how to get your project funded - cfcv.com.au€¦ · choose the right project for crowdfunding 2....

How to get your project funded

(using crowdfunding)

Prashan Paramanathan, CEO Chuffed.org

@Chuffed

The non-profit conundrum

“How do I attract donors to my

project?”

Answer

Make supporting your project as fun

as buying shoes

PS, people LOVE buying shoes

Yes, that’s someone thanking you for letting them donate

1.  Choose the right project for crowdfunding

2.  Set a reasonable target and timeframe 3.  Develop a marketing plan way before launch

Three steps

Specific vs general

Choosing the right project

Tip: Could someone else say the same thing? (It’s way more interesting to fund something unique)

Inspiring vs earnest

Choosing the right project

Tip: Sell it to someone and see their reaction (Donors don’t share earnest. They share inspiring)

We are an ACNC registered charity and our mission is to create a world where all kids can connect with their parents regardless of their circumstances

We are reading Peppa pig with prison inmates, recording it and sending the books and recordings to their kids on the outside



Three steps

Targets are a function of three things

Target

Available time

Existing audience

Cost of project

Rule of thumb on reasonable targets

<$5,000

$5,000 - $25,000

$25,000+

Own network, 1 day/wk*

1k+ emails, 2-5 days/wk*

3k+ emails, 5+ days/wk*

* During the campaign plus 4 weeks beforehand

Tip: People LOVE when you blast through your target in 24 hours

Target Audience, time required

Timeframe = 4 to 6 weeks campaign (+ 4 weeks preparation)

Set a reasonable timeframe

Tip: Prepare as if you need to hit your target in Week 1



Three steps

1.  Break your audience into 3 segments 2.  Prepare emails for each segment 3.  Put them all on a calendar

Develop a marketing plan

Woah, that’s alot True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)

1. Figure out who they are (Research)

1. Put them into a Mailchimp list

2. Get feedback (Email 2: Feedback)

2. Ask to leverage brand (Email 1: Flattery)

3. Set expectations and tasks (Email 3: Expectations) (Email 4: Pre-launch)

2. Tell everyone its coming (Email 1: It’s coming)

4. Launch (Week 1) (Email 5: Launch day- start) (Email 6: Launch day- end) (Email 7: Day 2) (Email 8: Day 3) (Email 9: End of Week 1)

3. Launch (Week 1) (Email 2: Update) (Email 3: Day 2 Display of momentum)


5. Mid-campaign (Weeks 2-3) (Emails 10-12: Updates on news article, major donors, campaign milestones)

4. Mid-campaign (Weeks 2-3) (Emails 4-5: Follow up asks)


6. The end (Week 4) (Emails 13-19: Daily countdown) (Email 20: Say THANK YOU)

5. The end (Week 4) (Email 6: Final chance) (Email 7: Say THANK YOU)


7. Post campaign (Email 21-30: Send fortnightly updates)

6. Post campaign (Email 8-10: Send monthly updates)

Let’s start here True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Who loves you? True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Just ask True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Set clear expectations True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Make it easy to act True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Start the campaign before it starts True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















… and tell me I’ve done good True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Time to launch True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Who are these influencers? True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Everyone else True believers Influencers Everyone else 1. Figure out who they are (Email 1: Recruitment)


















Why does this work?

1.  The people who really love you feel important (they discovered you first)

2.  The influencers get social currency by telling people about you (they’re backing a winning horse)

3.  Everybody else feels involved with little effort

(they can join a party that someone else has organised)

... And it’s fun being part of something that’s successful in real-time

For more great content,

Sign up at chuffed.org/blog

Questions?

how to get your project funded - cfcv.com.au€¦ · choose the right project for crowdfunding 2....

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