Promote

---
name: promote
description: Build a multi-channel promotion strategy and content calendar for any campaign type
allowed-tools: Read, Write, WebSearch
argument-hint: "[optional: campaign name, URL, or type]"
---

Build a promotion strategy for this campaign: $ARGUMENTS

Under-promotion is the #1 reason campaigns fail. This skill turns promotion into a systematic process for fundraisers, events, and groups.

This skill works in two modes. See `campaign-context` for the operating-modes overview.

- **Standalone (default):** generate a full promotion package — channel strategy, content calendar, platform-specific posts, email templates — that the organizer can copy and paste into their channels. No PayIt2 account needed.
- **MCP-connected:** the same package, plus the ability to publish update posts directly to the campaign feed via `save_update_post` and to inject live progress numbers (`get_payment_summary`, `get_campaign_health`) into update content.

If MCP tools aren't available in the session, use the standalone flow without comment.

## Core Principle: The 2.5x Rule

Each new sharing method used leads to a **2.5x increase in campaign visibility**. Organizers who share through 6+ methods receive **3x more engagement**. Maximize channel diversity and posting frequency.

## Workflow

### 1. Gather Context

Use the campaign-context skill to establish campaign type, title, URL (if live), how long it has been running, and what promotion has been tried so far.

### 2. Assess Current State

Ask the organizer:
- "Which channels have you been using?"
- "What's working and what isn't?"
- "Any specific platforms or audiences you want to target?"

### 3. Recommend Channel Strategy

Prioritize channels based on type and what the organizer has told you.

#### Fundraiser: Lead with Personal Networks
| Channel | Priority | Why |
|---------|----------|-----|
| Facebook | High | Broad reach, emotional content performs well |
| Personal text/WhatsApp | High | Highest conversion rate (inner circle) |
| Email | High | Best per-contact conversion for direct asks |
| Instagram | Medium | Visual storytelling, younger demographics |
| TikTok | Medium | Viral potential for emotional stories |
| Twitter/X | Medium | News-driven, legal/political causes |
| Nextdoor | Low-Medium | Local causes, neighborhood impact |
| LinkedIn | Low | Professional networks, legal defense cases |

#### Event: Lead with Social Discovery
| Channel | Priority | Why |
|---------|----------|-----|
| Instagram | High | Visual, shareable, event discovery |
| Facebook Events | High | Native event feature, community reach |
| TikTok | High | Countdown content, FOMO, viral potential |
| Email | High | Confirmed buyers share more after registration |
| Community boards | Medium | Nextdoor, local Facebook Groups |
| LinkedIn | Medium | Professional/industry events |
| Partner cross-promotion | High | Other organizations with same audience |

#### Group: Lead with Direct Messaging
| Channel | Priority | Why |
|---------|----------|-----|
| Group text / WhatsApp group | High | Where the group already communicates |
| Email | High | Formal, easy to reply and ask questions |
| Slack / Teams | High | Work or club groups |
| Facebook Group | Medium | If the group has one |
| Social media | Low | Group campaigns are private; public posts have low ROI |

Present the prioritized channel list and explain why each is (or is not) a priority for their specific situation.

### 4. Build the Content Calendar

Create a phased schedule appropriate to the campaign type.

#### Fundraiser: 4 Phases over 30 Days

**Phase 1 - Launch Blitz (Days 1-3)**
- Day 1 AM: Announcement on all primary channels
- Day 1 PM: Personal text/WhatsApp to inner circle (10-20 people)
- Day 1 Evening: Email blast to full contact list
- Day 2: Video content - personal appeal or behind-the-scenes
- Day 3: First thank-you post (gratitude to early donors)

**Phase 2 - Momentum (Days 4-14)**
- 3x/week social posts with rotating content angles
- Weekly email update to supporters
- Milestone celebrations (25%, 50% progress)
- Re-share requests to existing donors

**Phase 3 - Sustain and Expand (Days 15-25)**
- Fresh storytelling angles (impact stories, new photos)
- Community cross-posting (local groups, relevant forums)
- Press outreach for newsworthy campaigns
- "Still time to help" messaging

**Phase 4 - Final Push (Days 26-30)**
- Countdown: "X days left"
- "So close" posts showing remaining gap
- Final email blast with compelling CTA
- Direct asks to high-potential contacts who have not given

#### Event: 6 Phases over 4-6 Weeks

**Phase 1 - Announce (6 weeks out)**
- Public announcement across all channels
- Open early bird registration
- Email blast to existing list

**Phase 2 - Early Bird (4-5 weeks out)**
- Close early bird, open regular pricing
- Lineup/agenda reveal content
- Partner/sponsor cross-promotion begins

**Phase 3 - Social Proof (3 weeks out)**
- "X tickets sold" posts
- Testimonials from past attendees
- Speaker/performer spotlights

**Phase 4 - Last Chance (1-2 weeks out)**
- Urgency: "Only X spots left" or "X days remaining"
- Price tier deadline messaging if applicable
- Direct outreach to undecided prospects

**Phase 5 - Day-Of**
- Live coverage, stories, behind-the-scenes
- Attendee-generated content prompts (hashtag, photo spots)

**Phase 6 - Post-Event**
- Thank yous within 48 hours
- Photo gallery within 1 week
- Next event teaser

#### Group: 5 Phases over 2-3 Weeks

**Phase 1 - Launch (Day 0)**
- Send to all group channels: brief, friendly, link + deadline

**Phase 2 - Progress (Day 3)**
- "We're at X% - thanks to everyone who's paid"
- Lead with gratitude, include link for those who have not

**Phase 3 - Midpoint (Day 7 or halfway)**
- "Over halfway there - X of Y people have paid"
- Social proof drives action

**Phase 4 - Urgency (3 days before deadline)**
- "Deadline is [date]. We still need X people to pay to [achieve goal]."
- Connect to a real consequence

**Phase 5 - Deadline (Day of)**
- "Last day!" - short, no guilt, just facts + link

*Max 5-6 total messages to the group. Private follow-ups with unpaid members only after deadline.*

### 5. Content Rotation Angles

Rotate through these 8 angles to keep promotion fresh (all types have equivalents):

| Angle | Fundraiser | Event | Group |
|-------|-----------|-------|-----------|
| Story / Announcement | Full situation explanation | What, when, where, why it matters | What this is for and how it works |
| Person / Lineup | Humanize the beneficiary | Speakers, performers, organizers | Group context, who's involved |
| Progress | Milestone celebrations | Tickets sold milestones | Payment progress ("12 of 20 paid!") |
| Gratitude | Thanking donors publicly | Thanking attendees and partners | Thanking members who've paid |
| Urgency | Deadline / remaining gap | Countdown / scarcity | Deadline / payment needed |
| Impact | How funds are being used | What attendees will experience | What the collected funds enable |
| Ask | Direct donation request | Direct ticket purchase prompt | Direct payment request |
| Share | Ask supporters to spread word | Ask attendees to bring friends | N/A (group campaigns are private) |

### 6. Platform-Specific Formatting

- **Facebook**: 2-3 paragraphs, emotional hook, photo, direct link + CTA at end
- **Instagram**: Caption under 125 words before fold, 5-10 relevant hashtags, Story version with link sticker
- **TikTok**: 60-90 second script, hook in first 3 seconds, authentic > polished
- **Twitter/X**: Under 280 chars or thread format, punchy, link in first tweet
- **LinkedIn**: 3-4 paragraphs, professional framing, career/community angle
- **Email**: Subject under 50 chars, personalized greeting, one CTA, P.S. line with share ask
- **Text/WhatsApp**: Under 160 chars + link, extremely personal, one clear ask

### 7. Email Outreach Tiers

| Tier | Audience | Ask | Style |
|------|----------|-----|-------|
| 1 - Inner circle | Family, close friends | Specific dollar amount + share / buy a ticket / pay now | Deeply personal, first-person |
| 2 - Extended network | Colleagues, acquaintances | General support + share | Warm, broader appeal |
| 3 - Community | Local groups, organizations | Share first, act if moved | Community-framing, impact-focused |
| 4 - Cold outreach | Media, influencers, orgs | Coverage or signal boost | Professional pitch, newsworthy angle |

### 8. SEO and Amplification

For campaigns that benefit from discovery (fundraisers and events, not groups):
- Use 3-5 searchable keywords naturally in the page description and social posts
- Cross-post to relevant community groups (Nextdoor, Reddit, Facebook Groups, local forums)
- For newsworthy campaigns: write a press release, pitch local TV/newspaper, reach out to relevant bloggers/podcasters
- Use event directories if applicable (Eventbrite, local community calendars, Meetup)

### 9. Generate Batch Content

Produce in-session:
- 5-7 social media posts (platform-native, varied angles)
- 2-3 email templates (appropriate to their tier/phase)
- 2-3 text message templates (for inner circle or group)
- SEO recommendations (keywords to use, community groups to post in, media outreach angles if relevant)

### 10. Save the Promotion Package

Write all content to `[campaign-title]-promotion-[date].md` in the workspace, organized by platform and phase.

## Key Statistics

- Each new sharing method = **2.5x increase in visibility** (all types)
- 6+ sharing methods = **3x more donations** (fundraisers)
- **61% of millennials** discover events through social media (events)
- Events promoted 4-6 weeks out sell **70% more tickets** than 2-week promotions (events)
- Max **5-6 messages** to full group before diminishing returns (group campaigns)

## Reference Files

- **`references/post-templates.md`** - Ready-to-customize social post templates for all types and platforms
- **`references/email-sequences.md`** - Drip sequences for all types (launch, updates, final push, event countdown, group reminders)

## If the PayIt2 MCP server is connected

When the MCP server is available, the promotion workflow gains two additional capabilities:

1. **Live progress data for update posts**: Call `get_payment_summary(campaignId)` and `get_campaign_health(campaignId)` to retrieve current totals, donor count, daily run rate, and pace. Use the real numbers in update content instead of placeholders, e.g. "We just crossed 50% — thank you to all 47 donors who got us here" instead of "We're X% to goal."

2. **Publish updates directly via `save_update_post`**: After generating an update post, call `save_update_post(campaignId, content)` to publish it to the campaign's update feed on PayIt2. This makes the update visible on the campaign page and notifies existing participants.

**Enhanced workflow when MCP is connected:**
- After building the content calendar (step 4), pull live campaign numbers via `get_payment_summary` / `get_campaign_health` and weave them into the milestone update posts.
- Use `save_update_post` to publish updates directly, so the organizer does not need to copy/paste into the platform manually.
- The standalone workflow (steps 1-10 above) is the default and works fully without MCP; the items above are additive enhancements.