficiaries of the raised fund. Explain how is this money going to be utilised. Give the exact/ tentative date or period when this money is required. Provide some supporting documents.

Highlight the importance of your campaign, show urgency, explain what disaster could happen without this campaign. Justify how your cause can be a life changing moment for the beneficiary.

If you have already raised funds for similar campaign or causes, mentioning those will be of great advantage.

Try and use emotions, quotes, show helplessness, in your last line you could request for the donor’s generosity and ask to share your campaign.

Relevant Graphics: You may want to use relevant graphics, images, photos, videos to augment your story. Use minimal graphics to the context. A small video is a great addition. The graphics used should not be distractive but compelling enough to bring the visitor back to your story and donate.

Goal Amount: Provide breakup of the fund requested, elaborate how will a specific amount make a particular difference. For example, a donation of Rs 1000 can feed one person for a month. Be specific of the fund requirement, you cannot be asking for miscellaneous expenses.

Be realistic and set an achievable target. Once successful you may start 2^nd phase of the same campaign. Be it medical, education, social project, start-up, brainstorm with your team and list out all the fund requirements. Decide on a Final Fund Goal and mention it.

Minimum Amount: If you do not mention a minimum amount, there may be some curious visitors who would donate just Rs.1 or Rs.10 to check how the system works, besides visitors will not know how much to start with. To help donors decide on their donation amount and engage serious donors, mention a recommended amount for example Rs.100, Rs.200, Rs.300, Rs.400, Rs.500, Rs.1000, Rs.2000 etc., Everyone gets scared of a zero. So, does you donor. Ask your inner circle support group or donor group to donate moderate amounts which will serve as a starting point or become a deciding/ motivating factor for next visitor/donor.

Rewards: Donors do not expect anything in return for their generosity because they donate out of kindness. Rewards are like return gifts or gratitude tokens for certain giving such as campaigns for small business, startups, creative and social projects, community service projects etc., Decide on what rewards you can send to the Donor once the campaign is over or the project is completed.

You may want to send a thankyou note in a card or self-created article. If you are raising funds for your creative pursuits you may want to offer a copy of your own music/film/video/craft. If you are raising funds for an event, you may want to offer tickets as rewards. If you are a startup or NGO or social enterprise, you may want to offer your own t-shirts, handicrafts, stationaries etc., with your logo on them. If you are producing or manufacturing you may want to offer your own products. Decide what rewards would you like to offer for a certain amount of donation. There can be different rewards for different donation amounts.

Register Yourself: Click on Menu>Campaigns>User registration, the New User Registration page will appear. Fill in the details and click on Register/Sign up button.

Complete your Profile: Login to your account, on the header, click on Profile icon or Dashboard, go to My account>Profile, complete all the details. Similarly complete your contact details under My account>contact.

Create Campaign: Once in your Dashboard, click on Add new campaign, fill in all the details. Click on submit Campaign. You can always edit your Campaign from dashboard and make the desired changes.

Call or email Tribalzone for approval of your Campaign.

Once your campaign is approved you can view it in the website, ask your team from different locations to review the content in different device/screens. Discuss the overall foreseen impact based on the present content. Make alterations based on your teams’ suggestions/ feedback to improve the visibility and impact. Get the teams consensus on the final Campaign. Get final approval from Tribalzone.

Send Email: Update the email prepared in Lesson 1, alter the graphics, photos, videos as per the finalised campaign, check whether the links used are connecting properly. Use appropriate catchy subject line. Send emails to your friends or groups once every week.

Post in social media: Post and share in facebook, twitter, linkedin, Instagram and whatsapp. Use tags and hashtags effectively as planned by your team in Lesson 1. Update the content as per finalised campaign. Use minimal graphics and text to draw attention. Check whether the links connect properly to your campaign. Post/Share once every week.

Share handouts: Make changes to the handouts as per the finalised campaign. Use QR code on the printed pamphlets so that readers can be converted to website visitors and they can view your campaign. Pamphlets can be distributed weekly in different areas or as per planned by your team.

Publish your campaign in the press: Try to get media coverage for your campaign in local newspaper. Ask one of your team members or friends to use their contacts with the newspapers. Campaign printed in the local newspaper will bring extra mileage to your cause.

Spread Message in Event and conference: Arrange for a banner display in local events. Use your network to spread the message in offline gathering and meetings. You may yourself organise an event to maximise outreach of your campaign. Get people together, create a buzz and watch them spread the word for you and come forward to donate.

Team Work: As planned in lesson 1, Ask your team to engage with more and more people. Both online and offline team should continuously play their roles as per decided timelines/deadlines. Meet weekly and discuss allocated jobs and results. Accordingly plan and intensify next week’s campaign/target. You will be able to meet your goal in time if your team members continuously follow up with their timelines and responsibilities.

Check Performance: Find out which team member has drawn how much traffic through which social platform or offline meets. During Team meetings discuss and analyse more effective methods, language, content to get better results. You may discard underperforming or non performing methods. Decide appropriate changes in content and team behaviour to pull more relevant crowd and get more donations. Make changes, intensify campaign.

Provide Status: Based on the type of Campaign, it is suggested that you update the status of your cause/project so that donors or visitors get to know the progress of the project. It can be done midway or after completion of the campaign target/date. Once the campaign is completed and you receive the donations don’t forget to update your donors. Donors are eager to know how their money has been used, whether the cause or project could be completed as projected/planned. Its important for you to update status to build trust with donors. It will help you garner faith so that the same donors will help you sail through in your next campaign.

How to update: Go to your Dashboard>Campaigns>My campaigns. Find your campaign and click on “Update”. A new page is displayed. Click on the “Add Update” Button. Fill the form and click on “Save” button. View your campaign and check your status update.

Express Gratitude: After the campaign gets over, you should thank your donors for their generosity. You can do it through the same channels on the social media where you had requested for help/donation. Please send us your content so that we may highlight it for your campaign on our website. Donor and visitors will be glad to see and experience your goodwill. It’s another step to build your reputation and garner support for your next campaign.