Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Indiegogo - Fund What Matters; US Institute of Peace

1,210 views

Published on

Danae Ringelmann speaks about crowdfunding at the US Institute of Peace's Media that Moves Millions event in Feb 2013. Presentation covers the basics, case studies for peacebuilding and tips for success.

Indiegogo - Fund What Matters; US Institute of Peace

  1. 1. Fund What MattersDanae Ringelmann, CFA, Founder, Indiegogodanae@indiegogo.com @gogodanae
  2. 2. Fortunate Sons DrinkSavvy Beat Making LabDocumentary Film Rape Drug Indicator Cup UNC Curriculum to Congo Common?
  3. 3. Fortunate Sons DrinkSavvy Beat Making LabDocumentary Film Rape Drug Indicator Cup UNC Curriculum to Congo$13,273 raised $52,089 raised $5,211 raised153 funders 2,582 funders 78 funders Crowdfunding
  4. 4. A Bit of HistoryWho, What, Where, How, WhyCrowdfunding’s Emerging Role in PeaceBuildinKeys to SuccessA Wish
  5. 5. Est. 2008
  6. 6. What is Crowdfunding? Crowdfunding is people-powered finance.
  7. 7. Emmy’s Organics t
  8. 8. Emmy’s Organics
  9. 9. What is Crowdfunding…. really. Crowdfunding is people-powered finance. t Multiplication, not pooling Empowerment, not begging Relational, not transactional
  10. 10. Where?
  11. 11. Who?Causes Artists Entrepreneurs Protest Emmy hero$48,806 raised $341,121 raised $15,326 raised509 funders 8360 funders 102 funders
  12. 12. How It Works
  13. 13. How It Works
  14. 14. How It Works
  15. 15. How It Works
  16. 16. How It Works
  17. 17. Why Now?
  18. 18. Why People Fund Passion Participation & Pride Perks
  19. 19. Role in Global PeacebuildingEmpowering communities to fund whatmattersVoting with one’s dollar is far more effectivein activation and engagement than a like
  20. 20. Peacebuilding CAUSES
  21. 21. Peacebuilding CAUSES
  22. 22. Peacebuilding CAUSES
  23. 23. Peacebuilding CAUSES
  24. 24. Peacebuilding CAUSES
  25. 25. Peacebuilding CAUSES
  26. 26. Peacebuilding CAUSES
  27. 27. Peacebuilding CAUSES
  28. 28. Peacebuilding CAUSES
  29. 29. Peacebuilding ARTISTS
  30. 30. Peacebuilding ARTISTS
  31. 31. Peacebuilding ARTISTS
  32. 32. Peacebuilding ARTISTS
  33. 33. Peacebuilding ARTISTS
  34. 34. Peacebuilding ARTISTS
  35. 35. Peacebuilding ENTREPRENEURIAL ENDEAVORS
  36. 36. Peacebuilding ENTREPRENEURIAL ENDEAVORS
  37. 37. Peacebuilding ENTREPRENEURIAL ENDEAVORS
  38. 38. Peacebuilding ENTREPRENEURIAL ENDEAVORS
  39. 39. Peacebuilding ENTREPRENEURIAL ENDEAVORS
  40. 40. 4 Keys to Success Engaging Pitch Attainable Goal Unique Perks Proactive Communication
  41. 41. 4 Keys to Success: #1 Engaging Pitch Honesty, transparency & authenticity Who: are you? What: are you raising money for? When: will you project take place? Where: will you project take place? Why: does the world need your project to exist? How: can people get involved? Make it personal! More tips: http://support.indiegogo.com/entries/20353061-create-a-great-pitch
  42. 42. 4 Keys to Success: #1 Engaging Pitch Make an personal video! Data Insight: Campaigns with videos raise 114% more! Image Video
  43. 43. 4 Keys to Success: #2 Attainable Goal Higher goal doesn’t always mean more money! 87% of campaigns that reach their goal exceed it, by an average of 32% Expect to raise 20-30% of your goal from within your own network (friends & family) The probability a campaign will reach its goal quadruples (4x) once it reaches 10% of its goal.
  44. 44. 4 Keys to Success: #2 Attainable Goal Break down large goals into smaller chunks!
  45. 45. 4 Keys to Success: #3 Unique Perks Offer unique, creative, personal & non-copyable! You can have more than 1 perk at a same amount You can change/add perks throughout campaign (display up to 12 at one time) You can limit the # available
  46. 46. 4 Keys to Success: #3 Unique Perks 5-8 perks is the sweet spot! 5 – 8 perks
  47. 47. 4 Keys to Success: #3 Unique Perks Offer an amazing $25 perk. It’s the most popular! $25
  48. 48. 4 Keys to Success: #3 Unique Perks Some creative ideas! Join the conversation Personal thank you notes or phone call Offer early access to products/services Donated perks from local businesses Throw a party for funders Artistic engagement/credit Teach a class or host a tour Offer unique, limited edition items Free entry or membership discounts Share insider secrets
  49. 49. 4 Keys to Success: #4 Proactive Communication Engage inner circle first!  Soft launch  Creating an “Action Team" at the beginning of your campaign.  Share with friends & family immediately – email everyone you know! • Personalized emails result in highest contribution rate  Update your email signature  Once you gain traction, engage in a broader media push  20-30% of early funds should come from inner circle
  50. 50. 4 Keys to Success: #4 Proactive Communication Have a weekly/monthly marketing plan SUN MON TUES WED THURS FRI SAT 1 2 3 4 5 6 7 *Campaign *Twitter *Re-tweets *Campaign *Blog *Outreach to Launch! post *FB updates update on posting Twitter *FB/Twitter/ IGG influencers Blog *Press announceme Release after nt campaign has *Personal gained friends and momentum family Email
  51. 51. 4 Keys to Success: #4 Proactive Communication Use “Indiegogo update” regularly to keep funders informed The Basics • Sent at the end of the day to all funders and “favorites” • Send 1-2 a week • Treat it like a blog • Engage your community
  52. 52. 4 Keys to Success: #4 Proactive Communication Use “Indiegogo update” regularly to keep funders informed What to Talk About • Specific perks (details, new additions) • Campaign developments/milestones • Media coverage • Organizational developments • Add new content • Make funders feel like they’re special, part of an exclusive community
  53. 53. 4 Keys to Success: #4 Proactive Communication Campaigns with 1-5 updates raise on average 100% more Percentage of Funding Raised vs Overall Average Number of Updates
  54. 54. 4 Keys to Success: #4 Proactive Communication Use social media to engage • Ask questions • Recognize and thank contributors • Do polls • Always include your campaign link • Use hashtags • Ask for retweets • Whole team should tweet
  55. 55. 4 Keys to Success: #4 Proactive Communication Win the middle game More tips: http://www.indiegogo.com/blog/2012/07/indiegogo-insight-winning-the-middle-game.html
  56. 56. 4 Keys to Success: #4 Proactive Communication Identify, thank and incent influencers “Johnny Apple drove 139 referrals that resulted in $3,570 Thank you, Johnny!” More tips: http://support.indiegogo.com/entries/20491853-track-your-campaign-progress-with-analytics
  57. 57. 4 Keys to Success: #4 Proactive Communication Earn gogofactor promotion, Indiegogo’s algorithm that measures the activity of a campaign Gogofactor- Gogofactor determines: combination of many factors that measure • Featured spots in our newsletter or blo overall activity of • Placement on the site your campaign and • Search rankings your audiences • Inclusion in our press outreach response to that activity Meritocracy in Action: Everyone has equal chance of success More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor
  58. 58. We’re here to help you succeed Our Customer Happiness Team is here for you Blog: for insights, tips and ideas: https://www.indiegogo.com/blog/ Help Center: for answers to specific questions: http://support.indiegogo.com/forums Indiegogo.com: to view other successful campaigns: http://indiegogo.com Campaigner Happiness: page to learn the basics: http://www.indiegogo.com/happiness/campaigner
  59. 59. Are you next?
  60. 60. Thank you!Danae Ringelmann, Co-founder, Indiegogodanae@indiegogo.com @gogodanae

×