What do you think of when you hear the word campaign?
Political? Social justice? Fund raising? Military? Marketing? Save the whales? Sales?
All of the above?
a series of operations intended to achieve a particular objective, confined to a particular area, for a specified amount of time and involving a specified form of engagement.
to work in an organized and active way toward a goal
Campaigns are dance between people, stories, desires, deeds and time.
When I got my first job in fund raising, I was pretty uncomfortable with the idea of soliciting donations because, gulp someone might say “no”.
Luckily I had a great mentor who put me at ease with this simple statement, “If you are afraid someone will say ‘no’ don’t ask. When you know they are going to say ‘yes’ – ask!”
So how do you know if someone is ready to say yes?
- You know them (their story, desires, abilities & deeds)
- they know you (your story, desires, abilities & deeds)
- you can match their needs with your deeds
- the timing is right (no rushing)
- they are empowered and enabled to act
Moving people to action in any kind of campaign (well OK, maybe not military) requires moving them through: The 5 I’s
1. Identify Find people you know (because you know their their story, desires, abilities and deeds) will take an interest. These are your potential donors, target market, likely voters, etc. Finding them takes time, research and relationship building, but your campaign is no where without these people. (Hint: start with the people who know and love you – lowest hanging fruit.)
For the rest of the 5 I’s, tune in next month – I know I’m terrible. Email me if you (or our campaign) really can’t wait 😉