Emailing is the most efficient way to convert readers into backers. When you privately communicate with people with whom you already have a relationship, the connection feels more direct and their resulting action feels more personal. Using this channel effectively, especially around your launch date, can ensure your case achieves enough momentum to hit its funding target.
|Reach out early|
Make a list of friends, family and colleagues who might support your case and reach out to this group 48 hours before your case goes live. This first email should introduce them to your legal circumstance and the concept of crowdfunding through CrowdJustice – and it should let them know to expect a follow-up email on launch day (note: your case page goes live when you launch). This may be the first time some of your contacts are hearing about your legal fight and many of them will appreciate being made aware early. The additional time lets them plan how they want to help once your case goes live – by pledging, sharing with their networks or both.
|Brevity is effective|
When writing your emails, keep the explanation of your case short. After a basic description of the case itself, focus on the importance of this specific case and how any funds raised will impact the case. Remember, people can read the full details of your legal story on your case page so there’s no need to tell the whole story here!
It can be tempting to tell people 5 different ways they might help your case succeed. However, overloading recipients with options is more likely to cause them to take no action at all. We recommend each email include 1 “call to action”. You might start with an email asking recipients to pledge and follow up with another one asking them to share on Facebook. Restricting each email to a single request helps ensure people don’t feel overwhelmed.
|Share after you pledge|
Ask people to share your case with their networks after they pledge. People who have decided to donate to your case want to see it succeed and are likely willing to take other actions to ensure that happens. CrowdJustice provides an opportunity to share a link to your case page immediately after users pledge – in your email, ask your network to click the “Share on Facebook” button on the pledge page so their donation can inspire others!
Make sure you're tailoring the content of the emails as much possible to the person you’re sending it to. If it’s possible to call them out by name, do that. The more personal the appeal, the more likely they'll pledge to your case.
|Don't let up|
Maintain a steady drumbeat of communications until you hit your goal. Don’t give up if you haven’t hit your goal yet. If your creative promotional approaches aren’t working, reach out to the CrowdJustice team for support (firstname.lastname@example.org)!
Below are some examples of email templates you may find helpful in crafting your outreach: