1.6

CAMPAIGN STRATEGY

“A good strategy has coherence, co-ordinating actions, policies, and resources so as to accomplish an important end.”25

This summary by Richard Rumelt is brilliantly concise. It is also applicable to any applicant looking to crowdfund a project, no matter how small that project may be.

Coherence is needed for all stakeholders to understand the vision your campaign is trying to realize. Without coherence, the message that should be driving the campaign can be lost or misunderstood (see section 1.4).

It is necessary to co-ordinate actions to produce a unified look and feel to the project both internally for the project’s team and externally for those wishing to follow and/or invest in the campaign. To help with this, written ...

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