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CrowdFundingtheNotableWomenin
Compu6ngProjectonKickstarter
KatyDickinsonJessicaDickinsonGoodman
[email protected]@gmail.com
4February2016
Copyright2016–AllRightsReserved
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Let’sstartwith108RoleModels…Arolemodelisapersonwhosebehavior,example,orsuccesscanbeemulatedbyothers.
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NotableTechnicalWomenProjecth4p://www.notabletechnicalwomen.org
h4ps://www.facebook.com/NotableTechnicalWomenh4ps://www.kickstarter.com/projects/jessidg/notable-women-in-compu@ng-card-deck
• Womenhavebeenleadersincompu6ngfromthestart,butnotenoughofourcontribu6onsareremembered.Keepourhistory.
• ProfessorSusanH.Rodger(ProfessorofthePrac6ce,DukeUniversity),KatyDickinson(Founder,MentoringStandard),andKaty’sdaughterJessicaDickinsonGoodman,collaboratedtocreatethefirstdeckandposterin2014.• Theprojectgoalistopresentremarkable,successful,anddiversetechnicalwomenasrolemodels.Wewantgirlsandwomentoseeafutureforthemselvesinthesecards.
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Success&FailureStats• Therehavebeen280,664Kickstarterprojectslaunched-withover$2Billion
pledged.• 99,838projectsweresuccessfullyfunded.• 175,484projectswerenotsuccessfullyfunded.• Whatdoesfailuremean?
– Projectisnotfunded:• 36%ofprojectsarefunded• 15%receivenopledges• 78%ofprojectsthatraisemorethan20%oftheirgoalweresuccessfullyfunded• Projectsthatraiselessthan$1,000failmostoden• 8%ofdollarspledgedwenttofailedprojects
– Projectisfundedbutdoesnotdeliverthepromisedrewardstobackers:• 9%failedtodeliveratall• 7%ofbackersfailtoreceivetheirchosenreward• Failureratesareconsistentacrossallcategories• 65%ofbackersagreethattherewardwasdeliveredon6me
Asof3Feb2016,From:h4ps://www.kickstarter.com/help/statsandh4ps://www.kickstarter.com/fulfillment
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SuccessfulCrowdFundingofNotableWomeninCompu6ng
• “NotableWomeninCompu6ngCardDeck”KickstarterranOctober-November2014,withfulfillmentinDecember2014.
• $3,000wasoriginallyrequested,$15,010waspledgedby392backers.• DuringtheKickstarterfundingperiod,Dr.SusanRodgerpresentedthe“Notable
WomeninCompu6ng”posterattheGraceHopperCelebra6onofWomeninCompu6ng(GHC14).Theoriginalself-fundedprin6ngof300deckswasavailableattheDukeUniversityexhibittable–wheretheyshortlysoldout.
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• TheKickstarterwasannouncedfromthepodiumataGHC14plenarysession.
• ThefirstcarddecksshippedtobackersinDecember2014.Sincethenover5,000havebeendistributed.Theprojectisnowpublishingitsthirdedi6on.
• Thefirstsisterprojectwasthe“TechWomenEmergingLeadersfromAfricaandtheMiddleEast”createdbyKatyandJessicaandsponsoredbytheTechWomenAlumnaeCouncil.Othersisterprojectsareindevelopment.
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FinancesandCrowdFunding
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Partofcrea6ngaKickstarterisdevelopingaclearfinancialpictureofwhattheprojectwillcost–includingpackaging,postage,storing,andhandling/fulfillment.SinceOctober2014,wehaveprovidedcustomversionsofthecarddecksformanyconferencesandcompanyevents,inaddi6ontothegeneraldistribu6on.Managingcostsandinventoryareanongoingchore.Susan,Jessica,andKatys6llmeetbyphonemonthly.
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BackerCommunica6ons• Jessicaprovided64updatesontheKickstarterprojectpage–morewerepostedto
Katysblog–tokeepbackersinformedandentertained.• Mul6plewebvideoswerepostedtotheKickstartercampaignsite–includinga
HalloweenCostumeContest,andstoriesshowingshippingrewardstobackers.• Communica6onscon6nuethroughtheFacebookpageandDukeUniversitysite.• Thecontentofthecardsisimprovedover6me–givingnewopportuni6esto
communicate.• In2014,fourteenofthehonoreeshadnoWikipediabiographypage.Thathas
beenreducedtojustfour.Newphotosareaddedwhenfound.
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WhyKickstarterProjectsFailAnalysisofwhyprojectsfail,fromPaulRomanMar6nezwhohasrunthreesuccessfulKickstartercampaigns(comicsandtabletopgamescategories):1. PoorThumbnailImage2. PoorProjectTitleandSub6tle3. UnclearDescrip6onoftheProductandtheGoal4. NoPriorFanOutreach5. NotExplainingWhyYouareQualifiedtoProducethisProject6. NotEnoughArtonthePage7. NotEnoughInterac6onwithBackers8. NotTrea6ngKickstarterlikeanEvent9. ConfusingPledgeLevels10. MissingorPoorVideo11. ConfusingorIncompleteShipping
From:h4p://www.bleedingcool.com/2014/03/23/11-things-all-failed-kickstarter-projects-do-wrong/
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Goodman 8
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AnotherKickstarterSuccessExampleTravelwriterChris6neGilbertrantwosuccessfulcrowdfundingroundsforafilm:oneprivateroundfor$10,000,andtheotherusingKickstarter,throughwhichsheraised$37,406in2012:• WhyshesucceededwithKickstarter:
– Seriousresearchandaudiencetes6ng–full6mefor30daysbeforelaunch– Toldagoodstory–askedbackersto“fundtheidea”– Contactedmorethan600backersindividuallyduringcampaignperiod– Fundedfrom:
• 20%Kickstartercommunity• 40%herblogaudience(peoplewhoknowherwork)• 40%personalnetwork(friends,family,colleagueswhoknowher)
– Averagecontribu6onwasover$50/each• Whatshedidwrong:
– Structureofrewardswasnotinhercontrol(6edtoafilmfes6valtour)– Delayinrewardsdistribu6onofayear
From:h4p://www.tnooz.com/ar@cle/kickstarter-top-travel-blogger-wishes-known/
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AbouttheContentandHonorees• The2014Kickstartercampaignwasbasedonamatureprojectthathad
beenindevelopmentsince2009,runbythreewell-knownprofessionalswhoac6velyengagedtheirnetworkstosupportthecrowdfunding.
• Everyoneofthelivinghonoreeswascontactedandapprovedherinclusion.Manyhonoreesac6velybackedandpromotedtheproject.
• Picturesandinforma6onarefromWikipediaorfromthehonorees.• TheprojectislicensedunderCrea@veCommons
• Everydeckorposterpaidforcontributestosendingadecktoaneducatorwhocannotaffordone.Thefoundersmakenoprofit.
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HistoryofaList• “Award-WinningCareerTimelinesinComputerScienceand
Engineering”webresourceprofiling6remarkablecontributors,createdbytheAnitaBorgIns6tuteAdvisoryBoard2008-2010andpresentedattheGraceHopperConferencein2009&2010
• “FamousWomeninComputerScience”webresourcecreatedbytheAnitaBorgIns6tuteAdvisoryBoard2009-2012(thefirstlistpresented18names–basedonlistfromUniv.ofBristolintheUK)
• August2013–Dr.SusanRodger(CRA-W)andKatyDickinson(ABI)combinedtheirprojectsforanewtotalof234namesofremarkabletechnicalwomen
• “FamousWomeninCompu6ng”6melinecardwith19nameswasdistributedatthe2014and2015WomenofVisiongalasbytheAnitaBorgIns6tute
• Thecurrentlistwith347namesishostedontheDukeUniv.Site:h4p://www.cs.duke.edu/csed/wikipedia/
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Selec6on&Distribu6on• Selec6on:
WomenintheNotableTechnicalWomendeckreceivedmul6ple,high-levelawardsfrommorethanoneins6tu6on.Thisdeckseekstoportraythetruediversityofwomenincompu6ngbothcurrentandhistorical,showcasingtechnicalleadersfromavarietyofna6ons,backgrounds,genderiden66es,orienta6onsandabili6es.
• Distribu6on:– 1statGraceHopperConference(GHC14)asaresearchposter– 2ndthroughKickstarter(raised5xini6alrequestedfunding)– Nowthroughnotabletechnicalwomen.org
Allprofitsgotosendingcardsandposterstoeducatorsaroundtheworld.Over5,000deckshavebeendistributed.<-25+countrieswherethedeckshavegone(thatweknowof!)
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ManyWaystoMeasure• Theprojectteamgetsmanyrequestsforspecialsor6ngofhonorees.• Forexample,theUSPatentandTrademarkOfficestaffattheMay2015
MakerFaireaskedforthis(incomplete)listofnotablepatentholdersamongthe54honorees.USPTOwasdistribu6ngtheirowndeck.– ChiekoAsakawa(KingofSpades)-atleast18– JenniferChayes(JackofClubs)-atleast15– YuqingGao(JackofDiamonds)-atleast32– VickiHanson(AceofClubs)-atleast9– MaryLouJepsen(5ofClubs)-atleast14– Kris6naJohnson(4ofClubs)-atleast42– Duy-LoanLe(8ofHearts)-atleast23– BarbaraLiskov(KingofHearts)-atleast15– RadiaPerlman(AceofSpades)-atleast200– SophieVandebroek(7ofDiamonds)-atleast14– SophieWilson(3ofClubs)-atleast35
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ProfessionalBenefitstoHonorees• Sincepublica6oninOctober2014,theprojecthasbeen
featuredinglobalnewsaboutthedecksandhonorees.• Honoreesodenlistthedeckontheirresumesandwebsites.
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TechnicalPioneersSince1843
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GovernmentTechnologyLeaders
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EntrepreneursandInnovators
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RemarkableLeaders
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HighlyHonoredExperts
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Researchers&AcademicStars
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MoreResearchers&AcademicStars
NotableTechnicalWomenmaterialsareunderCreaMveCommonsAOribuMon-NonCommercial-ShareAlike3.0U.S.License.
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AboutthePresentersKatyDickinsonistheFounderofMentoringStandard.ShehasdesignedandmanagedsuccessfulmentoringprogramsintheAmericas,Africa,theMiddleEast,Europe,andAsia.ShewastheProcessArchitectforthefirstclassoftheU.S.StateDepartment’sTechWomenmentoringprogram,aMemberoftheAnitaBorgIns6tuteAdvisoryBoard,andaLecturerfortheUniversityofCaliforniaatBerkeleyEngineeringclassonentrepreneurshipformanyyears.FollowKaty’sblogonKatysblog.wordpress.comMoreonMentoringStandard:mentoringstandard.com
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JessicaDickinsonGoodmanwasa5thYearScholaratCarnegieMellonUniversitywithamajorinEthics,HistoryandPublicPolicy,aminorinOpera,andthreeyearsofArabic.Adercollege,sheinternedatHarvardLawSchool'sBerkmanCenterforInternetandSociety,thenwenttoWashington,DCtorunonlinecommunica6onsforanan6-humantraffickingnonprofitwhereshehelpedraise$500,000ayearonline.ShenowworksfortheCaliforniaDepartmentofJus6ce.FollowJessica’sblogonjessicadickinsongoodman.com