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Josh McClain, Orly Sibony, Johnathon Purcell
IndiegogoBeginner Lab
#gogolab | @indiegogo
Copyright Indiegogo. All rights reserved. Confidential &
proprietary.
#Welcome to Indiegogo LabGet food and drinksIntroduce Indiegogo
team How many of you are completely new to Indiegogo and
crowdfunding?Pay attention to the questions asked by the campaign
owners in the room youll have these questions one day!Please tweet
your experience at #gogolabBathrooms are on the 6th floor. Follow
signs
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Our PurposeWe are the worlds funding engine, empowering
passionate people and organizations to fund what matters to
them.
Copyright Indiegogo. All rights reserved. Confidential &
proprietary.
| Indiegogo | Indiegogo Lab#Indiegogos mission: to empower
people to fund what matters to them.
Our founder Slava Rubin, tells it best. Were going to watch a
short video created by the Kauffman Foundation which explains what
Indiegogo is at its core. (Play video by clicking to the next
slide)
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| Indiegogo | Indiegogo Lab#Thats the gist of what Indiegogo is,
but how are we different from other platforms?
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First and largest global platformFlexible vs. fixedNo
application processGreat customer support
How is Indiegogo Different
| Indiegogo | Indiegogo Lab#Oldest and largest global
platformFlexible vs. FixedOpenGreat Customer
supportMerit-based4
What are the benefits of an Indiegogo campaign?Raise moneyGain
visibilityGauge demand & mitigate riskConnect with your
audience
| Indiegogo | Indiegogo Lab#You can raise money from an
Indiegogo campaign and ALSO:
Gain visibilityGauge demand/mitigate riskConnect with your
audience
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Getting Started
| Indiegogo | Indiegogo Lab#The PitchGoal
Video
Pitch Text
| Indiegogo | Indiegogo Lab#Hi Im [insert name]. Im going to
walk you through how to create a strong pitch. A pitch is made up
of three parts the goal, the video, and the pitch text.7
Higher Goal
More Money
| Indiegogo | Indiegogo Lab#If you dont remember anything else
from this lab, remember that a higher goal doesnt not mean youll
raise more money. In fact, we find the opposite is true.8
People Want to Give to Successful Projects
| Indiegogo | Indiegogo Lab#Which campaign appears more
successful?Correct! The campaign on the right appears more
successful because it has reached a higher percentage of its goal.
Contributors want to give to a campaign that appears successful so
you should set a goal that is attainable. Contributors are actually
deterred from giving to campaigns that have raised a low percentage
of their goal we call this the green bar effect. Later well talk
about how to overcome this, but your goal should be smallest amount
possible to still move project forward and fulfill perks9
Launched campaigns with a pitch video raise 115% more compared
to ones without a pitch video.
PitchAnswer the who, what when, where, why, and howTell your
storyKeep it under 3 minutesInclude a strong call to actionExpress
gratitude
| Indiegogo | Indiegogo Lab#- This pitch text answers the who
what when where and why of the campaign before I ever have to
scroll down. I would go a step further and include this information
in a concise paragraph at the top.
Ask the audience the answers to: who, what, when, where, and
why
Put the meat of the information above the scroll just like a
newspapers most important information is above the fold
Make information easy to reach with infographics and
picturesSell your project and project
Be genuine!
Videos are important!Campaigns with a video raise 115% more
versus campaigns with out a video.Average contribution is 12%
higher for campaigns with a pitch video.Contributors want fast and
easy information
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Is Fortune a Wheel?raised $15,453
Goal $12,000MUSIC San Francisco, CAAward winning songwriter
Monica Pasqual, cellist Josh McClain & drummer Pam Delgado hope
you can help them record an album.
#Share your campaign basicsWhat worked in your pitch text and
video
Campaign experienceVideo tips11
#Who is the campaigner?Why is she raising funds?What do you get
in return for contributing?Great, so we learned in less than 3
minutes the who, what, when, where and why of this project. Be sure
to answer these big questions quickly How would you describe the
campaign owner?
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Is Fortune a Wheel Campaign Tips:
Plan AheadCrowdsource your audience Host events to build and
maintain momentumOffer perks that can be fulfilled during the
campaignBe able to adapt
#-Really own your project. Start building hype before the
launch. -Reach out to audience before-hand to see what services are
there. You have a friend willing to donate their time for a
video/photo shoot, editing, etc. (talk about how video was made and
how we paid the videographer with PayPal funds after the first
day).-A beginning, middle, and end event helps to bring excitement
to your project and involve your audience. Can manage and maintain
momentum-Offering perks that can be fulfilled during the campaign.
Capture these experiences and make updates to have better audience
involvement-A campaign is an organic living thing. Pressing the go
live button is the scariest part. Once the campaign is live youll
need to be able to adapt and strategize based on the audiences
reaction. Comment on Bruces you put water in the cup, it becomes
the cup analogy13
Purpose of PerksPerks can motivate contributors to give out
of:PassionPrideParticipationOn average, campaigns with perks raise
143% more than campaigns without perks.
| Indiegogo | Indiegogo Lab#A perk is something you give back to
a contributor to say Thanks! Having perks in your campaign is an
opportunity for you to get creative! Just warning you, Im about to
throw a ton of examples your way, and I know its a lot to take in.
My hope is that some of these examples will stick out and inspire
you when youre creating your perks.People contribute to your
campaign out of passion, pride, and participation. The best perks
tap into these three reasons and further encourage your audience to
become contributors.This specific perk is from the Mission Cheese
campaign. Mission Cheese is located on Valencia St. If youve been
there, you may have seen this mural of sheep. Look closely, and
youll see that the sheep are made of names. The campaign team
offered to incorporate your name into the mural if you contributed
a certain amount. The perk allows you to show off your
participation and passion for the project, and youre proud of it.
You can take friends to Mission Cheese and show off your name!While
you technically dont need perks, youre much more likely to be
successful with perks, and your contributors are more likely to be
happy.Campaigns with perks raise 143% more on average than
campaigns without perks. And we find that the most popular perk
price is $25.
Perks are really powerful as well because they enable you to
gage your communitys interests, and engage your contributors by
asking what perks they would like to see. Perks can be added and
removed throughout your campaign, which is a great mechanism for
encouraging contributions through limited time offer perks, or
determining what perks work best or dont.
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Types of PerksExperience
Good or Product
Digital Good
In-Kind Make contributors feel valued
| Indiegogo | Indiegogo Lab#So what is a perk?You can generally
break them up into 4 categories:Experience: an event such as a
concert. The perk can be tickets to your event, and then you can
encourage further contributions at the event itself. It can be
recognition on your FB page, mural, or plaque. It can be an
opportunity to volunteer with your nonprofit or volunteer to help
create your project. A perk can also be a chance to participate in
your project, such as working on a film set!Example of recognition:
I contributed to this campaign. They found every contributors
profile picture on Facebook, and added this crown and tag to their
image. They then posted all the new images as updates, and invited
me to make it my Facebook profile pictures. I could show off our
pride in contributing, and also show off my participation.Good or
Product: a physical object, swag, t-shirts, or the actual object
youre creating with your campaign funds. Most people think of perks
as a physical object. If you have these objects, you should give
them out as perks. Sprayable Energy raised $170 k by pre-selling
their spray individually or in packs.Digital Good: book download,
song download, subscription to a newsletter, insight into projects
progress (such as blueprints). Making physical things is
complicated, but digital perks are easy. For example, The
Exploratorium wanted to create a Living Innovation Zone on market
and they offered a digital sketch of what their LIZ would look
like. This is part of the sketch above, and now you can go to
Market Street and see their creation.In-Kind: This is where you ask
your network to offer perks on behalf of the campaign. So in-kind
perks can be access to exclusive places, dinner with a celeb or
influential individual, tours, or teaching a special skill. This
doesnt have to come from your networkif you know something cool,
share it too. I have learned archery thanks to a perk, and Josh has
actually offered martial arts lessons as a perk too, which Ive
claimed. So now you can tell that I like to claim perks that teach
me how to harm people.Another cool example, featured here, is from
a recent campaign called Help the Honest Politician Crash The Most
Expensive Senate Race of All Time. Shepard Fairey, the artist who
created the iconic Obama Hope poster, donated posters and shirts
with an original image of the Honest Politician in the same style
of Obamas poster. This perk was very popular for the campaign and
helped bring in thousands of dollars in contributions during its
last few days. Id like to take a moment to reiterate that its
important to add unique, creative, and even funny perks. People get
excited to receive something one of a kind.
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The Bum Projectraised $5,000
FILM Melbourne, AustraliaThe Bum Project raised to make a film
about women and their bums called Does My Bum Look Big in This
Documentary?
They offered a hand-signed, limited-edition photocopy of Annas
bum.
#So heres a funny example of an original perk. An Australian
team lead by a woman who goes by Anna decided to make a documentary
about women and their bums. They made their pitch text and pitch
video very playful and funny, and their perks went along with this
theme. Thats how they got away with offering something as raunchy
as a signed picture of Annas bum as a perk.I claimed it. I wanted
to show my support for such a cleverly crafted campaign, and claim
something so unique and funny that I could show my friends. So be
creative with your perks, and see how your audience responds. Now
that your head is brimming with perk ideas, theres one other thing
you should keep in mind: fulfillment. It takes a lot of time,
money, and energy. So you want to be prepared. When pricing your
perks, do the math- add up not only the cost of the items and
shipping and the amount left over for the campaign, but the cost of
your time, too. Know how youll fulfill at 10 and10,000 units. One
of our favorite examples is of the Angry Video Game Nerd campaign,
which offered a personalized thank you video in return for $10.
1421 people claimed this perk. That meant that yes, the campaign
owner had to record 1421 thank you videos. Luckily, there is a way
to limit the availability of each perk when youre writing the
description on Indiegogo, so you dont end up spending every waking
moment making thank-you videos.16
Think FulfillmentDo the math on perks pricing (your time
counts)Know how youll fulfill at 10 and 10,000 unitsResearch
international shipping
| Indiegogo | Indiegogo Lab#Finally, research international
shipping! Indiegogo is proud to be an international platform, and
you may find out that your idea really resonates with folks from
Azerbaijan to Zimbabwe. Ensure beforehand that you calculate how
much it costs to ship a thank you card, t-shirt, or product around
the world, and factor that into your perk price. And if youre not
able to support international shipping, thats fine, just make sure
you clearly indicate that in your perk description and campaigns
pitch text.
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Crowdfunding: Running & Promoting a Campaign
| Indiegogo | Indiegogo Lab#Now that we have discussed how to
create a great campaign through your pitch and perks, lets talk
about how you are going to run and promote your campaign!18
Plan
| Indiegogo | Indiegogo Lab#Having a plan is very
importantRunning a campaign is time consuming and is a lot of
workPlanning ahead will reduce some of your work during the
campaignThe more you plan out how you will run your campaign the
more likely it will be to succeed19
Pre-LaunchBuild Layers
TeamCampaigns with a team raise 94% more than campaigns that run
soloInner CircleFriends, family, people passionate about the
projectAsk your team and inner circle how much theyll giveKnow
where 30% of your funding will come before you launch
| Indiegogo | Indiegogo Lab#Helpful to divide your promotional
plan by timeframeLets start with your pre-launch promotionYour
prelaunch is about building out your layers of supportStart with
your teamExpand to your inner circleGoal is to not leave your
campaign up to chanceGaining 30% of funding in the first few days
is important for establishing early momentum
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LaunchWhen to launchyour campaignLaunch on a Monday or Tuesday
in the morningRun your campaign for 21-45 days
| Indiegogo | Indiegogo Lab#Also helpful to think about when you
will launch your campaign and for how longMost successful campaigns
will launch on a Mon or Tues in the morningTime when most people
are checking emails and your campaign is far more exciting than any
work emailOptimal campaign time will varyBut 21-45 days is where we
have seen the greatest successYou can run for a max of 60 days but
you dont want your campaign to run too long and lose audiences
interest21
LaunchEmailEmail brings in 20% more funding than any other
sourceClear call to actionPut up a vacation responderAdd your
campaign to your signature
| Indiegogo | Indiegogo Lab#Once your campaign is live, how do
you promote it?Email has the highest conversion rate on our
platformThis is why it is important to build out your layers
beforeWhen you launch let your inner circle now that you are live
and give them a clear call to actionYou can also be creative in
your use of email to reach a wider audienceUse a vacation
responderOr add your campaign to your signature22
LaunchSocial Media22% of a campaigns raised funds come from
social mediaIf you dont have a community on social media, dont
promote through social mediaSecure 30% before pushing to the
public
| Indiegogo | Indiegogo Lab#Social media is the next best
promotional strategyIt has the second highest conversion rate and
on average accounts for about 22% of the funds a campaign
raisesSome people get nervous about social mediaAsk do I need to be
on all of the platform?Our advice is pick your strongest platform
and stick to itOr the place where you think your audience is most
likely to beIf you dont already have a community on social media
dont try to promote through it
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Active EngagementKeep up momentum
| Indiegogo | Indiegogo Lab#So what content do you use in your
emails, social media, and promotional methods?The goal of using any
of these strategies is to maintain active engagementMost campaigns
look like thisThis is normal, but really successful campaigns find
a way to overcome this dipWhen thinking about what content to
include in your promotion focus on fresh interaction with your
audienceAdd perksContinually engage people through updatesCampaigns
with at least 3 updates raise 239% more fundsOffer a competition or
a surveyThe goal is to make people feel involved in a way that is
more than just contributing
Campaigns:(HAVE TO REMEMBER)Gosnell Movie
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LUUV - raised $62,837
Goal $50,000DESIGN San Francisco, CAWith LUUV you can shoot
steady footage at any time with your actioncam, smartphone and
compact digital camera.
#A campaign that did a great job of maintaining active
engagement was LUUVLUUV is a stabilizer for your GoPro or other
action cameras so you can take shake free footageInstead of telling
people how awesome their product was, LUUV showed them They posted
regular video updates of their product in action Their audience
could see and feel exactly what the product would doShooting these
videos also had the benefit of promoting their campaign offlineBy
going to skate parks where their target audience hung out they were
able to generate buzz and excitement about LUUV
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#A campaign that did a great job of maintaining active
engagement was LUUVLUUV is a stabilizer for your GoPro or other
action cameras so you can take shake free footageInstead of telling
people how awesome their product was, LUUV showed them They posted
regular video updates of their product in action Their audience
could see and feel exactly what the product would doShooting these
videos also had the benefit of promoting their campaign offlineBy
going to skate parks where their target audience hung out they were
able to generate buzz and excitement about LUUV
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Frequently Asked Questions
| Indiegogo | Indiegogo Lab#Can you feature my campaign?
Should I hire someone to help me promote my campaign?
How can people contribute to my campaign?
When will I receive my funds?
#Answers:
At this time, we dont manually feature campaigns. The campaigns
featured in the Discover feed are automatically generated from
those that have a high gogofactor.
Indiegogo does not endorse any services that offer marketing
consultation for your campaign, so we cant verify the merit of any
firm. If you believe a service provided by an outside firm can
benefit you, we suggest asking the company to provide
recommendations from other campaign owners along with examples of
the value they added to those campaigns. Hire someone?-Depends. Do
you have a team? What are your constraints? -It might be helpful to
hire an intern or assistant for an area that you feel weaker in,
like social media, PR, or communications. -Many crowdfunding
agencies exist now. If youre interested in engaging these services,
definitely do research beforehand. Ask them for the names of the
campaigns theyve worked with, and reach out to those campaigns and
ask about their experience with this agency. -We also offer
resources on our Blog and in our Field Guide for writing a great
pitch, online marketing, PR, and more. You may feel that these
resources, as well as tips on the net, and tips from our team, are
enough to plan your campaign strategy.
Flexible funding campaigns can decide whether to enable
contributions through PayPal or/and credit card.
With a Flexible Funding campaign, contributions raise through
PayPal are automatically disbursed to the campaign owners PayPal
account. Credit card contributions are sent as a lump sum to your
bank account within 15 business days after your campaign ends. For
Fixed Funding, contributions are disbursed as a lump sum after your
campaign meets its funding goal.
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Thank youAdditional [email protected]
#
Bathroms are on the 6th floor follow signsBreak into discussion
groupsWe will send you the slides and resources to read29
List of Campaign
Examples:https://www.indiegogo.com/projects/is-fortune-a-wheel-new-album-project/https://www.indiegogo.com/projects/mission-cheese/https://www.indiegogo.com/projects/worthy-of-the-crown/https://www.indiegogo.com/projects/sprayable-energy/https://www.indiegogo.com/projects/exploratorium-living-innovation-zonehttps://www.indiegogo.com/projects/help-the-honest-politician-crash-the-most-expensive-senate-race-of-all-time/https://www.indiegogo.com/projects/the-bum-project/https://www.indiegogo.com/projects/angry-video-game-nerd-the-movie/https://www.indiegogo.com/projects/luuv-the-first-plug-play-camera-stabilizer-for-gopro-and-smartphones
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