In the third of our series on running a good crowdfunding campaign we focus on Messaging. Messaging is absolutely crucial. Your proposition must be compelling. If its not then why would anyone choose to fund your campaign when there are so many to choose from? So having a message that inspires, clarifies and explains exactly what your campaign is about and why someone should invest in it is key. A clearly defined goal or project that conjures a vision for investors is very important. But don’t be fooled. This is not a simple process and getting the messaging right, clear and understandable and engaging is hard and precise work.
The messages or calls to action, as some refer to them, need to be tailored to the audiences you are approaching in the first instance. So this may mean different approaches, different styles and different types of appeal. This can be necessary as each may be addressing a different demographic through a different channels and with an alternative perspective on your campaign. On the subject of channels your choice of communication channel and having messaging appropriate for that is important. At its most basic, consider that if twitter is a key tool in your campaign can you craft a good call to action that converts to 140 characters?
Whilst social media are powerful and commonly used tools for a crowdfund they are by no means universally applicable. a social lending campaign for example is less likely to draw on twitter as say a reward campaign, and it is important that you understand what are the best channels for your initial outreach. But, don’t forget the power and importance of weak links and make it easy for connections of your connections to reach out through their channels too.
Messaging is conveyed in the copy of any communications you produce be it written, video or otherwise. It is not uncommon for successful crowdfunders to test their messaging on focus groups and samples of their intended audiences prior to launching a campaign. If you do this ensure you use appropriate non disclosure agreements. This type of thorough preparation will significantly help your campaign.