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CROWD FUNDING RESEARCH: MAGGOTS & POO
HIP ‘N’ SHOULDERED.
Dr Melanie Thomson – Deakin Medical [email protected]
@Dr_Mel_Thomson (Twitter)www.facebook.com/drmel.thomson
Blog: www.drmelthomson.wordpress.com
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Research Crowd Funding comes to Deakin
Prof Deb Verhoeven
Chair in Media and CommunicationFaculty of Arts & EducationSchool of Communication & Creative Arts
[email protected]@bestqualitycrab on Twitter
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Evolution of a Crowd Funding Academic: ‘Mighty Maggots’ Campaign April 2013
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Research Crowd Funding in Oz: The beginning
• Deakin-Pozible.com partnership
• Pozible founder Rick Chen, me & Dr Michelle Harvey
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Maggots…can we make them glamorous?
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Pozible-ly, an exercise in marketing
Second Maggot Video: Maggot Art
https://www.youtube.com/watch?v=H1WJZiflxi8
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Getting $10K for Maggots? It’s !
• 45 days to convince people to give us $$
• No existing ‘audience’• Target Market not as
tech savvy• Ran ‘physical’
outreach campaign as well as online
• Apps used: Twitter, Facebook, LinkedIn and Storify
• Diverse Donors
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Pozible-ly, rewarding for donors?
Rewards turned out to be an important part of the process
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A real life Crowd : Community Engagement
Cons: Can get hostility from punters
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‘Mighty Maggots’ Campaign
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Evolution of a Crowd Funding Track record: ‘Hips 4 Hipsters’ April 2014
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‘Hips 4 Hipsters’ - Bought Pro Help
Logo: Cat Donaldson, Faster Pussycat Productions @catherineLdAnimation: James Hutson, Bridge8 @jameshutson
Professional Animation by James Hutson of Bridge8
https://www.youtube.com/watch?v=o-OD2gB0Ewg
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‘Hips 4 Hipsters’ Twitter only strategy
• One week on @realscientist rotation account to amplify signal
• Important relationship with science ‘supertweeter’ @upulie -> @colvinus
• Interviewed by @carolduncan on ABC radio• ‘Herd Mentality’ Podcast @adamreakes
• Most donors came from these interactions
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Strategic 2 stage Crowd Funding: ‘No more Poo Taboo’ campaign, April 2015
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‘No more Poo Taboo’ #Cdiff campaign
• Can diarrhoea be glamorous?• Will my supporters ‘buy’ the two step
strategy?• Can I keep the ‘powder dry’ with the US
based philanthropists?• Is every just sick of my schtick?
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‘No more Poo Taboo’ #Cdiff campaign
• #nopootaboo• #undiesforcdiff
Outtakes: https://www.youtube.com/watch?v=KmTQh3IM_1k
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‘No more Poo Taboo’ #Cdiff campaign
3D Tiny Toilets
https://www.youtube.com/watch?v=STJglafaxVA
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Crowd Funding: Not for the faint of heart!
Cost • Pricey on Time!! (10-20 hrs on top of Academic job!)• $$ return per hour….approximates to less than minimum wage• Seen as ‘zany’ = non credible by science establishment??
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Crowd Funding: Not for the faint of heart!
Cost • Pricey on Time!! (10-20 hrs on top of Academic job!)• $$ return per hour….less than minimum wage• Seen as ‘zany’ = non credible by science establishment??Benefit• Raised profile in local and national communities• ‘Ripple Effect’ still in action…several further donations• Obtain network of random ‘cheerleaders’
for your science
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‘Ripple Effect’ of community engagement
• Approx $5,000 extra donations (so far!)
• Plus $37,000 Grants
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The Process and Potential $$ GainsDeakin Process:• Internal committee to assess ‘NOIS’ applications• Training workshops • Run campaigns in batches• Social Media support
HOW MUCH CAN YOU ACHIEVE?
• $1,000-$1,500 – Easy, get this in first week Family & friends• $5,000 – Moderate, should be achievable in 30-45 days• $10,000 – $15,000 – Hard work, need good strategy• $20,000 - Very Hard work, need larger existing audience to tap• $50,000 -100,000+ TELL THEM ‘You’re Dreaming’!!!
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ACKNOWLEDGEMENTS
SPONSORS: 129 + 180 + 161 individuals @pozible.com +
Jane den HollanderLee AstheimerDeb VerhoevenMichelle HarveyJoyce SeitzingerColin WarrenStuart PalmerRebecca PlantRyan RaybouldKris Pechotsch
PozibleRick ChenMatt Benetti
Gillian TurnerCatherine DonaldsonJames HutsonKim FoaleMichelle Banks
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http://www.slideshare.net/debver/crowdfunding-university-research
http://www.slideshare.net/debver/report-evauatinresearch-myworld
http://www.slideshare.net/debver/checklists-crowdfunding-research
http://www.pozible.com/research
My Blog: www.drmelthomson.wordpress.com
1st Campaign www.pozible.com/mightymaggots
2nd Campaign www.pozible.com/hips4hipsters
‘Research my World’ Crowd Funding Links
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Crowd Funding Tips for University Admin
• Requires support from the highest level (VC/DVCR)• Requires support of financial officers in Research Office
and at local Departmental level• Consideration for admin burden of tax receipts ->
Philanthropy office?
• Practicalities: • WHICH PLATFORM? External or Internal?• Official You Tube account• Pay Pal account needed• Multi Media/Comms support?• ‘Coalition of the willing’ team of Social Media Mentors
