Last spring, Vancouver activist and Ph.D. candidate Rodrigo Caballero launched an Indiegogo campaign to support his fantastic initiative, Comics With a Cause. It’s a free comic that speaks out against violence against women, and he’s both its creator and series writer. However, initially, his communications campaign consisted mainly of creating a Facebook page and reaching out to his friends list, repeatedly, for donations. After several such messages, I knew I couldn’t keep quiet.
While Facebook can be an effective way to fundraise, its effectiveness relies mainly on the existing networks your organization has built up, and how creatively you communicate your cause. Friends and family can quickly get donor fatigue, or worse, tune out the messages completely. For a crowd-sourced campaign of this kind, fundraisers have to reach a wider audience, and they do this through posting compelling content, partnering with individuals, local businesses, and organizations with similar causes.
For Rodrigo, this wouldn’t be too difficult, as numerous national and local women’s advocacy organizations and graphic artists invested in social justice are active across various media platforms. After suggesting that Comics With a Cause needed a Twitter page to reach beyond his friends circle, I was gratified to see that he started an account within 24 hours. However, the messages he was posting were the same– a direct tweet to a plethora of organizations directing them to donate at his indiegogo site. This kind of inundation amounts almost to spam, no matter how worthy your cause, and can truly damage your future online relationships as well as your organization’s brand identity. I couldn’t understand why Rodrigo, a talented musician, writer and impassioned advocator, wasn’t getting the story behind his cause across.