At the onset of the COVID lockdown in early 2020, while still employed at ARAHA, we promptly adapted our approach for the annual Ramadan fundraiser campaign, a common response among many nonprofit organizations.
As part of our annual Ramadan Campaign, we traditionally organized fundraising mini-events at approximately 15-20 mosques, along with the main Gala event. This posed a significant challenge for us, especially since our organization heavily depended on in-person donations during the Ramadan period. However, due to the impact of COVID-19, we anticipated a significant reduction in the number of mini-events and recognized that the majority of fundraising efforts would need to transition online. Keeping this in consideration, we focused on developing a digital campaign strategy. Here are the following key elements the campaign included.
Continued our annual poetry tour
Create a series of content highlighting the history of the Horn of Africa
Additional video Ads on Youtube and Facebook
Setup a livestream fundraiser
Continued our annual poetry tour
We collaborated with our partner influencer Boonaa Mohammed to transition our Annual poetry slam tour to an online format. Our goal was to establish a virtual platform where artists could register from any part of the globe. The event was rebranded from 'Rhyme for the Horn' to 'Rhyme from Home', and we decided to host a session every week for a total of 4 sessions.
The initial task involved acquiring the skills to host a live stream event, create broadcast graphics, and produce a show from my office or even my kids' bedroom.
After exploring various live streaming tools, I discovered how to use multiple apps to merge and broadcast simultaneously on different platforms like Facebook, YouTube, and Instagram.
The virtual poetry slam was a resounding success, attracting participants from various countries who shared their creative pieces.
Create a series of content highlighting the history of the Horn of Africa
In order to enhance interaction, we devised a plan to develop more content, ultimately deciding to create a series focusing on the history of the Horn of Africa region. By collaborating with a historian, along with Boonaa, we worked on the strategy and production of a four-episode series. The videos were scheduled to premiere one episode per week on both YouTube and Facebook.
The series not only delved into the history of the Horn of Africa region but also aligned well with the organization's mission, providing additional content to engage and garner support. In total, the videos amassed over 80,000 views and received hundreds of comments.
My responsibilities in this phase of the campaign included strategy, coordination, and publication, while Boonaa handled strategy, production, recording, and editing.
Additional video Ads on Youtube and Facebook
Furthermore, we included the following videos in addition to the content mentioned earlier to enhance the campaign. This enabled us to run an omnichannel campaign aimed at similar audience demographics in important regional areas.
Water Witness: Produced and edited by Boonaa Muhammed
A Self Reflection: Produced and edited by Boonaa Muhammed
A drop of hope | Produced and edited by me
Setup livestream fundraiser
Using the same skills I had acquired, we setout to conduct a livestream fundraiser. I took some time to setup a couple of production meeting to go over the livestream event. In the meeting we covered and planned to have the following:
Pre Production
Who to bring in as guest speakers
Keypoints to cover
Fundraising (goal, method of collecting donations, call + text line)
Complementary videos to show plus, B role footage.
Production (live)
A team to take phone calls for donations, respond to questions, and comments on Social media, and Youtube.
Broadcast lineup and monitoring of audio and video
Bring in guest speakers
Post-Production
Follow up with donors
Analysis and reflection of the production.
After the planning was completed, it was time for the livestream event. Despite facing some hiccups and nerves, we persevered through all obstacles and managed to deliver a successful fundraising event.
As Ramadan was drawing to a close, donations were pouring in from various campaign initiatives. In total, we raised over $250,000 in online donations, a first for the organization!
This experience demonstrated that even in the face of significant challenges, we can adapt and conquer any obstacle by uniting our hearts, minds, and efforts.
Throughout this experience, I acquired the ability to adapt, embrace new tools, conquer challenges, rely on my intuition, and participate in a well-coordinated COVID campaign through collaboration.
Comments