How to Get More Donors, More Messages and More Success
When starting a microtargeting campaign, organizations first look to their own core supporters to get the word out and start the groundswell of action. Most microtargeting failures occur because organizations do not start with the family first before going to the friends.
Making the campaign viral is critical and requires the right kind of message, outreach vehicles (e-mail, flash widgets, YouTube and so forth), and audience demographics. Viral vehicles must be tied to the microsite to further drive traffic and interest to take action. Mobilization efforts should use segmentation to focus on high-impact supporters, and the viral tool must be something that can be shared with others easily.
By empowering highly active supporters to spread the message and encourage simple but impactful action among their social groups, organizations will find that their advocacy, fundraising or educational programs will be exponentially more successful.
Bob Ellsworth is managing partner for ChariTech, an e-philanthropy strategy company that helps nonprofits implement their technology vision.