Here's a sample communications plan used by a non-profit that launched a campaign through our platform. Feel free to use this as a guide to get started. There are four phases:
Pre-Campaign Planning
Campaign Launch
Campaign Management
Campaign Close
Pre-Campaign Planning
This is the communication that goes out prior to the campaign launch date.
Communication Objective:
Engage and excite 25 key supporters (high networked, high passion, or high donor) about the upcoming campaign.
Engage and excite general support base about upcoming campaign.
Communication Methods:**
Phone or Personal Email - Target top 25 people that are passionate about the cause, that are well liked, and that donate a lot. Tell them that you really need their help on this campaign and that they can be the ones that make the difference. Call these people the Champions.
Mass Email & Flier - One short email (about 150-200 words in length) to all previous supporters to let them know that the campaign is coming on August 22nd. Present the concept of the campaign and how they can take action. Ask for the email to be forwarded to friends.
Facebook/Twitter
Post 1: General notification of the upcoming campaign. Tell supporters that you need their help and why. Ask for retweets/reposts.
Post 2: Present the fundraising page concept in the campaign. Tell supporters that this is how they can take action. Ask for retweets/reposts.
Post 3: Ask people what they are going to do for their fundraising page to generate engagement and ideas.
General Measures: Likes, Comments, Tweets, and Retweets
Website - Add info about the campaign on to your corporate website.
Campaign Launch
This is the communication that happens on launch day.
Communication Objective:
Have 100 supporters create fundraising pages -- 50 during the first quarter, 25 during the second quarter, 25 during the remaining half.
Communication Method:
Mass Email - Tell supporters again what they can do to help, in a step by step way
Step 1: Go to your campaign site.
Step 2: Create a fundraising page. They can donate their birthday, organize an event, run a marathon, or other creative ideas.
Step 3: Supporters can send out their page to their friends and family.
Step 4: Follow up with friends and family through Facebook, Twitter, email, phone, etc.
Tell them to set realistic fundraising page goals (student - $300, professional $500 - $1000, older person $1000 - $1500).
Tell them what you want them to do specifically -- create a fundraising page, be creative, and send it out to their friends.
Facebook/Twitter
Post 1: Announce to them that the campaign has launched, what the link is, and what you want them specifically to do.
Website
Update info about the campaign on the website
Campaign Management
This is the period when the campaign is running.
Communication Objective:
Keep supporters motivated by communicating early successes, highlight creative/top supporters, continue to tell what actions they can take.
Announce updated content
Communication Method:
Email/Facebook/Twitter
Email once a week. Facebook 3- 5 times a week. Twitter 2 – 3 times a day. Discuss above objectives.
Thank top people and top donors. Always seed thank you with additional ways they can help or take action.
Campaign Close
This is a wrap-up a few days after the campaign ends.
Communication Objective:
Make advocates, supporters, donors feel appreciated and welcomed
Update content appropriately for the close
Communication Method:
Email/Facebook/Twitter/Phone
Send mass thank yous to supporters and donors
Send targeted thank yous to top supporters and donors