Testing The Waters: 3 Month Content Calendar

What Is the Marketing Strategy for Crowdfunding?

A successful crowdfunding campaign involves a multifaceted marketing strategy that includes promotional and nurturing content. The balance between these two aspects is critical for campaign success:

  1. Promotional Content: Promotional content focuses on creating awareness about your campaign and driving contributions. It includes posts that directly call for support, highlight perks, and provide a clear call to action.

  2. Nurturing Content: Nurturing content, on the other hand, is about building a relationship with your audience. This content is not solely focused on asking for support. It includes educational material, behind-the-scenes glimpses, and engagement with your community.

This sample content calendar provides a structured plan to build awareness, engagement, and momentum for your crowdfunding campaign over a 3-month period.

It incorporates various content types and formats to maintain a diverse and engaging online presence. Adjust and tailor the content based on your campaign’s specific goals and target audience.

Month 1: Awareness and Introduction

Week 1: Nurture and Teasers

  • Email: A campaign announcement email with a teaser image or graphic.
  • LinkedIn: Daily text posts with campaign updates and teasers.
  • Facebook: Daily image or video posts with campaign teasers.
  • Instagram: Daily image posts with campaign teasers.
  • YouTube: A campaign teaser video (1-2 minutes) at the beginning of the week.

Week 2: Original Content and Behind-the-Scenes

  • Email: An email linking to a blog post or article with more information about the project’s background.
  • LinkedIn: Share an article or long-form post about your project’s background.
  • Facebook: Share a behind-the-scenes video or image series.
  • Instagram: Carousel post with behind-the-scenes images.
  • YouTube: A behind-the-scenes video tour (2-3 minutes).

Week 3: Promotional Content and Testimonials

  • Email: An email highlighting success stories or testimonials related to the project.
  • LinkedIn: Share testimonials or success stories related to your project.
  • Facebook: Share a promotional video or image highlighting the project’s value.
  • Instagram: Carousel post with quotes from testimonials.
  • YouTube: A promotional video with a call to action (CTA).

Week 4: Engagement and Interaction

  • Email: An interactive email encouraging subscribers to ask questions or participate in a poll.
  • LinkedIn: Ask questions or create polls to engage with your audience.
  • Facebook: Host a live Q&A session or an interactive poll.
  • Instagram: Host an Instagram Live session.
  • YouTube: A live video answering frequently asked questions.

Month 2: Building Momentum

Week 1: Nurture and Progress Updates

  • Email: A progress update email with images or infographics showing project progress.
  • LinkedIn: Daily text posts with project updates.
  • Facebook: Daily image or video posts showcasing campaign progress.
  • Instagram: Daily image posts highlighting project milestones.
  • YouTube: A progress update video (1-2 minutes).

Week 2: Original Content and Educational Material

  • Email: An email directing subscribers to an educational video or content piece.
  • LinkedIn: Share an educational article or infographic related to your project.
  • Facebook: Share an educational video or explainer animation.
  • Instagram: Carousel post with educational content.
  • YouTube: An educational video (2-3 minutes) about the problem your project solves.

Week 3: Promotional Content and Perks

  • Email: An email introducing campaign perks and rewards.
  • LinkedIn: Share information about campaign perks and rewards.
  • Facebook: Share a promotional video showcasing backer rewards.
  • Instagram: Carousel post featuring various perks and rewards.
  • YouTube: A video explaining the different reward tiers.

Week 4: Engagement and Community Building

  • Email: An email inviting subscribers to join a live Q&A session.
  • LinkedIn: Host a LinkedIn Live session and engage with your community.
  • Facebook: Create a contest or giveaway to foster community interaction.
  • Instagram: Host an interactive Q&A session.
  • YouTube: A live video with a community update and engagement activities.

Month 3: Countdown and Closing

Week 1: Nurture and Thank Your Supporters

  • Email: A thank-you email to early supporters with their testimonials.
  • LinkedIn: Daily posts expressing gratitude to early supporters.
  • Facebook: Daily posts thanking backers and sharing their testimonials.
  • Instagram: Daily posts featuring and thanking supporters.
  • YouTube: A thank-you video for early backers (1-2 minutes).

Week 2: Final Push and Campaign Updates

  • Email: An email with a countdown and last-minute campaign updates.
  • LinkedIn: Share the campaign’s final push message.
  • Facebook: Share a final push video with a countdown.
  • Instagram: Countdown posts with updates on the campaign’s progress.
  • YouTube: A countdown video (1-2 minutes) to build excitement.

Week 3: Promotional Content and Urgency

  • Email: An email with a sense of urgency, emphasizing the campaign’s final days.
  • LinkedIn: Share updates on the campaign’s last days and encourage last-minute backers.
  • Facebook: Share a last chance promotional video.
  • Instagram: Carousel posts with a sense of urgency.
  • YouTube: A final push video with a strong call to action.

Week 4: Thank You and Follow-Up

  • Email: A final thank-you email and announcement of the campaign’s success.
  • LinkedIn: Express gratitude to all supporters and share the campaign’s success.
  • Facebook: Share a thank-you video and announce the campaign’s success.
  • Instagram: Thank-you posts and success announcements.
  • YouTube: A final thank-you video and a brief look at what’s next.


A successful crowdfunding campaign requires a strategic blend of promotional and nurturing content.

Promotional content generates contributions, while nurturing content builds an engaged and supportive community.

The balance between the two is the key to a successful crowdfunding campaign. 

By fostering meaningful relationships, you can turn investors into passionate advocates who will champion your project even after the campaign ends.

Remember, success lies in the art of maintaining equilibrium throughout your crowdfunding journey.