how to raise money from the crowd: online fundraising advice from experts

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Bre DiGiammarino Senior Director Outreach Generosity by Indiegogo @gogobre Crowdfunding Impact Leo Buc Executive Co-Director Common Vision @fruittreetour Bridgett Colling Director of Content Strategy See3 Communications @BridgettColling

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Page 1: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Bre DiGiammarinoSenior Director OutreachGenerosity by Indiegogo@gogobre

Crowdfunding Impact

Leo Buc Executive Co-DirectorCommon Vision@fruittreetour

Bridgett CollingDirector of Content StrategySee3 Communications@BridgettColling

Page 2: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

See3 is the digital agency for do-gooders.

We work with nonprofits and social causes, activating people to change the world. We develop videos, websites and digital strategies to deliver on goals like fundraising, advocacy, awareness, recruitment and more.

Page 3: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Poll Questions

Page 4: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Have you used crowdfunding in the past to raise money for your

nonprofit?

Page 5: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Have you used an online giving platform

like Indiegogo to crowdfund in the

past?

Page 6: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Is your organization planning a

#GivingTuesday campaign?

Page 7: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

How much do you hope to raise in your

next fundraising campaign?

Page 8: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

What will the funds you raise help you to

achieve?

Page 9: How to Raise Money from the Crowd: Online Fundraising Advice from Experts
Page 10: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Today’s Agenda● Value of crowdfunding

● Frame your fundraiser

● Create your draft

● Launch with momentum

Page 11: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Generosity by Indiegogo

Page 12: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

#GivingTuesday 2015 at Generosity

Igg.me/GivingTuesday

Page 13: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Why crowdfund?• Donors

• Dollars

• Awareness

• Impact

Page 14: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

• Easy social media

• Reach new audience

• No platform fees

• Tools to run on your site

• Support and advice

Why use a site?

Page 15: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Today’s Agenda● Value of crowdfunding

● Frame your fundraiser

● Create your draft

● Launch with momentum

● Make the most of #GivingTuesday

Page 16: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Identify your purpose

Page 17: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Make it personal

• Who is running the fundraiser

• Who is the beneficiary of the fundraiser

Page 18: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Set an attainable goal

Page 19: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Today’s Agenda● Value of crowdfunding

● Frame your fundraiser

● Create your draft

● Launch with momentum

Page 20: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Plan roles & responsibilities

• Writing• Design

• Social media, PR• Customer service

• Video• Donation levels

Page 21: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Put together your story

• Summary• Problem

• Budget• Involvement

• Context• Solution

Page 22: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Create your write-up

• Credible

• Authentic

• Specific

• Simple

• Visual

Page 23: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Create your video

• 1st 30 sec matter most w/ max 3 min

• Personal

• Specific to fundraiser

• Grateful

Page 24: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Set donation levels

• Impact unit

• Physical item

• Digital reward

• Experience

Page 25: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Today’s Agenda● Value of crowdfunding

● Frame your fundraiser

● Create your draft

● Launch with momentum

Page 26: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Prepare to use all community touch points

• In person

• Telephone

• Email

• Social media

• Updates

• PR

• Offline sharing

• Events

Page 27: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Roll out strategically to raise 30% of goal in first 48 hours after launch

• Engage close community in weeks ahead of launch

• Identify seed and incentive donors to roll out through fundraiser

• Reconnect with close community couple days before launch

• Launch with email

• Follow with social media

Page 28: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Keep engaged with community via updates and social media

• Post personal and impact stories • Share fundraiser status updates• Continue to cultivate close community• Roll out and promote incentive donations

Page 29: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Rally additional audiences

• Indiegogo community

• Industry and local press

• Relevant on & offline groups (e.g. neighborhood, alumni, interest area, etc)

• Celebrities

Page 30: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Thank you!

Resources to follow by email:

• #GivingTuesday prep calendar (now)• Marketing plan template (now)• Fundraiser draft creation toolkit (now)• Amplification toolkit including promotion & press tools (Mid Nov)

Sign up today to access 0% fees and personalized advice on your #GivingTuesday fundraiser at igg.me/givingtuesday

Page 31: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Questions?

Page 32: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Anything we can help with?

Get in touch!

Bridgett, [email protected], [email protected], www.commonvision.org

Page 33: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Today’s Agenda● Value of crowdfunding

● Frame your fundraiser

● Create your draft

● Launch with momentum

● Appendix: Make the most of #GivingTuesday

Page 34: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

● Founded 2012 to launch holiday giving on Tues after Thanksgiving

● Est. 470% increase in online donations on #GivingTuesday

● 15.4B impressions in print & social media

What is #GivingTuesday?

Page 35: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

• Oct: Set goals, team and draft• Early Nov: Create promotion plan• Mid Nov: Launch & raise first 30% before Thanksgiving• End Nov: Send community actions to perform on #GT • Dec 1: Activate community to perform #GT actions• Dec 2: Thank community and share results from #GT• Rest of Dec: Continue updates through month

Page 36: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Share #GivingTuesday call to actionCreate urgent call to action• Dollar or percent goal for day• Incentive donation if possible

Create template posts• Include call to action, hashtags and links to

organization accounts• Sample: It’s #GivingTuesday! Help

@CommonVision raise 50% of goal to grow trees at 1000 schools: igg.me/xxxxxx. #GrowFruitGrowPower

Page 37: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Activate community on #GivingTuesdayShare template social media posts with community• Direct email • Fundraiser update • Social media

Post social media updates throughout day• Goal milestones• Thank you messages • Sample: TY for supporting @CommonVision,

@DonorName! Pls keep up momentum & tag 3 friends to join you for #GivingTuesday: igg.me/xxxx.

Page 38: How to Raise Money from the Crowd: Online Fundraising Advice from Experts

Keep up #GivingTuesday momentum through December

Create #GivingTuesday wrap up w/ donor, dollar & tweet stats• Blog• Fundraiser update• Social media

Identify goals for rest of year• Thank donors for getting you this far• Encourage them to help you hit your full 2015 goals