A call to action (CTA) is a strategic part of marketing strategy that prompts your audience to take immediate action upon responding to the content you’re sharing on your social media feeds, press releases, digital content, or traditional advertising mediums. This small but mighty sentence is the workhorse of your content and ideally, you’ll include one in every social media post you share. 

Curious about how to inspire your audience to leap into action? Here are a few ideas to get you started:

  • Sign up for our newsletter to be the first to know when our campaign launches and take advantage of our early-bird rewards! 
  • Visit the link below by Friday at midnight to pre-order this one-of-a-kind product and support our business’ crowdfunding campaign!
  • Share our campaign on your favorite social media platform and help us spread the word as we near our crowdfunding goal! 
  • Comment below with what menu item you’re most excited to try once we meet our campaign goal and launch our food truck! (Tag your friends who will join you for an afternoon treat!)

A call to action (CTA) is a strategic part of marketing strategy that prompts your audience to take immediate action upon responding to the content you’re sharing on your social media feeds, press releases, digital content, or traditional advertising mediums.

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Local businesses make up the fabric of any prosperous community, and all have seen a profound impact from the present and ongoing COVID-19-challenged economy. 

In his recent publication, “The Case for Local Rewards (In the Post-COVID Era),” Michael H. Shuman writes, “Rewards that incentivize local purchasing and local investing are increasingly becoming the gateways for challenging economic behavior.”

We know that relationships are a foundation for resiliency and prosperity in the rural economy. As people connect to businesses and businesses connect to local initiatives, a mutual and collaborative support structure is built, creating a foundation to revive in the face of turmoil. Through the crowdfunding lens, as Shuman writes, pre-purchased rewards offer a tangible and mutually beneficial approach to locally lending a hand.

Imagine a local farmer in need of support after the pandemic’s mandated closures of their wholesale restaurant accounts. The business needs money to survive, just as the community needs access to fresh food.

The farmer can raise capital by pre-selling produce shares at a discounted rate, allowing their business to gain financial support, and the community will receive a monthly delivery of fresh, healthy fruits and vegetables. Both the customer and the business benefit, thus cultivating a richer relationship and progress toward a healing community at large in a troubling time.

Read more on the power of locally owned businesses in the rural economy in the full publication, “The Case for Local Rewards (In the Post-COVID Era)” from economist, attorney, author, and entrepreneur Michael H. Shuman here

Relationships & Rewards Bolster COVID-Challenged Economy

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Did you know only one in five crowdfunding campaigns reaches its full fundraising goal? If you want your campaign to be one of the successful ones — that reaches (and even exceeds) its goals — you will need to know your numbers confidently.

Creating a budget for a crowdfunding campaign not only looks at your financial goals and projections, but factors in your contacts from email, social media, and other networks within your community. 

We know that 85-90% of the backers that give to your campaign are driven to do so by calls to action by you. This means that the desired number you wish to reach at the end of your campaign must correlate with the length and diversity of your contact list. It is essential to strategize realistic goals that factor in all the necessary costs to manage your campaign.

When you calculate your numbers, keep in mind that about ten percent of your contacts will convert — meaning, on average, one in ten of the people you reach to and ask for support, will follow through. 

As you crunch the numbers, you may find your target funding goal to be too steep to be fulfilled by the length of your contact list. Fortunately, now you know.  You can then be better prepared for a slam-dunk campaign by spending more time focused on growing your network or strategizing a project of achievable size. 

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Digital platforms plug into our human desire to fall into pockets of like-minded people and benefit from the extensive perks of our specific community.  We look to our neighbors for trends, emotional responses, opinions, and guidance, mainly when we are unsure of what direction we want to fall. This assurance that our friends, family, and peers are making similar choices for a product, an opinion, a color for their new sweater, is called social proof

No different from any other facet of life, social proof is relevant in marketing and an element that is critical to launching a crowdfunding campaign with a bang. 

Imagine scrolling through campaigns and finding a product with zero raised funds, and then imagine finding a similar campaign with an active list of backers, local organization collaborations, and proof that the campaign host has put some skin in the game. 

Which campaign are you more likely to pull your wallet out for?

Crowdfunding data tells us that the most successful campaigns launch with 30% of their goal already funded, confirming for new faces that your project is well received.

You can establish these pre-launch funds by sending personal asks for early financial pledges from your peers, making your contribution, or perhaps looking to funds received in grants for the campaign project at hand.  

As you navigate the remainder of your campaign, keep the concept of social proof at the top of mind, and publish updates in your emails and social media posts that highlight the traction your project is making. Testimonials, behind the scenes content, and photos of loyal customers engaging with the product or service are great ways to create proof that you’re offering an opportunity that’s not only beneficial to you but to the greater, like-minded community you reside within as well. 

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Implementing communication efforts for your campaign may fall low on your priority list as you prepare and build out all the steps necessary to press launch. When it comes to the time requirement for crunching numbers, managing a team, and creating a compelling and informative campaign video, making plans for daily Facebook posts and weekly email check-ins can seem like the farthest thing out of reach. However, a routine and thoughtful marketing plan can work for your campaign, building your audience, carrying you through slumps, and celebrating big wins along the way. 

Content is often unseen by your followers because of social media algorithms, so it’s important to plan daily posts on the platforms you’re opting to use to ensure that a stream of information is flowing and stands its best chance to be seen.

Also, you can make a calendar for publishing press releases, schedule email campaigns, and book any radio, newspaper, or digital advertising you budgeted for with the ad representative in your area.

In addition to routine updates on the status of your campaign, content topics can include behind the scenes looks at what your team is up to and announcements for new rewards or incentives. Be sure to carve out time to respond to comments and messages from your community to demonstrate that you care about them and are grateful for their interest.  

Last but not least, it is important to remember that this is no time for modesty, but rather a time to celebrate your efforts enthusiastically; lead your messaging with confidence and certainty that your project is gifting your community as much as they’re gifting to you!

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A library of fun and useful rewards with offerings that intrigue a variety of lifestyles within your audience is an essential element of a crowdfunding campaign’s success. If you’re feeling stuck on where to look next for offerings that will delight your potential backers, here are six creative ideas for irresistible crowdfunding campaign rewards!

  1. Offer presales of your product to create hype around the launch and ensure you have the funds to move forward with production like DirtBags did for their custom bike packs. 
  2. Create a collection of rewards based on a theme like The New Hampshire Bee Initiative did with honey and ecology themed products in support of a community mural raising pollinator awareness. 
  3. Offer an experience–an art class, tour, sports tickets, or a farm to table dinner and drinks like Monroe Downtown–and create an opportunity to reach those who aren’t looking for extra swag. 
  4. Look to the calendar and create themed rewards or baskets that appeal to gift-givers for the holidays on the horizon, whether Christmas, Mother’s Day, or Valentine’s.
  5. Much like Butte’s high-five offering for five dollars, you can create a low-dollar option for those with tight budgets and provide an opportunity to contribute without a burdensome commitment and reward them with something as simple as a heartfelt note or sticker for their good deed.
  6. Orchard Hill Breadworks created a reward for a custom catering event, appealing to locals with plans to host a wedding, reunion, or large gathering in the near future. Preselling your company’s services to those looking to book their upcoming projects is a great way to create higher dollar rewards!

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After you’ve cleverly crafted your story and made strategic plans for making the ask to bring your project to life, launch day is just around the corner! At this point, it will be vital that you have a lengthy and diverse pool of contacts to reach out to throughout your campaign, whether via email, telephone, or in-person visits. Begin by creating a spreadsheet to organize names, contact information, and record correspondence as you start to send personalized notes requesting support. Below you’ll find five ways to begin building that spreadsheet into a rich and powerful tool that will help you push toward your campaign’s success. 

  1. Dig into your pre-existing contact lists on your smartphone, email accounts, and any professional networks and begin organizing groups of friends, family, close peers, and community connections. 
  2. Just as you have combed your resources for contacts, ask the members of your team to do the same, allowing your campaign to reach into different affinity groups beyond your own. 
  3. As you attend networking events, meetings, and conferences, and share your upcoming projects with peers, collect names and contact information with a notebook or tablet to keep them up-to-date as you move forward.
  4. People are more prone to sharing their contact information when they feel it is a mutually beneficial exchange; offer a freebie download or swag item to incentivize your community to sign up and stay informed.
  5. Use your personal and business social media channels to gather email subscriptions from people interested in what you have in store, and double down by asking your close contacts to share the same call to action on their pages as well.

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Standing in front of our peers and sincerely asking for support is a necessity of crowdfunding that can leave even the most confident feeling vulnerable. However, the exchange of money, especially in support of purpose-driven goals, is a process rich in opportunity for both you and your supporters.  First and foremost, reaching out to your network builds community through the exploration of shared values and a mutual love for a product, place or lifestyle. Once that connection is established, a foundation for change-making is laid — opening up an opportunity for collaboration, support and, with time, the successful completion of your campaign. “Asking for help with gratitude says: We have the power to help each other,” expert in asking and performer Amanda Palmer writes in her book, The Art of Asking; or, How I Learned to Stop Worrying and Let People Help. Casting aside the insecurities that come from reaching outward for help, perhaps made more sensitive with an ask for cash, Palmer defends the immense value in confidently asking, knowing connection comes tenfold.  While the power of asking is undeniable, it requires a repetitive approach from a variety of angles — in person, via email, across your social media — all steadily providing the information needed to lead to that final offering of support.  As a society, we are prepared to make moves with our wallets, but we have to navigate a world of constant calls to action and pleas for cash in deals and promotions on a local and national scale.  Ensuring your ask stands out in a world of thousands of others asks can be achieved, first, with a commitment to making the clearest ask for what you need, asking for it often and asking for it many ways.

Standing in front of our peers and sincerely asking for support is a necessity of crowdfunding that can leave even the most confident feeling vulnerable. However, the exchange of money, especially in support of purpose-driven goals, is a process rich in opportunity for both you and your supporters.


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Your video is the workhorse of your crowdfunding campaign, holding power to inform, entertain and persuade potential backers of your project. 

Strategic videography can intrigue and capture an audience in a short amount of time, quickly grasping their emotions with sight and sound, raising campaign conversation rates by up to eighty percent

When it comes to the physical creation of your content, quality over quantity is critical. 

Campaigns with videos under five minutes long are 25% more likely to be successful according to a crowdfunding study; however, others believe one to two minutes is ideal.

Whether recording with high-end equipment or your smartphone, prioritize a clear sound recording and crisp imagery, avoiding distracting background visuals or noise. Commonly, people believe that quality is synonymous with a steep expense, but rather, we can find excellence in extra attention to detail, without spending a dime.

Additionally, no different than relationship building offline within our lives, personality is key

Use your video’s script, graphics, and visual elements to show the emotional backbone of your campaign, whether that is free-spirited and fun or weighty and focused on problem-solving. 

As you begin to build your video content, focus careful attention toward crafting clear and concise content that holds your viewers’ attention and uses your unique story to compel them to pull the trigger on investing in your campaign!

Strategic videography can intrigue and capture an audience in a short amount of time, quickly grasping their emotions with sight and sound, raising campaign conversation rates by up to eighty percent.

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From fantastical storybooks to nail-biting films, compelling novels to interesting podcasts, we engage with stories throughout our lives. 

It’s here, through the power of narrative, that we learn, connect and make choices every day, making it no coincidence that we can find the classic structure of our favorite stories in the marketing of the most powerful crowdfunding campaigns.

Think back to a favorite childhood tale and break it down into its simplest form through the lens of your project at hand. 

Once upon a time, there was a unique cast of characters living their lives in a setting somewhere–the physical, economic and emotional landscape of wherever your audience resides [their place].

Oh no! A problem exists among these people, a conflict that brings them frustration or grief of some kind, but as any fairy tale tells us, a hero is on the horizon [that’s you!] to bring a fantastic solution to the crowd. 

Much like a choose-your-own-adventure experience, now your audience has the power to pick what happens next. 

In a clear and concise call-to-action, they can support your valiant efforts in bringing peace to the crowd by backing financially, sharing and spreading the word. Now, with your dedicated group harnessing energies and their generous support, the credits can roll, leaving happily ever after as the natural next scene.

It’s here, through the power of narrative, that we learn, connect and make choices every day, making it no coincidence that we can find the classic structure of our favorite stories in the marketing of the most powerful crowdfunding campaigns.

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