We developed the basis of our campaign after reviewing the ICHF’s Facebook page and their other social media platforms. We found a variety of Facebook posts with a large range of likes to each, from 5 to 259, so we’re lead to believe that the most effective form of fundraising comes from effective story-telling.
The primary source of promoting each fundraising campaign will center on a story that narrates the need and necessity of other people’s support for a particular issue. What we’ve found is that the most effective form of storytelling is persuasion (aside from face to face discussion) begins with a video format, through which we would like to propose that ICHF establish a YouTube page, but should a video not become an option for whatever reason then a gallery of images with descriptive text should suffice. In order to get the ball rolling with this storytelling idea, we would like to propose that ICHF include a wider variety of Instagram photos to pull from. These photos should feature compelling stories that will ultimately persuade people in wanting to support ICHF, whether that be through donations or simply spreading ICHF’s message and what they do.
We propose that ICHF campaigns occasional fundraising events over the “GoFundMe” platform over a bi-monthly (every other month) period). We chose to schedule it this way because of the way that GoFundMe operates, it is meant to be use to collect a lump of cash to fund something specific, it generally isn’t used over a long period of time. Each funding campaign will go towards a variety of subjects, such as the funding of an operation for an impoverished family, the purchase of a necessary piece of equipment, the fees involved with international humanitarian work, etc.
Although GoFundMe is a for-profit company, they are the best option for crowd funding when it comes to price, convenience and simplicity. They take a percentage of each donation that a campaign receives, it adds up to about 7.9%. When compared to RedCross (9.1%), Susan G. Koman for the Cure (17.8%) and Wounded Warrior Project (41.9%), there is a clear-cut difference. ICHF would need to promote their GoFundMe campaigns on their other social media platforms, the GoFundMe promotions will feature the stories being posted to their Instagram, Facebook, and YouTube accounts and ultimately tie everything together.
When it comes to YouTube we see ICHF benefiting from posting videos on a bi-monthly basis as well where they can focus on one topic of concern at a time. Videos broadcasting how ICHF helps and runs will be a great way of using YouTube to show what’s really done behind the scenes. Elaborating on one specific child and their story would also be a great way to use this social platform. This could lead to conversation and more awareness.YouTube works for brands when they start reeling in subscribers, if ICHF can create captivating videos and stories, their subscribers will start piling up and their fan base will continue to grow. Hence, the money will start flowing in.
The campaign we have planned out will start small and simple but it will have a snowball effect in the end. It will build up over time and turn ICHF into a household name.