Your organization has decided that a cause awareness day campaign is an effective way to advance your organization’s goals. You know what you want to communicate, you’ve pulled together a great team, and you've got the time and capacity to make it happen (check out the first blog in our three-part series for more on this).
But, how will you make sure your campaign is a success? Here, we outline a few ways to ensure your cause awareness day campaign has social impact:
1. Meet your audiences where they are.
Take time to get to know your target audience: Aim to deploy your campaign in the spaces in which those individuals receive information (e.g. Are they on Twitter, LinkedIn, and/or Instagram?), and tailor your messages to what they need to mobilize.
2. Lean into what makes your organization unique.
When it comes to the ‘what’ and the ‘how’ of your campaign, hone in on both the content and the delivery methods where you excel. Can you mobilize others in your field? Are you experts in video production? Define what you’re best at and frame the campaign accordingly.
3. Define success beyond just total reach.
Consider quality over quantity when it comes to engagement metrics: It can be more effective to start meaningful conversations with fewer people who are in a position to help you reach your goals (e.g. key policymakers, leaders, or other important stakeholders) than to reach one million people who don't fit into your target audience.
4. Develop a clear call-to-action.
What do you want your campaign to inspire your audience to do: Sign an online petition? Download resources? Share informational posts? Develop a clear call-to-action, and build your campaign around it.
5. Measure offline impact.
While digital analytics offer great insight (e.g. the number of people who signed a petition, downloaded a resource, etc.), gathering other types of information can help complete the picture. Follow up with your audiences to answer questions like: Who downloaded a resource and why? How did they use that resource? Focus on the questions that will help you to understand the impact of this digital campaign and to improve your next one.
Ready for next steps in creating your cause campaign? Check out the next blog in our cause awareness day campaign series for more on how a social impact creative agency can support you.