StartSomeGood Crowdfunding Masterclass: Australia. May 2015.

1
Crowdfunding for Social Impact Masterclass
Presented by

Tom’s StoryHi! I’m Tom.
@tomjd
Co-founder/CEO StartSomeGood

Agenda
1. My background
2. How do we fund innovation?
3. Why use Crowdfunding?
4. What are you raising funds for?
5. Setting Goals
6. Why do we give?
7. Identifying your stories and your
communities
8. Targeting those communities
9. Offering rewards that work
10.Creating a video

Section 1:
Introduction: What’s Going On
4

How do we fund social impact?
8

YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES

In the past, socially minded
people actively participated in a
few causes or organisations – at
least attending regular meetings
and receiving an exclusive
member newsletter etc.

Today we have dozens of ‘weak’
ties to non-profit causes, whether
it be “liking” their pages on
Facebook, following on Twitter or
signing a petition.

The barriers to entry in
establishing new organisations
are now extremely low.

Section 2:
What is (and isn’t) crowdfunding
and why would you crowdfund?
28

What Crowdfunding isn’t:
New

Automatic

What Crowdfunding isn’t
3: About crowds at all
About crowds.

Why crowdfund then?
• What is new: more engaging and game-like
• Transparency around goals and outcomes
• Advice and other forms of support
• Great for events/product launches/MVPs
• Market validation
• High success rate
• You can start now

Section 3:
What are you raising for and how
much can you raise?
41

What are you raising money for?
• Be:
– Specific
– Inspiring
– Realistic/Credible
– Transparent

Setting Goals
Factors:
•How much do you want and how much
do you need?
•How much risk are you comfortable
with?
•Tipping point vs your Ultimate Goal

A simple (but complex) formula:
Reach x Propensity x Capacity
Existing community
Relationships
Social media reach
Partnerships
PR hooks
newsworthiness
HARD WORK
Your story
Told to the right people
(targeting)
Presentation (video,
pictures)
Rewards
How much do people
care?
Targeting
Need
Value
Rewards

Timing
Longer is not always better!
30-40 days to maintain momentum
Be realistic. What is you/your team’s capacity?

Section 4:
Emotions and storytelling
53

Why do we part with our money?
• An expectation of future financial return (investing)
• A good or service we want (shopping)
• A future we hope to see (philanthropy)
• A friend or community we want to support
(relationships)

• One where people are central to winning
• Focus on finding people who already care
• Make your project an amplifier,
actualisation or response to what people
already care about.
Theory of change

• Why this (issue/story)? – why should supporters care
about your project?
• Why you? – what’s your story? What makes you
credible to make this project happen?
• Why now? – what’s unique or important about this
moment?
• What’s in it for them? – how will a supporter benefit
from being a part of this project? Good feelings,
connectedness, rewards, social change?
What’s your story?

Have a marketing plan!
• Tips:
–Line up your initial donors – early
momentum is critical
–Use different channels
–Examine similar campaigns
–Taglines matter
–Be ready to work hard!
–Be human

• Who are they?
• Where are they?
• What do they care about?
• Why will they support you?
• Why won’t they?
• What media do they consume?
Reaching the Tribe

A rough sequence
• Before: line up your first supporters. Have people ready to pledge
on minute 1, day 1. Talk about your upcoming campaign
publically, share the process. Cultivate champions.
• Launch: Activate your day 1 supporters by phone, text, email.
• Day 3-7: Email blast to everyone you know
• Share extensively on social media
• Week 2 onwards: Outreach to influencers: media, bloggers,
celebrities, organisations. Connect with local media (use our
template). Target relevant influencers, not just Oprah. Hold
events.
• 4-7 days to go: Email blast to everyone you know.
• Write to your existing supporters. Go crazy on socmed.

• Built a community before her crowdfunding
campaign began
• Empowered people to be fundraising
captains, to better reach local tribes
• Created momentum right away
• Regular asks and updates via email and
social media
• Held offline events
• Made it personal
Jennifer Windrum and SMAC

Section 6:
Rewards, Video, Lessons
77

• One where people are central to winning
the campaign
• Mobilise the community as a movement
and your campaign as an amplifier.
Empower anyone, anywhere with a
great idea to create new futures for
their communities.
Rewards
• Public Acknowledgement
• Access to Events
• Swag / merchandise
• Souvenirs / Crafts
• Art / Photography
• Items Funded by the Campaign Itself
• Unique, Experiential Rewards
• Access to the Team, Services,
Mentoring
What are your assets/resources?

Things to consider
• Be comfortable spending funds on rewards
(you can budget for this in your tipping point)
• Make your rewards relevant
• Find rewards which do double-duty
• Create “money can’t buy” experiences
• Have a decent number of levels (min. 3)
• Be clear on if the reward is a product

Creating a video
• First and most importantly, don’t be intimidated!
• What matters most is authenticity.
• Try and show don’t tell
• 1-3 minutes long
• To consider:
–Does the video demonstrate skills required to
succeed at the project?
–How much money are you trying to raise?
–Do you need to invest money up-front?

And remember to thank your supporters!

StartSomeGood Crowdfunding Masterclass: Australia. May 2015.

StartSomeGood Crowdfunding Masterclass: Australia. May 2015.

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (11)

Ähnlich wie StartSomeGood Crowdfunding Masterclass: Australia. May 2015.

Ähnlich wie StartSomeGood Crowdfunding Masterclass: Australia. May 2015. (20)

Mehr von StartSomeGood

Mehr von StartSomeGood (7)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

StartSomeGood Crowdfunding Masterclass: Australia. May 2015.