Crowd Funding Workshop - TechNow
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Workshop for Pittsburgh Nonprofits on crowd funding best practices http://bethkanter.wikispaces.com/pittsburgh-workshop
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Crowd Funding Workshop - TechNow
- 1. The Networked Nonprofit Best Prac4ces and Strategies for Crowd Funding Beth Kanter, Master Trainer, Author, and Blogger TechNow Workshop, Pi1sburgh October, 2014 Flickr photo by boxchain
- 2. Beth Kanter: Master Trainer, Author, and Blogger @kanter
- 3. Who is in the room? • Type of nonprofit • Budget Size • Role
- 4. What’s your experience with social media? • Oversee social media strategy • Implement social media • Both
- 5. • Implemented crowd funding campaign • ParDcipated in Giving Day • Responsible for fundraising strategy
- 6. The Networked Nonprofit: Best PracDces for Topics OUTCOMES FRAMING • InteracDve • Co-‐Learning Leave the room with a basic understanding of crowd funding best pracDces and starDng point for a strategy Crowdfunding IntroducDon Networked Nonprofits and Strategic Social Media Crowd Funding Campfire Stories Best PracDces Planning Your Campaign Concept Poster hOp://bethkanter.wikispaces.com/piOsburgh-‐workshop
- 7. Share Pairs and Burning Questions What is the single most important thing you want to know about crowd funding? Photo by Franie
- 8. Networked Nonprofits Simple, agile, and transparent organizaFons and leaders. They are experts at using networks, data, and learning strategically to make the world a beHer place.
- 9. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Maturity of PracFce
- 10. Where is your organization? CRAWL WALK RUN FLY Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above Communications Strategy Development Network Mindset and Map Culture Change Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
- 11. Where is your organizaFonal now? Where is your organizaFon now? What does that look like? What do you need to get to the next level? CRAWL Walk RUN FLY
- 12. Crowd Funding: Campfire Stories
- 13. • Online Fundraiser for Surf Rider FoundaDon • Online Memorial Event: #OceanLoveEarl
- 14. Results: Fundraiser for Surf Rider FoundaFon • Raised $5,563 • 128 donors with 87% donaDng suggested entry gi^ amount or more • 85% converted from Facebook • 72% were strong Des that I had a relaDonship with online, only 2% had met my Dad
- 15. Results: Online Memorial Event • “Social Reach” according to Thunder Clap was 1,058,410 • A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-‐7/15 • The network analysis map revealed that there were five other large “hubs” or “influencers” in addiDon my personal network
- 16. Set A RealisFc Goal Based on Benchmarking Raised $5,563 or 10% over $5,000 goal
- 17. Don’t Suffer from Too Small To Fail 128 donors with 87% donaFng suggested entry gia level or more
- 18. Social Proofing Helps Generate Most DonaFons • Most effecDve channels: thanking people publically in a social way and DM ask • 85% converted to donors from Facebook
- 19. Offer A ConFnuum of Engagement Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap
- 20. Get Influencers To Leverage Networks There were 11 blog posts or Facebook posts by “influencers” modeling the different levels of engagement
- 21. Use Facebook Promoted Posts for Reinforcement Used promoted to increase reach of event parDcipaDon Dmed to Mashable post
- 22. Honor the CreaFvity of Your Network
- 25. Matching grants are good incenDves
- 27. Video
- 28. Video
- 29. POST for CROWDFUNDING STRATEGY PEOPLE • Know Your Audience OBJECTIVE • Link to Outcomes, Make it Measurable, Break It Down (Time, Dollar, or Items) SOCIAL • Socialize Content (Stories), Engagement, Champions, Social Proof, Say Thank you, Document Learning TOOLS • Crowdfunding Plakorms and Giving Days @kanter
- 30. PEOPLE: KNOW YOUR AUDIENCE • IdenDfy your champions • What keeps them up at night? • What are they currently seeking? • Where do they go for informaDon? • What influences their decisions? • What’s important to them? • What makes them act?
- 31. OBJECTIVE: LINK TO OUTCOMES • How do you define success for our organizaDon or program? • How do you define failure for our organizaDon or program? • How do you define success for your crowd fundraising campaign? • How do you define failure for your crowd fundraising campaign?
- 32. Pick The Right Success Metric!
- 33. What Do You Believe Success Measures for Crowdfunding? Disagree Agree There is only metric to measure success of social fundraising: dollars raised
- 34. OBJECTIVE: BREAK IT DOWN Calculator hOp://www.philanthrogeek.com/crowdfunding/crowdfunding-‐tool-‐kickstarter-‐calculator/
- 35. OBJECTIVE: BE SPECIFIC • What is the cost of the project or idea (don’t forget to include fundraising costs)? • Item Specific: We need x items to see this specific outcome • Dollar Specific: We need to raise $ to see this specific outcome • Time Specific: We need to raise $ to get item by this deadline to see this specific outcome
- 37. Campaign ObjecFve: Stretch • People fund what they know and who they know • Micro donaBons are inspired in a specific moment so find the moments over and over • Start on a weekday and end on a weekday -‐ people are at computers during the day. Weekends slow down
- 40. SOCIAL: TELL YOUR STORY • The Issue Story: This story talks about the field or fields within which you work and how your project solves a larger social issue • The Local Story: This is about a specific local community and how your project serves them • The People You Serve Story: This is the story of how the people you serve through your project will be transformed • The Behind the Scenes Story: This is a peek inside how your organizaDon is working on the project or why it is important • InnovaFon Story: It describes what are you doing that’s new, unique or innovaDve? • Personal Passion Story: Why your supporter is passionate about your program What ever form you choose, story must align with your fundraising objecDve and draw out human emoDons ….
- 43. EXERCISE: BRAINSTORM YOUR STORY Once upon a Dme… This happened …. And this happened … UnDl one day… We raised $ from a crowd funding campaign and ….. And ever since that day And the moral of the story is …
- 49. SOCIAL: SOCIAL PROOFING • Ask champions to tag or call out people in their network to donate • Thank people publically • Don’t open your campaign with $0 • Encourage sharing of your content or stories
- 50. SOCIAL: CREATIVE THANK YOUS Say Thank You In CreaDve Ways hOps://www.youtube.com/watch?v=WYWhkhzs_bM
- 51. TOOLS: PLATFORMS AND GIVING DAYS
- 52. TOOLS: PLATFORMS AND GIVING DAYS The Top Social Good Crowdfunding Sites
- 53. SEND Your Inner CriFc on VacaFon
- 54. . Exercise: Yes, You Can Draw!
- 55. CongratulaFons You Can Draw! You’re A Designer!
- 56. OpFon 1: Concept Poster
- 57. Be CreaFve!
- 58. Debrief • Each team will get 3 minutes to debrief
- 59. Visualize the Vote: Debrief Ideas/PrioriFze • VoDng – best overall concept and best details • Each person get 5 red dots and 1 green dots • Debrief
- 60. Closure • Just two words as your takeaway • Feedback on the process
- 61. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on TwiOer