Getting Personal with Micro-Campaigns
Relevant and targeted micro-campaigns are like throwing your dog a nice juicy bone…kinda. Do you see the look of anticipation on the dogs face? That’s what you’re looking for from your audience when you create and market a new campaign. Relevant campaigns to a targeted audience.
Micro-campaigns are growing in popularity as a great strategy for engaging your followers on a more personal and relevant level. Your current followers will continue to donate because they care about your organization and you will be able to draw new followers by making your mission accessible to them in bite sized campaigns.
So what exactly is a micro-campaign? It could be a variety of different types of campaigns (fundraising, volunteer, advocacy, event, etc.) with a narrow focus and goal that you feel like you could make an impact with your involvement (versus the large ambiguous campaigns with little personalization). Micro-campaigns should have a set end date for which to reach the goal. It should also make clear to the audience what issue they will be helping to solve. The goal is to pull people into a community around a cause or issue that is one of the parts of your mission.
As was mentioned before, the benefits of a micro-campaign are that your followers will feel as if their involvement is personal and relevant. In the current philanthropic climate, it is important to consider the interests of your followers. Creating micro-campaigns around specific projects can help your followers understand what and who they are impacting. And followers will be likely to get more involved the closer they feel to the project.
But it shouldn’t stop with just a plea and a fulfilled goal. In order to truly pull your community in around your organization and cause, there must be follow-up on each and every campaign. People who have lent their voices, hands, or wallets should get the chance to see their involvement make a difference. With the social web and rich media, such as video, pictures, personal stories, blogs, and more, this kind of follow-up and follow-through is easier than ever.
When someone knows that they helped make a good thing happen, don’t you think they’ll want to stay involved? And more than that, they will want to bring their friends and family along for the ride. Personalization and relevance are what matter most when someone is looking to share something meaningful with the world. Micro-campaigns enable this new opportunity of engagement. C’mon now, throw a dog a bone!