I am completing my internship at The Blue Room Theatre, a small, independent theatre which relies heavily on the support and donations of its members. Recently, the theatre ran a campaign with the goal of raising $21,000, allowing them to install solar panels. Not only did they reach this goal, they actually exceeded it, with funds totalling $22,935. Being involved with the campaign and witnessing the work of The Blue Room team allowed me to learn a number of valuable lessons which I hope to incorporate in my future studies and career. These include:
- Find a great spokesperson
Finding a spokesperson who is well-known, liked, and relevant to the cause is vital. The Blue Room was able to achieve this by having comedian Tim Minchin as their spokesperson. Not only is he a well-known figure, but he has previously performed his work at The Blue Room in his early career. He therefore had a personal connection with the theatre and was able to help generate support from the community.
Tim Minchin in The Blue Room Theatre's campaign video
2. Integrate all communication channels
Promoting the campaign across all communication channels is vital to ensure consistency and that the word is spread. Making sure that the campaign is promoted on the organisation’s website and social media channels is obviously able to achieve exposure, however The Blue Room also had links to donate on their e-mail signatures and gave people the opportunity to donate whenever they purchased tickets. These extra initiates can only assist the cause, and were responsible for a number of donations which The Blue Room received.
3. Use your networks
There’s no better time than during a fundraising campaign to use any networks and relationships you have developed! The Blue Room was able to do this and in particular, was able to secure a lot of big donations by reaching out to some of their networks.
4. Thank your donors
Thanking and recognising your supporters is an important aspect to implementing a successful campaign. This allows donors to feel valued and more inclined to donate again in the future. The Blue Room did this be acknowledging donors on their website, via email and through personalised phone calls if the donation was above $250.
5. Be prepared
Having a clear plan and schedule is the foundation of a successful campaign. Furthermore, having contingencies in place if the campaign appears to be falling short of meeting its objectives is also extremely useful.
