San Francisco Public Press@sfpublicpress

sfpr.es/pedalpowerednews

The Good News

• We made our Kickstarter goal!• We’ve raised _________ from _________ people.

How We Got Here

• Michael Stoll• We’ve been delivering papers since 2010• Delivering downtown by car is difficult and expensive• Benefits of bike delivery in a dense urban grid• Wanted to try crowdfunding again after early success

with Spot.Us• San Francisco loves bicycles• Being serious, charming and quirky• INN

What Worked Well

• People liked the idea!• Script and storyboard• Custom illustrations for video and campaign• Supporting material for ongoing promo

(videos, maps, trivia etc.)• Social media team magically fell out of the sky

and into our newsroom (almost seriously)

The Hard Part

• Making the video took a long time• We are not videographers.

• Not everyone understands Kickstarter • “Can’t I just give you this dollar bill?”

• You have to ask again, again and again• 1,000 is a big number

Will You Give $1 to SupportPedal-Powered News?

sfpr.es/pedalpowerednews

How Much Did It Cost?

• $1,650 Videographer, video editor, illustrator

• $150 Hard drive to hold footage• $300 Promotional postcards

• Borrowed: • GoPro camera• Bike trailer

Advice (What We Will Do Differently Next Time)

• Making the video will take longer than you think• Train EVERYONE in your organization to be part of the

campaign• Distribute the work• It takes a while to get set up with Kickstarter• It can take MANY DAYS to get your campaign approved• Figure out in advance what you’re posting when and where

• Your website• Kickstarter updates• Social media• Newsletter blasts• Personal emails

Surprises

• Our loyal fans gave us lots of money• People who like your idea will still give you money

even after you reach your goal• Personalized requests = highest rate of response• You have to ask again, again and again• Blasting lists didn’t help as much as hoped• We picked up a whole bunch of new members!• The campaign itself was an invaluable outreach

opportunity

sfpr.es/pedalpowerednews

THANK YOU!