art of digital london august 2012 - crowdfunding - sarah gee
DESCRIPTION
TRANSCRIPT
CROWDFUNDING:THE FUTURE?
SARAH GEE
PhilanthropistArts LoverMarketerFundraiser
SARAH GEE
PhilanthropistArts LoverMarketerFundraiser
BoredBoredBoredBored
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: [email protected]: AngelShares.com