crowdfunding: how it works, why it works and how you can make it work for you
TRANSCRIPT
Housekeeping
Write down 3 thingsCaveats & biases
[email protected] / @bradyjosephson peergiving.com / chimp.net / recharity.ca
Crowdfunding is growing rapidly and driven by social causes
Choosing a project & setting a goalSMART● Specific● Measurable● Attainable● Relevant● Time bound
Simple case● Why care?● Why you?● Why now?
What are you hoping to raise, by when, to impact who and how?
Develop your story & stories
• Social Currency• Triggers• Emotion• Public• Practical Value• Stories
• Simple• Unexpectedness• Credibility• Concreteness• Emotion• Stories
There are different story types you can use in your campaign for different reasons.
Story Types– Genesis– Future– Beneficiary– Staff– Donor/Supporter
Tell your desired future story of what’s possible to inspire.
Story Types– Genesis– Future– Beneficiary– Staff– Donor/Supporter
Tell a client story to personalize and move emotionally.
Story Types– Genesis– Future– Beneficiary– Staff– Donor/Supporter
Tell the donor/supporter story to show the power in everyday people and others aren’t in it alone.
Story Types– Genesis– Future– Beneficiary– Staff– Donor/Supporter
Choosing a platform5 Questions
1. Do you need/want the donor information?2. How much brand control do you want?
3. Do you want a tool that can access a pool of supporters?
4. Do you want to provide updates during and after the project?
5. How do you prefer to pay for the project?
Control vs. CostYOURSClassyArtezPeer GivingNetwork for GoodBlackbaudCauseVox
THEIRSCanadaHelpsChimpIndiegogoCrowdRiseKickstarterFundlyRazoo
Choose the best platform for them.
Adding incentives
Setting up your campaign
● Keep it simple○ Add layers (and links) as needed and as you go
● Use videos and images● Add social and social tools
○ Hashtag to use and follow
Videos, quick starts and audience are all keys to successful projects/campaigns.
Recruiting supporters● Regular, loyal and
monthly supporters● Volunteers and board
members● Companies and corporate
partners● Younger supporters and
followers
Supporting Your Supporters
Update on status & Final Emails
● Let people know how close you are to reaching your goal
● Post stories○ Future○ Beneficiary○ Donor/Supporter
● Send out your own round of emails● Encourage fundraisers to email (again)
Thanking & Reporting
● Hopefully as you go, definitely at the end● Treat fundraisers more like major donors● Give the final results of the campaign
○ In ways that are meaningful to supporters● Close the loop
Resources
● Made to Stick● Winning the Story Wars● Science of Giving● charitywater.org● classy.org● hatchforgood.org