Your potential donors may not be native Whats-Appers, but the tactics that allowed ASAC to exceed their crowdfunding target via social media messaging and HIPGive can easily be adapted to other social messaging platforms to help you reach your target audience. Read more about what worked best in our short Q&A session with Lisette Garc\u00eda, the campaign coordinator and President of ASAC.<\/p>\r\n\r\n\r\n\r\n
Why did you choose WhatsApp over other media?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n We\u2019re a small organization operated entirely by volunteers and although we have about 2,000 people on our email list, we\u2019re really like a big family. It made more sense to use WhatsApp to enable personal, one-to-one communications and show that the request to donate was coming from a trusted source. It also helped that the HIPGive page is optimized for mobile giving, so it\u2019s easy for people to click through and donate right from their cell phones. \u00a0<\/p>\r\n\r\n\r\n\r\n How did you organize your communications?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n We chose a catchy title, \u201cColor your hospital with smiles,\u201d and sent messages to small groups in the days leading up to the matching funds campaign and repeatedly during the day itself. I sent out most but lots of key volunteers were also relaying messages to their own groups in their own words.<\/p>\r\n\r\n\r\n\r\n A typical message read:\u00a0\u201cHi! \u00a0As part of our commitment to helping children with cancer, ASAC has undertaken a new challenge: transform the surroundings where children with cancer spend most of their time. Our goal is to raise $8,000. Help us achieve a great start to the campaign, give your support\u00a0in this link.\u201d<\/em><\/p>\r\n\r\n\r\n\r\n We followed this up with reminders about matching funds: \u201cThe campaign will run until 31st\u00a0May, but TODAY you can help us access extra funding if you give in the following times: 2 pm, 5 pm\u201d<\/em>\u00a0or \u00a0\u201cWe\u2019re reaching the end of the opportunities to have donations matched, thank you for coloring their hospital with smiles\u2026 donate\u00a0in this link”.<\/em><\/p>\r\n\r\n\r\n\r\n Why do you think the WhatsApp messages worked?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n They didn\u2019t work immediately \u2013 we received a lot of replies saying, \u201cI don\u2019t understand, can you explain?!?\u201d\u00a0\u00a0But we took the time to respond to each and every one. \u00a0Our philosophy is that even if we can\u2019t answer straight away, the donor should always receive an answer that same day. \u00a0<\/p>\r\n\r\n\r\n\r\n We found it easier to communicate the urgency of giving at certain times via instant messaging, rather than via emails which people often check only once or twice a day. There was a real buzz and excitement about creating the sense of a \u201crush.\u201d \u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n Above all, I think the crucial thing was the warmth of our language \u2013 we connected personally with each potential donor, and in group conversations, there was a sense of trust and teamwork. Everyone was rallied by the positive responses of others. That would be hard to replicate in another medium.<\/p>\r\n\r\n\r\n\r\n Do you have any last tips for other organizations crowdfunding on HIPGive?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n WhatsApp was fantastic for us but we also used email to build donor trust with information about when the funds were received and how they were used. You can never thank donors enough, no matter how much or how little they give.<\/p>\r\n\r\n\r\n\r\n Ay\u00fadame a Sonre\u00edr ante el C\u00e1ncer, A.C. (ASAC) is a non-profit organization that seeks to create alternatives for the emotional well-being of children with cancer. Learn more about their projects here<\/a>.<\/em><\/p>\r\n<\/blockquote>\r\n","protected":false,"raw":"\r\n As more and more organizations switch to mainstream social media (Facebook, Twitter) as their primary communications channel for online fundraising, many marketing experts warn not to overlook the role of email as a more reliable, personalized way to engage donors.<\/p>\r\n\r\n\r\n\r\n However, when Mexican nonprofit\u00a0Ay\u00fadame a Sonreir ante el C\u00e1ncer\u00a0(ASAC) (Help me smile in the face of cancer) needed extra funds to brighten up the walls of children\u2019s cancer wards, they ignored both options and ran their campaign almost entirely on WhatsApp, a popular messaging app for smartphones. The result? They raised nearly $4,000 from 64 donors with donations ranging from just $6 to $300.<\/p>\r\n\r\n\r\n\r\n Perhaps it\u2019s not surprising that the messaging platform proved so effective, given that 84% of Mexican smartphone owners are regular WhatsApp users, according to a\u00a0report by MAVAM. However,\u00a0the way<\/em>\u00a0the ASAC team crafted their messages enabled them to increase overall confidence in the campaign and communicate the urgency of donating at certain times to access matching funds.<\/p>\r\n\r\n\r\n\r\n Your potential donors may not be native Whats-Appers, but the tactics that allowed ASAC to exceed their crowdfunding target via social media messaging and HIPGive can easily be adapted to other social messaging platforms to help you reach your target audience. Read more about what worked best in our short Q&A session with Lisette Garc\u00eda, the campaign coordinator and President of ASAC.<\/p>\r\n\r\n\r\n\r\n Why did you choose WhatsApp over other media?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n We\u2019re a small organization operated entirely by volunteers and although we have about 2,000 people on our email list, we\u2019re really like a big family. It made more sense to use WhatsApp to enable personal, one-to-one communications and show that the request to donate was coming from a trusted source. It also helped that the HIPGive page is optimized for mobile giving, so it\u2019s easy for people to click through and donate right from their cell phones. \u00a0<\/p>\r\n\r\n\r\n\r\n How did you organize your communications?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n We chose a catchy title, \u201cColor your hospital with smiles,\u201d and sent messages to small groups in the days leading up to the matching funds campaign and repeatedly during the day itself. I sent out most but lots of key volunteers were also relaying messages to their own groups in their own words.<\/p>\r\n\r\n\r\n\r\n A typical message read:\u00a0\u201cHi! \u00a0As part of our commitment to helping children with cancer, ASAC has undertaken a new challenge: transform the surroundings where children with cancer spend most of their time. Our goal is to raise $8,000. Help us achieve a great start to the campaign, give your support\u00a0in this link.\u201d<\/em><\/p>\r\n\r\n\r\n\r\n We followed this up with reminders about matching funds: \u201cThe campaign will run until 31st\u00a0May, but TODAY you can help us access extra funding if you give in the following times: 2 pm, 5 pm\u201d<\/em>\u00a0or \u00a0\u201cWe\u2019re reaching the end of the opportunities to have donations matched, thank you for coloring their hospital with smiles\u2026 donate\u00a0in this link\".<\/em><\/p>\r\n\r\n\r\n\r\n Why do you think the WhatsApp messages worked?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n They didn\u2019t work immediately \u2013 we received a lot of replies saying, \u201cI don\u2019t understand, can you explain?!?\u201d\u00a0\u00a0But we took the time to respond to each and every one. \u00a0Our philosophy is that even if we can\u2019t answer straight away, the donor should always receive an answer that same day. \u00a0<\/p>\r\n\r\n\r\n\r\n We found it easier to communicate the urgency of giving at certain times via instant messaging, rather than via emails which people often check only once or twice a day. There was a real buzz and excitement about creating the sense of a \u201crush.\u201d \u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n Above all, I think the crucial thing was the warmth of our language \u2013 we connected personally with each potential donor, and in group conversations, there was a sense of trust and teamwork. Everyone was rallied by the positive responses of others. That would be hard to replicate in another medium.<\/p>\r\n\r\n\r\n\r\n Do you have any last tips for other organizations crowdfunding on HIPGive?<\/strong><\/strong><\/p>\r\n\r\n\r\n\r\n WhatsApp was fantastic for us but we also used email to build donor trust with information about when the funds were received and how they were used. You can never thank donors enough, no matter how much or how little they give.<\/p>\r\n\r\n\r\n\r\n Ay\u00fadame a Sonre\u00edr ante el C\u00e1ncer, A.C. (ASAC) is a non-profit organization that seeks to create alternatives for the emotional well-being of children with cancer. Learn more about their projects here<\/a>.<\/em><\/p>\r\n<\/blockquote>\r\n"},"excerpt":{"rendered":" The tactics used on WhatsApp that allowed ASAC to exceed their crowdfunding target can easily be adapted to other social messaging platforms to help you reach your target audience. Read more about what worked best.<\/p>\n","protected":false,"raw":"The tactics used on WhatsApp that allowed ASAC to exceed their crowdfunding target can easily be adapted to other social messaging platforms to help you reach your target audience. Read more about what worked best."},"author":1,"featured_media":717,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_es_post_content":"\r\n Cada d\u00eda m\u00e1s organizaciones hacen el cambio hacia el uso de las redes sociales \u201ctradicionales\u201d (Facebook, Twitter) como medio principal de comunicaci\u00f3n para sus campa\u00f1as de recaudaci\u00f3n en l\u00ednea.<\/p>\r\n\r\n\r\n\r\n Mientras esto sucede, cada vez m\u00e1s expertos de mercadotecnia advierten no subestimar el email como el medio m\u00e1s fiable y personalizado para relacionarse con donantes. Sin embargo, cuando la organizaci\u00f3n mexicana Ay\u00fadame a Sonre\u00edr ante el C\u00e1ncer (ASAC) necesit\u00f3 fondos adicionales para pintar las paredes de los pabellones infantiles hospitalarios, hicieron caso omiso a ambas opciones y coordinaron su campa\u00f1a directamente desde WhatsApp, la aplicaci\u00f3n de mensajer\u00eda instant\u00e1nea para tel\u00e9fonos inteligentes. \u00bfEl resultado? Recaudaron casi $4,000 d\u00f3lares de 64 donantes, con donativos que fueron desde los $6 hasta los $300.<\/p>\r\n\r\n\r\n\r\n Tal vez no sorprenda que este medio social de mensajer\u00eda fuera tan efectivo, siendo que el 84% de los usuarios de los tel\u00e9fonos inteligentes en M\u00e9xico lo emplean, seg\u00fan un reporte de MAVAM. Sin embargo, la manera en que el equipo de ASAC dise\u00f1\u00f3 sus mensajes les permiti\u00f3 aumentar confianza en la campa\u00f1a y comunicar la urgencia de donar en los horarios espec\u00edficos de los fondos de contrapartida.<\/p>\r\n\r\n\r\n\r\n En caso de que tus donantes potenciales no sean usuarios nativos de WhatsApp, las t\u00e1cticas que permitieron a ASAC superar su meta pueden adaptarse f\u00e1cilmente a cualquier plataforma parecida de mensajer\u00eda digital. Te invitamos a conocer m\u00e1s acerca de c\u00f3mo lo hicieron, en nuestra breve entrevista con Lisette Garc\u00eda, Presidente de ASAC y coordinadora de la campa\u00f1a.<\/p>\r\n\r\n\r\n\r\n \u00bfPor qu\u00e9 seleccionaste WhatsApp por encima de otros medios?<\/strong><\/p>\r\n\r\n\r\n\r\n Somos una organizaci\u00f3n peque\u00f1a operada casi completamente por voluntarios y, aunque tenemos m\u00e1s de 2,000 correos electr\u00f3nicos en nuestra base de datos, nos sentimos como una gran familia. Tuvo m\u00e1s sentido usar WhatsApp para comunicar de manera m\u00e1s personal y hacer evidente que la solicitud a donar ven\u00eda de una fuente de confianza. Tambi\u00e9n ayud\u00f3 que la p\u00e1gina de HIPGive est\u00e1 optimizada para que la gente pueda dar clic y donar directamente desde su tel\u00e9fono celular.<\/p>\r\n\r\n\r\n\r\n \u00bfC\u00f3mo organizaron sus comunicaciones?<\/strong><\/p>\r\n\r\n\r\n\r\n Escogimos un t\u00edtulo llamativo, \u201cColorea de sonrisas tu hospital\u201d y enviamos mensajes a grupos peque\u00f1os en los d\u00edas anteriores a la campa\u00f1a de fondos de contrapartida y varias veces ese mismo d\u00eda. Envi\u00e9 la mayor\u00eda pero muchos voluntarios tambi\u00e9n reenviaron mensajes en sus propias palabras.<\/p>\r\n\r\n\r\n\r\n Un mensaje t\u00edpico fue: \u201c\u00a1Hola! Con el compromiso de acompa\u00f1arle en el tratamiento de ni\u00f1os y familiares, ASAC se ha puesto un nuevo reto: iniciar la recaudaci\u00f3n de fondos para la transformaci\u00f3n de las paredes de los hospitales. Gracias por participar en el banderazo de todo un movimiento\u2026 Ay\u00fadanos en este link\u201d.<\/p>\r\n\r\n\r\n\r\n Dimos seguimiento con recordatorios acerca de los fondos de contrapartida: \u201cEl proyecto estar\u00e1 en la plataforma hasta el 31 mayo, pero hoy estamos concursando por fondos extras en los siguientes horarios: 2pm, 5pm\u201d o \u201cYa estamos a pocos minutos de las \u00faltimas oportunidades de duplicar fondos. Muchas gracias por colorear con sonrisas \u2026 dona en este link\u201d.<\/p>\r\n\r\n\r\n\r\n \u00bfPor qu\u00e9 crees que WhatsApp funcion\u00f3 bien?<\/strong><\/p>\r\n\r\n\r\n\r\n No funcion\u00f3 bien de inmediato. Recibimos muchos mensajes diciendo:\u201cA ver, dime, no entiendo, expl\u00edcame\u201d. Nos tomamos el tiempo para responder a cada uno. Tenemos un modelo especial y si el donador me busca, si no puedo contestar en el momento, lo hago en el transcurso del d\u00eda para que siempre el donador tenga una respuesta.<\/p>\r\n\r\n\r\n\r\n Fue m\u00e1s f\u00e1cil comunicar la urgencia de donar a horas espec\u00edficas mediante los mensajes de WhatsApp, en vez de emails, ya que la gente solo checa su correo una o dos veces por d\u00eda. En los mensajes, el \u201crush<\/em>\u201d para la contrapartida funciona s\u00faper bien.<\/p>\r\n\r\n\r\n\r\n Sobre todo, creo que logramos que los mensajes en WhatsApp fueran muy c\u00e1lidos: hablamos de \u201ctu\u201d al donador y hab\u00eda mucha confianza. La gente se motiv\u00f3 con la respuesta positiva de los dem\u00e1s, y ser\u00eda dif\u00edcil de replicar en otros medios.<\/p>\r\n\r\n\r\n\r\n \u00bfTienes algunos otros tips <\/em>para organizaciones que utilizan HIPGive?<\/strong><\/p>\r\n\r\n\r\n\r\n WhatsApp nos funcion\u00f3 s\u00faper bien, pero tambi\u00e9n\u00a0 utilizamos el correo electr\u00f3nico para crear confianza, enviando un correo cuando recibimos los fondos y con contenido sobre su aplicaci\u00f3n.\u00a0 Creo que es muy importante agradecer a los donantes, sin importar cu\u00e1nto dan.<\/p>\r\n\r\n\r\n\r\n![\"\"](\"http:\/\/learning.hipgive.org\/wp-content\/uploads\/2021\/06\/TEST-1B.png\")
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