Using Random Acts of Kindness in your crowdfunding campaigns

A random act of kindness is a selfless act performed by a person or people wishing to either assist or cheer up an individual person or people

The power behind such act is extremely impactful and contagious

This diagram (Courtesy James Fowler, UC San Diego) illustrates how a single act of kindness can spread between individuals and across time. It is used within the Young Foundation Report Charm Offensive: cultivating civility in 21st Century Britain to show how acts of kindness affect people within a community.

Trendwatching takes this into the business world as a key trend in 2011  with even big companies using RAK as part of their marketing/ advertising strategies by doing something for customers which (appears)  random and personalised and thoughtful.This of course strengthens loyalty and generate positive word of mouth.

So what can we take from this for crowdfunding?

Our crowdfunding campaigns should not be cynical marketing to raise profits. They should also be about building community and gaining long-term followers, fans or customers. Take note of the top tips from Trendwatching.

Be genuine - demonstrate a brand’s attitude, not be a (temporarily) welcome exception to it 

Your campaign should be respectful, involve people and show gratitude from the start.

Be personal, but not too personal.

Think about you donors and potential donors and supporters. What can you do, in line with your campaign, that brightens their day?

Be compassionate, not crass - acts of kindness, rather than purely self-serving corporate marketing stunts

The extra reward for someone who has helped you - even though they have not donated enough. If you don’t make a big deal of it - maybe they will - if it has hit the spot.

Make it sharable - give someone a reason to share their R.A.K. with their friends and family

Think about this for your rewards - give two cupcakes not just one; a family ticket not just an adult one or bring a friend for free.

Be generous - really generous to a few people, rather than kind-of-nice to lots of people

Real generosity will spread the word - during or after your campaign (equally as important). A thank you on twitter is not generous. Though you can be kind-of-nice to everyone who supports you too!

Have meaning and purpose - encourage consumers to engage in their own R.A.K. And then (publicly) reward them for it 

Ask them to spread the word and thank them publicly (if they agree). Give a little extra - they have donated time or money after all.

Get real - deliver a R.A.K. right to them, in their daily lives

Though your campaign might be online - real contact is important. Why not Skype a few people, phone when it is free, send a personal e-card?

Don’t intrude, or be pushy, or sell - this isn’t about you or your brand, it’s about the recipient

Crowdfunding is as much about the people who donate as well as your project. It’s about tehir interests and passion and how this dovetails with yours.

There is a whole movement around RAK - have a look at Random Acts of Kindness Foundation

Join me on an introduction to crowdfunding workshop

Middlesbrough 14 June  10.00 15.30

Workshop in partnership with Funding Information North East and Middlesbrough Voluntary Development Agency

Central Middlesbrough venue

Rochdale 26 June 09.30-13.00

Workshop in partnership with CVS Rochdale

Venue: CVS Rochdale, Partnership House, Sparrow Hill, Rochdale OL16 1QT

Crewe 3 July  10.00 - 15.30

Workshop in partnership with CVS Cheshire East

Venue:The Exercise Studio, Belong, Brookhouse Drive, Crewe

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