{"id":541,"date":"2021-07-15T19:33:19","date_gmt":"2021-07-16T01:33:19","guid":{"rendered":"https:\/\/learning.hipgive.org\/?p=541"},"modified":"2022-03-01T18:04:27","modified_gmt":"2022-03-02T00:04:27","slug":"grow-your-audience-all-year-round","status":"publish","type":"post","link":"https:\/\/learning.hipgive.org\/en\/grow-your-audience-all-year-round\/","title":{"rendered":"Grow Your Audience All Year Round","raw":"Grow Your Audience All Year Round"},"content":{"rendered":"\r\n

By Anita Gallagher
Training Lead at HIPGive<\/span><\/p>\r\n

What drives a successful crowdfunding campaign? Contrary to popular belief, it\u2019s not just about <\/span>the worthiness of the cause itself or an inspirational narrative, although these are important. Rather, the bottom line is that crowdfunding is also <\/span>a numbers game:<\/span> the more people you can reach and the more people who have a personal link to your cause or community, the more likely you are to raise the funds you need.<\/span><\/i><\/p>\r\n

This is both good and bad news for crowdfunders. On one hand, it means that it\u2019s always worthwhile investing time and effort in promoting peer-to-peer communication. Even if you don\u2019t have the communications\u2019 reach to engage with a large audience directly (quantity), by encouraging people close to you to share the campaign you increase the authenticity of the ask and access wider personal networks (quality).\u00a0<\/span><\/p>\r\n

On the other hand, it means that crowdfunding is not a quick fix. If you want to consistently grow your results, you need to grow the size of your audience, and that takes time. How much time depends on you and your communications team. Indeed, the nonprofits that achieve outstanding results when it comes to individual giving are those that <\/span>work hard all year round to engage people on social media, boost signups to the email list and raise awareness of the impact that individual donations make to advancing the mission. Then, when they\u2019re ready to launch a high-profile fundraising campaign, they\u2019re able to communicate across multiple channels with a growing community who are primed to respond by giving and sharing.\u00a0<\/span><\/p>\r\n

If this sounds like something you want to achieve, here are some practical steps to start growing your audience. Just remember, it takes time so start now and stick with it.\u00a0<\/span><\/p>\r\n

 <\/p>\r\n

    \r\n
  1. Develop a unique voice<\/b><\/li>\r\n<\/ol>\r\n

    \"\"Wherever and whenever your organization communicates, your content should transmit a strong value proposition so that everyone understands what you do and why it’s important. However, if you want to really grab the five-second attention span of your followers, then you also need to stand out from the crowd. We love this graphic by <\/span>Sean Wes<\/span><\/a> which sums up how to find your own unique approach to creating content.<\/span><\/p>\r\n

     <\/p>\r\n

      \r\n
    1. Choose where and with whom to communicate\u00a0<\/b><\/li>\r\n<\/ol>\r\n

      Have you heard the Mexican saying \u201cel que abarca mucho aprieta poco?\u201d It loosely translates as \u201cJack of all trades, master of none.\u201d\u00a0 Rather than wearing yourself down trying to master Facebook, Twitter, Instagram, TikTok, LinkedIn and more, focus your efforts: strengthen your email outreach and choose one social media platform where most of your target audience convenes.<\/span><\/p>\r\n

       <\/p>\r\n

        \r\n
      1. Own your audience: focus on sign ups<\/b><\/li>\r\n<\/ol>\r\n

        Free to use social media platforms have revolutionized our communications, but we are increasingly aware of the price we pay in terms of access to data and harmful practices. Moreover, as Spencer Brooks highlights in the <\/span>Stanford Social Innovation Review<\/span><\/a>, \u201cSocial media is not an owned audience. If social media is a crucial part of a nonprofit\u2019s digital strategy, they are at the mercy of social media companies’ decisions and algorithms.\u201d The solution? Use your social media channels to encourage people to sign up for email, as well as other direct communication channels such as mobile apps, forums or SMS.\u00a0<\/span><\/p>\r\n

         <\/p>\r\n

          \r\n
        1. Build a sense of community\u00a0<\/b><\/li>\r\n<\/ol>\r\n

          Don\u2019t fall into the trap of using social media as a one-way space for publishing content, as if it were an old style radio or tv broadcasting platform. Instead, use every opportunity to engage in two-way and multi-way conversations, responding to \u201clikes\u201d with personal messages, acknowledging comments, and posting questions and queries. Creating a sense of community\u00a0 around shared interests and values is what makes your audience yours and will encourage them to give when you\u2019re ready to make the ask.\u00a0<\/span><\/p>\r\n

           <\/p>\r\n

          Growing an audience is hard: you have to understand your target groups and work hard to produce the right content in the right place at the right time. Most importantly, it won\u2019t happen overnight. But your hard work will pay off when, in your next campaign, you find your appeal doesn\u2019t fall on deaf ears but is fueled by the re-sends, likes, and shares of your newfound community.<\/span><\/p>\r\n","protected":false,"raw":"\r\n

          By Anita Gallagher
          Training Lead at HIPGive<\/span><\/p>\r\n

          What drives a successful crowdfunding campaign? Contrary to popular belief, it\u2019s not just about <\/span>the worthiness of the cause itself or an inspirational narrative, although these are important. Rather, the bottom line is that crowdfunding is also <\/span>a numbers game:<\/span> the more people you can reach and the more people who have a personal link to your cause or community, the more likely you are to raise the funds you need.<\/span><\/i><\/p>\r\n

          This is both good and bad news for crowdfunders. On one hand, it means that it\u2019s always worthwhile investing time and effort in promoting peer-to-peer communication. Even if you don\u2019t have the communications\u2019 reach to engage with a large audience directly (quantity), by encouraging people close to you to share the campaign you increase the authenticity of the ask and access wider personal networks (quality).\u00a0<\/span><\/p>\r\n

          On the other hand, it means that crowdfunding is not a quick fix. If you want to consistently grow your results, you need to grow the size of your audience, and that takes time. How much time depends on you and your communications team. Indeed, the nonprofits that achieve outstanding results when it comes to individual giving are those that <\/span>work hard all year round to engage people on social media, boost signups to the email list and raise awareness of the impact that individual donations make to advancing the mission. Then, when they\u2019re ready to launch a high-profile fundraising campaign, they\u2019re able to communicate across multiple channels with a growing community who are primed to respond by giving and sharing.\u00a0<\/span><\/p>\r\n

          If this sounds like something you want to achieve, here are some practical steps to start growing your audience. Just remember, it takes time so start now and stick with it.\u00a0<\/span><\/p>\r\n

           <\/p>\r\n

            \r\n
          1. Develop a unique voice<\/b><\/li>\r\n<\/ol>\r\n

            \"\"Wherever and whenever your organization communicates, your content should transmit a strong value proposition so that everyone understands what you do and why it's important. However, if you want to really grab the five-second attention span of your followers, then you also need to stand out from the crowd. We love this graphic by <\/span>Sean Wes<\/span><\/a> which sums up how to find your own unique approach to creating content.<\/span><\/p>\r\n

             <\/p>\r\n

              \r\n
            1. Choose where and with whom to communicate\u00a0<\/b><\/li>\r\n<\/ol>\r\n

              Have you heard the Mexican saying \u201cel que abarca mucho aprieta poco?\u201d It loosely translates as \u201cJack of all trades, master of none.\u201d\u00a0 Rather than wearing yourself down trying to master Facebook, Twitter, Instagram, TikTok, LinkedIn and more, focus your efforts: strengthen your email outreach and choose one social media platform where most of your target audience convenes.<\/span><\/p>\r\n

               <\/p>\r\n

                \r\n
              1. Own your audience: focus on sign ups<\/b><\/li>\r\n<\/ol>\r\n

                Free to use social media platforms have revolutionized our communications, but we are increasingly aware of the price we pay in terms of access to data and harmful practices. Moreover, as Spencer Brooks highlights in the <\/span>Stanford Social Innovation Review<\/span><\/a>, \u201cSocial media is not an owned audience. If social media is a crucial part of a nonprofit\u2019s digital strategy, they are at the mercy of social media companies' decisions and algorithms.\u201d The solution? Use your social media channels to encourage people to sign up for email, as well as other direct communication channels such as mobile apps, forums or SMS.\u00a0<\/span><\/p>\r\n

                 <\/p>\r\n

                  \r\n
                1. Build a sense of community\u00a0<\/b><\/li>\r\n<\/ol>\r\n

                  Don\u2019t fall into the trap of using social media as a one-way space for publishing content, as if it were an old style radio or tv broadcasting platform. Instead, use every opportunity to engage in two-way and multi-way conversations, responding to \u201clikes\u201d with personal messages, acknowledging comments, and posting questions and queries. Creating a sense of community\u00a0 around shared interests and values is what makes your audience yours and will encourage them to give when you\u2019re ready to make the ask.\u00a0<\/span><\/p>\r\n

                   <\/p>\r\n

                  Growing an audience is hard: you have to understand your target groups and work hard to produce the right content in the right place at the right time. Most importantly, it won\u2019t happen overnight. But your hard work will pay off when, in your next campaign, you find your appeal doesn\u2019t fall on deaf ears but is fueled by the re-sends, likes, and shares of your newfound community.<\/span><\/p>\r\n"},"excerpt":{"rendered":"

                  If you want to consistently grow your results, you need to grow the size of your audience, and that takes time.<\/p>\n","protected":false,"raw":"If you want to consistently grow your results, you need to grow the size of your audience, and that takes time."},"author":1,"featured_media":654,"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

                  Por: Anita Gallagher<\/span>
                  L\u00edder de capacitaci\u00f3n HIPGive<\/span><\/p>\r\n

                  \u00bfQu\u00e9 impulsa una campa\u00f1a de crowdfunding exitosa? A diferencia de la creencia popular, no se trata s\u00f3lo de contar con una buena causa o una narrativa inspiradora, aunque estos son importantes por supuesto. En cambio, el fondeo colectivo es un juego de n\u00fameros: mientras m\u00e1s personas vean tu campa\u00f1a y m\u00e1s de ellas tengan un v\u00ednculo personal con tu causa o tu comunidad, m\u00e1s probabilidades tendr\u00e1s de recaudar los fondos que necesitas.<\/em><\/span><\/p>\r\n

                  \u00bfEs una buena noticia o una mala? Por un lado, significa que siempre vale la pena invertir tiempo y esfuerzo en promover la comunicaci\u00f3n entre pares, de persona a persona. Incluso si no tienes el alcance de comunicaci\u00f3n para interactuar con una gran audiencia directamente (cantidad), al alentar a las personas cercanas a ti a compartir la campa\u00f1a, aumentas la autenticidad de la solicitud y accedes a redes personales m\u00e1s amplias (calidad).<\/span><\/p>\r\n

                  Por el otro lado, sin embargo, significa que el fondeo colectivo no representa una soluci\u00f3n r\u00e1pida. Si deseas lograr m\u00e1s en tus campa\u00f1as, debes forzosamente aumentar el tama\u00f1o de tu audiencia, y eso lleva tiempo. Cu\u00e1nto tiempo depende de ti y tu equipo de comunicaciones. De hecho, las organizaciones sin fines de lucro que logran resultados sobresalientes cuando se trata de donaciones individuales son aquellas que trabajan arduamente durante todo el a\u00f1o para involucrar a las personas en las redes sociales, impulsar las suscripciones a la lista de correos electr\u00f3nicos y crear conciencia sobre el impacto que las donaciones individuales tienen para avanzar en la misi\u00f3n. Luego, cuando se acerca el momento de lanzar una campa\u00f1a de recaudaci\u00f3n de fondos de alto perfil, podr\u00e1n comunicarse a trav\u00e9s de m\u00faltiples canales con una comunidad en crecimiento que est\u00e1 preparada para responder generosamente.<\/span><\/p>\r\n

                   <\/p>\r\n

                  Si esto suena como algo que deseas lograr, aqu\u00ed te compartimos algunos pasos pr\u00e1cticos para comenzar a aumentar tu audiencia. Solo recuerda, toma tiempo, as\u00ed que \u00a1manos a la obra!<\/span><\/p>\r\n

                    \r\n
                  1. Desarrolla una voz \u00fanica<\/b><\/li>\r\n<\/ol>\r\n

                    \"\"Sin importar el canal o plataforma de comunicaci\u00f3n, tu contenido debe transmitir una propuesta de valor s\u00f3lida que aclare qu\u00e9 es lo que haces y por qu\u00e9 es importante. Sin embargo, si realmente quieres captar la atenci\u00f3n de tus seguidores en los cinco segundos que te ofrecer\u00e1n, es importante destacarte entre la multitud. Nos encanta c\u00f3mo este gr\u00e1fico de Sean Wes<\/a> resume c\u00f3mo encontrar tu propio enfoque \u00fanico para crear tus contenidos.<\/span><\/p>\r\n

                     <\/p>\r\n

                      \r\n
                    1. Elige d\u00f3nde y con qui\u00e9n comunicar<\/b><\/li>\r\n<\/ol>\r\n

                      \u00bfHas escuchado el dicho mexicano \u201cel que abarca mucho aprieta poco\u201d? En lugar de desgastarse tratando de dominar Facebook, Twitter, Instagram, TikTok, LinkedIn y m\u00e1s, concentra tus esfuerzos: fortalece tu alcance por correo electr\u00f3nico y elige enfocarte en una plataforma de redes sociales donde se re\u00fana la mayor\u00eda de tu audiencia.<\/span><\/p>\r\n

                       <\/p>\r\n

                        \r\n
                      1. S\u00e9 due\u00f1o de tu audiencia: prioriza las suscripciones<\/b><\/li>\r\n<\/ol>\r\n

                        Las plataformas de redes sociales de uso gratuito han revolucionado nuestras comunicaciones, pero somos cada vez m\u00e1s conscientes del precio que pagamos en t\u00e9rminos de acceso a datos y pr\u00e1cticas nocivas. Adem\u00e1s, como destaca Spencer Brooks en el <\/span>Stanford Social Innovation Review<\/span><\/a>, \u201clas redes sociales no son una audiencia propia. Si las redes sociales son una parte crucial de la estrategia digital de una organizaci\u00f3n sin fines de lucro, est\u00e1n a merced de las decisiones y los algoritmos de las empresas de redes sociales.\" \u00bfLa soluci\u00f3n? Utiliza tus canales de redes sociales para animar a las personas a registrarse para recibir correos electr\u00f3nicos, as\u00ed como otros canales de comunicaci\u00f3n directa como aplicaciones m\u00f3viles, foros o SMS.<\/span><\/p>\r\n

                         <\/p>\r\n

                          \r\n
                        1. Desarrolla un sentido de comunidad<\/b><\/li>\r\n<\/ol>\r\n

                          No caigas en la trampa de usar las redes sociales como un espacio unidireccional para publicar contenido, como si fuera una plataforma de transmisi\u00f3n de radio o televisi\u00f3n a la antigua. En su lugar, aprovecha cada oportunidad para participar en conversaciones bidireccionales y multidireccionales, respondiendo a los \"Me gusta\" con mensajes personales, reconociendo comentarios y publicando preguntas y consultas. Crear un sentido de comunidad en torno a intereses y valores compartidos es lo que hace que tu audiencia sea tuya. Es m\u00e1s, ser\u00e1 lo que les anime a dar y donar m\u00e1s adelante cuando lances tu campa\u00f1a.<\/span><\/p>\r\n

                           <\/p>\r\n

                          Hacer crecer una audiencia es dif\u00edcil: tienes que entender a tus grupos objetivo y trabajar duro para producir el contenido correcto en el lugar correcto en el momento correcto. Lo m\u00e1s importante es que no suceder\u00e1 de la noche a la ma\u00f1ana. Pero tu trabajo dar\u00e1 sus frutos cuando, en tu pr\u00f3xima campa\u00f1a, descubras que tu mensaje no cae en o\u00eddos sordos y que tienes una comunidad de personas listas para comentar, compartir y aportar.<\/span><\/p>\r\n","_es_post_name":"haz-crecer-tu-audiencia-durante-todo-el-ano","_es_post_excerpt":"Si deseas lograr m\u00e1s en tus campa\u00f1as, debes forzosamente aumentar el tama\u00f1o de tu audiencia, y eso lleva tiempo.","_es_post_title":"Haz crecer tu audiencia durante todo el a\u00f1o","_en_post_content":"\r\n

                          By Anita Gallagher
                          Training Lead at HIPGive<\/span><\/p>\r\n

                          What drives a successful crowdfunding campaign? Contrary to popular belief, it\u2019s not just about <\/span>the worthiness of the cause itself or an inspirational narrative, although these are important. Rather, the bottom line is that crowdfunding is also <\/span>a numbers game:<\/span> the more people you can reach and the more people who have a personal link to your cause or community, the more likely you are to raise the funds you need.<\/span><\/i><\/p>\r\n

                          This is both good and bad news for crowdfunders. On one hand, it means that it\u2019s always worthwhile investing time and effort in promoting peer-to-peer communication. Even if you don\u2019t have the communications\u2019 reach to engage with a large audience directly (quantity), by encouraging people close to you to share the campaign you increase the authenticity of the ask and access wider personal networks (quality).\u00a0<\/span><\/p>\r\n

                          On the other hand, it means that crowdfunding is not a quick fix. If you want to consistently grow your results, you need to grow the size of your audience, and that takes time. How much time depends on you and your communications team. Indeed, the nonprofits that achieve outstanding results when it comes to individual giving are those that <\/span>work hard all year round to engage people on social media, boost signups to the email list and raise awareness of the impact that individual donations make to advancing the mission. Then, when they\u2019re ready to launch a high-profile fundraising campaign, they\u2019re able to communicate across multiple channels with a growing community who are primed to respond by giving and sharing.\u00a0<\/span><\/p>\r\n

                          If this sounds like something you want to achieve, here are some practical steps to start growing your audience. Just remember, it takes time so start now and stick with it.\u00a0<\/span><\/p>\r\n

                           <\/p>\r\n

                            \r\n
                          1. Develop a unique voice<\/b><\/li>\r\n<\/ol>\r\n

                            \"\"Wherever and whenever your organization communicates, your content should transmit a strong value proposition so that everyone understands what you do and why it's important. However, if you want to really grab the five-second attention span of your followers, then you also need to stand out from the crowd. We love this graphic by <\/span>Sean Wes<\/span><\/a> which sums up how to find your own unique approach to creating content.<\/span><\/p>\r\n

                             <\/p>\r\n

                              \r\n
                            1. Choose where and with whom to communicate\u00a0<\/b><\/li>\r\n<\/ol>\r\n

                              Have you heard the Mexican saying \u201cel que abarca mucho aprieta poco?\u201d It loosely translates as \u201cJack of all trades, master of none.\u201d\u00a0 Rather than wearing yourself down trying to master Facebook, Twitter, Instagram, TikTok, LinkedIn and more, focus your efforts: strengthen your email outreach and choose one social media platform where most of your target audience convenes.<\/span><\/p>\r\n

                               <\/p>\r\n

                                \r\n
                              1. Own your audience: focus on sign ups<\/b><\/li>\r\n<\/ol>\r\n

                                Free to use social media platforms have revolutionized our communications, but we are increasingly aware of the price we pay in terms of access to data and harmful practices. Moreover, as Spencer Brooks highlights in the <\/span>Stanford Social Innovation Review<\/span><\/a>, \u201cSocial media is not an owned audience. If social media is a crucial part of a nonprofit\u2019s digital strategy, they are at the mercy of social media companies' decisions and algorithms.\u201d The solution? Use your social media channels to encourage people to sign up for email, as well as other direct communication channels such as mobile apps, forums or SMS.\u00a0<\/span><\/p>\r\n

                                 <\/p>\r\n

                                  \r\n
                                1. Build a sense of community\u00a0<\/b><\/li>\r\n<\/ol>\r\n

                                  Don\u2019t fall into the trap of using social media as a one-way space for publishing content, as if it were an old style radio or tv broadcasting platform. Instead, use every opportunity to engage in two-way and multi-way conversations, responding to \u201clikes\u201d with personal messages, acknowledging comments, and posting questions and queries. Creating a sense of community\u00a0 around shared interests and values is what makes your audience yours and will encourage them to give when you\u2019re ready to make the ask.\u00a0<\/span><\/p>\r\n

                                   <\/p>\r\n

                                  Growing an audience is hard: you have to understand your target groups and work hard to produce the right content in the right place at the right time. Most importantly, it won\u2019t happen overnight. But your hard work will pay off when, in your next campaign, you find your appeal doesn\u2019t fall on deaf ears but is fueled by the re-sends, likes, and shares of your newfound community.<\/span><\/p>\r\n","_en_post_name":"grow-your-audience-all-year-round","_en_post_excerpt":"If you want to consistently grow your results, you need to grow the size of your audience, and that takes time.","_en_post_title":"Grow Your Audience All Year Round","edit_language":"en","_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[4,16],"tags":[],"class_list":["post-541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-herramientas","category-organizaciones","tw-meta-no-icon"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/posts\/541"}],"collection":[{"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/comments?post=541"}],"version-history":[{"count":9,"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/posts\/541\/revisions"}],"predecessor-version":[{"id":961,"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/posts\/541\/revisions\/961"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/media\/654"}],"wp:attachment":[{"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/media?parent=541"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/categories?post=541"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/learning.hipgive.org\/en\/wp-json\/wp\/v2\/tags?post=541"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}