This week our team met up to discuss our fundraising strategy for Physicians for Peace social media campaign. We are feeling really excited for what we came up with for this week.
First of all, we looked at the way that they currently are fundraising and it doesn’t seem to be very effective. That is partially because people aren’t paying attention to their social media pages so they tend to miss what fundraising is going on. We are here to change that. They recently had Caringcrowd.com fundraiser but it did not seem to raise as much money as they were aiming to raise. The only raised about 32% of their initial goal. We are going to analyze ways that Physicians for Peace can be more efficient with raising money.
For this campaign that is going on right now, Saving Young Mothers Through Education, we decided to come up with a hashtag that can be used across multiple platforms. Our hashtag is #WomenForPeace. This hashtag will not only tell stories about women that Physicians for Peace are helping but also will encourage women to donate. (Part of Physicians for Peace target audience is women over 45, after all.)
On Instagram and Facebook, we will use this hashtag to show stories of women that have been helped. What do your dollars specifically help a certain female attain? Why does she need help? How has her life been changed since she received this help? When people can relate, they will be much more likely to donate again in the future. People need to know where their money is going or they will worry that it is not going anywhere relevant.
On Pinterest, in addition to showing specific stories, they will show info graphics that show the breakdown of where each dollar is going to help. This lets people know that even if they cannot donate $100 or $500 dollars, even making a generous contribution of $5 or $10 dollars can make a difference somewhere. One thing we noticed is that on their fundraising page, the lowest option is to donate $50. Sometimes people don’t have $50 to give but that doesn’t mean that they can’t help in some way.
On Twitter, they can give goals for each day for how much that they want to raise and post the end results at the end of each day. It will keep people interacting and keep them informed. They can also post links to to their other platforms to show specific stories since Twitter does not allow enough characters for that.
Overall, in regards to what we talked about last week, they will promote up and coming fundraising opportunities by talking at Ted Talks and at colleges. Once a fundraiser is done, they can come share success stories. People need to have their heart strings tugged at and once they do, they are likely to remember the organization and remember to donate again in the future.
We also want each person to be able to create an account on the website after they donate money. Once they create that account, they will be able to login and see where their money is traveling to and who it helps.
This week we met up at the beginning of the week and discussed our plan for this week. We then worked from the Google Doc the rest of the week. Some roles stayed the same as last week but since we were on a slightly different topic, some roles changed. Right now Stormie, and Valerie were in charge of analyzing Facebook and Instagram while Lauren and I tackled Pinterest and Twitter. Jason and Jenna were in charge of analyzing their current fundraising attempts. Overall together, we pulled together a hashtag and strategy.