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Three questions to help you build quick and easy campaigns

  • Will Knock is Operations Manager at Diversity Role Models, a national homophobic, biphobic and transphobic bullying charity.

    This week (16-20 November) is Anti-Bullying Week, which is a key moment in the year for Diversity Role Models. We deliver pupil workshops and teacher training in schools to tackle the root causes of homophobic, biphobic and transphobic bullying.

    This year for Anti-Bullying Week, we’ve launched a new fundraising campaign. But creating an engaging campaign is a challenge for small charities like us. We don’t have dedicated marketers, we don’t have a huge budget, and we can only commit limited staff time to it.

    So here are the three key questions that we asked ourselves and found helped us to build our campaign without spending too much money or time.

    What content can you reuse or repurpose?

    It would be amazing to create lots of new multimedia content for a campaign, but it’s often not possible. So we began by asking what we could repurpose.

    This helped us identify three professionally-produced videos of our volunteer role models telling their stories that we’ve recently completed for a different project. Using stories like Ryan’s adds emotional weight to our campaign and gives us something to build it around.

    Most small charities have great existing content. Think about what you already have as a quick, cheap and easy way to start building a campaign.

    What new content can you easily create?

    Reusing content is great, but it still helps to have new content for a campaign. It doesn’t have to take hours or money to produce; there’s lots that can be produced quickly.

    For our campaign, we’ve taken supportive quotes from our patrons and turned them into quote pictures using a tool behappy.me. It’s a quick way to create new content that can be shared.

    How can you use social media effectively?

    Using social media effectively helps extend the reach of a campaign. But it does take some forethought.

    We started with our patrons, who have far more followers than us. So think about who could usefully share your campaign and ask them in advance. Be as specific as possible, including writing a suggested tweet and when you’d like them to post it.

    We also wanted to help donors engage beyond just giving money. We put in place a simple mechanism for them to leave their messages of support, which we’ll be sharing on social media all week.

    The aim of all this is to create a buzz on social media, get people sharing what’s going on and inspire them to be part of it.

    Learn from what you do

    So those are just a few thoughts of what we’ve found helpful in getting ready for this week’s campaign. Some of it will work, some of it might not.

    When the campaign’s over, we’ll be sure to evaluate it. That way we’ll be able to identify what worked and what didn’t. We’ll repeat what worked, and for the rest we’ll keep experimenting until we find something that does.

    You can find out more about Diversity Role Models on their website, where you’ll also find their Anti-Bullying Week campaign page.

     

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