How to run a campaign that works

Lead with the person, not the problem. Donors give to people they understand. Open with one specific moment that shows what is at stake — a name, a face, a turning point.

• Be specific about who needs help and why right now
• Avoid jargon, statistics, or abstract language
• End with a clear ask: what happens with the funds

A clear photo of the person involved (with consent) raises 3x more in early hours than a stock image. Smartphone photos in natural light beat staged shots.

• Get permission from anyone shown in the photo
• Show the person, not just an object or symbol
• Use a horizontal photo so it works in social previews

The first 24 hours decide momentum. Send your campaign link directly to ten people you know will donate. A campaign with three early donations gets shared more than one with zero.

• Personal messages on WhatsApp work better than mass posts
• Include the link and a one-line ask
• Ask each person to share with three friends

A campaign at 60% looks alive. A campaign at 5% looks abandoned. Set your initial goal at the minimum amount that solves the immediate need, then raise it as you go.

• You can update your goal as the campaign grows
• Show the urgency by being specific about what each amount unlocks
• Celebrate every milestone publicly

Donors want to know their gift mattered. Post an update at least once a week — a short message and a photo. Updates bring back repeat donors and trigger new shares.

• Thank donors by name (with their consent)
• Share specific progress: what was bought, what changed
• Be honest about setbacks too — vulnerability builds trust

A short personal thank-you message turns a one-time donor into someone who tells their friends. The platform sends a receipt automatically — your job is the human follow-up.

• Reply within 24 hours of receiving a donation
• Use the donor’s name and reference their message
• Invite them to share the campaign with one person