If you don’t know where you’re aiming, you don’t have a goal
Before thinking about how to create a successful campaign, you have to choose a cause, set a strong theme, be specific in who you want to benefit, and what you want to achieve. It is important for any successful campaign to have a clear, simple, and solid theme with a powerful mission.
Avoid complex mission statements as people will feel reluctant in participating, or even spreading the word. If your vision is not clear, do not expect others to understand what your cause is representing.
The social benefit of the cause needs to be communicated clearly. People want to know why and how to get involved, otherwise people will not feel motivated to act.
Make the mission rich enough that any anyone and everyone can relate to it, and will feel the need to participate. The campaign needs to be visible in the overcrowding online chatter and causes. Make it personal!
Check out these campaigns:
http://www.commonthreadz.org/shop/theoc/index.php CommonThreadz.org, a non-profit, launched a new series of t-shirts designed by African orphans Orphan Collection. Each t-shirt sold from The Orphan Collection provides the financial support needed to feed an orphan or vulnerable child for one month and provide the child with a new school uniform, school supplies and meals for the school year.
http://www.muslimhands.org/en/gb/appeals/winter_campaign_2012/ Muslim hands winter campaign