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21+1 Tips For A Successful Crowdfunding Event
1
#KimbiaWebinars
Confidential document: Kimbia Inc. 2016
Hi!
Miriam Kagan Senior Fundraising
Principal
2 #KimbiaWebinars @KimbiaInc
Confidential document: Kimbia Inc. 2016 3
Confidential document: Kimbia Inc. 2016
Why Crowdfunding?
• It’s here to stay • Drives significant new
revenue • Recruits new high value
donors – up to 60% • Engages major donors • Sustainability
Confidential document: Kimbia Inc. 2016
Yes!!! ü Compelling
Demographics ü Omni-Channel
Engagement ü Long-Tail Effect "
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Do Crowdfunding Events Lead to More Giving?
Confidential document: Kimbia Inc. 2016 6
Confidential document: Kimbia Inc. 2016
Higher Education Events
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- Purdue Day of Giving: $13.7M raised in 2015 (87% more than previous year)
- Columbia University: $12.79M in donations
- Cornell University: $6.97M in donations
Confidential document: Kimbia Inc. 2016
Community Foundation Events
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- North Texas Giving Day: $33.1M raised in its 7th year (26% of donations from first time donors)
- Give to the Max Day: $18 million
- Give Miami Day: $7.16 million raised in its 3rd year
Confidential document: Kimbia Inc. 2016
Confidential document: Kimbia Inc. 2016
1. Create a Project Plan
• Document all tasks
• Assign each task to someone
• Set completion dates for each task
• Assign a project manager
Confidential document: Kimbia Inc. 2016
Chapter/Affiliate Project/Mission
Tap into local pride, enthusiasm and creativity
Include local, national and international projects with multi-currency, multi-language and multi-funds flow
Enable both local, national and international matches
Provide a variety of projects so there is something to appeal to everyone
Choose either local or national data and funds flow
Leverage the multiplying effect of the internet via peer-to-peer fundraising
2. Choose a Crowdfunding Model
Confidential document: Kimbia Inc. 2016
3. Pick a Date • Major milestone like an
anniversary or world awareness day
• Quiet time in the year
• Launch a capital campaign
• #GivingTuesday
• What works for your organization?
Confidential document: Kimbia Inc. 2016
4. Define Your Audience
• Major Donors
• First Time Donors
• Influencers
Confidential document: Kimbia Inc. 2016
5. Compelling Value Proposition
• How you solve a problem
• Why you
• Show impact
• Use the language of your supporters
• Highly visible
• Use images
Confidential document: Kimbia Inc. 2016
Compelling Value Propositions Pay Off
• Sci-Port received 156 gifts totaling over $107,000 during Give Local America
• They were third overall in dollars raised
Sci-Port Value Proposition “Louisiana’s Science Center provides a fun, educational
environment for people of all ages to explore and actively engage in the world of mathematics, science and technology. Sci-Port serves to spark curiosity about the world around us, provides hands-on tools for using scientific discovery in everyday life, and encourages a passion for life-long learning.”
Confidential document: Kimbia Inc. 2016
6. Strategic Promotion
Your plan should include:
• Target audience
• Best channels to reach audience
• Messages that resonate
• Target number of impressions
• Monitor and measure
• Two-way communications
Confidential document: Kimbia Inc. 2016
Get Creative with your Communications
• Ask volunteers and board members to email key people
• Advertise at events
• Enable partners to embed forms
• Reach out to radio, TV
• Recruit corporate sponsors
Confidential document: Kimbia Inc. 2016
7. Set Explicit, Measurable Goals
Set SMART Goals: specific, measurable, attainable, relevant and time-bound
• What is your overall fundraising goal?
• Are those goals realistic and attainable?
• Are they relevant to your Crowdfunding event?
• Can you set goals for specific times of the day?
Confidential document: Kimbia Inc. 2016
8. Recruit Online Ambassadors
• Consider board members, staff, volunteers, partners
• Schedule “workshop-style” training
• Review:
- Brainstorm
- Goals and timeline
- Draft letters to potential donors
- Strategize on donor outreach
Confidential document: Kimbia Inc. 2016
9. Incentive Structure • Create prize & match
opportunities
• Incentivize healthy competition
• Prizes include:
- First project/program to reach goal
- Most donors in given period
- Most referrals from given partner
- Fund with most international donors
Confidential document: Kimbia Inc. 2016
10. Customize Messaging
Create specific talking points for specific audiences based on:
• Giving levels
• Giving frequency
• Giving focus
• Giving recency
• Channel preferences
• Demographics
Confidential document: Kimbia Inc. 2016
Confidential document: Kimbia Inc. 2016
11. Criteria for Choosing a Crowdfunding Platform
• Protects your brand • Provides you with donor data • Features real-time leader boards • Makes forms easy to share • Gives you peer-to-peer functionality • Offers mobile-responsiveness • Reduces form abandonment • Assures scalability • Includes multi-currency, multi-language and multi-
country settlement
Confidential document: Kimbia Inc. 2016
12. Key Elements for Success • Optimize forms for conversion and
reducing friction
• Provide clear, prominent calls-to-action
• Make forms easy-to-use
• Keep forms short
• Prominently feature your crowdfunding event
• Give contextual reasons to give
• Provide suggested donation amounts
• Mobile-optimize your site
The University of Maryland featured personal video stories of scholarship recipients alongside dona>on forms
Confidential document: Kimbia Inc. 2016
13. Communications & Social Media Training is Critical
Confidential document: Kimbia Inc. 2016
Confidential document: Kimbia Inc. 2016
14. Event Day HQ
• Sufficient staff to field questions
• Community outreach
• Real-time communications
Confidential document: Kimbia Inc. 2016
15. Social Media Leverage social media to amplify crowdfunding buzz and outreach:
• Use tracking codes to measure effectiveness
• Build a “spread the word” page
• Leverage Facebook, Twitter, Instagram, Vine, and others
Confidential document: Kimbia Inc. 2016
16. Real-Time Updates
• Feature real-time results on home page
• Leverage social media, youtube, email to amplify results
Confidential document: Kimbia Inc. 2016
17. In-Person Events
• Farmers markets
• Potlucks
• Concerts
• A flash mob
• Evening of wine, hors d’oeuvres and jazz
• River parade
• Stream a live conference
Confidential document: Kimbia Inc. 2016
18. Leverage Peer-to-Peer Communications
Confidential document: Kimbia Inc. 2016
Confidential document: Kimbia Inc. 2016
19. Say “Thanks”
Confidential document: Kimbia Inc. 2016
20. Enable Post-Event Giving
Confidential document: Kimbia Inc. 2016
Confidential document: Kimbia Inc. 2016
22. Plan Your Next Event
Confidential document: Kimbia Inc. 2016
Kimbia provides an all-in-one solution for…
Online Fundraising
Event Registration
Peer-to-Peer, Team & DIY Fundraising
Giving Days
Custom Forms
Confidential document: Kimbia Inc. 2016
The Kimbia Solution
Embedded in an organiza>ons exis>ng website • Enables branding control • Increases donor
conversion by 30% on avg
Best of Breed, cloud-‐based plaKorm
Mobile-‐ready responsive • No need for web APIs to
build / style
Social sharing integra>on
Works with client systems of choice: • Integra>on ease using data APIs • App on Salesforce AppXchange
Secure, PCI Level 1 compliant, forms
£€¥$ Mul>-‐Currency
Mul>-‐Language
20+ Gateways
Confidential document: Kimbia Inc. 2016
Q&A
#KimbiaWebinars @KimbiaInc
Confidential document: Kimbia Inc. 2016
Next Steps:
Get the full list of expert crowdfunding tips download our eBook in our follow up email.
#KimbiaWebinars @KimbiaInc
At Kimbia We Set New Standards of Crowdfunding Success Every Day!
Confidential document: Kimbia Inc. 2016
www.kimbia.com"@kimbiainc"
@miriamkagan"
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Confidential document: Kimbia Inc. 2016
Thank you!
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