small donors, big impact: crowdfunding (acm 2015 conference workshop)
TRANSCRIPT
![Page 1: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/1.jpg)
![Page 2: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/2.jpg)
Small Donors, Big Impact
CrowdfundingAndrew Littlefield and Robin Eschler
August 12th, 2015 2:30
![Page 3: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/3.jpg)
Small Donors, Big Impact
Crowdfunding
![Page 4: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/4.jpg)
Presenters
AndrewLittlefield
RobinEschler
![Page 5: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/5.jpg)
Enough about us…
![Page 6: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/6.jpg)
What isCrowdfunding?
![Page 7: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/7.jpg)
Before it was crowdfunding, it was…
TelethonsDirect mail
![Page 8: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/8.jpg)
Trivia Time!
What was one of the first ever major crowdfunding projects?
![Page 9: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/9.jpg)
Flickr user David Saddler, CC BY 2.0
![Page 10: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/10.jpg)
![Page 11: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/11.jpg)
≠NonprofitCrowdfunding
![Page 12: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/12.jpg)
Product-focused
Pre-Ordering
Transaction
![Page 13: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/13.jpg)
NonprofitCrowdfunding
Donation
Different motivations
Different approaches
![Page 14: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/14.jpg)
Kickstarter : NonprofitCrowdfunding :: QVC : Telethons
![Page 15: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/15.jpg)
Image illustrating motivations for support
Motivations
![Page 16: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/16.jpg)
![Page 17: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/17.jpg)
Personal connection
Connected via friend or family
Sense of duty/obligation
![Page 18: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/18.jpg)
Trivia Time!
What’s the average size of a one-time online gift?
![Page 19: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/19.jpg)
Average online donation = $104
![Page 20: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/20.jpg)
Long before crowdfunding…
![Page 21: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/21.jpg)
Nonprofit and More
![Page 22: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/22.jpg)
Know your audience!• Walk in their shoes• What motivates them?• Create an avatar of an
ideal customer
![Page 23: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/23.jpg)
What motivates their emotions?
![Page 24: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/24.jpg)
![Page 25: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/25.jpg)
![Page 26: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/26.jpg)
![Page 27: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/27.jpg)
![Page 28: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/28.jpg)
![Page 29: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/29.jpg)
![Page 30: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/30.jpg)
Current relationships
Their influence
Public
![Page 31: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/31.jpg)
Planning
![Page 32: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/32.jpg)
Setting a Goal
![Page 33: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/33.jpg)
Setting a Goal
Realistic
![Page 34: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/34.jpg)
What’s Realistic?
![Page 35: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/35.jpg)
Selecting a Project to Fund
![Page 36: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/36.jpg)
Project Based
Flickr user Texas A&M University-Commerce Marketing Communications Photography
![Page 37: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/37.jpg)
![Page 38: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/38.jpg)
Use Data to Make Decisions
![Page 39: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/39.jpg)
Assets
![Page 40: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/40.jpg)
Crowdfunding Calculator
![Page 41: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/41.jpg)
The 40% Threshold
![Page 42: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/42.jpg)
9/10 Campaigns that hit 40% of
their goal go on to reach 100%
![Page 43: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/43.jpg)
Seed The Pot
![Page 44: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/44.jpg)
Flickr user stu_spivack
Find your strongest supporters
![Page 45: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/45.jpg)
Expand your network
![Page 46: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/46.jpg)
Metrics
![Page 47: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/47.jpg)
What Should You Track?
![Page 48: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/48.jpg)
Metrics
Donations
Traffic
Conversion
VPV
![Page 49: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/49.jpg)
Conversion
![Page 50: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/50.jpg)
Conversion Rate
Page visitors
Donors= Conversion rate
![Page 51: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/51.jpg)
6%
![Page 52: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/52.jpg)
6% 11%
![Page 53: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/53.jpg)
6% 11%456 donations
7195 visits
![Page 54: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/54.jpg)
6%30 donations
269 visits
11%456 donations
7195 visits
![Page 55: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/55.jpg)
Average conversion = 6.39%
![Page 56: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/56.jpg)
Open Rate
Click Rate (CTR)
Delivered
![Page 57: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/57.jpg)
Email Tracking Tool
![Page 58: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/58.jpg)
What makes a goodCrowdfunding Page?
![Page 59: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/59.jpg)
Clearly communicated, well defined goal
![Page 60: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/60.jpg)
![Page 61: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/61.jpg)
The HOOK that Converts
• Creative• Compelling• Valued• Collaborations?• Lead the reader to the next• Creative• Giving level specific
• Motivate sharing
Rewards Continue the Story:
![Page 62: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/62.jpg)
![Page 63: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/63.jpg)
High Converting• Clean design• Easy to donate• First visit vs
repeat• Mobile responsive• Sharability
![Page 64: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/64.jpg)
![Page 65: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/65.jpg)
![Page 66: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/66.jpg)
![Page 67: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/67.jpg)
Launching
![Page 68: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/68.jpg)
Where Does Your Audience Come From?
![Page 69: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/69.jpg)
Email – 56%
Facebook – 25%Website – 10%
Search – 5%
Twitter – 3%
Other – 1%
![Page 70: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/70.jpg)
Email Promotion
![Page 71: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/71.jpg)
![Page 72: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/72.jpg)
Components
![Page 73: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/73.jpg)
Subject Line
![Page 74: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/74.jpg)
Perfect Your Subject Line
![Page 75: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/75.jpg)
Good:“78 and counting, who’s going to be next?”
Bad:“CHECK OUT OUR CAMPAIGN!!!!!!”
![Page 76: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/76.jpg)
Body
![Page 77: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/77.jpg)
![Page 78: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/78.jpg)
![Page 79: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/79.jpg)
Call-to-Action
![Page 80: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/80.jpg)
Clear and direct
Action/Verb oriented
One action per email
![Page 81: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/81.jpg)
How Often?
![Page 82: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/82.jpg)
Video
Stories
Use Variety to Avoid Burnout
Social proof
Mini-Goals
![Page 83: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/83.jpg)
Test and Measure
Flickr user U.S. Army RDECOM
![Page 84: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/84.jpg)
Types of Emails to Send
![Page 85: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/85.jpg)
To Donors
Thanks
Updates
Referrals
![Page 86: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/86.jpg)
Thanks
![Page 87: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/87.jpg)
Updates
![Page 88: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/88.jpg)
Referrals
![Page 89: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/89.jpg)
Email Exercise
![Page 90: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/90.jpg)
Building anAudience
![Page 91: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/91.jpg)
=
NonprofitCrowdfunding
DigitalMarketing
![Page 92: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/92.jpg)
Open the door for future communications
![Page 93: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/93.jpg)
Website Conversions
![Page 94: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/94.jpg)
The Path of Least Resistance
![Page 95: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/95.jpg)
![Page 96: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/96.jpg)
Use a Strong Call-to-Action
![Page 97: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/97.jpg)
![Page 98: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/98.jpg)
![Page 99: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/99.jpg)
Social Media
![Page 100: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/100.jpg)
What Does Online Support Look Like?
![Page 101: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/101.jpg)
![Page 102: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/102.jpg)
![Page 103: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/103.jpg)
$
![Page 104: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/104.jpg)
$
![Page 105: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/105.jpg)
![Page 106: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/106.jpg)
![Page 107: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/107.jpg)
![Page 108: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/108.jpg)
![Page 109: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/109.jpg)
Donations over time
![Page 110: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/110.jpg)
![Page 111: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/111.jpg)
Stretch Goals• How much is needed When• What can be done with each level• Why will the market care?• Introduce one new stretch goal at a time, but be ready in advance• All in same campaign
![Page 112: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/112.jpg)
• Good news!• Goal attainment• Contests• Beneficiary stories• Stay engaged with audience!• Ask questions for feedback
During and After
Donors = Investors
![Page 113: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/113.jpg)
Identify Champions!
• Influence others• Take the lead• Enthusiastic• Advocates• Volunteers
![Page 114: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/114.jpg)
What if you failed?!
![Page 115: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/115.jpg)
Engagement Exercise
![Page 116: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/116.jpg)
![Page 117: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/117.jpg)
Case StudyThe Los Angeles Zoo
![Page 118: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/118.jpg)
$117,884 31% 268%Raised across two appeals
First time appeal donor
Increase in appeal funding, YoY
![Page 119: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/119.jpg)
“A lot of our donor base is older, and they still like getting a piece of mail that has a story and encourages them to give. A large portion of those people are still writing checks,”
Genie Vasels | VP of Adcancement
![Page 120: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/120.jpg)
+
![Page 121: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/121.jpg)
47% Raised of a $35,000 goal
122% Raised of a $50,000 goal
2013
2014
![Page 122: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/122.jpg)
Case StudySmall Business Survival on the L.E.S.
![Page 123: Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)](https://reader038.vdocument.in/reader038/viewer/2022110317/55d1cc50bb61eb9e608b46d1/html5/thumbnails/123.jpg)