Tips for Creating a Successful Viral Fundraiser
What is viral fundraising? It happens when a fundraiser spreads rapidly throughout the internet. And you benefit because it drives an unparalleled amount of traffic to your fundraiser.
Viral content leaves a lasting impression. The key is that it evokes an emotion. Crowdfunding is often an emotional experience that can be both heartbreaking and heartwarming. Whether you’re fundraising for a loved one, a local cause or a nonprofit, you can use those emotions as a part of your fundraising strategy.
Although there isn’t one blueprint to make your fundraiser go viral, there are a few ways to ensure that it has the potential.
Broken down to its bare essentials, a viral fundraiser almost always has:
Viral fundraiser often use a powerful piece of content that people want to share or recreate, like the ALS ice bucket challenge, or they use a call to action that people can easily take part in, such as Movember getting people to grow a moustache in November to raise awareness of men’s health and mental health issues.
The ice bucket challenge is a great example of how nonprofit fundraising by friends and family can become a viral fundraiser through the power of social media. It started with one family trying to find hope after a diagnosis and caught the attention of millions of people, getting everyone from Oprah to Taylor Swift to take part, and generated $220m in funds for the ALS association.
Outlined below are tips and fundraising ideas for creating your own viral fundraiser, how to boost it with amazing content, and finding the right channels to share it on.
1. Building your fundraiser’s foundation
Determine your audience
First, choose the fundraising platform you want to use and then decide who your target audience is. Choose one that is most likely to resonate with your story. Then, do some research on their likes, dislikes, and values. Once you understand who they are, you can design a powerful message that moves them to engage with your cause.
Keep your title simple
Your title should be a clear introduction to what your fundraiser is about. Include the beneficiary’s name then add a few keywords that help summarize why you are raising funds.
For example: Little Miss Flint Clean Water Fund
Write your fundraiser description
There are two goals of viral fundraising. First, you want people to share your fundraiser. Second, you want to invite people to visit your donation page. Once someone lands on your fundraiser, they will read your fundraiser description to gather more context. This is where you set out your fundraising goals and explain why you are raising money, who the money is for, and how the money will be used.
2. Match your fundraiser with amazing content
Make your message shareable
The next step is going to be sharing a post on social media that links to your fundraiser. The goal is for that post to go viral. Viral content must be easy for readers to digest while piquing their interest. People will only share your post if they deem it worthy, so frame your story in such a way that people will want to be a part of the solution.
For example: Before a fundraiser for Burger King worker Kevin Ford went viral it was a TikTok video posted by his daughter that caught the attention of the world. In the video Kevin is opening a gift bag he was given from Burger King for his service. Kevin had worked at the fast food for 27 years and never had a day off. Viewers were moved by how happy Kevin was with his gift bag and many said he deserved more recognition. That’s when his daughter launched a GoFundMe so that those who wanted to could donate.
Create a viral video challenge
People want to be giving. So give them the opportunity to practice their altruism in a new way like taking part in a video challenge. You can share the videos people create on your fundraiser as updates to encourage others to get involved, and create a hashtag for people to use when they take part.
For example: Arlen has Ehlers Danlos Syndrome, a connective tissue disease which is currently causing craniocervical instability, which means she has to wear a neck collar to support her head. Her disease robs her of being able to do everyday things. She started the #BuyMoreTime Challenge on social media. She challenged people to record a video of themselves sharing what they would do if they could #BuyMoreTime and then asked them to challenge three friends to join the challenge by recording and sharing their own video, or donating $20 to her fundraiser. She has raised more than $8,000 so far.
Trigger shares with high-quality photos
If you don’t have the time or the resources to create a video, high-quality photos that evoke powerful emotional responses can be used to help your fundraiser go viral. Get creative and brainstorm photo ideas that will wow potential donors. An intriguing photo or a powerful selfie will force people to stop scrolling through their feed to find out more about your fundraiser.
For example: Jennifer Fife launched a fundraiser for 11-year-old Kayden after she gained custody of him following the death of his mother from a sudden heart attack. She posted a heartbreaking photo of Kayden holding up a sign asking for donations for his mother’s funeral. This moving photo played a part in fueling the fire of this viral fundraiser which raised more than $66,000.
Be clear in your call to action
You should always include a call to action at the end of your post. Ask for a donation first, but make your ask manageable. Often asking for a smaller amount like $10 to $25 will get you more donations than a larger ask. And if someone can’t give, then encourage them to help by sharing your fundraising efforts with their online network.
For example: Jack wants to go to college to pursue a career in engineering. He has worked out that if 6000 people donate $10 dollars to his fundraiser he will be able to raise enough. He has raised more than $5,000 so far.
3. Strategizing your sharing
Make connections
Leverage social media to build your fundraising community. Reach out to people with large spheres of influence. Then ask them if they would be interested in supporting your efforts. Before you share your post to social media, send a message to your influencers reminding them to share your post as soon as you do.
Share on multiple platforms
Facebook is a great tool for sharing, but don’t underestimate the power of other social media platforms like Twitter or Instagram. Plan to post on several social media platforms to maximize your chances of going viral. And remember to always include a link to your fundraiser in your post.
Know when to share
The day and time that you share have a lot to do with whether or not your post will be seen, liked, and shared. Many quality posts fall between the cracks because they are shared at the wrong times. Use this social media research to guide to plan when to share your posts.
The best time to post on Facebook:
- From 12 to 1 p.m. on Saturday and Sunday
- From 1 to 4 p.m. on Thursday and Friday
- At 3 p.m. on Wednesdays
The best time to post on Twitter:
- 12 to 3 p.m. and 5 p.m. on Monday through Fridays
- Noon and from 5 to 6 p.m. on Wednesdays
The best time to post on Instagram:
- Anytime besides 3 to 4 p.m. from Monday through Thursdays
- Videos get more engagement after 9 p.m.
Take advantage of viral fundraising
Now that you’re equipped to design a viral fundraiser, start your fundraiser today. For more advice and to find out how it works, check out these fundraising tips and ideas. GoFundMe is on hand to answer all your fundraising questions.