Online & Virtual Campaign Playbook
No event required. Launch a focused digital campaign to grow your RFP supporter base using email and social media.
Why Online Campaigns Work
No venue, no logistics, no weather concerns
Reach your entire network simultaneously
Easy to track and measure results
Can run alongside your regular operations
If your campaign converts just 50 households to active RFP supporters, that's approximately $31,550 annually in passive funding. 100 households = $63,000/year.
Campaign Structure
Recommended duration: 2-4 weeks. Shorter campaigns create urgency. Longer campaigns risk losing momentum.
Week 1
Launch with energy—announce the campaign, explain RFP, set a goal
Week 2
Build momentum—share progress, add testimonials, spotlight vendors
Week 3
Final push—urgency messaging, countdown, personal asks
Week 4
(Optional) Celebration and thank-you—share results, recognize supporters
Day-by-Day Plan (2-Week Version)
Week 1: Launch & Educate
Day 1 (Monday) - LAUNCH
- • Email: Campaign announcement to full list
- • Social: Launch post on all platforms
Day 3 (Wednesday) - HOW IT WORKS
- • Social: “How RFP Works” explainer post
- • Optional: Share video explainer
Day 5 (Friday) - PROGRESS UPDATE
- • Social: Progress toward goal
- • Email: Reminder to non-openers
Day 7 (Sunday) - WEEK 1 RECAP
- • Social: Celebrate week 1 progress
- • Personal: Staff share on personal accounts
Week 2: Push & Close
Day 8 (Monday) - VENDOR SPOTLIGHT
- • Social: Feature 2-3 RFP vendors
- • Email: “Meet the local businesses”
Day 10 (Wednesday) - PERSONAL ASK
- • Email: From Executive Director
- • Tone: Personal, direct, explaining why this matters
Day 12 (Friday) - FINAL COUNTDOWN
- • Social: “3 days left!”
- • Stories/Reels: Quick video from staff
Day 14 (Sunday) - LAST CHANCE
- • Email: “Campaign ends tonight!”
- • Social: Countdown posts throughout day
Email Sequence
Email 1: Campaign Launch
Subject: Support [Nonprofit] every time you shop—here's how
Dear [First Name],
What if every coffee you bought, every oil change, every dinner out could support [Nonprofit Name]—without costing you an extra penny?
We're launching a 2-week campaign to grow our RFP community, and we need your help.
Our goal: [X] new supporters by [date]
It takes 30 seconds. Then every purchase you make at an RFP vendor supports our mission automatically.
P.S. If just 100 of you sign up, we could generate over $63,000 in annual funding—forever.
Email 2: Mid-Campaign Reminder
Subject: We're halfway to our goal—join us!
Quick update: We're at [X] supporters—[Y]% of our goal!
Every RFP supporter generates an average of $631/year in donations through normal shopping. That's funding we receive automatically—no asks, no events.
Email 3: Personal Ask (From ED)
Subject: A personal note about our RFP campaign
As you know, fundraising is one of the hardest parts of running a nonprofit. That's why I'm so excited about RFP.
When you download the app and choose [Nonprofit Name], you're creating a passive revenue stream for us. You don't pay more. You don't have to remember to donate.
This is different. And it could change how we fund our mission.
Email 4: Final Push
Subject: Last chance: RFP campaign ends tonight
Our RFP campaign ends tonight at midnight.
Current: [X] | Goal: [Y] | We need: [Z] more downloads
Email 5: Thank You & Results
Subject: We did it! Campaign results inside
🎉 [X] new RFP supporters
💚 Projected annual impact: $[Y]
Thank you to everyone who downloaded, shared, and supported this campaign.
Sample Social Media Posts
Day 1 - Launch
🚀 We're launching something exciting! Introducing our partnership with RFP—a free app that lets you support [Nonprofit Name] every time you shop. 📱 Download the free RFP app 💚 Choose [Nonprofit Name] 🛒 Shop at local vendors ✨ They donate—you pay the same! Our goal: [X] supporters by [date]! Download now: [LINK]
Progress Update
📊 CAMPAIGN UPDATE! We've reached [X] RFP supporters! That's [Y]% of our goal! Can we hit [next milestone] by the weekend? If you haven't downloaded yet, it takes 30 seconds: [LINK] Let's goooo! 🎉
Final Countdown
⏰ 3 DAYS LEFT! Our RFP campaign ends Sunday, and we're SO close. Current: [X] supporters Goal: [Y] supporters We need: [Z] more! Will you be one of them? [LINK]
Celebration
🎉 WE DID IT! 🎉 Thanks to YOU, we now have [X] RFP supporters! That means approximately $[Y] in annual funding—just from shopping at local businesses. THANK YOU! 💚
Campaign Checklist
Before Launch
- Set campaign dates (2-4 weeks)
- Set download goal
- Draft all emails
- Create social media graphics
- Schedule posts in advance
- Brief staff/board to share
During Campaign
- Send emails on schedule
- Post daily on social
- Respond to comments/questions
- Share progress updates
- Thank supporters publicly
After Campaign
- Send thank-you with results
- Post celebration on social
- Update board on success
- Plan ongoing RFP promotion
- Debrief: What worked?