Crowdfunding Workshop: For Charity and Personal
Fundraising
Prepared for The CrowdCrux Community– April 30, 2015 Presenter: Dana Ostomel, Founder and CEO of DepositaGift.com
To walk away with an action plan to launch and promote a campaign people actually give to.
* We’ll Cover: * What to look for in a crowdfunding platform. * The keys to successful campaign. * The best ways to promote your campaign. * How to get people to donate and spread the word. * Strategies to create and engage your network. * The answer to the question: Why isn’t anyone giving?
Objective
1. You need a story that makes people care and share. 2. The story is not enough. Successful crowdfunding is about
marketing. 3. You must have a network to market to. 4. You will be connected to the majority of your supporters initially. 5. To reach beyond your initial network, takes work and a strategy. 6. Personal relationships will play a key role. 7. You can’t do this alone. You need an online ‘street team’. 8. The ‘soft’ launch is critical and will set the tone for the campaign. 9. Frequent communication is everything: Lots of emails and postings. 10. Don’t expect people to share unprompted.
Let’s Set Realistic Expectations…
Plan for your campaign like you’d prep a manicure or
prime a wall for paint. If you don’t have a well-‐prepped foundation, the paint won’t go on smoothly and the
result is a mess.
It’s Like a Good Manicure…All In the Prep!
My network and online social connections aren’t that important.
Know What You’re Getting Into…
There are benevolent donors trolling the internet to give to my cause.
Once we launch, it’s ‘set and forget it.’
How it looks
doesn’t
matter.
If you build it, they’ll just come.
Don’t let these myths
bring you down!
• Flexible funding vs All-‐or-‐nothing • No deadlines or project approvals • Design aesthetic and customization • Cash-‐Out process control • Unique features to suit your needs • Ease-‐of-‐use for setup and management • Custom URL • Hands-‐on support • Fee structure
FAQs of Choosing a Platform
SECRET: It’s not about the site, it’s
about your network, so pick the site with the lowest fees, the best support & focus on
your marketing efforts!
The Most Successful Campaigns…
State goals and
purpose clearly
Show appreciation to
supporters
Have a marketing road map
Explain why your cause is important and how you plan on using your donations
Set Up an Attractive and Compelling Site
* An effective campaign: ü Tells a personal and engaging
story. ü Shows the need and potential
impact. ü Solves a real problem or is trying
to achieve an inspiring aspiration.
ü Feels credible and is driven by the most effective advocate.
Key Components of a Powerful Setup…Does your site:
Have engaging visuals
Have brief, well-‐organized text
Make a clear, compelling case
Include a suggested
donation amount
Set a realistic goal
Communicate a sense of urgency
Make sure your perks are: * Easy to fulfill * In line with strategic objectives * Not going to bankrupt you * Representative of your cause * Worth the cost * Necessary…for most charitable and personal campaigns, they aren’t.
Considering The Use Of Incentives
* Crowdfunding is a tool to “work your network” so you need to line people up in advance to: * Donate when you want. * Share when you ask. * Give you access to influencers. * Advocate for you.
Set Yourself Up For Success
These campaigns don’t just magically take off. You’ve got to plan to create virality.
Marketing Plan Considerations
Have you made a promotional calendar? Account for a soft launch. Plot communication strategy, frequency and milestones
Do you have a mass and one-‐to-‐one communication strategy? Create frequent excuses to share and unique messaging opportunities
What marketing vehicles does your audience respond well to?
Email, social media, offline communications, events, PR, phone, text
Who’s your target? What’s your network potential? Key Influencers vs. Mass Audience
* Just because this is an online campaign, doesn’t mean offline tactics won’t work – Get Creative! * A personal phone call * Postcards * Letters * Text messaging * Posters * A launch party * A war-‐room party * Flyers * An email tree * A phone tree with email follow-‐up
How Else Can You Reach People?
* Don’t just ask for money à Create frequent excuses to engage people on the journey: * Give updates. * Never post the link without saying anything.
* Use “tag n’ thank” to publicly thank people * Feeds the herd mentality and shows popularity * Creates social pressure to give
* Create a sense of urgency: * A deadline * A contest * A matching incentive
It’s Like Call and Response!
People need to be hit 5-‐7 times before they take action. Email and post until it makes you
uncomfortable.
Posters
Press Outreach
Facebook Event
Frequent Postings
Campaign Site
Example: Integrated Marketing Plan
Personalize scripted emails so the recipient feels like it was written for them. Otherwise they’ll just click delete!
Create Messaging They Can’t Ignore
* Giving begets giving, so make thermometer rise 10-‐20% before you go mass. * Receive feedback, fine tune campaign, get community buy-‐in. * Give press ‘exclusives’ * Make connections…who do you know?
Plan For a Soft Launch
Create the perception of a successful campaign. People want to be on the winning team.
Make It Easy for People to Share
Create a Marketing Tool Kit • Write scripts and blurbs people can copy/paste to FB or email their network
Use Clickable Tweets • Pre-‐write tweets and people just click to post
Orchestrate Waves of Sharing • Encourage people to post to FB and Twitter on the same day with a specific hashtag
Create Schedule to Remind People to Share for You • Come up with themed messaging calendar
Write a Thank You Script • Send to a contributor within 24 hours of giving and ask them personally to share
Issue a Press Release • A simple link to pitch press and bloggers or respond to HARO inquiries
Move People Along This Continuum: LURKER | SUPPORTER | ADVOCATE
Your Job Is To:
As quickly as possible!
* Put people in the mood to share with appreciation. * ‘Thank yous’ are an excuse for personal asks. * Leverage new supporters to spread the word. * Report back on impact, progress and success.
Turn Supporters Into Advocates
* Create a follow-‐up schedule to feed info to your: * Individual supporters: within 24-‐48 hours * Mass audience: weekly blasts * Online street team: timely reminders
Appreciation Strategy
Don’t Expect Anyone To Remember To Share For You.
* This is your opportunity to squeeze the juice out of the people you already have access to.
Maybe…But That Shouldn’t Be Your Focus.
* Get your friends to ask their friends à If you don’t ask, you don’t get.
I’ve Got My Network’s Support. Now What?
* Widen your network through cold pitching: * PR * Local papers, radio, TV * Make social media friends * Find influencers to champion your cause * Establish relationships with bloggers * Reddit charity thread
Dana Ostomel, Founder and CEO www.depositagift.com
We’d love to support your next crowdfunding campaign! [email protected]
Thank You!
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