art of digital london august 2012 - crowdfunding - sarah gee
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CROWDFUNDING:THE FUTURE?
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SARAH GEE
PhilanthropistArts LoverMarketerFundraiser
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SARAH GEE
PhilanthropistArts LoverMarketerFundraiser
BoredBoredBoredBored
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TRADITIONAL ARTSFUNDRAISING
• Public sector funding• Trusts and foundations• Individual givers• Corporate supporters• Community & events
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WHY CROWDFUNDING?
Economic circumstances: biggest potential isin individual givingNeed for new and/or deeper relationshipsDemographic & technological changesDefinition of madnessPutting the fun back into fundraising
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A JOINED UP APPROACH?
Frequent attender
Free Mailing List
Priority Mail List(£5 per year)
Friend(£40 per year)
Regular attender
Irregular attender
New attender
Non attender
Regular donation
Single donation
MEMBERSHIP GIVING
Majordonors
FREQUENCYLegacies
Source: Katy Raines,The Leaky Bucket
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GEE’S PARADOX
If Audiences = Potential Donors
could
Donors = Potential Audiences ?
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WHERE IT ALL STARTED
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HOW DOES IT WORK?
Project
Benefits
Advertise
Raisemoney
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WHAT WORKS?
Choosing project & benefits wisely: make it fun & sexy
Planning – this is a serious campaign
Artists / marketing / digital / fundraising workingtogether
Being creative
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WHY ANGELSHARES?
• Flexible approach – not all or nothing
• Built by a fundraiser – Gift Aid
• Creating relationships needs data
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POSSIBLE BENEFITS• A lapel badge• A cloth bag with your company logo on it• A certificate of thanks, signed by Patrick Stewart• An invitation to attend a rehearsal• Afternoon tea with the cast and crew• The chance to have your name sewn into David
Tennant’s costume• Sponsor Yorick’s skull: have your name inside it in
Swarovski crystals and get it at the end of the run
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BARRIERS TO SUCCESS?• Not having enough supporters in the first place• The ‘Fry Factor’• Insufficient planning: use all customer touchpoints• Lack of ‘digital’ knowledge• Always wanting ‘jam today’• Silo thinking between departments• Fear of trying something new• Fear of failure
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CROWDFUNDING THE FUTURE
AngelShares: Giving the arts wings T: @LoveAngelSharesE: [email protected]: AngelShares.com