Crowd Funding Workshop - TechNow
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The Networked Nonprofit Best Prac4ces and Strategies for Crowd Funding
Beth Kanter, Master Trainer, Author, and Blogger
TechNow Workshop, Pi1sburgh
October, 2014 Flickr photo by boxchain
Beth Kanter: Master Trainer, Author, and Blogger
@kanter
Who is in the room?
• Type of nonprofit • Budget Size • Role
What’s your experience with social media?
• Oversee social
media strategy
• Implement social media
• Both
• Implemented crowd funding campaign
• ParDcipated in Giving Day
• Responsible for fundraising strategy
Topics OUTCOMES
• InteracDve • Co-‐Learning
FRAMING
Leave the room with a basic understanding of crowd funding best pracDces and starDng point for a strategy
The Networked Nonprofit: Best PracDces for Crowdfunding
IntroducDon Networked Nonprofits and Strategic Social Media Crowd Funding Campfire Stories Best PracDces Planning Your Campaign Concept Poster
hOp://bethkanter.wikispaces.com/piOsburgh-‐workshop
Photo by Franie
Share Pairs and Burning Questions
What is the single most important thing you want to know about crowd funding?
Networked Nonprofits Simple, agile, and
transparent organizaFons and
leaders. They are experts at using networks, data,
and learning strategically to make the world a beHer
place.
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have
to keep moving forward.”
Maturity of PracFce
CRAWL
WALK
RUN
FLY Where is your organization?
Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity
Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above
Communications Strategy Development Network Mindset and Map Culture Change
Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Where is your organizaFonal now?
Where is your organizaFon now? What does that look like? What do you need to get to the next level?
CRAWL Walk RUN FLY
Crowd Funding: Campfire Stories
• Online Fundraiser for Surf Rider FoundaDon • Online Memorial Event: #OceanLoveEarl
Results: Fundraiser for Surf Rider FoundaFon
• Raised $5,563 • 128 donors with 87% donaDng suggested entry gi^ amount or more
• 85% converted from Facebook • 72% were strong Des that I had a relaDonship with online, only 2% had met my Dad
Results: Online Memorial Event
• “Social Reach” according to Thunder Clap was 1,058,410
• A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-‐7/15
• The network analysis map revealed that there were five other large “hubs” or “influencers” in addiDon my personal network
Set A RealisFc Goal Based on Benchmarking
Raised $5,563 or 10% over $5,000 goal
Don’t Suffer from Too Small To Fail
128 donors with 87% donaFng suggested entry gia level or more
Social Proofing Helps Generate Most DonaFons
• Most effecDve channels: thanking people publically in a social way and DM ask
• 85% converted to donors from Facebook
Offer A ConFnuum of Engagement
Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap
Get Influencers To Leverage Networks
There were 11 blog posts or Facebook posts by “influencers” modeling the different levels of engagement
Use Facebook Promoted Posts for Reinforcement
Used promoted to increase reach of event parDcipaDon Dmed to Mashable post
Honor the CreaFvity of Your Network
Matching grants are good incenDves
Video
Video
PEOPLE • Know Your Audience
OBJECTIVE • Link to Outcomes, Make it Measurable, Break It Down (Time, Dollar, or Items)
SOCIAL
• Socialize Content (Stories), Engagement, Champions, Social Proof, Say Thank you, Document Learning
TOOLS • Crowdfunding Plakorms and Giving Days
POST for CROWDFUNDING STRATEGY
@kanter
• IdenDfy your champions • What keeps them up at night? • What are they currently seeking? • Where do they go for informaDon? • What influences their decisions? • What’s important to them? • What makes them act?
PEOPLE: KNOW YOUR AUDIENCE
OBJECTIVE: LINK TO OUTCOMES
• How do you define success for our organizaDon or program?
• How do you define failure for our organizaDon or program?
• How do you define success for your crowd fundraising campaign?
• How do you define failure for your crowd fundraising campaign?
Pick The Right Success Metric!
What Do You Believe Success Measures for Crowdfunding?
Disagree Agree
There is only metric to measure success of social fundraising: dollars raised
OBJECTIVE: BREAK IT DOWN
Calculator hOp://www.philanthrogeek.com/crowdfunding/crowdfunding-‐tool-‐kickstarter-‐calculator/
OBJECTIVE: BE SPECIFIC
• What is the cost of the project or idea (don’t forget to include fundraising costs)? • Item Specific: We need x items to see this specific outcome • Dollar Specific: We need to raise $ to see this specific outcome • Time Specific: We need to raise $ to get item by this deadline to see this specific
outcome
Campaign ObjecFve: Stretch
Campaign ObjecFve: Stretch
• People fund what they know and who they know
• Micro donaBons are inspired in a specific moment so find the moments over and over
• Start on a weekday and end on a weekday -‐ people are at computers during the day. Weekends slow down
SOCIAL: TELL YOUR STORY
• The Issue Story: This story talks about the field or fields within which you work and how your project solves a larger social issue
• The Local Story: This is about a specific local community and how your project serves them
• The People You Serve Story: This is the story of how the people you serve through your project will be transformed
• The Behind the Scenes Story: This is a peek inside how your organizaDon is working on the project or why it is important
• InnovaFon Story: It describes what are you doing that’s new, unique or innovaDve?
• Personal Passion Story: Why your supporter is passionate about your program
What ever form you choose, story must align with your fundraising objecDve and draw out human emoDons ….
hOps://www.youtube.com/watch?v=SCPbIW7JCTE#t=31
hOps://www.youtube.com/watch?v=l2sgNVaTmiI
EXERCISE: BRAINSTORM YOUR STORY
Once upon a Dme… This happened …. And this happened … UnDl one day… We raised $ from a crowd funding campaign and ….. And ever since that day And the moral of the story is …
SOCIAL: ENGAGEMENT
hOps://www.youtube.com/watch?v=l2sgNVaTmiI
SOCIAL: CHAMPIONS
SOCIAL: SOCIAL PROOFING
• Ask champions to tag or call out people in their network to donate
• Thank people publically • Don’t open your
campaign with $0 • Encourage sharing of
your content or stories
Say Thank You In CreaDve Ways
SOCIAL: CREATIVE THANK YOUS
hOps://www.youtube.com/watch?v=WYWhkhzs_bM
TOOLS: PLATFORMS AND GIVING DAYS
TOOLS: PLATFORMS AND GIVING DAYS
The Top Social Good Crowdfunding Sites
SEND Your Inner CriFc on VacaFon
Exercise: Yes, You Can Draw! .
CongratulaFons You Can Draw! You’re A Designer!
OpFon 1: Concept Poster
Be CreaFve!
Debrief
• Each team will get 3 minutes to debrief
Visualize the Vote: Debrief Ideas/PrioriFze
• VoDng – best overall concept and best details
• Each person get 5 red dots and 1 green dots
• Debrief
Closure
• Just two words as your takeaway • Feedback on the process
Thank you!
www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on TwiOer
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