crowdfunding: a strategic fundraising plan for nonprofits

Preparing to LAUNCH your CROWDFUNDING Campaign

A STRATEGIC PLAN FOR NONPROFITSCROWDFUNDING

Presented by: Steve Vick

PEER TO PEER TO PEER TO PEER

Connect EVERYTHING to

EVERYTHING

Social Causes; 30

BusinessEn-trepreneur,

16.9Filming & Arts; 11.9

Music & Recording;

7.5

Energy & Envi-

ronment; 5.9

Other; 28

MOST ACTIVE CATEGORIES (% of whole)

Crowdfunding can be USED FOR ANY project: your dog’ssurgery, your start up business, your NONPROFIT fundraiser,your latest album, RELIEF EFFORTS, product development, etc.

ESTIMATE NUMBER OFCROWDFUNDING PLATFORMS

WORLDWIDE

283[2010]

434[2011]

536[2012]

FUNDS RAISED WORLDWIDE BILLIONS $

2011 2012 2013

$1.5$2.7

$5.1

Crowdfunding raised $5.1 BILLION WORLDWIDE in 2013.

$

Elements of a

CAMPAIGNPage

ELEMENTS OF A CAMPAIGN PAGE

Campaigns withPERSONAL VIDEO

raise more than

105% MORE

than those that don’t

Visitors are

22% MORE LIKELYto donate to

campaigns that have

RAISED 40%of their goal

$

ELEMENTS OF A CAMPAIGN PAGE

Deadlines create

URGENCYand helpincrease

% FUNDED

Email

Face

book

Twitter0

10

20

30

40

50

60

SHARING TOOLS(conversion rate %)

ELEMENTS OF A CAMPAIGN PAGE

TELL YOURSTORY

Campaignswith an average

word count between

300-500WORDS

raise the mostmoney

Explain

WHOWHATWHY

Use pictures of people, children,

pets and projects

ELEMENTS OF A CAMPAIGN PAGE

REGULARUPDATES

Reward based funding

GREW 524%43%

of crowdfundingcampaigns offer rewards

Campaignswith regular

updates raise

126%more than those

with

NO UPDATES

Preparing to LAUNCH

KickStarter IndieGoGo

Fundly Fundrazr

GoFundMe CrowdRise

PICK A PLATFORM

PICK A PLATFORM

Pick a Platform

Fees7-15%

Social Media

Multi-media

Type of Funding

All or Nothing

You Keep it All

NOT all platformsfund All projects.!

IDENTIFY WHAT & WHY

People are more likely to donate WHEN THEY KNOW WHATyou are going to SPEND THE MONEY on and WHY YOU NEED IT

MEALS

WHAT ARE YOUR GOALS

$Average successful campaigns raise $7,000 and last about 9 WEEKS

WHAT ARE YOUR GOALS

KICKSTARTER BioLite Camp Stove Goal: $45,000 Raised: $514,862

GOFUNDME Willadsen Family Fire Goal: $5,000 Raised: $102,384

FUNDLY The Wounded Foundation Goal: $10,000 Raised: $31,543

INDIEGOGO VoCore: Coin-sized Computer Goal: $6,000 Raised: $49.491

CROWDRISE Catholic Charities of Boston Goal: $21,250 Raised: $42,004

of thosethat reachtheir goal

RAISED MOREthan their target78%

WHAT ARE YOUR GOALS

$0

$0 $10,000

$28,000

weeks left. Who doYOU DONATE to?2

[amount raised $8,100]

[amount raised $8,100]

A

B

WHO IS ON YOUR TEAM

Campaigns with teams RAISE 38% MORE than solo campaigns!

+38%

WHAT IS YOUR BUDGET

WHAT IS YOUR BUDGET

WHO IS ON YOUR TEAM

WHAT ARE YOUR GOALS

IDENTIFY WHAT & WHY

PICK A PLATFORM

Preparing to LAUNCH[REVIEW]

Make a PLAN

PREPARE YOUR CONTENT

Your Story[300-500 words]

Donation Letter

Thank You

Letter

Video

Photos

Milestones

CREATEas much content

PRIOR TO LAUNCH

DETERMINE YOUR MILESTONES

Keep your SUPPORTERS & followers up to date. Create MILESTONE CONTENT announcements PRIOR TO LAUNCH.

300 $10K

PERKS AND REWARDS

Reward Donation Equity Lending0

100

200

300

400

500

600GrowthIndustry Share

w/ $50Donation

CREATEphotographs, descriptions

and donation levelsFOR EACH REWARD

PRESS RELEASES

Reached Milestone

Reached Milestone

Launch

Each release should TELL A STORY that builds on previous release.The story is not the fundraiser, the STORY IS THE REASON for

the fundraiser.

Most news agencyWRITE ABOUTSUCCESS

The more you raise the more media coverage.

Your campaign is anAWARENESS

tool as well as a

FUNDRAISER

MAKE A SCHEDULE

Day 10: Update FacebookDay 11: Add new RewardDay 12: Post a Thank You/Update

Campaigns with DAY–TO-DAY marketing plans

RAISE 180% MORE!

180%

MAKE A SCHEDULE

PRESS RELEASES

PERKS AND REWARDS

DETERMINE YOUR MILESTONES

PREPARE YOUR CONTENT

Make a PLAN[REVIEW]

LAUNCH

START AND FINISH WITH MOMENTUM

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Week 9

0

2

4

6

8

10

12

14

16

of fundsraised

will come65% during theFIRST & LASTweeks of the campaign$

%Raised

START WITH YOUR INNER CIRCLE

The Rest

FriendsFamily

Coworkers

Funds0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Raise your FIRST 30% quick. People SUPPORT SUCCESS.

LAUNCH IN A DAY

EMAILEVERYBODY

1000’s of people[inner circle first]

ANNOUNCEkick off on all

SOCIAL MEDIAPLATFORMS

CALL YOUR mailing list

[use a script]

Throw a launchparty toBUILD

MOMENTUM and enthusiasm

START/FINISH WITH MOMENTUM

LAUNCH IN A DAY

START WITH YOUR INNER CIRCLE

LAUNCH[REVIEW]

MAINTAIN the campaign

BE EVERYWHERE

Social Media

Email

Phone Call

PostersLetters

Press Releases

Newspaper ads

CONTINUED THANKS

EASYTHANK YOU

Tips

Say THANKS 3X more that you appeal for

donations

Make every thankPERSONAL

Show donors howTHEY HELPED

Thank you

Heather

Many crowdfundingplatforms have

AUTOTHANK YOUemails and social

media post

UPDATE, UPDATE, UPDATE

Add NEW VIDEO AND PHOTS as the campaign progresses. A “thank you, things are going awesome” video halfway through the campaign can help KEEP MOMENTUM.

UPDATEYour CAMPAIGN PAGE blog with milestones,new rewards, press coverage links, etc.

Use SOCIAL MEDIA as a STORYTELLINGapplication. Ask for donations only ONCE OUTOF EVERY 10 POST – tops.UPDATE

UPDATE

MAINTAIN the campaign

BE EVERYWHERE

CONTINUED THANKS

UPDATE, UPDATE, UPDATE

[REVIEW]

MOST IMPORTANT

AND MOST IMPORTANTLY

AND MOST IMPORTANTLY

PLANYOUR WORK

WORKYOUR PLAN

Day One: Launch

Day Two: Post

about Rewards

Day Three:

Picture of

Volunteers

AND MOST IMPORTANTLY

THANK YOU

For more information go to:NonprofitAlly.comOr email Steve at:Steve@NonprofitAlly.com

RESOURCES

Crowdfunding Trends and StatisticsStatista.com/crowdfundingVisual.ly/crowdfundingBethkanter.org/crowdfunding-infoDr4ward/crowdfunding-platforms