Once your team is in place and shoe collection sites are set up, the next step is to inspire people to donate their new and used (but still in excellent condition) running and athletic shoes. Develop a plan that uses multiple communication channels to reach all of your supports and generate as much excitement as possible!
People can also make monetary donations to Give Running by clicking on the “Donate Now” button at the bottom of our website or by mailing a check payable to “Give Running, Inc.” to 400 Roosevelt Ct., Ventura, CA 93003. (Please note that if supporters mail us their checks, none of the funds go to online processing fees.)
- Establish a Positive Feedback Loop: As your campaign gets underway, or as you begin to approach the end date of your shoe drive, you need to let your supporters know how things are going. Give them your shoe tally to date, thank them for their participation, and spur them on to greater heights. You need to continually remind supporters that they are involved in a larger endeavor.
- Get Supporters Contacting Supporters: Part of your messaging should focus on explicitly asking your supporters to share your campaign with others. And encourage them to ask their friends to in turn share the campaign with more friends.
- Preemptive Congratulations: If you notice some people going above and beyond, such as by creating their own posts about the shoe drive, personally thank them for their stellar work. Showing supporters your appreciation from their first small step increases their sense of connection to the shoe drive and likelihood to continue being involved.
Sustain the Momentum by Engaging Supports to Follow Through
- Be Responsive and Encouraging: As you see supporters’ efforts get underway reach out to them with brief communications. Congratulate people on reaching milestones, comment on their event pages, and of course respond to their inquiries. Projects often goes through peaks and valleys. If someone is having a difficult time, step in with a personal e-mail or a quick phone call to remind the supporter of the successes we’ve already had and how important his or her efforts are.
- Keep it Relevant: You should consider creating a regular e-mail update for your active fundraisers. Keep them apprised of the progress they’re making as a group and let them know what that means for your programs. Reinforce the fact that their success means the success of your important organizational goals.
- The Personal Touch: Don’t underestimate the impact that a personal e-mail or phone call, even a short one. can make with your contributors. Everyone likes to feel appreciated. Add the personal touch to improve your friendships and increase your campaign’s success.
- Lead by Example: Have your team members create their own innovative personal posts about the shoe drive. Then use your email and social media communications to highlight these efforts.
Example Communication Goals
- Send 1-2 emails per week.
- Update Facebook event or Facebook group page at least 3-5 times per week.
- Tweet about your campaign at least 3-5 times per week.
- Approach local newspapers and magazines about interviewing your team to promote your shoe collection drive.
- Produce a short video or podcast to share by email and social media.
Example Communication Plan
- Introduction email launching the shoe collection campaign with a call to action.
- At end of the first week, send a second email with another call to action to join the campaign and a list thanking those who have already donated shoes and spread the word.
- Send another message during week two with campaign updates and an inspiring Give Running story — and include a teaser about a surprise coming at the end of the week.
- Send end-of-week email with an up-to-date shoe tally announcing that everyone who shares this message will be entered in a raffle to win prizes donated by local businesses!
- Send an email one week before the end of your shoe drive encouraging current supporters to finish strong and procrastinators to act now or miss out.
- Send reminder messages two days and one day before taking down your shoe collection bins.
- You don’t need to write out all of your messages in advance of launching your campaign, but you should come up with a basic outline for your overall communications strategy.
- Your social media posts should reflect and supplement the content and purpose of your emails.