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Crowdfunding: Using Stories And Strategies To Get Funds
From The Crowd
2015 Storytelling Non-Profit Virtual Conference
Housekeeping
Write down 3 thingsCaveats & biases@bradyjosephson | #storytellingnppeergiving.com | chimp.net | [email protected]
The collective effort of individuals who network and pool their money to
support efforts initiated by other people or organizations.
Crowdfunding has both project and person based forms of fundraising.
Project Based• Purpose is fundraising• Driven by a person or an
organization • Options to choose a
project• Think Kiva• Think direct mail
Person Based• Purpose is engagement• Driven by a person or
group of people• Focusing energy towards
one project• Think charity: water• Think online gala
Crowdfunding helps combat the reasons why people don’t want to give.
Why People Don’t GiveDiffusion of ResponsibilityFutilityParochialismIdentifiable VictimFairnessMoney
How To Inspire To Give Social InfluenceTangibilityMake Personal, TangibilityTangibilitySocial InfluenceNon-Financial Actions (Pledge, Volunteer, etc.)
What makes donors happy?
● Giving more frequently in smaller amounts● Giving to very specific projects● Giving when it all goes “to the cause”● Giving when they don’t get anything tangible back in
exchange● Giving and being thanked promptly● Giving and getting smaller, more frequent updates on
impact
How to Crowdfund?8 Steps to a successful campaign
Carve out a tangible funding opportunity
1
Connect with outsiders6
Finish strong7
Compel with great stories2
Choose a platform3
Create your project4
Communicate with insiders5
Close the loop8
1. Carve out a tangible funding opportunity
SMART● Specific● Measurable● Attainable● Relevant● Time bound
Simple case● Why care?● Why you?● Why now?
2. Compel with great 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 founding story and where you came from for trust.
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 a staff story to humanize the brand and let people peek behind the curtain.
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
3. Choose 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?
3. Choose a platformClassyNetwork for GoodBlackbaudPeer GivingCauseVoxArtez
CrowdRiseIndiegogoKickstarterFundlyRazoo
4. Create your project
● Keep it simple, add layers (and links)● Use videos and images● Add social and social tools● Add incentives (carefully)
5. Communicate with 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
6. 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
7. Finish strong
● Send last round of emails● Share how close you are and how little time
left on channels● Ripest time to acquire new donors
8. Close the loop
• Thank everyone for giving and sharing• Tell them how the campaign ended• Follow up with results and stories on impact
Resources
● Made to Stick● Winning the Story Wars● The Life You Can Save● charity: water● LiNK● Classy● Bloomerang
Thanks!Brady Josephson
[email protected]@bradyjosephson
recharity.catext ‘recharity’ to 33733 for weekly digest