crowdfunding 101 - cai

CROWDFUNDING 101.

How you can launch your own crowdfunding

campaign in 8 easy steps.

WELCOME!

@BRADYJOSEPHSONStrategic Director, Charity ExpressClient Success Team Lead, Peer Giving Solutions

Empowering people to act on the human spirit of charity.

FIRST, A STORY.

NEW SCHOOL IS ACTUALLY THE OLDEST OF SCHOOLS.

Art director Alexis Persani. Photographer Leo Caillard.

WHAT IS CROWDFUNDING?

The collective effort of individuals who network and pool their

money to support efforts initiated by other people or organizations.

WHAT IS SOCIAL FUNDRAISING.

CROWDFUNDING• Project based• Purpose is

fundraising• Driven by a person

or an organization • Options to choose

a project• Think Kiva

PEER TO PEER• Person based• Purpose is

engagement• Driven by a person

or group of people• Focusing energy

towards one project

• Think charity: water

WHY CROWDFUNDING?

FOR THEM• Know what they

are funding• Follow along to see

the impact• Easy, affordable

and accessible• “Bang for buck”

FOR YOU• Engagement with

new/different supporters

• Acquire new donors in new networks

• Because donors love it

• Straightforward

WHY CROWDFUNDING?

Carve out a tangible funding opportunity1

Connect with outsiders

6

Check in regularly for engagement7

Capture and tell a great story2

Choose a platform3

Create your project4

Communicate with insiders5

Close the loop8

HOW CROWDFUNDING?

8 STEPS FOR A SUCCESSFUL CAMPAIGN.

CARVE OUT A TANGIBLE FUNDING OPPORTUNITY.

• SMART– Specific–Measurable– Attainable– Relevant– Time bound

USE INCENTIVES AND PERKS LIKE MATCHING FUNDS, IT WORKS.

Art director Alexis Persani. Photographer Leo Caillard.

CARVE OUT A TANGIBLE FUNDING OPPORTUNITY.

Dalit Freedom Network “For Freedom”• $25,000 in 2

months is matched to provide another year of education to 200 Dallit children

• $150 when matched provides another year of school

CARVE OUT A TANGIBLE FUNDING OPPORTUNITY.

Connected by 25 Supper Club• $1000 for Supper

Club to support 15 youth in a safe, friendly environment

• $250 for one week of Supper Club

USE DONATION ANCHOR AMOUNTS THAT MEAN SOMETHING.

Art director Alexis Persani. Photographer Leo Caillard.

CAPTURE AND TELL A GREAT STORY.

• Story Types– Genesis– Future– Beneficiary– Staff– Confession–Donor/Supporter

• Video!

Art director Alexis Persani. Photographer Leo Caillard.

LET LOGIC AND EMOTION (NUMBERS AND STORIES) WORK TOGETHER.

CAPTURE AND TELL A GREAT STORY.

• For CMHA Kelowna– From a kid in the program– From a project manager– From a past beneficiary– From the Executive Director– From a donor or volunteer

CHOOSE A PLATFORM.

• 5 Questions1. Do you need/want the donor

information?2. How much brand control do you want?3. Do you want a tool that can access a

pool of supporters?4. Do you want to provide updates during

and after the project?5. How do you prefer to pay for the

project?

Art director Alexis Persani. Photographer Leo Caillard.

DON’T BE AFRAID OF

TRANSACTION COSTS, YOU

ONLY PAY IF YOU SUCCEED.

5 CANDIAN PLATFORMS.

• Third Party Sites– FundRazr– Chimp– Giveffect

• Your Own Site– Peer Giving– Artez

FUNDRAZR.

FUNDRAZR.

FUNDRAZR.

Good• Free/easy to set up• Mobile• Social integrations• Charity

adaptability• Widget for your

own site• Access to audience

Bad• 5% plus CC• Lack of brand• Not created for

charities

CHIMP.

CHIMP.

CHIMP.

Good• Easy to use• 1% plus CC• Free & easy set up• Tax receipts • Donation widget• Automated

matching• Access to donors

(limited)

Bad• Lack of brand• Donor information• Customization

GIVEFFECT.

GIVEFFECT.

GIVEFFECT.

Good• Tax receipting and

donor information• Interactive with

simple updates• Charity focused

Bad• Limited branding• Only charities that

sign up with them can receive funds

PEER GIVING.

PEER GIVING.

PEER GIVING.

Good• Brand• Storytelling• Full website• Tax receipts• Interactive with blog

updates and comments

• International receipting and processing options

Bad• 4% plus CC• Full website• Set up resources• Template sites

ARTEZ.

ARTEZ.

ARTEZ.

ARTEZ.

Good• Brand• Customization

options• Event management

built in• Mobile and multi-

channel

Bad• Customization

options• Set up resources• Not inherently

interactive

OTHER TOOLS.

• Blackbaud - Friends Asking Friends• Indiegogo• Kickstarter• Canada Helps

TOOLS DON’T RAISE

MONEY, PEOPLE DO.

Art director Alexis Persani. Photographer Leo Caillard.

CREATE YOUR PROJECT.

CREATE YOUR PROJECT.

COMMUNICATE TO INSIDERS.

• Send an eBlast out to those that know and already love you– Tell them what’s coming– Ask them to give– Ask them to share

• Let your staff and board know about it and what they can do

COMMUNICATE TO INSIDERS.

Art director Alexis Persani. Photographer Leo Caillard.

DON’T RELY ON YOUR SUCCESFUL CAMPAIGN TO GET AN AUDIENCE. RELY ON YOUR AUDIENCE TO GET YOU A SUCCESSFUL CAMPAIGN.

CONNECT WITH OUTSIDERS.

• Share on social media– Videos, photos

• Write a blog post about it• Tag friends, family, staff and insiders

who have given in Facebook updates• Get staff and board to share through

personal updates

CONNECT WITH OUTSIDERS.

Art director Alexis Persani. Photographer Leo Caillard.

FACEBOOK IS GENERALLY BEST

FOR DRIVING TRAFFIC AND DONATIONS.

CHECK IN FOR ENGAGEMENT.

• Provide updates on the project, work and crowdfunding campaign

• Look for comments• Respond to questions, comments,

etc.

CHECK IN FOR ENGAGEMENT.

CLOSE THE LOOP.

• Thank everyone for giving and sharing

• Tell them how the campaign ended• Follow up with results and stories on

impact

CLOSE THE LOOP.

CLOSE THE LOOP.

CLOSE THE LOOP.

Create your project

Connect with outsiders

Check in for engagement

Capture and tell a great story

Choose a platform

Communicate to insiders

Carve out a tangible funding opportunity

Close the loop

✔✔✔✔✔✔✔✔

HOW CROWDFUNDING?

FREE MONEY!

• $200 of matching funds to help with your campaign if you choose to use Chimp

• Email me brady@charityexpress.com

FREE TOOLKIT.

@BRADYJOSEPHSONStrategic Director, Charity ExpressClient Success Team Lead, Peer Giving Solutionsbrady@charityexpress.com

THANK YOU!

Empowering people to act on the human spirit of charity.