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Design of campaigns is very much tied to the cause or goals and needs to be appropriate in terms of demographics and culture. As with most any activity on the Internet, there is a variety of tools one can employ in creating an effective online campaign. Here are some helpful points to consider when planing a targeted online campaign:

  • Outline your objectives: what do you want the outcome(s) to be? (e.g. fundraiser, raise awareness, get pledges, recruit volunteers or advocacy)
  • Recognize your target audience
  • Outline your distribution channels
    • Website – drive traffic to a landing page
    • Social media – promote messaging and calls to action to your targeted audience
    • Email marketing – this is still the #1 communication tool
  • Have strategic content marketing organized for your campaign
    • Understand that your messaging will have to be tailored across different platforms because your targeted audience may vary or consume content differently via each separate communication channel.
    • In addition to the context, be sure to have visuals that correspond to your message(s). This would include photography, videography and graphic design materials that are suitable for your website, social media and email marketing efforts
    • Be timely – according to time zones and specific regions of the world where your target audience is based. Adjust across your digital distribution channels as necessary.
    • Plan to publish a recap (blog post or report) that illustrates the purpose and impact of your campaign. Transparency is a big issue in the nonprofit sector, thus demonstrating how money, time and support from your audience impacts a given cause is very important.
  • 5 Types of Online Campaigns Ideal for the New .NGO Domains
  • Examples of Successful Online Campaigns
    • Pencils of Promise: Back to School (fundraising)
    • WWF: Endangered Emoji (raise awareness)
    • Red Nose Day (fundraising event) This includes thanks to those who contributed to a successful campaign and encourages further contributions.
  • Opportunity to model best practices from beginning to end.
  • Transnational cultural sensitivity: Know the target audience and take care not to accidentally use culturally offensive language or images.