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Advertising For Charities
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Marketing is the key to any public campaign, be it may a crowdfunding campaign on the new and vibrant crowdfunding platforms in India, or be it the traditional fundraisers making use of the traditional fundraising methods and the media. Without marketing, all the efforts of charities would fail simply because donations can be made by the people only if the word reaches them.
There is a reason that all the reputed crowdfunding platforms in India have the major social media channels linked to all their campaigns. As far as advertising and charity is concerned, it has been observed that people donate out of a number of reasons. While empathy for the cause is the primary one, a willingness to appear among peers as a responsible, compassionate and thoughtful human being is also another of the reasons.
Also, advertising is essential when it comes to crowdfunding for charities because of the very method through which crowdfunding works. Crowdfunding is the model by which people can donate to the cause of their choice online across the world through the crowdfunding platform. Because of this, reaching out is of immense importance. Through this, a lot of people are brought together. Crowdfunding, after all, is an evening out procedure. Meaning that it can only be done if people with different capabilities are on the loop. And that can be done only by advertising.
With each passing day, more and more people are joining the crowdfunding bandwagon. As a result, there are thousands of campaigns spread out across the crowdfunding platforms in India. At the same time, only those Indians with a decent education and knowledge of online crowdfunding, who are comparatively fewer in number, are regular visitors to these crowdfunding sites. Thus the demand is always more than the supply.
How to make a particular campaign stick out then? It can only be through advertising. And since the crowdfunding campaigns are catching up on advertising as well, the ads have to be both attractive and personalized in order to retain their individuality. Shock value is important for any advertising campaign, especially those related to charity, but due to the immense saturation at this point, mere shock alone does not work.
So what can be done? Many of the crowdfunding platforms nowadays come with their own means of advertising the campaigns on their platforms. meaning that they have already established networks with their regular supporters and sponsors. This, of course, means that the more reputable the crowdfunding platform, the better the quality of these sponsors and the more powerful the support base. The charges of advertisement, of course, are applicable as per the platform requirements.
In addition to those services provided by the crowdfunding platforms, those in charge of the campaigns can too resort to advertising by roping in sponsors whom they know. They can be small local businesses or those already experienced and having a brand to boast of in their field. It would be a win-win for all the parties involved.
Charities have always relied on traditional media like television, radio, flexes and hoardings and the print media. Even with the focus shifting online, the importance of these media has not diminished, and a large section of the Indian middle class is still significantly dominated by these. So we can often see these media channels running these advertising campaigns, with the links to the crowdfunding website hosting the campaign. In fact, the traditional media channels offer social media stiff competition, which after all is dominated by people of only up to a certain age and belonging to a certain class.
Another way of advertising for charities is through adopting particular crowdfunding models. Donation-based crowdfunding is the most popular model of crowdfunding when it comes to charities. At the same time, reward-based crowdfunding and peer-to-peer crowdfunding models are also beneficial in spreading the word.
Reward-based crowdfunding includes donating for a cause in return for something from the campaign managers, mostly services or products. Those services often come in the form of acting as sponsors to the donors. So the more reputed the donors, the more effective is the initiative to promote them by the managers while talking about their donations to the cause. There are various other modes of doing this, but this is one of the ways.
Another way is going for peer-to-peer crowdfunding. In fact, this is the best way of promoting charity events. Peer-to-peer crowdfunding consists of the supporters of the campaign forming their own donor chains, and thus it continues. The peers can come together to organise concerts, sporting events, exhibitions, etc. and the proceeds from these events go to the charity. In the process, the name of the charity also spreads and more people become aware. Many campaigns have become internationally reputed through this model of crowdfunding.
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