There is a plethora of platforms, thousands of hits, millions of dollar$ but how do you stand out the crowd?? Join Jill & Megan as we explore and dissect successful and…not so successful crowdfunding campaigns from a marketing perspective. • Content strategy • Successful reward structure • The art of the update • Brand power About the Presenters: Jill Howard Allen received her BA in Marketing from the University of Wisconsin, Whitewater. She has 20+ years of experience in marketing including Southwest & Southwest.com launching their corporate booking tool, SWABIZ. & Ding!. Megan Knedler attended Iowa State University and Arizona State University for her BA in Marketing and MBA. She has both agency and brand experience building campaigns valued at over $110 million annually. Her research includes consumer behavior (gender & generational), user experience & strategic marketing for startups & entrepreneurs.

1. Developing a Winning
Crowdfunding Pitch!
7.17.13!
Jill HowardAllen!
Megan Knedler!
!
presented by !
TRAKLIGHT.COM!

2. Getting to know your presenters:!
• University of WI!
• 20+ years experience!
• Launched Southwest Airlines Social
Media, SWABIZ & Ding!!
• Live in a world of rainbows &
unicorns – They like me here!
• Professional squirrel spotter!
• Iowa State & Arizona State!
• Brand advocate w/agency
experience!
• Geeks out over case studies &
market research!
• Momma bear to Harper & Anders!
JILL! MEGAN!

3. What it takes to win.!
!
!
Bottom line: PREPARATION !
!

4. Let’s break it into steps.!
1. Iden'fy
your
IP.
2. Protect
your
IP
3. Pick
a
pla8orm.
4. Raise
social
capital.
5. Develop
your
pitch.

5. Identify your IP.!
Never. Never. Never. (one more time) !
NEVER. Start to crowdfund before you’ve
identified & protected your intellectual
property. !

6. TIP
What is Intellectual Property?!
PATENTS!
TRADEMARKS!
COPYRIGHTS!
TRADE!
SECRETS!
IDEAS!
SKETCHES!

7. Protect your IP.!
• Identify!
• Educate!
• Legal Documents and Labeling!
• Secure Storage!
• Do-it-yourself!
• Consultants !
• Professionals!

8. Pick a platform.!

9. http://bit.ly/10RdWhq!
TAKE THE QUIZ!
INC Magazine's Roadmap for
Picking a Platform: !

10. TIP
Write down your goals. Find a
platform that meets those
goals.!
Highlight nonprofit status
Keep everything we raise
Has technology category

11. Raise social capital.!
• Minimum of 6 weeks out!
• Create your content!
• Hire a PR agency!

12. Develop your pitch.!

13. Typical Campaign Elements!
!Your brand!!
!Video!
!Rewards!
!Pictures!
!Updates!
!Comments!
Social Links!
Information- who are
you? what is the $$
for?!
Emails!

14. Meet your competition.!

15. Reward Me!!

16. Case Study: Lessons
Learned
(megan couldn’t help it.)!

17. What they do.!
• Genetic Art!
– Ts!
– Portraits!
• Channels!
– Obsessed pet
owner!
– Animal
organizations!

18. Campaign attempt #1!

19. What went wrong?!
2!

20. Seriously?... Try again?!
• Lessons learned!
• New plan of action!
• New cause!
• New business !
!opportunity!

21. The new plan.!
• Pre-Selling!
• HEAVY PR!
– Social Presence!
– Local media!
• Partnering!
• Get it in writing!
• New rewards structure!
• SCHEDULE!

22. UPDATE!
Interested in
contributing??!
!
http://bit.ly/13jKUHT!

23. Case Study:
Crowdfunding is one
piece of the strategy.
(seriously, she has a problem.)!

24. What they do.!

25. How they prepared.!
• Prepared almost 6 weeks in advance!
• Research!
• Networked!

26. The campaign guts.!

27. The results.!
!
• Met goal 1 week early!
• Ended 15% above goal!
• Local media coverage!

28. The BIG picture results.!

29. questions?!
@traklight!
www.facebook.
com/traklight!
Praticesafecrowdfunding.com!
#practicesafeCF!
855.828.0261!
!

30. DEAL
Get started with traklight.!
10% OFF
ID your IP
Visit Traklight.com
Use the coupon code WEBINAR07

31. drop us a line.!
JILL! MEGAN!
mknedler@traklight.com!jhowardallen@traklight.com!
!
Help Save the Cheetahs! http://bit.ly/13jKUHT!
!