1. Crowdfunding
my thermometer isn’t filling up. what can i do?

2. My thermometer isn’t going up. What
can I do?
diagnosing your campaign with 5 simple questions
1. How did you set your goal?
2. How many people have you told?
3. How compelling is your story?
4. Does the beat go on?
5. What results should I expect by when?

3. How did you set your goal?
# of fundraisers x $1,000
+ previous yield from the list you are using
= goal

4. How many people have you told?
• Tell 100 people
• 15 people click through
• 7 people support
• 5 people donate
$500

5. How compelling is your story?
• Does it make you
cry?
• Is it visual?
• Is it specific?
• Do you have initial
supporters?

6. Does the beat go on?
the rule of 7.

7. What results should I expect by when?
1200
67 Total Fundraisers
1000 Total Facebook audience: 93,358
Biggest Individual Raise: $5,065
800
600
400
200
0
Oct 7 '12 Oct 14 Oct 21 Oct 28 Nov 4 '12 Nov 11 Nov 18 Nov 25 Dec 2 '12 Dec 9 '12 Dec 16 Dec 23 Dec 30 Jan 6 '13 Jan 13 Jan 20 Jan 27
'12 '12 '12 '12 '12 '12 '12 '12 '12 '13 '13 '13
Other FacebookPromote EmailPromote EmailRaised
FollowNotification EmailDaysLeft EmailGuide FacebookPostDonateShare
EmailReminder FacebookSupporterGuide CampaignCreationNotification FacebookFriendSupportedActivity

8. 1200 100%
67 Total Fundraisers 90%
1000
Total Facebook audience: 93,358
80%
800 Biggest Individual Raise: $5,065
70%
600
60%
Email
400 Referral
50%
Direct
Social
200 40%
30%
0
Oct 7 Oct Oct Oct Nov 4 Nov Nov Nov Dec 2 Dec 9 Dec Dec Dec Jan 6 Jan Jan Jan
'12 14 '12 21 '12 28 '12 '12 11 '12 18 '12 25 '12 '12 '12 16 '12 23 '12 30 '12 '13 13 '13 20 '13 27 '13 20%
Other FacebookPromote EmailPromote
EmailRaised FollowNotification EmailDaysLeft 10%
EmailGuide FacebookPostDonateShare EmailReminder
FacebookSupporterGuide CampaignCreationNotification FacebookFriendSupportedActivity
0%
Sources of Supporters Sources of Traffic

9. 100
120
140
160
0
20
40
60
80
Sep 23 '12
Sep 24 '12
Sep 25 '12
Sep 26 '12
Sep 27 '12
Sep 28 '12
Sep 29 '12
Sep 30 '12
Oct 1 '12
Oct 2 '12
Other
Oct 3 '12
Oct 4 '12
Oct 5 '12
Oct 6 '12
19 Total Fundraisers
Oct 7 '12
Oct 8 '12
Oct 9 '12
EmailPromote
Oct 10 '12
Oct 11 '12
Oct 12 '12
Oct 13 '12
Oct 14 '12
Biggest Individual Raise: $2,240
Oct 15 '12
Total Facebook audience: 17,405
Oct 16 '12
Oct 17 '12
Oct 18 '12
Sources of Supporters
Oct 19 '12
EmailSupportersPromote
Oct 20 '12
Oct 21 '12
Oct 22 '12
Oct 23 '12
Oct 24 '12
Oct 25 '12
Oct 26 '12
Oct 27 '12
Oct 28 '12
Oct 29 '12
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
Sources of Traffic
Email
Direct
Social
Referral

10. 250 100%
16 Total Fundraisers 90%
200
Total Facebook audience: 28,934
80%
Biggest Individual Raise: $1,100
150
70%
100 60%
Email
Referral
50%
Direct
50
Social
40%
0 30%
Sep Sep Oct 7 Oct Oct Oct Nov Nov Nov Nov Dec Dec Dec Dec Dec Jan Jan Jan Jan Feb
23 30 '12 14 21 28 4 '12 11 18 25 2 '12 9 '12 16 23 30 6 '13 13 20 27 3 '13
'12 '12 '12 '12 '12 '12 '12 '12 '12 '12 '12 '13 '13 '13 20%
Other FacebookPostDonateShare FollowNotification
10%
FacebookPledgeCard FacebookSupporterGuide EmailPromote
EmailRaised
0%
Sources of Supporters Sources of Traffic

11. 100
150
200
250
300
50
0
Sep 20 '12
Sep 21 '12
Other
Sep 22 '12
Sep 23 '12
Sep 24 '12
Sep 25 '12
FollowNotification
Sep 26 '12
Sep 27 '12
Sep 28 '12
Sep 29 '12
Sep 30 '12
Oct 1 '12
Oct 2 '12
Oct 3 '12
Oct 4 '12
43 Total Fundraisers
Oct 5 '12
Oct 6 '12
Oct 7 '12
Oct 8 '12
EmailPromote
Oct 9 '12
Oct 10 '12
Oct 11 '12
Oct 12 '12
Oct 13 '12
Biggest Individual Raise: $1,375
CampaignCreationNotification
Total Facebook audience: 14,240
Oct 14 '12
Oct 15 '12
Sources of Supporters
Oct 16 '12
Oct 17 '12
Oct 18 '12
Oct 19 '12
Oct 20 '12
Oct 21 '12
Oct 22 '12
Oct 23 '12
FacebookPromote
Oct 24 '12
Oct 25 '12
Oct 26 '12
FacebookPostDonateShare
Oct 27 '12
Oct 28 '12
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
Sources of Traffic
Email
Direct
Social

12. 120 100%
17 Total Fundraisers
43 Total Fundraisers 90%
100
Total Facebook audience: 13,563
Total Facebook audience: 26304
80%
80 Biggest Individual Raise: $1,685
Biggest Individual Raise: $875
70%
60
60%
Referral
40
50% Direct
Social
20 40%
30%
0
Oct 28 Nov 4 Nov 11 Nov 18 Nov 25 Dec 2 Dec 9 Dec 16 Dec 23 Dec 30 Jan 6 Jan 13 Jan 20 Jan 27 Feb 3
'12 '12 '12 '12 '12 '12 '12 '12 '12 '12 '13 '13 '13 '13 '13 20%
Other FacebookPromote FollowNotification
EmailPromote FacebookPostDonateShare EmailRaised 10%
TwitterPromote
0%
Sources of Supporters Sources of Traffic

13. 100%
6000
719 Total Fundraisers 90%
5000
Total Facebook audience: 477,417
80%
4000 Biggest Individual Raise: $20,110
70%
3000
60%
Referral
2000 Email
50%
Direct
1000 Social
40%
0
30%
20%
Other CampaignCreationNotification EmailGuide
EmailPledgeCard EmailPromote EmailRaised 10%
FacebookFriendSupportedActivity FacebookPostDonateShare FacebookPromote
FacebookSupporterGuide FollowNotification 0%
Sources of Supporters Sources of Traffic

14. 60000 100%
1026 Total Fundraisers 90%
50000
Total Facebook audience: 2,481,124
80%
40000 Biggest Individual Raise: $4,855
70%
30000
60%
Referral
Email
20000 Email
50% Direct
Direct
Social
Social
10000 40%
30%
0
20%
10%
Other FacebookPostDonateShare FacebookPromote
FacebookSupporterGuide FollowNotification UserSignUpNotification 0%
Sources of Supporters Sources of Traffic

15. 100%
25000
2,691 Total Fundraisers 90%
20000 Total Facebook audience: 2,762,235
80%
Biggest Individual Raise: $26,940
15000 70%
60%
10000 Referral
Email
50%
Direct
5000
Social
40%
0 30%
20%
Other CampaignCreationNotification DonationReceiptNotification
DonationReceivedNotification EmailGuide EmailPledgeCard 10%
EmailPromote EmailRaised EmailReminder
FacebookPostDonateShare FacebookPromote FollowNotification 0%
Sources of Supporters Sources of Traffic

16. Did that help?
Y
Tracking benchmarks?
Y N
The beat goes on?
Y N
Compelling story?
Y N
Enough promotion?
Y N
Set the right goal?
make adjustments
N keep on truckin’!
You were
worried

17. Q: Why am I doing all this work?
we’re only talking about $50,000
A: New Donor acquisition

18. New donor acquisition
~88% Of Donors Are New To The Organization
1,200
1,000
800
600 First Time Donor
Existing Donor
400
200
0
October November December January February March April May June July August September October

19. New donors
$50K raise
• Same assumptions:
– $1K per volunteer fundraiser
– $100 average donation

20. Social reach
$50K raise
• Same assumptions:
– $1K per volunteer fundraiser
– $100 average donation

21. It’s all about the reach
cohorts are money

22. My thermometer isn’t going up. What
can I do?
diagnosing your campaign with 5 simple questions
1. How did you set your goal?
2. How many people have you told?
3. How compelling is your story?
4. Does the beat go on?
5. What results should I expect by when?

23. thank you.
thank you.