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Social Media and
CrowdfundingPaul Dombowsky Kelly Rusk Keenan Wellar
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Time: 8:30 to 11:00
Speakers: Paul Dombowsky
Founder and ceo of Ideavibes / Fundchange
Kelly Rusk - Thornley Fallis
Keenan Wellar - LiveWorkPlay
Shannon Gorman - TELUS
Workshop Overview
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8:35 Introductions
8:50 Kelly Rusk - Social Media Primer
9:30 Crowdfunding - Paul DombowskyWhat is it and how can you use it?
Options for engaging a new generation of donors
Project based or doable ask focused fundraising
10:00 Fundchange.com What is it and how can you participate?
10:20 Keenan Wellar Live Work Play
10:40 General Questions and Wrap-up
Agenda
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A crowd
Business challenge / problem / question you want answered ideas
A process and tool for engagement
Trust and commitment in your crowd to take action
Key performance indicators what does success look like?
Proof of action your crowd wants to see what happened
Crowdfunding -W
hat do you need?
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Donor Generations
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Millennials (born 91 and after) - ?
Millennials (born 91 and after) - ?
Gen Y (born 81-91) Average Donation $325
Gen Y (born 81-91) Average Donation $325
Gen X (born 65-80) Average Donation $549
Gen X (born 65-80) Average Donation $549
Boomers (born 46-64) Average Donation $725
Boomers (born 46-64) Average Donation $725
Civics (born 45 or earlier) Average Donation $833
Civics (born 45 or earlier) Average Donation $833
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Where
Donors are Giving
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0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Checkout Donation
Fundraising Event
Tribute G
ift
Charity Gift Shop
Online via Website
Mailed Gift
Monthly DebitIn Lieu of Gift
Phone
Third Party Vendor
SMS
Social Network Site
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Fundraising Trends and Challenges in the Canadian Direct Marketing Sector-
a research paper from 2009 by Cornerstone Group of Companies shows:
Donors who make their first gift to an organization online as opposed to
via direct mail have a much higher average gift
$73 vs. $30
There are now more than 4 times the number of new donors, perorganization, from online initiatives than 5 years ago (9M to 40M).
Online Giving
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Who is your crowd?
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Donors
Prospects
EventAttendees
Mailing Lists
DonorsNetwork
ProspectsNetwork
EventAttendeesNetwork
Mailing ListsNetwork
The crowd you know The crowd you dont know
Social Media Makes
the Connection
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Projects or
Doable
Asks
Easier for most people to wrap their head around a
smaller project as opposed to a cure or a hospital
wi
ng Examples:
Piece of medical equipment
Stream revitalization
E
ducati
on program Conference attendance
Sports equipment for a couple kids
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Post
Promote
Share
Search/Fi
lterFund
Receipt
Report
Costs:
$99 + hst to join
includes 2 postings
3.9% processing fee
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Examples: Fundchange
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Post
Promote
Fund
Report
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Examples: Crowdrise (US only)
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Its social the crowd promotes projects it likes Its social the crowd wont promote projects that arent
shareable
Success comes to those that actively build a crowd A challenge for organizations new to social media
Its the free market at work Its the free market at work
Build stickiness to the project Need to pay attention to write-up to inspire funders
Benefits & Challenges
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Things to keepin mind:
Crowdfunding success comes quickest to organizations that are social
media-aware and engaged. If your organization is not yet social media-enabled, it will take time and human and financial resources to do so.
Because your efforts are only as good as the crowd you are able to mob ilize
to your cause, it makes sense that your organization strategically manages
and promotes its brand online.
Make sure your target audience is online and will give online
If you opt to post your projects on established crowdfunding sites, do your
homework be careful of the company you keep.
Integrating Crowdfunding into Your Organization
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Donor stats, etc. came from The Next Generation of
Canadian Giving Nov. 2010 by Vinay Bhagat, et al
The Wisdom of Crowds book by James Surowiecki
Crowdsourcing book by Jeff Howe Fundraising Trends and Challenges in the Canadian Direct
Marketing Sector, a research paper released in 2009 by
Cornerstone Group of Companies
Resoruces
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Thank youPaul Dombowsky | 613.878.1681 | [email protected]