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CROWDFUNDING 101.
How you can launch your own crowdfunding
campaign in 8 easy steps.
WELCOME!
@BRADYJOSEPHSONStrategic Director, Charity ExpressClient Success Team Lead, Peer Giving Solutions
Empowering people to act on the human spirit of charity.
FIRST, A STORY.
NEW SCHOOL IS ACTUALLY THE OLDEST OF SCHOOLS.
Art director Alexis Persani. Photographer Leo Caillard.
WHAT IS CROWDFUNDING?
The collective effort of individuals who network and pool their
money to support efforts initiated by other people or organizations.
WHAT IS SOCIAL FUNDRAISING.
CROWDFUNDING• Project based• Purpose is
fundraising• Driven by a person
or an organization • Options to choose
a project• Think Kiva
PEER TO PEER• Person based• Purpose is
engagement• Driven by a person
or group of people• Focusing energy
towards one project
• Think charity: water
WHY CROWDFUNDING?
FOR THEM• Know what they
are funding• Follow along to see
the impact• Easy, affordable
and accessible• “Bang for buck”
FOR YOU• Engagement with
new/different supporters
• Acquire new donors in new networks
• Because donors love it
• Straightforward
WHY CROWDFUNDING?
Carve out a tangible funding opportunity1
Connect with outsiders
6
Check in regularly for engagement7
Capture and tell a great story2
Choose a platform3
Create your project4
Communicate with insiders5
Close the loop8
HOW CROWDFUNDING?
8 STEPS FOR A SUCCESSFUL CAMPAIGN.
CARVE OUT A TANGIBLE FUNDING OPPORTUNITY.
• SMART– Specific–Measurable– Attainable– Relevant– Time bound
USE INCENTIVES AND PERKS LIKE MATCHING FUNDS, IT WORKS.
Art director Alexis Persani. Photographer Leo Caillard.
CARVE OUT A TANGIBLE FUNDING OPPORTUNITY.
Dalit Freedom Network “For Freedom”• $25,000 in 2
months is matched to provide another year of education to 200 Dallit children
• $150 when matched provides another year of school
CARVE OUT A TANGIBLE FUNDING OPPORTUNITY.
Connected by 25 Supper Club• $1000 for Supper
Club to support 15 youth in a safe, friendly environment
• $250 for one week of Supper Club
USE DONATION ANCHOR AMOUNTS THAT MEAN SOMETHING.
Art director Alexis Persani. Photographer Leo Caillard.
CAPTURE AND TELL A GREAT STORY.
• Story Types– Genesis– Future– Beneficiary– Staff– Confession–Donor/Supporter
• Video!
Art director Alexis Persani. Photographer Leo Caillard.
LET LOGIC AND EMOTION (NUMBERS AND STORIES) WORK TOGETHER.
CAPTURE AND TELL A GREAT STORY.
• For CMHA Kelowna– From a kid in the program– From a project manager– From a past beneficiary– From the Executive Director– From a donor or volunteer
CHOOSE A PLATFORM.
• 5 Questions1. 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?
Art director Alexis Persani. Photographer Leo Caillard.
DON’T BE AFRAID OF
TRANSACTION COSTS, YOU
ONLY PAY IF YOU SUCCEED.
5 CANDIAN PLATFORMS.
• Third Party Sites– FundRazr– Chimp– Giveffect
• Your Own Site– Peer Giving– Artez
FUNDRAZR.
FUNDRAZR.
FUNDRAZR.
Good• Free/easy to set up• Mobile• Social integrations• Charity
adaptability• Widget for your
own site• Access to audience
Bad• 5% plus CC• Lack of brand• Not created for
charities
CHIMP.
CHIMP.
CHIMP.
Good• Easy to use• 1% plus CC• Free & easy set up• Tax receipts • Donation widget• Automated
matching• Access to donors
(limited)
Bad• Lack of brand• Donor information• Customization
GIVEFFECT.
GIVEFFECT.
GIVEFFECT.
Good• Tax receipting and
donor information• Interactive with
simple updates• Charity focused
Bad• Limited branding• Only charities that
sign up with them can receive funds
PEER GIVING.
PEER GIVING.
PEER GIVING.
Good• Brand• Storytelling• Full website• Tax receipts• Interactive with blog
updates and comments
• International receipting and processing options
Bad• 4% plus CC• Full website• Set up resources• Template sites
ARTEZ.
ARTEZ.
ARTEZ.
ARTEZ.
Good• Brand• Customization
options• Event management
built in• Mobile and multi-
channel
Bad• Customization
options• Set up resources• Not inherently
interactive
OTHER TOOLS.
• Blackbaud - Friends Asking Friends• Indiegogo• Kickstarter• Canada Helps
TOOLS DON’T RAISE
MONEY, PEOPLE DO.
Art director Alexis Persani. Photographer Leo Caillard.
CREATE YOUR PROJECT.
CREATE YOUR PROJECT.
COMMUNICATE TO INSIDERS.
• Send an eBlast out to those that know and already love you– Tell them what’s coming– Ask them to give– Ask them to share
• Let your staff and board know about it and what they can do
COMMUNICATE TO INSIDERS.
Art director Alexis Persani. Photographer Leo Caillard.
DON’T RELY ON YOUR SUCCESFUL CAMPAIGN TO GET AN AUDIENCE. RELY ON YOUR AUDIENCE TO GET YOU A SUCCESSFUL CAMPAIGN.
CONNECT WITH OUTSIDERS.
• Share on social media– Videos, photos
• Write a blog post about it• Tag friends, family, staff and insiders
who have given in Facebook updates• Get staff and board to share through
personal updates
CONNECT WITH OUTSIDERS.
Art director Alexis Persani. Photographer Leo Caillard.
FACEBOOK IS GENERALLY BEST
FOR DRIVING TRAFFIC AND DONATIONS.
CHECK IN FOR ENGAGEMENT.
• Provide updates on the project, work and crowdfunding campaign
• Look for comments• Respond to questions, comments,
etc.
CHECK IN FOR ENGAGEMENT.
CLOSE THE LOOP.
• Thank everyone for giving and sharing
• Tell them how the campaign ended• Follow up with results and stories on
impact
CLOSE THE LOOP.
CLOSE THE LOOP.
CLOSE THE LOOP.
Create your project
Connect with outsiders
Check in for engagement
Capture and tell a great story
Choose a platform
Communicate to insiders
Carve out a tangible funding opportunity
Close the loop
✔✔✔✔✔✔✔✔
HOW CROWDFUNDING?
FREE MONEY!
• $200 of matching funds to help with your campaign if you choose to use Chimp
• Email me [email protected]
FREE TOOLKIT.
@BRADYJOSEPHSONStrategic Director, Charity ExpressClient Success Team Lead, Peer Giving [email protected]
THANK YOU!
Empowering people to act on the human spirit of charity.