Campaign Story and Creative
Core Narrative (2-3 paragraphs for page and video script)
[[Tell one beneficiary story + the larger need + the specific use of funds. Example: "When [[Name]] lost her job, she and her two kids faced eviction. Our rapid-response fund kept them housed while she completed training. Your gift today will help 40 more families like hers this quarter."]]
Video (60-90 seconds)
- 0-15s: Hook with beneficiary or statistic
- 15-45s: The problem and the solution [[Organization]] provides
- 45-75s: Specific use of funds and urgency
- 75-end: Clear CTA + link + thank you
Hero Image and Gallery
[[Describe or list 4-6 high-quality consented images + captions.]]
Goal, Budget, and Fees
Gross Goal: $[[#]]
Platform + processing fees (est. [[%]]): $[[#]]
Net to program: $[[#]]
Use of Funds (specific and measurable)
- [[#]] family stabilization grants of $[[#]] each = $[[#]]
- [[#]] training scholarships = $[[#]]
- Admin / platform (capped) = $[[#]]
Timeline and Phases
Quiet Phase (Weeks -4 to -1, pre-launch)
- Secure 25-35% of goal from board, major donors, and close network
- Recruit and train 15-25 peer-to-peer ambassadors
- Finalize creative and page
- Soft launch to email list and ambassadors only
Launch (Week 0)
- Public announcement via email, social, press if appropriate
- Ambassador posts begin
- First milestone update at 24 hours
Active Phase (Weeks 1-6)
- Weekly updates with progress, new stories, matching challenges
- Mid-campaign push (email + social + event)
- Peer-to-peer competitions or team pages
Stretch & Close (Weeks 7-8)
- Stretch goal if on track
- Final 48-hour push with specific "last [[#]] gifts needed for [[impact]]"
- Thank-you sequence begins immediately upon close
Peer-to-Peer and Ambassador Strategy
- Recruit ambassadors with personal connection to the cause
- Provide each with a toolkit: sample posts, images, talking points, personal page link
- Weekly check-ins and leaderboards
- Incentives: [[e.g. "Top ambassador recognized at annual event; small thank-you gifts for all who raise $500+"]]
Promotion Calendar (Multi-Channel)
| Week | Email | Social | Other |
|------|-------|--------|-------|
| -1 | Quiet phase teaser | Ambassador training | Board calls |
| 0 | Launch announcement | Hero post + video | Press if ready |
| 1-2 | First story + progress | 3x/week posts | Partner co-promotion |
| 3 | Mid-campaign matching challenge | Live Q&A | Volunteer event |
| ... | ... | ... | ... |
| Final 48h | "We are [[#]] away from [[impact]]" | Countdown graphics | Phone bank |
Stewardship and Post-Campaign
- Immediate auto-thank you + receipt
- Personalized thank-you from staff or beneficiary within 7 days for gifts over $[[#]]
- Impact report 60-90 days post-campaign with photos and outcomes
- Add all donors to appropriate stewardship track (monthly ask, event invite, etc.)
Risks and Contingencies
- Platform algorithm changes → heavy emphasis on owned channels (email, SMS, ambassadors)
- Slow start → activate board challenge or early matching gift
- Over-goal → clear plan for use of additional funds (publicly stated)
Crowdfunding campaign plan template. Customize platform choice, numbers, creative, and timeline to your actual campaign. Account for fees in the goal. Launch only after quiet phase momentum. Current as of June 2026.
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