Campaign Planning Phase (4–6 Weeks Before Launch)
Define the goal:
- Fundraising target (£10,000 by [date])
- Number of new donors (200 first-time donors)
- Donor reactivation (50 lapsed donors)
Define the audience:
- Existing donors (warm audience, direct mail QR)
- Event attendees (contextual, high-intent audience)
- General public (cold audience, poster/outdoor QR)
Define the channels:
Map each audience to their primary channel (direct mail, event, social). Each channel gets its own QR code.
Material Design Phase (3–4 Weeks Before)
- Design donation page on chosen platform
- Add UTM parameters to the page URL per channel
- Generate one dynamic QR per channel
- Design materials incorporating the QR with clear CTA text
- Print review: test-scan all QR codes on printed proofs
Common error: generating QR codes before the destination URL is finalised, then updating the URL but forgetting to regenerate static QR codes.
Solution: Always use dynamic QR codes for campaigns so destination URLs can be updated post-print if needed.
Launch Phase
- Deploy materials to all channels simultaneously
- Monitor scan counts on Day 1 (expected spike)
- Check donation platform for conversion data
- Alert team if any QR is generating scans but zero donations (landing page issue)
Mid-Campaign Optimisation
At the campaign midpoint:
1. Check scan count by channel — are all QRs getting scans?
2. Check donation conversion rate by channel — which is converting best?
3. If one channel has high scans but low conversion: review the landing page for that traffic source
4. If one channel has low scans: consider QR visibility (too small, poor CTA, wrong placement)
Reporting and Learning
Post-campaign report should capture:
| Metric | Channel A | Channel B | Channel C |
|---|---|---|---|
| Print run / distribution | | | |
| QR scans | | | |
| Landing page sessions | | | |
| Donations | | | |
| Total raised | | | |
| Cost per donation | | | |
This data feeds the next campaign's planning — allocating budget to the highest-performing channels.
Putting this into practice
Start with the smallest real test you can run. Generate the code, print it at the exact size you plan to use, and scan it with two different phones in the lighting where it will live. Check that the destination page loads quickly on a mobile connection and that the call to action next to the code tells people what they will get. If anything feels slow or unclear, fix it before you print a full batch, because reprints cost more than a short test. Keep a note of the size, material, and placement that worked so the next batch starts from a proven setup.
Common mistakes to avoid
The most common mistakes are easy to avoid once you know them. Long payloads make modules tiny, low contrast makes edges hard to read, and text placed too close to the border eats the quiet zone the scanner needs. Covering a corner finder pattern with a logo or a sticker breaks detection entirely, and a code placed behind glare or on a curved surface fails even when the print is perfect. Review each of these points on a proof copy, and treat any failure as a reason to adjust the design rather than a reason to blame the scanner.
Quick checklist
- Keep the payload as short as practical so modules stay large.
- Keep dark modules on a light background with strong contrast.
- Leave a clear quiet zone on all four sides of the symbol.
- Test the printed code at the real viewing distance and lighting.
- Confirm the destination page loads fast on a phone.
- Recheck the code after any change to the link, design, or placement.
Related tools and guides
- For local payments, the [Pakistan payment QR](/pakistan-payment-qr) page explains the regional flow and what customers see.
- The [regional payment QR](/regional-payment-qr) guide covers payment codes used across different markets.
- The [UPI QR code generator](/upi-qr-code-generator) builds payment codes for UPI-based transfers.
- The [bulk generator](/bulk-generator) builds many codes from a table when one-off generation would take too long.
- Test every code with the [QR scanner](/qr-scanner) on more than one phone before you publish or print it.
- The [UTM builder](/utm-builder) adds campaign parameters so scans show up separately in your analytics.
