When it comes to you client’s awareness campaigns, standing out is key to spreading the message. With so many events and fundraisers being cancelled due to COVID-19, this year looks different when it comes to inspiring people to act. Organizations will need to rely on virtual events and social channels more than ever to connect people with their mission – and get them involved.
The good news is, there is plenty of evidence of standout awareness campaigns in the past that took place entirely online – remember the Ice Bucket Challenge for ALS? To help your clients get started, consider these 5 steps that are key to helping plan a great awareness campaign. (1)
1 – Identify the Audience
A lot of impressions don’t always equal great return. Most organizations are going to appeal to people with specific interests. Make sure the campaign concept matches the persona of the target audience, and that you are asking them to take action that they will want to do.
2 – Connect on all Sides
Make sure you are showing up for your audience from every angle. Ask your clients if they have ad grants they can use to run social media ads, and help them set up memorable advertising. They can reinforce those ads with regular posting, blog articles and leveraging their email subscriber list.
3 – Create a Campaign Web Page
If a supporter is new to an organization, they will want to see exactly what it is about. Plus, they will be more likely to act if they understand the awareness campaign and how they can make a difference. Add keywords to a landing page, and make sure donation instructions are simple, prominently displayed and show the value of the organization. A campaign page is also a great place to show off any swag that supporters will receive in return for their support.
4 – It Needs to be Easy and Socially Distant
This year, offline action needs to be very clear and easy for users to do while adhering to COVID-19 guidelines that may change. Get creative and brainstorm ideas with your clients. Find inspiration in successful campaigns like Movember, which is a great example of a simple act that has created loyal followers and annually trends on social media.
5 – Stay Positive
Evoking strong emotion is a great way to empower the audience and ignite action. Avoid using negativity to connect because your client doesn’t want to upset people. Have them encourage people to share uplifting stories in post comments. Then work with them to use those stories in building a hopeful and positive campaign.
An uncertain time may not seem like the best atmosphere for an awareness campaign, but there are people looking for ways to help within their communities. Even if an organization’s cause isn’t directly related to Coronavirus, they probably still need funds to operate and further their mission. Many nonprofits are also adapting existing campaign strategies to offer help where needed in response to the pandemic.
Here are seven ideas that can be incorporated into effective awareness campaigns in 2020: (2)
1 – Hold a device drive to benefit students who need access to remote learning. People can donate used equipment and tech accessories or submit donations online.
2 – If your client works in human services, they could consider starting a COVID-19 awareness campaign to support food drives, housing, healthcare and other areas in which their communities need the most help right now.
3 – Instead of cancelling a gala or formal event, clients can use Zoom, Facebook Live or YouTube to broadcast a ceremony to virtual attendees. Guests can participate in a live Q&A to learn more about the organization, and even watch an awards presentation from the comfort of their couch.
4 – If your client had a physical event scheduled, they can convert it to a virtual run/walk. Participants can go online to pledge a specific number of miles they plan to tackle on their own, and even use tracking apps to show their accomplished progress and distance. Be sure to send race packets ahead of time and include items that will be useful on their journeys.
5 – A virtual meet & greet is a great way for supporters to engage with beneficiaries “in person”. When someone donates, they can receive a virtual conference meeting link for the opportunity to see and hear how they are helping make a difference.
6 – People are anxious for live entertainment and throughout the COVID-19 public health crisis we’ve all seen musicians and DJ’s holding streamed “concerts”. Any nonprofit can run with this idea and sell tickets to see local bands, vocalists or other performers show off their talent at an online concert.
7 – Colleges, Universities, museums and nature preserves may not be able to offer walking tours right now. Supporting organizations and boosters can give people “behind the scenes” access with virtual tours. They can even connect with fans outside their region by using popular and trending hashtags to extend their reach.
We hope this article gave you some good ideas for helping your clients plan amazing awareness campaigns this year. Of course, ANY campaign is made even more memorable and gets countless more impressions when you incorporate promotional products! Plus, supporters who receive an imprinted item are reminded of a cause they love every time they use that tote, tumbler and pen – or wear their new favorite tee shirt.
Visit bicgraphic.com to shop thousands of promos that are perfect for any clients who are adapting and running successful awareness campaigns in 2020.
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