The Handbook

Campaign Startup

Campaign Video

Promoting Your Campaign

Here you will be able to explain the details of your campaign. Write about your goal, your intentions, your aspirations and anything you feel your backers might want to know about you, your team or your project.
Its important that backers understand why you are asking for their money and where it will go. Don’t forget to include information about what will happen if you raise more then your target. Some people choose to donate the extra cash or invest in grassroots projects within their area of interest. If you choose to keep the extra money raised, there is no shame in that at all, just tell people what you will do with it.
Remember to break up the text into digestible chunks to allow people to skim through the text easily. Create titles, add pictures, use bullet points and brief paragraphs.
Basic structure:
  • Tell a bit about yourself and your background.
  • Describe your campaign and why reaching your goal is important to you.
  • Explain how their contribution will help you with your goal.
Funding Breakdown:
Explain why you need the funds you are asking for and tell people where it’s going. Be honest, transparent and specific, your backers will need to trust you in order to help you.
Present your rewards and get people motivated to contribute.
Campaign Dynamics:
  • Describe where the funds go if you don’t reach your entire goal.
  • Briefly explain your choice of Fixed funding or Flexible funding. Your backers should be informed that if you don’t reach your target you don’t get anything or that you will keep all the money that is raised and how you will use it.
Campaign Impact:
  • Explain how their contribution can make the difference.
  • Explain why your project is valuable to the contributor and to the world.
  • Tell them your next steps after you fulfil this goal. Get them excited about where you could end up!
Other Ways You Can Help:
  • Tell them how they can help you without making a contribution. Ask them to share the campaign with their friends.
  • Ask for contacts that could assist you in reaching your target.
  • Remind them to use the Facebook and Twitter to share the campaign.
Creating a video is a requirement for every FundingGap campaign.
We do not accept campaigns that do not have a video. This is the best way for your campaign to go viral and for it to get an insane amount of views.
The Video:
  • Tell us your story.
  • Have you had to overcome any obstacles to get where you are today?
  • Show us your skills.
  • Talk about the goal you want to achieve.
  • Why is this important to you?
  • Why do you love it?
  • Why are you doing this campaign?
  • What greater good will happen if you are able to complete your goal? Who else will benefit from what you are doing?
  • Are you leading the path for other people to follow in your footsteps in any way?
  • Why are you doing this? What motivates you?
  • How are you going to positively affect the world with what you are doing? Explain how?
  • What impact will you have in your community, your city, your country if you complete your goal?
Need Help?
People are 10 times more likely to donate money if there is a purpose, cause or an amazing story in your campaign video. We know you are passionate and love what you do, but try to think beyond your passion and also imagine how your journey will inspire others.
Backers need to connect to your story to contribute, to help you spread the word and to feel empowered to go after their own goals, no matter what they are!
If your not able to do the video yourself, there is no need to feel like its the end of the world. FundingGap offers professional development and production services and if you need some help in this area please contact Pete at and we can discuss with you the details.
Campaign Rewards:
Offering creative benefits is essential for the success of your campaign. This will generate more interest from possible backers to contribute and will increase your chances of getting fuelled. Remember to include any costs you will have in creating these rewards in your target number.
For example: If you plan on giving people who contribute $150 signed art work, be sure to include the cost of printing ‘X’ amount of posters in your campaign target, and don’t forget to include shipping costs if necessary.
The rewards can be anything that excite people to contribute, for example:
  • You could always organise a workshop to teach your skills in return of an investment of $300.
  • You can also ask your suppliers to help you out and donate to your campaign and you can sell caps and t-shirts for people who contribute $50.
  • You can also go a bit further and create some bigger rewards. Create rewards of $5,000 or more and offer sponsorship during the event.
Finally, offer something for everyone. Have a range of large and small rewards that vary from $10 – $10,000. If you don’t offer big rewards, chances are people won’t give you big chunks of money.
Be creative, personal and include small, medium and big rewards!
Promoting Your Campaign:
The work is not done yet, in fact you are now entering the most exciting and demanding part of your campaign! Its time for you to promote your campaign! Don’t expect people to see your campaign on FundingGap and to become a rockstar overnight, the most successful campaigns have a detailed marketing plan around them. You should push hard and share your campaign with your friends, family, neighbours, everyone!
The best way to do this is to create a list of channels you want to use to promote your campaign. Think about these for a start and try to get your campaign promoted by them:
  • Facebook friends and pages you like.
  • People you follow on Twitter.
  • Influential people in your community.
  • Friends that could help you spread the word beyond your community.
  • People you know in other countries that can promote your campaign internationally.
  • People you know who can write an article about what you are doing.
  • Blogs that may publish an article about your campaign.
  • Online magazines.
During Your Campaign:
During the course of your campaign you should be doing something everyday to raise the awareness towards your goal. EVERYDAY!
Have a press release written, checked and ready to be emailed before your campaign goes live and share it with as many people as you can. Remember that you only have a limited time to reach your goal so have your marketing plan well defined before your campaign goes live. Once the campaign is live run around like a headless chicken in order to get noticed, go crazy but don’t spam, no one likes a spammer.
Other homework you will have is respond to comments that will be posted on your campaign page. Hopefully there will be heaps of people supporting you and posting positive messages but there will also be people that might ask you questions about your rewards. You should be on top of that and answer them asap. The more attention you give your backers the more support they are likely to give back, so stay up to date with posts on your campaign page.