art of digital london august 2012 - crowdfunding - sarah gee

CROWDFUNDING:THE FUTURE?

SARAH GEE

PhilanthropistArts LoverMarketerFundraiser

SARAH GEE

PhilanthropistArts LoverMarketerFundraiser

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TRADITIONAL ARTSFUNDRAISING

• Public sector funding• Trusts and foundations• Individual givers• Corporate supporters• Community & events

WHY CROWDFUNDING?

Economic circumstances: biggest potential isin individual givingNeed for new and/or deeper relationshipsDemographic & technological changesDefinition of madnessPutting the fun back into fundraising

A JOINED UP APPROACH?

Frequent attender

Free Mailing List

Priority Mail List(£5 per year)

Friend(£40 per year)

Regular attender

Irregular attender

New attender

Non attender

Regular donation

Single donation

MEMBERSHIP GIVING

Majordonors

FREQUENCYLegacies

Source: Katy Raines,The Leaky Bucket

GEE’S PARADOX

If Audiences = Potential Donors

could

Donors = Potential Audiences ?

WHERE IT ALL STARTED

HOW DOES IT WORK?

Project

Benefits

Advertise

Raisemoney

WHAT WORKS?

Choosing project & benefits wisely: make it fun & sexy

Planning – this is a serious campaign

Artists / marketing / digital / fundraising workingtogether

Being creative

WHY ANGELSHARES?

• Flexible approach – not all or nothing

• Built by a fundraiser – Gift Aid

• Creating relationships needs data

POSSIBLE BENEFITS• A lapel badge• A cloth bag with your company logo on it• A certificate of thanks, signed by Patrick Stewart• An invitation to attend a rehearsal• Afternoon tea with the cast and crew• The chance to have your name sewn into David

Tennant’s costume• Sponsor Yorick’s skull: have your name inside it in

Swarovski crystals and get it at the end of the run

BARRIERS TO SUCCESS?• Not having enough supporters in the first place• The ‘Fry Factor’• Insufficient planning: use all customer touchpoints• Lack of ‘digital’ knowledge• Always wanting ‘jam today’• Silo thinking between departments• Fear of trying something new• Fear of failure

CROWDFUNDING THE FUTURE

AngelShares: Giving the arts wings T: @LoveAngelSharesE: hello@AngelShares.comW: AngelShares.com