Crowdfunding Guide European Booklet for...

Crowdfunding Guide

European Booklet for

Crowdfunding Guide

European Booklet forEntrepreneurs

Crowdfunding Guide


Crowdfunding Guide


Crowdfunding Guide


Crowdfunding Guide


Crowdfunding Guide

European Booklet for

This booklet is based on the

Crowdfunding Guide European Booklet for Entrepreneurs This Guide has been created by the European Crowdfunding Network (ECN) the document “ECN CROWDFUNDING GUIDE 2016: finance your pEcosystemcrowdfunding and other tools

The reproduction and/ or adaptation of this guide by other parECN.

© ECN 201


| Fostering Web Entrepreneurship in Europe

Crowdfunding Guide European Booklet for Entrepreneurs

This Guide has been created by the European Crowdfunding Network (ECN) the document “ECN CROWDFUNDING GUIDE 2016: finance your project with crowdfundingEcosystem. This publication is crowdfunding and other tools

The reproduction and/ or adaptation of this guide by other par

2016

et is based on the “ECN Crowdfunding Guide 2016

Fostering Web Entrepreneurship in Europe


This Guide has been created by the European Crowdfunding Network (ECN) the document “ECN CROWDFUNDING GUIDE 2016:

roject with crowdfundingThis publication is

crowdfunding and other tools.


ECN Crowdfunding Guide 2016



This Guide has been created by the European Crowdfunding Network (ECN) the document “ECN CROWDFUNDING GUIDE 2016:

roject with crowdfunding” This publication is part of the Deliverable 5.2

.


ECN Crowdfunding Guide 2016” and was adapted to the current version for ePlus Ecosystem


European Booklet for Entrepreneurs

This Guide has been created by the European Crowdfunding Network (ECN) the document “ECN CROWDFUNDING GUIDE 2016: Financing in the digital age. H

and was adapted to the current version for ePlus part of the Deliverable 5.2


and was adapted to the current version for ePlus Ecosystem



This Guide has been created by the European Crowdfunding Network (ECN) Financing in the digital age. H

was adapted to the current version for ePlus part of the Deliverable 5.2 Web-entrepreneurs pitches for

The reproduction and/ or adaptation of this guide by other parties is subject to approval of


Crowdfunding GuideEuropean Booklet for Entrepreneurs

This Guide has been created by the European Crowdfunding Network (ECN) Financing in the digital age. H

was adapted to the current version for ePlus entrepreneurs pitches for

ties is subject to approval of



This Guide has been created by the European Crowdfunding Network (ECN) on the basis of Financing in the digital age. How to



2



on the basis of to




European Crowdfunding Network The European Crowdfunding Network AISBL (ECN) is the professional network promoting adequate transparency, (self) regulation and governance while offering a combined voice inpolicy discussion and puborganizationWe support our members in carrying initiatives aimed at innovating, representing, promoting and protecting the European crowdthe key roles that crowdfunding can play in supporting entrepreneurship of all types and its role in funding the creation and protection jobs, the enrichment of European society, culture and economyIn that capacity we help developing professional standards, providing industry research, as well as, professional networking opportunities in order to facilitate interaction between our members and key industry partdialogue with public institutions and stakeholders as well as the media at European, international and national levels.



European Crowdfunding Network

The European Crowdfunding Network AISBL (ECN) is the professional network promoting adequate transparency, (self) regulation and governance while offering a combined voice inpolicy discussion and puborganization in Brussels, Belgium.We support our members in carrying initiatives aimed at innovating, representing, promoting and protecting the European crowdthe key roles that crowdfunding can play in supporting entrepreneurship of all types and its role in funding the creation and protection jobs, the enrichment of European society, culture and economy, and the protection of our environment.In that capacity we help developing professional standards, providing industry research, as well as, professional networking opportunities in order to facilitate interaction between our members and key industry partdialogue with public institutions and stakeholders as well as the media at European, international and national levels.




The European Crowdfunding Network AISBL (ECN) is the professional network promoting adequate transparency, (self) regulation and governance while offering a combined voice inpolicy discussion and public opinion building,

in Brussels, Belgium.We support our members in carrying initiatives aimed at innovating, representing, promoting and protecting the European crowdthe key roles that crowdfunding can play in supporting entrepreneurship of all types and its role in funding the creation and protection jobs, the enrichment of European society, culture

, and the protection of our environment.In that capacity we help developing professional standards, providing industry research, as well as, professional networking opportunities in order to facilitate interaction between our members and key industry partdialogue with public institutions and stakeholders as well as the media at European, international and national levels.




The European Crowdfunding Network AISBL (ECN) is the professional network promoting adequate transparency, (self) regulation and governance while offering a combined voice in

lic opinion building, in Brussels, Belgium.

We support our members in carrying initiatives aimed at innovating, representing, promoting and protecting the European crowdfunding industry. We aim to increase the understanding of the key roles that crowdfunding can play in supporting entrepreneurship of all types and its role in funding the creation and protection jobs, the enrichment of European society, culture

, and the protection of our environment.In that capacity we help developing professional standards, providing industry research, as well as, professional networking opportunities in order to facilitate interaction between our members and key industry participants. On behalf of our members, the ECN will maintain a dialogue with public institutions and stakeholders as well as the media at European, international and national levels.




lic opinion building, incorporated as an international not

We support our members in carrying initiatives aimed at innovating, representing, promoting funding industry. We aim to increase the understanding of

the key roles that crowdfunding can play in supporting entrepreneurship of all types and its role in funding the creation and protection jobs, the enrichment of European society, culture

, and the protection of our environment.In that capacity we help developing professional standards, providing industry research, as well as, professional networking opportunities in order to facilitate interaction between our

icipants. On behalf of our members, the ECN will maintain a dialogue with public institutions and stakeholders as well as the media at European,





incorporated as an international not



, and the protection of our environment. In that capacity we help developing professional standards, providing industry research, as well as, professional networking opportunities in order to facilitate interaction between our





incorporated as an international not



In that capacity we help developing professional standards, providing industry research, as well as, professional networking opportunities in order to facilitate interaction between our





incorporated as an international not-for





3




for-profit






ePlus Ecosystem The ePlus ecosystem project will develop and deploy building on andrunway for web entrepreneurs tointernationally.up their ideas and businesses, from internationalization, access to finanservice offer currently made available aalso offer a unique platform that answers to the need for new services expressed in the startup manifesto. This project has received funding from the European Union's HORIZON 2020 research and innovatioFurther information is available at



ePlus Ecosystem

The ePlus ecosystem project will develop and deploy building on and interconnecting existing ecosystems, hubs and initiatives, in order to set up a runway for web entrepreneurs tointernationally. This European ecosystem wi

heir ideas and businesses, from nternationalization, access to finanservice offer currently made available aalso offer a unique platform that answers to the need for new services expressed in the startup manifesto.

This project has received funding from the European Union's HORIZON 2020 research and innovation programme under grant agreement No 644210.Further information is available at



ePlus Ecosystem

The ePlus ecosystem project will develop and deploy interconnecting existing ecosystems, hubs and initiatives, in order to set up a

runway for web entrepreneurs toThis European ecosystem wi

heir ideas and businesses, from nternationalization, access to finanservice offer currently made available aalso offer a unique platform that answers to the need for new services expressed in the

This project has received funding from the European Union's HORIZON 2020 research and programme under grant agreement No 644210.

Further information is available at




runway for web entrepreneurs to start and scale up a business in Europe and grow This European ecosystem wi

heir ideas and businesses, from nternationalization, access to finance and to business growth, thus service offer currently made available at the local ecosystem level. The ePlus project willalso offer a unique platform that answers to the need for new services expressed in the


Further information is available at http://www.epluseurope.eu/




start and scale up a business in Europe and grow This European ecosystem will help web

heir ideas and businesses, from a business international validation phase, to ce and to business growth, thus

t the local ecosystem level. The ePlus project willalso offer a unique platform that answers to the need for new services expressed in the


http://www.epluseurope.eu/




The ePlus ecosystem project will develop and deploy an on line and on site environment, interconnecting existing ecosystems, hubs and initiatives, in order to set up a

start and scale up a business in Europe and grow ll help web-entrepreneurs to develop and scale

a business international validation phase, to ce and to business growth, thus






an on line and on site environment, interconnecting existing ecosystems, hubs and initiatives, in order to set up a

start and scale up a business in Europe and grow entrepreneurs to develop and scale

a business international validation phase, to ce and to business growth, thus complementing the


This project has received funding from the European Union's HORIZON 2020 research and






a business international validation phase, to complementing the



4





a business international validation phase, to complementing the

t the local ecosystem level. The ePlus project will also offer a unique platform that answers to the need for new services expressed in the



Table of Contents

1 What is Crowdfunding?

2 Types of Crowdfunding

3 The Crowdfunding process

4 Finding

5 Prepare a crowdfunding campaign

5.1

5.2

5.3

5.4

5.5

6 During the campaign

7 After campaign communication

8 Checklist

9 Overview of selected Crowdfunding Platforms in Europe



Table of Contents

What is Crowdfunding?

Types of Crowdfunding

The Crowdfunding process

Finding the right platform

Prepare a crowdfunding campaign

In a nutshell

How to engage your network and go beyond?

Choosing the right incentives

A convincing crowdfunding vi

The power of social media

During the campaign

After campaign communication

Checklist

Overview of selected Crowdfunding Platforms in Europe



Table of Contents

What is Crowdfunding?

Types of Crowdfunding


the right platform


In a nutshell



A convincing crowdfunding vi


During the campaign





Table of Contents


the right platform




A convincing crowdfunding video
















5



6

7

8

9

11

13

13

15

17

18

20

22

23

24


1 What is CrowdfundingCrowdfunding is a collective effort of many individuals who network and pool their resources to support efforts initiated by other people or organizations. This is usually done via or with the help of the Internet. Individucontributions from a large number of individuals, allowing innovators, entrepreneurs and business owners to utilize their social networks to raise capitalcan now utilize theoverall fostering an environment of collective decisionconnect with potential customers. The main advantage of crowdfunding is that the funders are also potential customers and ambassadors of the project or business they support and that they will help to promote it through their own networks.

1 A FRAMEWORK FOR EUROPEAN CROWDFUNDING, Kristof De Buysere, Oliver Gajda, Ronald Kleverlaan, Dan Marom, 2012



What is CrowdfundingCrowdfunding is a collective effort of many individuals who network and pool their resources to support efforts initiated by other people or organizations. This is usually done via or with the help of the Internet. Individucontributions from a large number of individuals, allowing innovators, entrepreneurs and business owners to utilize their social networks to raise capitalcan now utilize theoverall fostering an environment of collective decisionconnect with potential customers. The main advantage of crowdfunding is that the funders

also potential customers and ambassadors of the project or business they support and that they will help to promote it through their own networks.

A FRAMEWORK FOR EUROPEAN CROWDFUNDING, Kristof De Buysere, Oliver Gajda, Ronald Kleverlaan, Dan Marom, 2012



What is CrowdfundingCrowdfunding is a collective effort of many individuals who network and pool their resources to support efforts initiated by other people or organizations. This is usually done via or with the help of the Internet. Individucontributions from a large number of individuals, allowing innovators, entrepreneurs and business owners to utilize their social networks to raise capitalcan now utilize the crowd to obtain ideas, collect money, and solicit input on the product, overall fostering an environment of collective decisionconnect with potential customers. The main advantage of crowdfunding is that the funders





What is CrowdfundingCrowdfunding is a collective effort of many individuals who network and pool their resources to support efforts initiated by other people or organizations. This is usually done via or with the help of the Internet. Individual projects and businesses are financed with small contributions from a large number of individuals, allowing innovators, entrepreneurs and business owners to utilize their social networks to raise capital

crowd to obtain ideas, collect money, and solicit input on the product, overall fostering an environment of collective decisionconnect with potential customers. The main advantage of crowdfunding is that the funders





What is CrowdfundingCrowdfunding is a collective effort of many individuals who network and pool their resources to support efforts initiated by other people or organizations. This is usually done via or with

al projects and businesses are financed with small contributions from a large number of individuals, allowing innovators, entrepreneurs and business owners to utilize their social networks to raise capital

crowd to obtain ideas, collect money, and solicit input on the product, overall fostering an environment of collective decisionconnect with potential customers. The main advantage of crowdfunding is that the funders






What is Crowdfunding? Crowdfunding is a collective effort of many individuals who network and pool their resources to support efforts initiated by other people or organizations. This is usually done via or with

al projects and businesses are financed with small contributions from a large number of individuals, allowing innovators, entrepreneurs and business owners to utilize their social networks to raise capital.1

crowd to obtain ideas, collect money, and solicit input on the product, overall fostering an environment of collective decision-making and allowing businesses to connect with potential customers. The main advantage of crowdfunding is that the funders





Crowdfunding is a collective effort of many individuals who network and pool their resources to support efforts initiated by other people or organizations. This is usually done via or with

al projects and businesses are financed with small contributions from a large number of individuals, allowing innovators, entrepreneurs and

1 Entrepreneurs and businesses crowd to obtain ideas, collect money, and solicit input on the product,

making and allowing businesses to connect with potential customers. The main advantage of crowdfunding is that the funders

also potential customers and ambassadors of the project or business they support and






Entrepreneurs and businesses crowd to obtain ideas, collect money, and solicit input on the product,




6





Entrepreneurs and businesses crowd to obtain ideas, collect money, and solicit input on the product,




2 Types of CrowdfundingDONATIONwhile receiving no financial or other return. The donation is a philanthropic act for charity causes, and the funders are not expecting monetary compensation.

EQUITY: business to a number of individuals (investors) in return for capital. This type of crowdfunding allows contributors to become investors or co

Holding a percentage of ownership. Demanding a return on their investment (ROI).

REWARDproducts or services for their contribution. However, in the case of tangible products the reward-offered at a lower price compared to the real retail price. In rewardperceived value of rewards should be higher than the economic one.

LENDING CROWDFUNDING: lend money to a company (peerlending) with the expectation that the money will be repaid with interest. The peerbusiness model is a relevant one for positive cashlenders of being able to pay back the loan. Like for the banking system, the interest rate of the loan is determined by the risk of the investment. Moreover, in this model the ownership is not diluted but the investor’s contribution provide



Types of CrowdfundingDONATION: For socially motivated or notwhile receiving no financial or other return. The donation is a philanthropic act for charity causes, and the funders are not expecting monetary compensation.

: This model is for ambitious business plans. It works by the sale of a stake in business to a number of individuals (investors) in return for capital. This type of crowdfunding allows contributors to become investors or co

Holding a percentage of ownership.Demanding a return on their investment (ROI).

REWARD: This is the most widely used model. The funders receive a nonproducts or services for their contribution. However, in the case of tangible products the

-based model has turned out to be an excellent preoffered at a lower price compared to the real retail price. In rewardperceived value of rewards should be higher than the economic one.

LENDING CROWDFUNDING: lend money to a company (peerlending) with the expectation that the money will be repaid with interest. The peerbusiness model is a relevant one for positive cashlenders of being able to pay back the loan. Like for the banking system, the interest rate of the loan is determined by the risk of the investment. Moreover, in this model the ownership is not diluted but the investor’s contribution provide



Types of CrowdfundingFor socially motivated or not

while receiving no financial or other return. The donation is a philanthropic act for charity causes, and the funders are not expecting monetary compensation.

This model is for ambitious business plans. It works by the sale of a stake in business to a number of individuals (investors) in return for capital. This type of crowdfunding allows contributors to become investors or co


This is the most widely used model. The funders receive a nonproducts or services for their contribution. However, in the case of tangible products the

based model has turned out to be an excellent preoffered at a lower price compared to the real retail price. In rewardperceived value of rewards should be higher than the economic one.

LENDING CROWDFUNDING: This model is similar to every typical lending scenario: indlend money to a company (peerlending) with the expectation that the money will be repaid with interest. The peerbusiness model is a relevant one for positive cashlenders of being able to pay back the loan. Like for the banking system, the interest rate of the loan is determined by the risk of the investment. Moreover, in this model the ownership is not diluted but the investor’s contribution provide



Types of CrowdfundingFor socially motivated or not-


This model is for ambitious business plans. It works by the sale of a stake in business to a number of individuals (investors) in return for capital. This type of crowdfunding allows contributors to become investors or co




This model is similar to every typical lending scenario: indlend money to a company (peer-to-business lending) or to an individual (peerlending) with the expectation that the money will be repaid with interest. The peerbusiness model is a relevant one for positive cashlenders of being able to pay back the loan. Like for the banking system, the interest rate of the loan is determined by the risk of the investment. Moreover, in this model the ownership is not diluted but the investor’s contribution provide



Types of Crowdfunding-for-profit projects. Individuals donate small


This model is for ambitious business plans. It works by the sale of a stake in business to a number of individuals (investors) in return for capital. This type of crowdfunding allows contributors to become investors or co-owners in terms of:

Holding a percentage of ownership. Demanding a return on their investment (ROI).



This model is similar to every typical lending scenario: indbusiness lending) or to an individual (peer

lending) with the expectation that the money will be repaid with interest. The peerbusiness model is a relevant one for positive cash-lenders of being able to pay back the loan. Like for the banking system, the interest rate of the loan is determined by the risk of the investment. Moreover, in this model the ownership is not diluted but the investor’s contribution provide




Types of Crowdfunding profit projects. Individuals donate small


This model is for ambitious business plans. It works by the sale of a stake in business to a number of individuals (investors) in return for capital. This type of crowdfunding

owners in terms of:

Demanding a return on their investment (ROI).


based model has turned out to be an excellent pre-sales tool since the prooffered at a lower price compared to the real retail price. In rewardperceived value of rewards should be higher than the economic one.


lending) with the expectation that the money will be repaid with interest. The peer-flow companies that can

lenders of being able to pay back the loan. Like for the banking system, the interest rate of the loan is determined by the risk of the investment. Moreover, in this model the ownership is not diluted but the investor’s contribution provides financial leverage.



profit projects. Individuals donate smallwhile receiving no financial or other return. The donation is a philanthropic act for charity causes, and the funders are not expecting monetary compensation.


owners in terms of:

This is the most widely used model. The funders receive a non-financial reward like products or services for their contribution. However, in the case of tangible products the

sales tool since the prooffered at a lower price compared to the real retail price. In reward-based crowdfunding, the perceived value of rewards should be higher than the economic one.


lending) with the expectation that the money will be repaid with interest. The peerflow companies that can

lenders of being able to pay back the loan. Like for the banking system, the interest rate of the loan is determined by the risk of the investment. Moreover, in this model the ownership

s financial leverage.



profit projects. Individuals donate small amounts while receiving no financial or other return. The donation is a philanthropic act for charity


financial reward like products or services for their contribution. However, in the case of tangible products the

sales tool since the product can be based crowdfunding, the


lending) with the expectation that the money will be repaid with interest. The peerflow companies that can credibly assure


7



amounts while receiving no financial or other return. The donation is a philanthropic act for charity

This model is for ambitious business plans. It works by the sale of a stake in a business to a number of individuals (investors) in return for capital. This type of crowdfunding

financial reward like products or services for their contribution. However, in the case of tangible products the

duct can be based crowdfunding, the

This model is similar to every typical lending scenario: individuals business lending) or to an individual (peer-to-peer

lending) with the expectation that the money will be repaid with interest. The peer-to-credibly assure



3 The Crowdfunding processAn online crowdfunding platform usually serves as an intermediary between the project owner (entrepreneur or individual)crowdfunding platform to crowdfunthe next, a simplified sche

Online platforms receive applications from project owners who intend to showcase their business ideaideas based on theirthat use prereview on the feasibility of the crowdfun

After an idea is accepted by the online platform, the project owner is tasked with creating a fundingform of a video), where

Project owners often Funders then fund th

During the campaign the project owner will keep his fundewith updates on the online platform. fundraising time frame,reached, most of the platforms will reimburs

In terms of post investment, some funders choose to remain involved in the decisionand overallmost cases thethrough the online platform.

The crowdfunding platform will apply usually a fee structure on the total successful funds raised. In equity crowdfunding a registration fee plus a legal due diligence fee are common, sometimes also an equity participation. Fee structures vary significantly between business models and also countries.



The Crowdfunding processAn online crowdfunding platform usually serves as an intermediary between the project owner (entrepreneur or individual)crowdfunding platform to crowdfunthe next, a simplified sche

Online platforms receive applications from project owners who intend to showcase their business idea or cause on the platform’s website. Some plideas based on theirthat use pre-selection are checkingreview on the feasibility of the crowdfun

After an idea is accepted by the online platform, the project owner is tasked with creating a funding goal over a marked period of time and an online “pitch” (most of the times in the form of a video), where

Project owners often Funders then fund th

During the campaign the project owner will keep his fundeupdates on the online platform.

fundraising time frame,reached, most of the platforms will reimburs

In terms of post investment, some funders choose to remain involved in the decisionand overall strategy of the business. Some funders receive voting rights in the business. In most cases the communication between the funthrough the online platform.

The crowdfunding platform will apply usually a fee structure on the total successful funds raised. In equity crowdfunding a registration fee plus a legal due diligence fee are common,

imes also an equity participation. Fee structures vary significantly between business models and also countries.



The Crowdfunding processAn online crowdfunding platform usually serves as an intermediary between the project owner (entrepreneur or individual)crowdfunding platform to crowdfunthe next, a simplified scheme would include the following:

Online platforms receive applications from project owners who intend to showcase their or cause on the platform’s website. Some pl

ideas based on their own criteria, while others automatically publish every idea. Platforms selection are checking

review on the feasibility of the crowdfun

After an idea is accepted by the online platform, the project owner is tasked with creating a goal over a marked period of time and an online “pitch” (most of the times in the

form of a video), where the project owner pitches his/her ide

Project owners often utilize social networksFunders then fund the campaign directly through the

During the campaign the project owner will keep his fundeupdates on the online platform.

fundraising time frame, the project owner receives the reached, most of the platforms will reimburs

In terms of post investment, some funders choose to remain involved in the decisionstrategy of the business. Some funders receive voting rights in the business. In

communication between the funthrough the online platform.


imes also an equity participation. Fee structures vary significantly between business models and also countries.



The Crowdfunding processAn online crowdfunding platform usually serves as an intermediary between the project owner (entrepreneur or individual) and the funder. While this relationship varies from crowdfunding platform to crowdfunding platform and from one applied business model to

me would include the following:


own criteria, while others automatically publish every idea. Platforms selection are checking the background of the project owner and do a quick

review on the feasibility of the crowdfunding plan.


the project owner pitches his/her ide

social networkse campaign directly through the

During the campaign the project owner will keep his fundeupdates on the online platform. If the funding goal is reached within the allocated

the project owner receives the reached, most of the platforms will reimburs


communication between the fun


imes also an equity participation. Fee structures vary significantly between business



The Crowdfunding processAn online crowdfunding platform usually serves as an intermediary between the project

and the funder. While this relationship varies from ding platform and from one applied business model to



own criteria, while others automatically publish every idea. Platforms the background of the project owner and do a quick

ding plan.


the project owner pitches his/her ide

social networks to access potential funders on a larger scale. e campaign directly through the

During the campaign the project owner will keep his fundeIf the funding goal is reached within the allocated

the project owner receives the reached, most of the platforms will reimburse the money to the funders.


communication between the fun






The Crowdfunding processAn online crowdfunding platform usually serves as an intermediary between the project



Online platforms receive applications from project owners who intend to showcase their or cause on the platform’s website. Some platforms make a pre



the project owner pitches his/her idea to potential funders.

to access potential funders on a larger scale. e campaign directly through the online crowdfunding platform.

During the campaign the project owner will keep his funders/fans updated about the process If the funding goal is reached within the allocated

the project owner receives the money. If the funding goal is not e the money to the funders.


communication between the funders and project owners will continue





The Crowdfunding process An online crowdfunding platform usually serves as an intermediary between the project


Online platforms receive applications from project owners who intend to showcase their atforms make a pre



a to potential funders.

to access potential funders on a larger scale. online crowdfunding platform.

rs/fans updated about the process If the funding goal is reached within the allocated

money. If the funding goal is not e the money to the funders.


ders and project owners will continue





An online crowdfunding platform usually serves as an intermediary between the project and the funder. While this relationship varies from

ding platform and from one applied business model to

Online platforms receive applications from project owners who intend to showcase their atforms make a pre-selection of the



a to potential funders.

to access potential funders on a larger scale. online crowdfunding platform.


money. If the funding goal is not





8



An online crowdfunding platform usually serves as an intermediary between the project and the funder. While this relationship varies from

ding platform and from one applied business model to

Online platforms receive applications from project owners who intend to showcase their selection of the



to access potential funders on a larger scale.


money. If the funding goal is not

In terms of post investment, some funders choose to remain involved in the decision-making strategy of the business. Some funders receive voting rights in the business. In





4 Finding the right platformDon´t get lost when you are looking for the crowdfunding platform that may bspecific needs. project better. Tusing criteria such as specialization, allocation of funding or costs:

Specialization:sector

•

•

GENERALIST PLATFORMS

•

•

•

SPECIALIZED PLATFORMS

•

NICHE PLATFORMS



Finding the right platformDon´t get lost when you are looking for the crowdfunding platform that may bspecific needs. First of project better. Then you can selectusing criteria such as specialization, allocation of funding or costs:

Specialization: One difference

• No restriction, any type of project

• for both individual or company


• On specific busines sector (creativity, sustainability)

• geographical area

• on industries or individuals


• Very specific sector

NICHE PLATFORMS



Finding the right platformDon´t get lost when you are looking for the crowdfunding platform that may b

First of all, you have to think hen you can select

using criteria such as specialization, allocation of funding or costs:

One difference

No restriction, any type of project

for both individual or company


On specific busines sector (creativity, sustainability)

geographical area

on industries or individuals


Very specific sector

NICHE PLATFORMS




all, you have to think hen you can select between different


between platforms is their specializatio


for both individual or company



on industries or individuals





all, you have to think aboutbetween different








Finding the right platform Don´t get lost when you are looking for the crowdfunding platform that may b

about which type of crowdfunding fits your between different types of crowdfunding platform






Don´t get lost when you are looking for the crowdfunding platform that may b

which type of crowdfunding fits your of crowdfunding platform


between platforms is their specialization in terms of business



Don´t get lost when you are looking for the crowdfunding platform that may best serve your which type of crowdfunding fits your

of crowdfunding platform

n in terms of business

9



est serve your which type of crowdfunding fits your

of crowdfunding platforms by

n in terms of business


Allocation of funding:but normally there are two variations.

Costs: There is a wide variety of fees, successapproximately structure and compare commission or interest to investors, if they are for campaign

PRE

Registration flat flee



Allocation of funding:but normally there are two variations.

There is a wide variety of success-based fees and

approximately 4-10% structure and compare commission or interest to investors, if they are for campaign-support, post

PRE-CAMPAIGN


TAKE IT ALL



Allocation of funding: In general each platform decides in which way the funding is allocated, but normally there are two variations.

There is a wide variety of based fees and transaction costs

10% of the raised fundingstructure and compare platformscommission or interest to investors, if they are

support, post-campaign logistic, and handling of rewards.

CAMPAIGN


ALLNOTHING

TAKE IT



In general each platform decides in which way the funding is allocated, but normally there are two variations.

There is a wide variety of underlying business models of platforms, e.g.transaction costs

of the raised fundingplatforms. Do not forget to include also yearly fees for payment of

commission or interest to investors, if they are campaign logistic, and handling of rewards.

DURING THE CAMPAIGN

Online transaction charges

ALL-OR-NOTHING



In general each platform decides in which way the funding is allocated,

All-orafter reaching a pre

Take it all: raised.

underlying business models of platforms, e.g.transaction costs. Consider

of the raised funding. In general you Do not forget to include also yearly fees for payment of

commission or interest to investors, if they are handled by platform, and the additional fees campaign logistic, and handling of rewards.

DURING THE CAMPAIGN

Online transaction charges





or-nothing: fter reaching a pre

Take it all: Projects benefit from every euro raised.

underlying business models of platforms, e.g.. Consider, that the

. In general you should Do not forget to include also yearly fees for payment of

handled by platform, and the additional fees campaign logistic, and handling of rewards.

Online transaction




nothing: Project will only be funded fter reaching a pre-defined funding goal

rojects benefit from every euro

underlying business models of platforms, e.g.that the overall cost

should checkDo not forget to include also yearly fees for payment of

handled by platform, and the additional fees campaign logistic, and handling of rewards.

POST-CAMPAIGN

4-10% of costs as commission or success fee demanded by the platforms.




Project will only be funded defined funding goal


underlying business models of platforms, e.g. preparation overall costs correspond to

check the overall cost Do not forget to include also yearly fees for payment of

handled by platform, and the additional fees

CAMPAIGN

10% of costs as commission or success fee demanded by the

10




Project will only be funded defined funding goal.


preparation correspond to

overall cost Do not forget to include also yearly fees for payment of

handled by platform, and the additional fees


5 Prepare a

Set a clear objective:make thyou are, funding goals set.prioritized and seek finance for that.should involve asking experts for assistance, make your objective smart! Set your funding target:To define the right amount you would like to raise with your campaign you have to specify all costs and outlays of the project and accoount for fees payable to the platform. Identify the fitting type:crowdfunding type that you will choose. Each type of crowdfunding has its own funding limits, so after setting your financial needs you can move on to identify the types of crowdfunding that suite best your project. Whileto 30.000 Euro, reward

Set a clear objective



Prepare a

Set a clear objective:make this goal shared by funders, staff and partnersyou are, the more there will be chances that the crowdfunding campaign will live up to the funding goals set. The key to running a successful campaign is to focus on the prioritized and seek finance for that.should involve asking experts for assistance, make your objective smart!

Set your funding target:To define the right amount you would like to raise with your campaign you have to specify all costs and outlays of the project and accoount for fees payable to the platform.

Identify the fitting type:crowdfunding type that you will choose. Each type of crowdfunding has its own funding limits, so after setting your financial needs you can move on to identify the types of crowdfunding that suite best your project. Whileto 30.000 Euro, reward

Set a clear objective




Set a clear objective: To create a crowdfunding campaign you have to set a clear objective and is goal shared by funders, staff and partners

more there will be chances that the crowdfunding campaign will live up to the The key to running a successful campaign is to focus on the

prioritized and seek finance for that.should involve asking experts for assistance, make your objective smart!

Set your funding target: To set your funding target you have to begin with To define the right amount you would like to raise with your campaign you have to specify all costs and outlays of the project and accoount for fees payable to the platform.

Identify the fitting type: It is important that your projeccrowdfunding type that you will choose. Each type of crowdfunding has its own funding limits, so after setting your financial needs you can move on to identify the types of crowdfunding that suite best your project. Whileto 30.000 Euro, reward-based campaigns may generate much more, typically rather

Set your funding target



crowdfunding campaign

To create a crowdfunding campaign you have to set a clear objective and is goal shared by funders, staff and partners


prioritized and seek finance for that. You have also to consider that smart planning can and should involve asking experts for assistance, make your objective smart!

To set your funding target you have to begin with To define the right amount you would like to raise with your campaign you have to specify all costs and outlays of the project and accoount for fees payable to the platform.

It is important that your projeccrowdfunding type that you will choose. Each type of crowdfunding has its own funding limits, so after setting your financial needs you can move on to identify the types of crowdfunding that suite best your project. While donation

based campaigns may generate much more, typically rather

Set your funding target




To create a crowdfunding campaign you have to set a clear objective and is goal shared by funders, staff and partners


You have also to consider that smart planning can and should involve asking experts for assistance, make your objective smart!


It is important that your projeccrowdfunding type that you will choose. Each type of crowdfunding has its own funding limits, so after setting your financial needs you can move on to identify the types of crowdfunding

donation-based campaigns are commonly limited based campaigns may generate much more, typically rather

Set your funding

Identify the fitting type





To create a crowdfunding campaign you have to set a clear objective and is goal shared by funders, staff and partners. The clearer, more concise and specific




It is important that your project’s characteristics match with the crowdfunding type that you will choose. Each type of crowdfunding has its own funding limits, so after setting your financial needs you can move on to identify the types of crowdfunding

based campaigns are commonly limited based campaigns may generate much more, typically rather

Identify the fitting type




To create a crowdfunding campaign you have to set a clear objective and The clearer, more concise and specific




t’s characteristics match with the crowdfunding type that you will choose. Each type of crowdfunding has its own funding limits, so after setting your financial needs you can move on to identify the types of crowdfunding


Set out your value proposition





more there will be chances that the crowdfunding campaign will live up to the The key to running a successful campaign is to focus on the one objective

You have also to consider that smart planning can and

To set your funding target you have to begin with your financial plan. To define the right amount you would like to raise with your campaign you have to specify all costs and outlays of the project and accoount for fees payable to the platform.



Set out your

proposition

11




more there will be chances that the crowdfunding campaign will live up to the one objective

You have also to consider that smart planning can and

your financial plan. To define the right amount you would like to raise with your campaign you have to specify all


Communication and marketingCommunication and marketing


50.000 Euro. Be aware also of the risk regarding crowdfunding campaigns set on allnothing terms. Keeping in mind all these facrowdfunding for your project or you can combine various types using the hybrid model. Set out your value proposition:your target group’s preferefunders attention. It is also important to prepare can read why you are running the campaign, for whom it is and when it will start. It is also a very effective way to present yourself, the organization and the project.

Communication and marketing:finding relatevents communityfocus on your inner circle and influencers first, but also try to reachmore external. more important for the campaign success, as it



50.000 Euro. Be aware also of the risk regarding crowdfunding campaigns set on allnothing terms. Keeping in mind all these facrowdfunding for your project or you can combine various types using the hybrid model.

Set out your value proposition:your target group’s preferefunders attention. It is also important to prepare can read why you are running the campaign, for whom it is and when it will start. It is also a

y effective way to present yourself, the organization and the project.

Communication and marketing:finding related news, topics and events

and marketing with community and keep themfocus on your inner circle and influencers first, but also try to reachmore external. In fact, rmore important for the campaign success, as it




Set out your value proposition:your target group’s preferences are and create attractive rewards and perks to capture your funders attention. It is also important to prepare can read why you are running the campaign, for whom it is and when it will start. It is also a


Communication and marketing:news, topics and events

and marketing with and keep them informed,

focus on your inner circle and influencers first, but also try to reachIn fact, recent research shows that the

more important for the campaign success, as it




Set out your value proposition: To set out your value proposition you have to find outnces are and create attractive rewards and perks to capture your

funders attention. It is also important to prepare can read why you are running the campaign, for whom it is and when it will start. It is also a


Communication and marketing: As with every news, topics and events

and marketing with offline communication toolsinformed, the

focus on your inner circle and influencers first, but also try to reachecent research shows that the

more important for the campaign success, as it



50.000 Euro. Be aware also of the risk regarding crowdfunding campaigns set on allnothing terms. Keeping in mind all these factors, you have to choose the suitable type of crowdfunding for your project or you can combine various types using the hybrid model.

o set out your value proposition you have to find outnces are and create attractive rewards and perks to capture your

funders attention. It is also important to prepare a pitch and a video in which your backers can read why you are running the campaign, for whom it is and when it will start. It is also a


with every new projec for your campaign

communication toolsthe better are your

focus on your inner circle and influencers first, but also try to reachecent research shows that the

more important for the campaign success, as it demonstrates a




50.000 Euro. Be aware also of the risk regarding crowdfunding campaigns set on allctors, you have to choose the suitable type of

crowdfunding for your project or you can combine various types using the hybrid model.


a pitch and a video in which your backers can read why you are running the campaign, for whom it is and when it will start. It is also a


new project you have to do research first byfor your campaign. You

communication tools. are your chances to gain support.

focus on your inner circle and influencers first, but also try to reachecent research shows that the so called “third circle” may be even

demonstrates a








t you have to do research first by. You should also combine . The more you chances to gain support.

focus on your inner circle and influencers first, but also try to reach outcalled “third circle” may be even

demonstrates a wide audience contributing







t you have to do research first byshould also combine

The more you involve chances to gain support.

out networks that arecalled “third circle” may be even

audience contributing

12



50.000 Euro. Be aware also of the risk regarding crowdfunding campaigns set on all-or-ctors, you have to choose the suitable type of


o set out your value proposition you have to find out what nces are and create attractive rewards and perks to capture your


t you have to do research first by should also combine online

involve your chances to gain support. Finally,

networks that are called “third circle” may be even

audience contributing.


5.1 In a nutshellOnce the groundwork is done, the time has come to put youp your own campaign site with DIY crowdfunding and payment tools or you can register on an appropriate platform. The optedplatforms may suit your needs best. Keep in m

5.2 How to engage your network and go beyondThe advantage of crowdfunding is that your campaign effort does not start all you have to review your personal and business networks to engage with them and get input. Then you can movuse of social media platforms. To better deal with the workload, you may want to set up a strong campaign team. are engaudience. However, you have to keep your tone appropriate for your networks and post onlrelevant but diverse content.



In a nutshellOnce the groundwork is done, the time has come to put youp your own campaign site with DIY crowdfunding and payment tools or you can register on an appropriate platform. The optedplatforms may suit your needs best. Keep in m

How to engage your network and go beyondThe advantage of crowdfunding is that your campaign effort does not start all you have to review your personal and business networks to engage with them and get input. Then you can movuse of social media platforms. To better deal with the workload, you may want to set up a strong campaign team.

engaging ways to communicate your crowdfunding project on social media and audience. However, you have to keep your tone appropriate for your networks and post onlrelevant but diverse content.

Each platform has its own terms and conditions, so you have to check them

very carefully.



In a nutshell Once the groundwork is done, the time has come to put youp your own campaign site with DIY crowdfunding and payment tools or you can register on an appropriate platform. The optedplatforms may suit your needs best. Keep in m

How to engage your network and go beyondThe advantage of crowdfunding is that your campaign effort does not start all you have to review your personal and business networks to engage with them and get input. Then you can move on to create a community for your campaign, which involves heavy use of social media platforms. To better deal with the workload, you may want to set up a strong campaign team. In general, be aware that sharing

ways to communicate your crowdfunding project on social media and audience. However, you have to keep your tone appropriate for your networks and post onlrelevant but diverse content.


very carefully.

If you fail in reaching your target you don

cancel the project.



Once the groundwork is done, the time has come to put youp your own campaign site with DIY crowdfunding and payment tools or you can register on an appropriate platform. The opted-for type of crowdfunding determines which selection of platforms may suit your needs best. Keep in m

How to engage your network and go beyondThe advantage of crowdfunding is that your campaign effort does not start all you have to review your personal and business networks to engage with them and get

e on to create a community for your campaign, which involves heavy use of social media platforms. To better deal with the workload, you may want to set up a

In general, be aware that sharing ways to communicate your crowdfunding project on social media and

audience. However, you have to keep your tone appropriate for your networks and post onl


There is no guarantee that the platform chosen will

accept your proposition you better get in touch with two

If you fail in reaching your target you don´t have to

cancel the project.



Once the groundwork is done, the time has come to put youp your own campaign site with DIY crowdfunding and payment tools or you can register on

for type of crowdfunding determines which selection of platforms may suit your needs best. Keep in mind:



In general, be aware that sharing ways to communicate your crowdfunding project on social media and




or more.

If you fail in reaching your t have to

cancel the project.




Once the groundwork is done, the time has come to put your campaign online. You may set up your own campaign site with DIY crowdfunding and payment tools or you can register on

for type of crowdfunding determines which selection of



In general, be aware that sharing visual contentways to communicate your crowdfunding project on social media and




or more.

Learn from the experience, draw conclusions and keep

communicating with supporters.



ur campaign online. You may set up your own campaign site with DIY crowdfunding and payment tools or you can register on


How to engage your network and go beyond?The advantage of crowdfunding is that your campaign effort does not start all you have to review your personal and business networks to engage with them and get


visual content and asking questions ways to communicate your crowdfunding project on social media and




Only around 60% of campaigns are successful.


communicating with supporters.





? The advantage of crowdfunding is that your campaign effort does not start from zero;all you have to review your personal and business networks to engage with them and get


and asking questions ways to communicate your crowdfunding project on social media and to




communicating with

13





from zero; first of all you have to review your personal and business networks to engage with them and get


and asking questions to attract

audience. However, you have to keep your tone appropriate for your networks and post only



Pre-campaign: campaign you lay the foundations for ensuring success. It is very important to be creative with rewards, campaign’s text and video. Contact at least 50 people in your network and ask them how much they are willing to fund and based on pledged money adjust the campaign’s goal, if needed. Finally, you can people who pledged to donate at day 1 of campaign.

Pre

UnderstandaudiencematterUse socialinfluencersFind relevant



campaign: Becampaign you lay the

ations for ensuring success. It is very important to be creative with rewards, campaign’s text and video. Contact at least 50 people in

network and ask them how much they are willing to fund and based on pledged money adjust the campaign’s goal, if

eded. Finally, you can people who pledged to donate at day 1 of campaign.

Pre-Campaign

Understand whoaudience is andmatter to them.

social networkinfluencers

relevant media



Before the campaign you lay the



eded. Finally, you can ask people who pledged to donate at day 1 of campaign.

Campaign

who your corewhich topics

network to find

media contacts



fore the campaign you lay the



ask people who pledged to donate

During: Phase 1: 1have to follow up with people who pledged before and connect directly with people you know personally and try to reach 30% of the amountyou need. Phase 2: Enetworks and make your project known. In this phase you have to promote the campaign publishing updates on social media, and following up with people who have not pledgedyet. Phase 3: networks. This is all about expanding your supporter base.

coretopics

find

contacts

During

Phase 1 Phase 2 existing networksPhase 3 new networks



: 1-on-1 marketing, you have to follow up with people who pledged before and connect directly with people you know personally and try to reach 30% of the amountyou need.

: Engage with existing s and make your project In this phase you have

to promote the campaign publishing updates on social media, and following up with people who have not pledged

: Connect to new orks. This is all about

expanding your supporter base.

During-Campaign

Phase 1 -->1-on-1 marketingPhase 2 --> engaging with existing networksPhase 3 --> connecting to new networks




1 marketing, you have to follow up with people who pledged before and connect directly with people you know personally and try to reach 30% of the amount that

with existing s and make your project In this phase you have

to promote the campaign by publishing updates on social media, and following up with people who have not pledged,

onnect to new orks. This is all about

expanding your supporter base.

Campaign

1 marketingengaging with

> connecting to



Post campaign: finished but not your activities. You should try to get follow up articles in traditional media and blogs and ask supporters for feedback that will provide you with firintelligence. The second priority is to actively manage the expectations of your community, so keep supporters informed on everything that could be relevant, build loyalty and distribute rewards.

Post-Campaign

Get follow up articles in traditional media and blogs.Ask supporters for feedback



Post campaign: The campaign is finished but not your activities. You should try to get follow up articles in traditional media and blogs and ask supporters for feedback that will provide you with first-hand market intelligence. The second priority is to actively manage the expectations of your community, so keep supporters informed on everything that could be relevant, build loyalty and distribute rewards.

Campaign

Get follow up articles in traditional media and blogs.

supporters for feedback

14



The campaign is finished but not your activities. You should try to get follow up articles in traditional media and blogs and ask supporters for feedback that will provide you

hand market intelligence. The second priority is to actively manage the expectations of your community, so keep supporters informed on everything that could be relevant, build loyalty

Get follow up articles in traditional media and blogs.

supporters for feedback


5.3 Choosing the right incentivesSubstantialIt depends on the type of crowdfunding you have chosen, and the profile of your project. To create compelling incentives for your backers you have to think would likeproject. To what crowdfunding type, you have always to keep costs as lowappear valuable and scale up by introducing thresholds. In the case of reward crowdfunding think about categories, don´t forget small and big

Lendingthem the strongest incentive is the financial one. So in the case of lending funders, compelling incentives could be a competitive interest rapossible

Equity: With equityterm investors and they are interested in th



Choosing the right incentivesSubstantial effort needs to be It depends on the type of crowdfunding you have chosen, and the profile of your project. To create compelling incentives for your backers you have to think

like or ask them. Iproject. To get a general idea you can also look at similar campaigns. In general, no matter what crowdfunding type, you have always to keep costs as lowappear valuable and scale up by introducing thresholds. In the case of reward crowdfunding think about categories, don´t forget small and big

Lending: In the case of lending, funders arethem the strongest incentive is the financial one. So in the case of lending funders, compelling incentives could be a competitive interest rapossible at the same

With equityterm investors and they are interested in th



Choosing the right incentiveseffort needs to be

It depends on the type of crowdfunding you have chosen, and the profile of your project. To create compelling incentives for your backers you have to think

or ask them. It is also important to know their motivation a general idea you can also look at similar campaigns. In general, no matter

what crowdfunding type, you have always to keep costs as lowappear valuable and scale up by introducing thresholds. In the case of reward crowdfunding think about categories, don´t forget small and big

In the case of lending, funders arethem the strongest incentive is the financial one. So in the case of lending funders, compelling incentives could be a competitive interest ra

at the same time. They also

With equity-based crowdfunding you have to consider that funders are longterm investors and they are interested in th

Donation: driven by

philantropic values

Equity: potential project's growth



Choosing the right incentiveseffort needs to be raised for the development of an attractive incentive structure.


t is also important to know their motivation a general idea you can also look at similar campaigns. In general, no matter

what crowdfunding type, you have always to keep costs as lowappear valuable and scale up by introducing thresholds. In the case of reward crowdfunding think about categories, don´t forget small and big

In the case of lending, funders arethem the strongest incentive is the financial one. So in the case of lending funders, compelling incentives could be a competitive interest ra

time. They also value frequent and early returns

based crowdfunding you have to consider that funders are longterm investors and they are interested in th

Donation: driven by

philantropic values

Reward: perceived value of

Equity: potential project's growth



Choosing the right incentives for the development of an attractive incentive structure.



what crowdfunding type, you have always to keep costs as lowappear valuable and scale up by introducing thresholds. In the case of reward crowdfunding think about categories, don´t forget small and big rewards

In the case of lending, funders are mainly financially driven, which means that for them the strongest incentive is the financial one. So in the case of lending funders, compelling incentives could be a competitive interest rate, high enough to be enticing

value frequent and early returns

based crowdfunding you have to consider that funders are longterm investors and they are interested in the potential growth of your project, they

Reward: perceived value of

perks




for the development of an attractive incentive structure. It depends on the type of crowdfunding you have chosen, and the profile of your project. To create compelling incentives for your backers you have to think


what crowdfunding type, you have always to keep costs as lowappear valuable and scale up by introducing thresholds. In the case of reward crowdfunding

rewards. On a case by case basis:

mainly financially driven, which means that for them the strongest incentive is the financial one. So in the case of lending funders, compelling

te, high enough to be enticing value frequent and early returns

based crowdfunding you have to consider that funders are longpotential growth of your project, they

Lending:financially

driven



for the development of an attractive incentive structure. It depends on the type of crowdfunding you have chosen, and the profile of your project. To create compelling incentives for your backers you have to think about what your


what crowdfunding type, you have always to keep costs as low as possible, create perks that appear valuable and scale up by introducing thresholds. In the case of reward crowdfunding

. On a case by case basis:


te, high enough to be enticing value frequent and early returns.

based crowdfunding you have to consider that funders are longpotential growth of your project, they

Lending:financially

driven



for the development of an attractive incentive structure. It depends on the type of crowdfunding you have chosen, and the profile of your project. To

what your target group t is also important to know their motivation for financing your

a general idea you can also look at similar campaigns. In general, no matter as possible, create perks that

appear valuable and scale up by introducing thresholds. In the case of reward crowdfunding . On a case by case basis:


te, high enough to be enticing but as low as

based crowdfunding you have to consider that funders are long-potential growth of your project, they

15



for the development of an attractive incentive structure. It depends on the type of crowdfunding you have chosen, and the profile of your project. To

target group financing your

a general idea you can also look at similar campaigns. In general, no matter as possible, create perks that

appear valuable and scale up by introducing thresholds. In the case of reward crowdfunding


but as low as


want to be part of a success story aAlso in this case any perk you could offer them will be welcome.

Donationphilanthropic valuesare financingperhaps

Rewards: should be exclusive, as this increases perceived value. You have also to consider that rareness of perks may increase the attractiveness of your campaign. You should ask third parties for rewards that ya pre-sales campaignproduction, and your funders become the first customers




Donation: In the case of donationphilanthropic valuesare financing. As the funders get no financial return they will appreciate your thank you and perhaps giving back something small

Rewards: No matter what the subjectshould be exclusive, as this increases perceived value. You have also to consider that rareness of perks may increase the attractiveness of your campaign. You should ask third parties for rewards that you can use in your campaign.

sales campaignproduction, and your funders become the first customers




In the case of donationphilanthropic values or emotions

. As the funders get no financial return they will appreciate your thank you and back something small

No matter what the subjectshould be exclusive, as this increases perceived value. You have also to consider that rareness of perks may increase the attractiveness of your campaign. You should ask third parties for

ou can use in your campaign. sales campaign. Here you use

production, and your funders become the first customers



want to be part of a success story and are mainly concerned with the growth of the company. Also in this case any perk you could offer them will be welcome.

In the case of donation-based crowdfunding, funders are primarily driven by or emotions and they want t

. As the funders get no financial return they will appreciate your thank you and back something small with no

No matter what the subject of your campaign is, the perks you develop and offer should be exclusive, as this increases perceived value. You have also to consider that rareness of perks may increase the attractiveness of your campaign. You should ask third parties for

ou can use in your campaign. . Here you use crowd




nd are mainly concerned with the growth of the company. Also in this case any perk you could offer them will be welcome.

based crowdfunding, funders are primarily driven by and they want to see promised benefits for the charity they

. As the funders get no financial return they will appreciate your thank you and with no economic value

of your campaign is, the perks you develop and offer should be exclusive, as this increases perceived value. You have also to consider that rareness of perks may increase the attractiveness of your campaign. You should ask third parties for

ou can use in your campaign. A special form of crowdfunding






based crowdfunding, funders are primarily driven by o see promised benefits for the charity they

. As the funders get no financial return they will appreciate your thank you and economic value could


A special form of rewardsfunding as a marketing

production, and your funders become the first customers.





. As the funders get no financial return they will appreciate your thank you and could be a good idea.


rewards-based crowdfunding a marketing tool or to finance your



nd are mainly concerned with the growth of the company.


. As the funders get no financial return they will appreciate your thank you and be a good idea.


based crowdfunding tool or to finance your

16



nd are mainly concerned with the growth of the company.


. As the funders get no financial return they will appreciate your thank you and


based crowdfunding is tool or to finance your


5.4 AFor a successful crowdfunding campaign a very powerful tool to use is a video pitchconsider that 50% of projects that include video get funded compared to only 30% of those that do not. To create it you have to convincingprofessional video maker you could create a nice videoediting software tool, and our suggestions.

Tell a good story:your video includes a good opening, middle and end sequences and thereby a subject and an action. In particularly, people want to know who you are, what you are doing, and why yoare doing that, how you came to using crowdfunding and why you need their support. You have to make a good case to get people’s support.

Give it a face: touching. You have to inand try to look trustworthy, (you would not give money to someone of which you don’t see the face or that does not look trustworthy to you). Indeed, academic studies have shown that a positive personal impression increaseBriefly, stay yourself and be authentic.

Keep it short: less than 3 minutes of lengtto leave out everything non

Say thank you: people that have spent their time on watching your video,any money.

Make it fun: version, ask for feedback to your friends to see whether they find it boring and how it can be improved.



A convincing crowdfunding videoor a successful crowdfunding campaign a very powerful tool to use is a video pitch

consider that 50% of projects that include video get funded compared to only 30% of those that do not. To create it you have to convincing, as well as professional video maker you could create a nice videoediting software tool, and our suggestions.

Tell a good story: Everybody gets caught by a good and wellyour video includes a good opening, middle and end sequences and thereby a subject and an action. In particularly, people want to know who you are, what you are doing, and why yoare doing that, how you came to using crowdfunding and why you need their support. You have to make a good case to get people’s support.

Give it a face: For your campaign’s success it is important to make the video emotional and touching. You have to inand try to look trustworthy, (you would not give money to someone of which you don’t see the face or that does not look trustworthy to you). Indeed, academic studies have shown that

sitive personal impression increaseBriefly, stay yourself and be authentic.

Keep it short: People´s attention span is quite short, so you should limit your video pitch at less than 3 minutes of lengtto leave out everything non

Say thank you: It might be taken for granted but saying thank you is always appreciated by people that have spent their time on watching your video,any money.

Make it fun: Always keep in mind that the video must not be boring. Once you have your first version, ask for feedback to your friends to see whether they find it boring and how it can be improved.



convincing crowdfunding videoor a successful crowdfunding campaign a very powerful tool to use is a video pitch

consider that 50% of projects that include video get funded compared to only 30% of those that do not. To create it you have to

, as well as consistent with your professional video maker you could create a nice videoediting software tool, and our suggestions.

Everybody gets caught by a good and wellyour video includes a good opening, middle and end sequences and thereby a subject and an action. In particularly, people want to know who you are, what you are doing, and why yoare doing that, how you came to using crowdfunding and why you need their support. You have to make a good case to get people’s support.

For your campaign’s success it is important to make the video emotional and touching. You have to introduce yourself to the potential backers, you have to show your face and try to look trustworthy, (you would not give money to someone of which you don’t see the face or that does not look trustworthy to you). Indeed, academic studies have shown that

sitive personal impression increaseBriefly, stay yourself and be authentic.

People´s attention span is quite short, so you should limit your video pitch at less than 3 minutes of length, even if this seems too short for you it is quite enough. You have to leave out everything non-essential

It might be taken for granted but saying thank you is always appreciated by people that have spent their time on watching your video,

Always keep in mind that the video must not be boring. Once you have your first version, ask for feedback to your friends to see whether they find it boring and how it can be




consider that 50% of projects that include video get funded compared to only 30% of those that do not. To create it you have to ensure that your video story is

consistent with your professional video maker you could create a nice videoediting software tool, and our suggestions.


For your campaign’s success it is important to make the video emotional and troduce yourself to the potential backers, you have to show your face

and try to look trustworthy, (you would not give money to someone of which you don’t see the face or that does not look trustworthy to you). Indeed, academic studies have shown that

sitive personal impression increasesBriefly, stay yourself and be authentic.

People´s attention span is quite short, so you should limit your video pitch at h, even if this seems too short for you it is quite enough. You have essential.






consider that 50% of projects that include video get funded compared to only 30% of those sure that your video story is

consistent with your value proposition.professional video maker you could create a nice videoediting software tool, and our suggestions.




s the possibility for people to invest in your project.

People´s attention span is quite short, so you should limit your video pitch at h, even if this seems too short for you it is quite enough. You have






convincing crowdfunding video or a successful crowdfunding campaign a very powerful tool to use is a video pitch

consider that 50% of projects that include video get funded compared to only 30% of those sure that your video story is

value proposition.professional video maker you could create a nice video. You only need a camera, a video

Everybody gets caught by a good and well-told story, so it is important that your video includes a good opening, middle and end sequences and thereby a subject and an action. In particularly, people want to know who you are, what you are doing, and why yoare doing that, how you came to using crowdfunding and why you need their support. You



the possibility for people to invest in your project.


It might be taken for granted but saying thank you is always appreciated by people that have spent their time on watching your video, even by those that do not pledge




or a successful crowdfunding campaign a very powerful tool to use is a video pitchconsider that 50% of projects that include video get funded compared to only 30% of those

sure that your video story is appealivalue proposition. Even if you are not a

ou only need a camera, a video

told story, so it is important that your video includes a good opening, middle and end sequences and thereby a subject and an action. In particularly, people want to know who you are, what you are doing, and why yoare doing that, how you came to using crowdfunding and why you need their support. You





It might be taken for granted but saying thank you is always appreciated by even by those that do not pledge




or a successful crowdfunding campaign a very powerful tool to use is a video pitchconsider that 50% of projects that include video get funded compared to only 30% of those

appealing, interesting and Even if you are not a


told story, so it is important that your video includes a good opening, middle and end sequences and thereby a subject and an action. In particularly, people want to know who you are, what you are doing, and why yoare doing that, how you came to using crowdfunding and why you need their support. You







17



or a successful crowdfunding campaign a very powerful tool to use is a video pitch. Just consider that 50% of projects that include video get funded compared to only 30% of those

interesting and Even if you are not a


told story, so it is important that your video includes a good opening, middle and end sequences and thereby a subject and an action. In particularly, people want to know who you are, what you are doing, and why you are doing that, how you came to using crowdfunding and why you need their support. You








Technical

Use a stool: provide stable images and you will make a professional impression.

Background sound: impression. Check for websites that offer royaltysuitable audio track.

Editing: straight cuts, that is no corny transitions below-cost editing softwares.

5.5 The power ofA fundamental change entirely new opportunities and so on.awareness and marketing but also it can enable you to address a large audience. However, it is important to highlight that not all your fhave to involve confidence



Technical Tips

Use a stool: To have a provide stable images and you will make a professional impression.

Background sound: impression. Check for websites that offer royaltysuitable audio track.

Editing: If you don´t have any experience in video editing it will be better for you use only straight cuts, that is no corny transitions be

cost editing softwares.

The power offundamental change

entirely new opportunities and so on. Using social media for your campaign can be very useful not only for brand awareness and marketing but also it can enable you to address a large audience. However, it is important to highlight that not all your fhave to involve your confidence building



To have a better provide stable images and you will make a professional impression.

Background sound: You could use a fitting audio track as background sound, that will enhimpression. Check for websites that offer royaltysuitable audio track.

If you don´t have any experience in video editing it will be better for you use only straight cuts, that is no corny transitions be

cost editing softwares.

The power of social mediafundamental change has occurred

entirely new opportunities regarding fundraising, Using social media for your campaign can be very useful not only for brand

awareness and marketing but also it can enable you to address a large audience. However, it is important to highlight that not all your f

your audience during and after the campaign, building and communication.



better quality shooting, you should use a tripod or a stool, that will provide stable images and you will make a professional impression.

You could use a fitting audio track as background sound, that will enhimpression. Check for websites that offer royalty

If you don´t have any experience in video editing it will be better for you use only straight cuts, that is no corny transitions be

social mediahas occurred in the way we do things

regarding fundraising, Using social media for your campaign can be very useful not only for brand

awareness and marketing but also it can enable you to address a large audience. However, it is important to highlight that not all your f

audience during and after the campaign, communication.



quality shooting, you should use a tripod or a stool, that will provide stable images and you will make a professional impression.

You could use a fitting audio track as background sound, that will enhimpression. Check for websites that offer royalty

If you don´t have any experience in video editing it will be better for you use only straight cuts, that is no corny transitions between clips. You can also check websites offering

social media in the way we do things

regarding fundraising, business Using social media for your campaign can be very useful not only for brand

awareness and marketing but also it can enable you to address a large audience. However, it is important to highlight that not all your funding w

audience during and after the campaign, communication.





You could use a fitting audio track as background sound, that will enhimpression. Check for websites that offer royalty-free sound files and then select your

If you don´t have any experience in video editing it will be better for you use only tween clips. You can also check websites offering

in the way we do things, and it isbusiness models, marketing, distribution,

Using social media for your campaign can be very useful not only for brand awareness and marketing but also it can enable you to address a large audience. However, it

unding will come from social media. In brief, you audience during and after the campaign,




You could use a fitting audio track as background sound, that will enhfree sound files and then select your


, and it is the starting point for models, marketing, distribution,


me from social media. In brief, you audience during and after the campaign, and win new



quality shooting, you should use a tripod or a stool, that will

You could use a fitting audio track as background sound, that will enhfree sound files and then select your


the starting point for models, marketing, distribution,


me from social media. In brief, you new target groups by

18



quality shooting, you should use a tripod or a stool, that will

You could use a fitting audio track as background sound, that will enhance free sound files and then select your


the starting point for models, marketing, distribution,


me from social media. In brief, you target groups by


Market intelligence: supporters will provide insightsproject and collect new ideas for further development

Tools and experts adviceof all, you should identify the social media tools, audience and community to share your message, familiar with you should seek expert advice.

Timing: campaign and share your vision before the campaign starts. During and don’t be afraid to repeat yambassadors. You can report on social media tools. It is also important for your campaign to succeed reputation



Market intelligence: supporters will provide insightsproject and collect new ideas for further development

Tools and experts adviceall, you should identify the social media tools,

audience and in which way community to share your message, familiar with you should seek expert advice.

Timing: Concerning the timing, you have to involve campaign and share your vision before the campaign starts. During and don’t be afraid to repeat yambassadors. You can report on social media tools. It is also important for your campaign to succeed reputations through

Tools and experts advice



Market intelligence: Communicating via social media on a continuous bassupporters will provide insightsproject and collect new ideas for further development

Tools and experts advice: To create a successful social media campaign for your project , first all, you should identify the social media tools,

in which way theycommunity to share your message, familiar with you should seek expert advice.

Concerning the timing, you have to involve campaign and share your vision before the campaign starts. During and don’t be afraid to repeat yambassadors. You can report on social media tools. It is also important for your campaign to succeed

through positive association




Communicating via social media on a continuous bassupporters will provide insights, feedbackproject and collect new ideas for further development

o create a successful social media campaign for your project , first all, you should identify the social media tools,

they use social mediacommunity to share your message, and if there are some areas of knowledge that youfamiliar with you should seek expert advice.

Concerning the timing, you have to involve campaign and share your vision before the campaign starts. During and don’t be afraid to repeat yourself! You ambassadors. You can report on the progress and share success and milestones by using social media tools. It is also important for your campaign to succeed

positive associations

Market intelligence


SOCIAL MEDIA



Communicating via social media on a continuous bas, feedback and information

project and collect new ideas for further development

o create a successful social media campaign for your project , first all, you should identify the social media tools,

use social media. and if there are some areas of knowledge that you

familiar with you should seek expert advice.

Concerning the timing, you have to involve campaign and share your vision before the campaign starts. During and

ourself! You might also progress and share success and milestones by using

social media tools. It is also important for your campaign to succeed s.

Market intelligence

SOCIAL MEDIA




Communicating via social media on a continuous basinformation. Thus, you

project and collect new ideas for further development.

o create a successful social media campaign for your project , first all, you should identify the social media tools, understand exactl

. In general, you have to encourage yourand if there are some areas of knowledge that you

Concerning the timing, you have to involve the audience during and after the campaign and share your vision before the campaign starts. During and

also choose specific people progress and share success and milestones by using

social media tools. It is also important for your campaign to succeed

Market intelligence

SOCIAL MEDIA



Communicating via social media on a continuous bas. Thus, you

o create a successful social media campaign for your project , first understand exactly what is your core

In general, you have to encourage yourand if there are some areas of knowledge that you

audience during and after the campaign and share your vision before the campaign starts. During and after

choose specific people progress and share success and milestones by using

social media tools. It is also important for your campaign to succeed in

Timing



Communicating via social media on a continuous basis with your can improve your

o create a successful social media campaign for your project , first y what is your core

In general, you have to encourage yourand if there are some areas of knowledge that you

audience during and after the after the campaign,

choose specific people who actprogress and share success and milestones by using

building long

Timing

19



is with your improve your

o create a successful social media campaign for your project , first y what is your core

In general, you have to encourage your and if there are some areas of knowledge that you are not

audience during and after the the campaign,

who act as progress and share success and milestones by using

long-term


6 During the campaignGoal: Clarity of campaign’s goal is a very important element for the campaign’s success. The goal has to befunders. Remember also tcommitted to the campaign and its goals.

Commitment: members and required forcampaign will be very time

Communication and Coordinationcommunication channels.when to has devastating effects on your campaign’s success, so in order to achieve it, it is recommended to prepaWhether you offer rewards, perks or interest payments, these are promises to your funders that have to be delivered on. Delivering the right quantity, on time and with quality, is a very important thing as failure sheds a bad light and canthink first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timthe important points over the course of the project. Keep in mind that you have to think through everything that could be relevant, it can be helpful draw udone, when it has to be done and involving whombefore you can move on to the next one while other things need to be accomplished in parallel.timeliness.

Preparedness:preparedness. You have to know what to do in any posstrack and you can managpossible you can stretch t



During the campaignClarity of campaign’s goal is a very important element for the campaign’s success. The

goal has to be well-funders. Remember also tcommitted to the campaign and its goals.

Commitment: To create a successful campaign it is very important to wellmembers and to required for through ups and downs that can be expected to come upcampaign will be very time

Communication and Coordinationcommunication channels.

to communicate and is aware of deadlineshas devastating effects on your campaign’s success, so in order to achieve it, it is recommended to prepaWhether you offer rewards, perks or interest payments, these are promises to your funders that have to be delivered on. Delivering the right quantity, on time and with quality, is a very important thing as failure sheds a bad light and canthink first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timthe important points over the course of the project. Keep in mind that you have to think through everything that could be relevant, it can be helpful draw u

when it has to be done and involving whombefore you can move on to the next one while other things need to be accomplished in parallel. Remember that it is up to you to oversee processes and ensure precision and timeliness.

Preparedness: Another attribute that will helppreparedness. You have to know what to do in any posstrack and you can managpossible you can stretch t




-articulated, realistic, achievable and shareable by your campaign team and funders. Remember also that committed to the campaign and its goals.

To create a successful campaign it is very important to wellto keep their motivation high.

through ups and downs that can be expected to come upcampaign will be very time-consuming.

Communication and Coordinationcommunication channels. You have to ensure that every one of your team knows how and

communicate and is aware of deadlineshas devastating effects on your campaign’s success, so in order to achieve it, it is recommended to prepare your communication and PR texts before the start of the campaign. Whether you offer rewards, perks or interest payments, these are promises to your funders that have to be delivered on. Delivering the right quantity, on time and with quality, is a very important thing as failure sheds a bad light and canthink first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timthe important points over the course of the project. Keep in mind that you have to think through everything that could be relevant, it can be helpful draw u

when it has to be done and involving whombefore you can move on to the next one while other things need to be accomplished in

Remember that it is up to you to oversee processes and ensure precision and

Another attribute that will helppreparedness. You have to know what to do in any posstrack and you can manage the whole process as planned, you are doing a good job and if it is possible you can stretch the goal. To jump




articulated, realistic, achievable and shareable by your campaign team and hat it is very important

committed to the campaign and its goals.

To create a successful campaign it is very important to wellkeep their motivation high.

through ups and downs that can be expected to come upconsuming.

Communication and Coordination: CommunicaYou have to ensure that every one of your team knows how and

communicate and is aware of deadlineshas devastating effects on your campaign’s success, so in order to achieve it, it is

re your communication and PR texts before the start of the campaign. Whether you offer rewards, perks or interest payments, these are promises to your funders that have to be delivered on. Delivering the right quantity, on time and with quality, is a very important thing as failure sheds a bad light and canthink first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timthe important points over the course of the project. Keep in mind that you have to think through everything that could be relevant, it can be helpful draw u



Another attribute that will helppreparedness. You have to know what to do in any poss

e the whole process as planned, you are doing a good job and if it is he goal. To jump



During the campaign Clarity of campaign’s goal is a very important element for the campaign’s success. The

articulated, realistic, achievable and shareable by your campaign team and very important to keep everyone involved

committed to the campaign and its goals.

To create a successful campaign it is very important to wellkeep their motivation high. Their commitment an

through ups and downs that can be expected to come up

ommunication You have to ensure that every one of your team knows how and

communicate and is aware of deadlines. Keep in mind that neglected communication has devastating effects on your campaign’s success, so in order to achieve it, it is

re your communication and PR texts before the start of the campaign. Whether you offer rewards, perks or interest payments, these are promises to your funders that have to be delivered on. Delivering the right quantity, on time and with quality, is a very important thing as failure sheds a bad light and can think first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timthe important points over the course of the project. Keep in mind that you have to think through everything that could be relevant, it can be helpful draw u



Another attribute that will help you reaching your campaign’s success is your preparedness. You have to know what to do in any poss

e the whole process as planned, you are doing a good job and if it is he goal. To jump-start you have to use all resources to keep up and




Clarity of campaign’s goal is a very important element for the campaign’s success. The

articulated, realistic, achievable and shareable by your campaign team and to keep everyone involved

To create a successful campaign it is very important to wellTheir commitment an

through ups and downs that can be expected to come up

with your audience needs professional You have to ensure that every one of your team knows how and

Keep in mind that neglected communication has devastating effects on your campaign’s success, so in order to achieve it, it is

re your communication and PR texts before the start of the campaign. Whether you offer rewards, perks or interest payments, these are promises to your funders that have to be delivered on. Delivering the right quantity, on time and with quality, is a very

have also legal consequences. think first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timthe important points over the course of the project. Keep in mind that you have to think through everything that could be relevant, it can be helpful draw u

when it has to be done and involving whom. Some pointsbefore you can move on to the next one while other things need to be accomplished in


you reaching your campaign’s success is your preparedness. You have to know what to do in any possible scenario. If your campaign

e the whole process as planned, you are doing a good job and if it is you have to use all resources to keep up and



Clarity of campaign’s goal is a very important element for the campaign’s success. The articulated, realistic, achievable and shareable by your campaign team and

to keep everyone involved

To create a successful campaign it is very important to wellTheir commitment and endurance will be

through ups and downs that can be expected to come up. Keep in mind that




have also legal consequences. think first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timthe important points over the course of the project. Keep in mind that you have to think through everything that could be relevant, it can be helpful draw up lists of what is to be

. Some points will have to be completed before you can move on to the next one while other things need to be accomplished in


you reaching your campaign’s success is your ible scenario. If your campaign





to keep everyone involved, motivated

To create a successful campaign it is very important to well-inform team d endurance will be Keep in mind that




have also legal consequences. In general, think first and then deliver to satisfaction of your funders. The coordination has a fundamental importance for your campaign’s success. You have to set up a timeline and mark the important points over the course of the project. Keep in mind that you have to think

p lists of what is to be will have to be completed

before you can move on to the next one while other things need to be accomplished in Remember that it is up to you to oversee processes and ensure precision and

you reaching your campaign’s success is your ible scenario. If your campaign


20




motivated, and

inform team d endurance will be Keep in mind that the




In general, think first and then deliver to satisfaction of your funders. The coordination has a

eline and mark the important points over the course of the project. Keep in mind that you have to think

p lists of what is to be will have to be completed

before you can move on to the next one while other things need to be accomplished in Remember that it is up to you to oversee processes and ensure precision and

you reaching your campaign’s success is your ible scenario. If your campaign is on



you could pregoes below your expectation, you have to find out quickly what to change and improve.

Audience communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it in three groups, your personal network, your wider circle and new contacts and start designing your communication efforts accordingly. In general, you have always to inform, involve and motivate stakeholders and community. To some extent, you will likely depenpartners for production or delivery. You have to make sure that they are aware of timelines, and make them understand what exactly you expect from them. If necessary, you could enter into a contract specifying the details.



could pre-preparedgoes below your expectation, you have to find out quickly what to change and improve.

Audience and partnerscommunicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it

hree groups, your personal network, your wider circle and new contacts and start designing your communication efforts accordingly. In general, you have always to inform, involve and motivate stakeholders and community. To some extent, you will likely depenpartners for production or delivery. You have to make sure that they are aware of timelines, and make them understand what exactly you expect from them. If necessary, you could enter into a contract specifying the details.



prepared lists goes below your expectation, you have to find out quickly what to change and improve.

and partners: Remember, communication communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it




about people that could jump in and help you. Ifgoes below your expectation, you have to find out quickly what to change and improve.

Remember, communication communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it





Remember, communication communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it

hree groups, your personal network, your wider circle and new contacts and start designing your communication efforts accordingly. In general, you have always to inform, involve and motivate stakeholders and community. To some extent, you will likely depenpartners for production or delivery. You have to make sure that they are aware of timelines, and make them understand what exactly you expect from them. If necessary, you could enter





Remember, communication always needs communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it





always needs coordination. In order to communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it




about people that could jump in and help you. If the campaign goes below your expectation, you have to find out quickly what to change and improve.

coordination. In order to communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it


21



the campaign goes below your expectation, you have to find out quickly what to change and improve.

coordination. In order to communicate with your audience in a clear way, you need to build your target group segments and contact them already before your campaign starts. You can start by dividing it

hree groups, your personal network, your wider circle and new contacts and start designing your communication efforts accordingly. In general, you have always to inform, involve and motivate stakeholders and community. To some extent, you will likely depend on partners for production or delivery. You have to make sure that they are aware of timelines, and make them understand what exactly you expect from them. If necessary, you could enter


7 After campaign communicatiWhen your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly communicated the benefits for your contributors, do all these benehave to inform your audience, giving uon the characteristics of your specific project, it will be in your interest to keep your community and make it lively. You have to keep intesupporters on your next steps. in crowdfunding fall into different categories

Social return:material or financial return. They want to see the project delivering the benefits you had promised; substantially, the value derives from benefits for others.

Material return:primarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived as higher than the economic one. Make sure your funders are sahow to get your offer going forward

Financial return:informed, especially on positive developments of the company. Another very important aspect is to pay intewill always be open to new initiatives like a new product or a followkeep them informed, also when there are setbacks.



After campaign communicatiWhen your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly communicated the benefits for your contributors, do all these benehave to inform your audience, giving uon the characteristics of your specific project, it will be in your interest to keep your community and make it lively. You have to keep intesupporters on your next steps. in crowdfunding fall into different categories

Social return: These funders are driven by philanthropic values and they do notmaterial or financial return. They want to see the project delivering the benefits you had promised; substantially, the value derives from benefits for others.

Material return: In the case of preprimarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived as higher than the economic one. Make sure your funders are sahow to get your offer going forward

Financial return: Equity and lending funders are financially driven. Keep your funders informed, especially on positive developments of the company. Another very important aspect is to pay intewill always be open to new initiatives like a new product or a followkeep them informed, also when there are setbacks.



After campaign communicatiWhen your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly communicated the benefits for your contributors, do all these benehave to inform your audience, giving uon the characteristics of your specific project, it will be in your interest to keep your community and make it lively. You have to keep intesupporters on your next steps. in crowdfunding fall into different categories

These funders are driven by philanthropic values and they do notmaterial or financial return. They want to see the project delivering the benefits you had promised; substantially, the value derives from benefits for others.

In the case of preprimarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived as higher than the economic one. Make sure your funders are sahow to get your offer going forward

Equity and lending funders are financially driven. Keep your funders informed, especially on positive developments of the company. Another very important aspect is to pay interest and dividends always will always be open to new initiatives like a new product or a followkeep them informed, also when there are setbacks.



After campaign communicatiWhen your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly communicated the benefits for your contributors, do all these benehave to inform your audience, giving updates and keep communicating. on the characteristics of your specific project, it will be in your interest to keep your community and make it lively. You have to keep intesupporters on your next steps. You should be aware that motivations for people participating in crowdfunding fall into different categories


In the case of pre-sales or reward crowdfunding the funders are moprimarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived as higher than the economic one. Make sure your funders are sahow to get your offer going forward

Equity and lending funders are financially driven. Keep your funders informed, especially on positive developments of the company. Another very important

rest and dividends always will always be open to new initiatives like a new product or a followkeep them informed, also when there are setbacks.



After campaign communicatiWhen your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly communicated the benefits for your contributors, do all these bene

pdates and keep communicating. on the characteristics of your specific project, it will be in your interest to keep your community and make it lively. You have to keep inte

You should be aware that motivations for people participating in crowdfunding fall into different categories:


sales or reward crowdfunding the funders are moprimarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived as higher than the economic one. Make sure your funders are sa


rest and dividends always in timewill always be open to new initiatives like a new product or a followkeep them informed, also when there are setbacks.




After campaign communicatiWhen your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly communicated the benefits for your contributors, do all these bene

pdates and keep communicating. on the characteristics of your specific project, it will be in your interest to keep your community and make it lively. You have to keep interest up on your project and inform

You should be aware that motivations for people participating


sales or reward crowdfunding the funders are moprimarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived as higher than the economic one. Make sure your funders are sa


in time. Well-informed and satisfied investors will always be open to new initiatives like a new product or a follow



After campaign communicationWhen your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly communicated the benefits for your contributors, do all these benefits show up? If so, you

pdates and keep communicating. Generally, depending on the characteristics of your specific project, it will be in your interest to keep your

rest up on your project and inform You should be aware that motivations for people participating


sales or reward crowdfunding the funders are moprimarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived as higher than the economic one. Make sure your funders are satisfied and that they know


informed and satisfied investors will always be open to new initiatives like a new product or a follow-on financing round. So



on When your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly

fits show up? If so, you Generally, depending

on the characteristics of your specific project, it will be in your interest to keep your rest up on your project and inform


These funders are driven by philanthropic values and they do not expect any material or financial return. They want to see the project delivering the benefits you had

sales or reward crowdfunding the funders are moprimarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived

tisfied and that they know


informed and satisfied investors on financing round. So

22



When your campaign is over, enjoy having achieved your goal. But keep in mind that from the perspective of your supporters you still have to deliver on your promises. If you have clearly

fits show up? If so, you Generally, depending

on the characteristics of your specific project, it will be in your interest to keep your rest up on your project and inform


expect any material or financial return. They want to see the project delivering the benefits you had

sales or reward crowdfunding the funders are motivated primarily by the product or service you offer. The funder pays the fundraiser in advance and provides working capital in exchange for the goods or services, whose value may be perceived

tisfied and that they know


informed and satisfied investors on financing round. So


8 ChecklistKeep the following point

TASK1. i2. articulate 3. draw up a consistent and confidence4. create 5. research and identify partners for production, deliver6. research and identify communication channels, in particular social

mediacontact

7. research and identify fitting platforms8. research and compare current and similar campaigns9. research i10. develop 11. set 12. plan and set 13. define your communication strategy and team14. walkthrough

campaign15. t

go live16. plan information flow pre17. ensure all promises are delivered on.



ChecklistKeep the following point

TASK identify current networks, create a communityarticulate a draw up a consistent and confidencecreate an emotional research and identify partners for production, deliverresearch and identify communication channels, in particular social media and events that take place during your event for personal contact research and identify fitting platformsresearch and compare current and similar campaignsresearch in depth your target groupsdevelop a convincing incentive structureset a timeline and mark everything relevantplan and set define your communication strategy and teamwalkthrough campaign test your projectgo live plan information flow preensure all promises are delivered on.



Checklist Keep the following points in perspective

dentify current networks, create a communitya clear goal of

draw up a consistent and confidencean emotional story

research and identify partners for production, deliverresearch and identify communication channels, in particular social

and events that take place during your event for personal

research and identify fitting platformsresearch and compare current and similar campaigns

n depth your target groupsconvincing incentive structure

timeline and mark everything relevantplan and set the video shootingdefine your communication strategy and teamwalkthrough various scenarios

est your projects story and incentives within your network before you

plan information flow preensure all promises are delivered on.



s in perspective:

dentify current networks, create a communityclear goal of the project

draw up a consistent and confidencestory



research and identify fitting platformsresearch and compare current and similar campaigns

n depth your target groupsconvincing incentive structure

timeline and mark everything relevantvideo shooting

define your communication strategy and teamvarious scenarios

story and incentives within your network before you

plan information flow pre-, during and postensure all promises are delivered on.



dentify current networks, create a communityproject

draw up a consistent and confidence-building message



research and identify fitting platforms research and compare current and similar campaigns

n depth your target groups convincing incentive structure

timeline and mark everything relevant

define your communication strategy and teamvarious scenarios that can happen throughout t


, during and post-campaignensure all promises are delivered on.




dentify current networks, create a community

building message

research and identify partners for production, delivery, etc.research and identify communication channels, in particular social


research and compare current and similar campaigns

define your communication strategy and team that can happen throughout t


campaign



y, etc. research and identify communication channels, in particular social


that can happen throughout t




DONE?

research and identify communication channels, in particular social and events that take place during your event for personal

that can happen throughout the


23



DONE?


9 Overview of selected

PlatformsThe follow

Company

1000x1000

Alternativa

Angel.me

Babyloan

2 This list members,



Overview of selected

PlatformsThe following list provides an overview of some Crowdfunding Platforms in Europe.

Company

1000x1000

Alternativa

Angel.me

includes most relevant Crowdfundingmembers, http://eurocrowd.org/directory




Platforms in Europe ing list provides an overview of some Crowdfunding Platforms in Europe.

includes most relevant Crowdfundinghttp://eurocrowd.org/directory




in Europe ing list provides an overview of some Crowdfunding Platforms in Europe.

Platform

Type

Equity CF

Platform

Equity CF

Platform

Equity CF

Platform

Lending CF

Platform

includes most relevant Crowdfunding Platforms in Europe but http://eurocrowd.org/directory-of-members/




in Europe ing list provides an overview of some Crowdfunding Platforms in Europe.

Platform

Type

Equity CF

Platform

Equity CF

Platform

Equity CF

Platform

Lending CF

Platform

Platforms in Europe but members/




Overview of selected Crowdfunding

ing list provides an overview of some Crowdfunding Platforms in Europe.

Country

Austria

France

Belgium

France

Platforms in Europe but represents



Crowdfunding

ing list provides an overview of some Crowdfunding Platforms in Europe.

Website

https://1000

x1000.at/

https://www

.alternativa.f

r/

https://www

.angel.me/

http://www.

babyloan.or

g/

represents mainly



Crowdfunding

ing list provides an overview of some Crowdfunding Platforms in Europe.2

https://1000 First Austrian CF Platform, dedicated to Research and Innovation

https://www

.alternativa.f

First French CF Platform, dedicated to SMEs

https://www Aimed at linking creative projects with enterpreneurs

http://www. First european CF platform for solidarity cause

mainly the directory of ECN

24



Crowdfunding

First Austrian CF dedicated to

esearch and

First French CF Platform, dedicated to

Aimed at linking creative projects with enterpreneurs

First european CF platform for solidarity

he directory of ECN


Company

Booomerang

Brickgate

C@rma

Companisto

Comunitae

Conda



Company

Booomerang

Companisto

Comunitae





Platform

Type

Reward CF

P

Equity CF

Platform

Donatio

CF

Platform

Equity CF

Platform

Lending CF

Platform

Equity CF

Platform



Platform

Type

Reward CF

Platform

Equity CF

Platform

Donation

CF

Platform

Equity CF

Platform

Lending CF

Platform

Equity CF

Platform




Country

Denmark

Germany

Turkey

Germany

Spain

Austria



Website

https://www

.booomeran

g.dk/

http://brickg

ate.org/

https://4car

ma.com/

https://www

.companisto

.com

https://www

.comunitae.

com

https://www

.conda.eu



https://www

.booomeran

First Danish platform, creative projects

http://brickg Changing the people invest into real estate

CF platform dedicated to Turkish civil associationsneed for funds

https://www

isto

Leader German CF Platform, dedicated to selected projects proposed by startonly

https://www Most ancient CF platform in Spain, strated out in 200Loans for both businesses and individuals

https://www Cross-border in 6 countries, AT, D, PL, SI, SK, CH

25



First Danish CF platform, creative

Changing the way people invest into real

CF platform dedicated Turkish civil

associations and their need for funds

Leader German CF Platform, dedicated to

ted projects proposed by startups

Most ancient CF platform in Spain, strated out in 2008. Loans for both businesses and

border in 6 , AT, D, PL,


Company

Credit.fr

CrowdCube

Eos Venture

Fundedbyme

Funding Circle



Company

CrowdCube

Venture

Fundedbyme

Funding Circle





Platform

Type

Lending CF

Platform

Equity CF

Platform

Equity CF

Platform

Mixed CF

Platform

peer

peer

marketpla

ce



Platform

Type

Lending CF

Platform

Equity CF

Platform

Equity CF

Platform

Mixed CF

Platform

peer-to-

peer

marketpla

ce




Country

France

UK

France

Sweden

UK



Website

https://www

.credit.fr/

https://www

.crowdcube.

com

http://www.

eosventure.

com/

https://www

.fundedbym

e.com/

https://www

.fundingcircl

e.com/uk/



https://www Among the top CF platforms in France, it is dedicated to SMEs

https://www

.crowdcube.

World’s leading investment crowdfunding platform

http://www. Counseling services and technical advice for starting a CF platform

https://www

.fundedbym

Among the first platforms in the world to offer a oneshop solution for loanbased and equity crowdfunding. focus on crossinvestments

https://www

.fundingcircl

One of the UK’s largest peerplatforms, dedicated to SMEs

26



Among the top CF platforms in France, it is dedicated to SMEs

orld’s leading investment crowdfunding

Counseling services and technical advice for starting a CF

the first CF platforms in the world to offer a one-stop-shop solution for loan-based and equity crowdfunding. Major focus on cross-border investments

ne of the UK’s largest peer-to-peer

, dedicated


Company

GreenChannel

Goteo

HelloBank

Innovestment

Invesdor

Kickstarter



Company

GreenChannel

HelloBank

Innovestment

Kickstarter





Platform

Type

Lending CF

Platform

Reward CF

Platform

Lending CF

Platform

Equity CF

Platform

Equity CF

Platform

Reward CF

Platform



Platform

Type

Lending CF

Platform

Reward CF

Platform

Lending CF

Platform

Equity CF

Platform

Equity CF

Platform

Reward CF

Platform




Country

France

Spain

France

Germany

Finland

US



Website

GreenChann

el

https://gote

o.org

http://www.

hellobank.co

m

https://www

.innovestme

nt.de

https://www

.invesdor.co

m/

https://www

.kickstarter.c

om/



GreenChann CF platform dedicato energy transition projects

https://gote Focus on projects that would not only produce individual rewards, but also provide common goods

http://www.

hellobank.co

Active in Belgium, Germany, France and Italy since 2013

https://www

.innovestme

Investments in ntechnologies developed by German businesses

https://www

.invesdor.co

Online investment matching service between entrepreneurs looking to raise equity financing and investors

https://www

.kickstarter.c

Worlds largest platform, internationally available

27



CF platform dedicated to energy transition

Focus on projects that would not only produce individual rewards, but also provide common

Active in Belgium, Germany, France and Italy since 2013

Investments in new technologies developed by German

nline investment matching service

entrepreneurs looking to raise equity

and

Worlds largest

internationally


Company

KissKissBankBank

Lendix

Lumo

MyMicroInvest

Oneplanetcrowd

Our Crowd



Company

KissKissBankBank

MyMicroInvest

Oneplanetcrowd

Our Crowd





Platform

Type

Reward CF

Platform

Lending CF

Platform

Lending CF

Platform

Equity CF

Platform

Mixed CF

Platform

Equity CF

Platform



Platform

Type

Reward CF

Platform

Lending CF

Platform

Lending CF

Platform

Equity CF

Platform

Mixed CF

Platform

Equity CF

Platform




Country

France

France

France

Belgium

Netherlan

ds

Israel



Website

http://www.

kisskissbank

bank.com/

Lendix

https://www

.lumo-

france.com/

https://www

.mymicroinv

est.com/en

http://www.

oneplanetcr

owd.nl/

https://www

.ourcrowd.c

om/



http://www. Leading CF platform in the cultural and creative sectors

First lending CF platform in France in 2015, focus on SMEs

https://www

france.com/

Dedicated torenewables. First French startacquire a “BCorp” certificate

https://www

.mymicroinv

Investments innovative companies, starting from 100

http://www.

oneplanetcr

Active in Germany and the Netherlands, it is planning on expanding in other countries

https://www First Israel focused investment platform to launch and one of the world’s leading accredited investoronly platforms

28



CF platform in the cultural and creative sectors

First lending CF platform in France in 2015, focus on SMEs

Dedicated to renewables. First French startup to acquire a “BCorp”

Investments in innovative companies,

rom 100€

Active in Germany and the Netherlands, it is planning on expanding in other countries

irst Israel focused investment platform to launch and one of the world’s leading accredited investor-only platforms


Company

PPL

Rebuilding

Startnext

SmartAngels

Symbid

TailwindCrowd



Company

RebuildingSociety

SmartAngels

TailwindCrowd





Platform

Type

Reward CF

Platform

Lending CF

Platform

Reward

based

Platform

Equity CF

Platform

Mixed CF

Platform

Mixed CF

Platform



Platform

Type

Reward CF

Platform

Lending CF

Platform

Reward-

based

Platform

Equity CF

Platform

Mixed CF

Platform

Mixed CF

Platform




Country

Portugal

UK

Germany

France

Netherlan

ds

Netherlan

ds



Website

http://ppl.co

m.pt/

https://www

.rebuildings

ociety.com/

https://www

.startnext.co

m/

https://www

.smartangels

.fr/

https://www

.symbid.com

/

http://tailwi

ndcrowd.co

m/



http://ppl.co Main focus on events, arts, culture and sports

https://www Dedicated to business loans through peerpeer lending

https://www

.startnext.co

Largest Platform in Germany, creative projects

https://www

.smartangels

French basedplatform

https://www

.symbid.com

Founded in 2011, it was among the world’s first investment CF platforms

http://tailwi Business focused CF platform, with a multilingual marketplace

29



Main focus on social events, arts, culture

projects

Dedicated to business loans through peer-to-peer lending

Largest Platform in Germany, creative

French based general

Founded in 2011, it was among the world’s first investment CF

Business focused CF platform, with a multilingual marketplace


Company

The Crowd Angel

Ulule

Unilend

Vauraus

Wiseed

Zaar



Company

The Crowd Angel





Platform

Type

Equity CF

Platform

Reward CF

Platform

Lending CF

Platform

Lending CF

Platform

Equity CF

Platform

Mixed CF

Platfrom



Platform

Type

Equity CF

Platform

Reward CF

Platform

Lending CF

Platform

Lending CF

Platform

Equity CF

Platform

Mixed CF

Platfrom




Country

Spain

France

France

Finland

France

Malta



Website

https://thec

rowdangel.c

om/

http://it.ulul

e.com

https://www

.unilend.fr

http://www.

vauraus.fi/

https://www

.wiseed.com

/en

http://www.

zaar.com.mt

/



rowdangel.c

Catalan-based, startup focused CF platform

http://it.ulul General CF platform, its users come from 175 world countries

w French leading CF platform for SMEs

http://www. Finnish CF platform dedicated to business loans

https://www

.wiseed.com

General CF platform. Since launching in 2008, 112 projects have been funded

http://www.

zaar.com.mt

CF platformat supporting entrepreneurship in Malta and local startups

30



based, startup sed CF platform

General CF platform, its users come from 175 world countries

French leading CF platform for SMEs

Finnish CF platform dedicated to business

General CF platform. Since launching in 2008, 112 projects have been funded

CF platforms that aims at supporting

epreneurship in Malta and local

















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