So, what's all the hoo-hah about? What are these challenge group thingys and how can you use them to build an amazing fundraising campaign? Read on...
We’ve seen Challenge Groups explode in popularity over the last year. Organisations of all types have had to scramble for new fundraising activities. With new and ever-changing restrictions on in-person events, creative replacements have become essential.
A Facebook Challenge Group is a time-limited, closed, single-topic group. You can use them for fundraising, lead generation or any other creative purpose. For charities, they’ve been replacing in-person fundraising events with great success.
The group provides a structure for deploying content over a fixed period of time. Savvy event planners and marketers can use this built-in format to divide up a big topic or group goal. The smaller, more digestible pieces of content go out over the duration of the challenge.
The only limit is your imagination. The better you can put that to use, the more likely your challenge group will be a success. The novelty of the format has worn off and so, the more interesting and creative the challenge, the better. As an example - a dog walking challenge
(see Samaritans) may be a better choice than a solo walk. Consider running a poll before choosing an activity to gauge member interest.
A challenge group can take the structure of a course. Each day of the challenge, you can share written content, video, or go live. Providing members a call to action and an assignment keeps the momentum going.
Like a course, participants register ahead of time. Once the registration period ends, the group closes and the challenge begins. Only members who have signed up can participate once the challenge is underway. So, use this as a call to action - build the excitement by having a deadline for entering the challenge. Build momentum.
As the challenge runs its course (to a max of 15 days), share content on a regular schedule. Encourage, or even require participants to react and interact with the content. They can also post their own updates and progress towards the goal as the challenge goes on.
During the challenge, participants progress towards a measurable end point. This could be a distance, number of landmarks visited, reps or anything else.
One of the advantages of Challenge Groups is the element of familiarity. The most active folks in your community are likely to be comfortable with Facebook. This makes interactions easy and low-friction for participants. They already know how to like, comment and post and will appreciate not needing to sign up for something new.
There’s also the massive advantage of being able to pre-plan the entire challenge ahead of time. This gives you more time during the challenge to work with UGC and create your own reactive content.
The challenge structure also provides a built-in community. You'll be starting out with a group of people organised around a common interest and goal. This foundation always makes community management easier. Being able to run an open registration period also gives you more time to promote and market your event.
Communication will be the primary source of issues in your group. You can get ahead of this with thorough planning and prep before running the campaign.
We have supported several of our clients in their run challenge groups to great success. We can step in at any part of the process, from strategy and planning to last-minute emergency cover.
StrawberrySocial's team represents only the most expert community and social media professionals. Together, we have decades of combined experience in social media and online moderation. We hand-select team members, screening for sensitivity, emotional intelligence and empathic listening skills. We provide 24/7 coverage, with team members located all over the world.
Team members also have online safety qualifications such as CEOP and NSPCC.
Additionally, they are Moderation Gateway certified and DBS checked.
Get in touch and we will help you craft a custom solution that ensures your Challenge Group will be a smash hit.