A Network Asset Map is the anchor to your campaign. It is your starting point, your reference, as well as your lifeboat when your campaign feels like it’s sinking into oblivion.
There are several ways of compiling a NAM, and it is dependent on whether you like to create visual mind maps, hand-drawn – or whether you are an excel spread sheet fiend. A NAM is simply a list of everybody you know personally and professionally;
- Those who owe you a favour (great for thinking up rewards)
- Those who owe you money. (great for first day donations)
- Those who know somebody who knows somebody who may be interested in what you’re doing,
- Those who are influential in your field through blogging or tweeting.
- Friends and family
- engaged networks in your area of interest
Organise your map into different categories and then split those categories into different methods of communication. There may be some who don’t use twitter or facebook but who are incredibly influential when they pick up the phone. Others may only communicate on LinkedIn or by email.
Next write in comments as to how you know these people and any other comments – this will help you to prioritise.
1 Around 70% of donations on a successful campaign are from friends and family. We take this to mean contacts who know and trust you (they don’t have to be close family and friends), so if you can identify and prepare as many people before you launch the crowdfund, the sooner you will reach 70%. From that point onwards those who don’t know you are more likely to trust your campaign and donate.
2 When things are quiet, you can scroll through your NAM and work out who you haven’t contacted yet. The team behind Medicine’s Dark Secrets had a NAM of 250 contacts. Half way through the campaign and when it was quiet we reminded them to go back to their NAM to see how many people they were still to contact. They still had over 100 to contact. Knowing this revived them, and they went on to exceed their target by over $2,000.
If you want to find out more about creating a Network Asset Map contact us here.