Planning the ‘ask’ for your crowdfunding campaign

For any fundraising event, the words used to request donors to contribute are very important. While we keep saying this, even scientists agree that these words can spur the actions required. While planning a crowdfunding campaign, there are certain specific areas of the formal “ask” that you need to focus on.

Let’s talk about the messages you put out through various media to your probable contributors.


If you are a small nonprofit, your team can be hard pressed for time as they take up multiple responsibilities. In such cases, social media and online engagement with donors is often a low priority area. However, having a ready reckoner handy can help save on precious time later on. This can include a list of donors on a spreadsheet, a style sheet of your social media posts, a few hashtags that are unique to your project or organization. In fact, you can plan and schedule all the posts on one single day using some really cool tools.



We have an entire post dedicated to writing a crowdfunding email. The one thing to remember is that people get involved in your cause and therefore donate, not the other way round. Therefore, focus on communicating your cause and the impact you are trying to create. Don’t ask for money directly. Tell the recipients that you are considering running a crowdfunding campaign and would like to know their views about it. If you get favorable replies, tell them that other than the donations, they can help by promoting the campaign on social media or other places as well.

Campaign page:

Again, the cause must be the focus here. However, this is where you can directly ask for donations. In fact, you can even suggest a suitable sum. One way to do this is by telling contributors what a particular amount means to the project in terms of impact. For example, you can use comparisons like, “For the price of one week’s coffee, you could educate a girl in India for an entire year.” This can also be done by means of the rewards by creating different tiers of rewards for different amounts of donations. Don’t forget to add pictures and videos that are relevant to the cause or project at hand.


Here, you have the advantage to voice your feelings about the project. You can use this medium to directly talk to probable contributors. The video can also feature the beneficiaries who can speak about their issues themselves. Address the viewer directly towards the end, telling them how even a small gesture from them can have a deep impact on the project and on the lives of several people.


Your fundraising page is just a glance at what you are and the cause you are raising the funds for. However, you need a more regular communication to keep your followers and well wishers engaged and informed on a continuous basis. Putting together a blog can help do this effectively. The posts can elaborate every single aspect of your project and also act as a place to record all activities related to the campaign.

Social media:

This is something where you need both a planned as well as a spontaneous approach. Like we mentioned above, you need to keep a social media strategy ready before the launch of the campaign. However, you also need to be ready to communicate real-time happenings. Also, updates regarding all milestones of your campaign need to be made through social media.


The organic traffic that comes to your website can also be directed to your campaign. You can add a button that directs visitors to your crowdfunding page or blog.

And, now that you have learnt the art of the ‘ask’, we invite you over to Crowdera where you can test the crowdfunding waters for free.