10 Steps to Starting an Awareness Campaign

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10 Steps to Starting an Awareness Campaign
Follow these tried-and-true steps to craft the perfect awareness campaign for your organization

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1. Set goals and identify KPIs for your campaign.

Start planning your awareness campaign by determining its purpose. Decide on what you're trying to accomplish by asking yourself the following questions:

• What's the current public perception of our cause?
• What part of our cause needs visibility now?
• What aspects of our mission do we want to draw the most attention to?
• Will we target mainly existing donors or aim to grow our audience with new supporters?

The answers to these questions will shape the specific strategies and goals that you lay out for your awareness campaign.

On top of establishing your goal, decide how you'll quantify that growth and visibility by determining your key performance indicators (KPIs). You might track metrics such as:

• Number of clicks, shares, or likes on shared content
• Event attendance or tickets purchased
• Subscribers or followers gained throughout the campaign
• Traffic on your awareness campaign's landing page

It's important to set your goals early in the planning process, along with the specific KPIs you'll use to measure them. Once you've determined what you're aiming for, it's much easier to craft a strategy to get you there.

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