There are two distinct launches to promote your campaign, for which you need to prepare: the soft launch and the hard launch. Part 1 of this 2 part series describes the soft launch.

 

Generally speaking, your entire fundraising campaign will last from 12- 16 weeks.The timing of the soft launch takes place typically 2 to 3 weeks before the hard launch.

 

Why launch your fundraising campaign twice? The primary importance of a soft launch is to build momentum before you start promoting your campaign to the general public in the hard launch. The soft launch allows you to recruit your power fundraisers as well as board members, staff, close volunteers and team captains (who will begin to recruit their team members), and have them start fundraising.

 

Researchers have found that people are more willing to participate/give to a campaign that has already made inroads to meeting its fundraising goals. A soft launch facilitates this environment.

 

During this phase, you will use a very personalized email text or phone script to help recruit these core fundraisers. The text needs to be written to make the power and key fundraisers feel special, part of the "inner circle."

 

In addition, you may want to throw a kickoff party at your facility or at a local coffee shop as a means to motivate and strategize. Perhaps split the group into two “parties”, one for your power fundraisers and one for your Team Captains and share your campaign ideas with them. You can use the venue as a means to show the team captains sample emails to use to recruit team members and sponsors. As well, you can provide a short training and close with a short motivational session.

 

By doing a soft launch first, you present a campaign that is already on its way to success.