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Crowdfunding “home made”
5 passi per il DIY
Fundraising e Crowdfunding
Torino, 28 Novembre 2013 - IED

Andrea Toso
So Simp...
01
Premessa
Questa	
  presentazione	
  non	
  è	
  un	
  elenco	
  di	
  modalità	
  
con	
  cui	
  produrre	
  sistemi	
 ...
02
Punto di partenza essenziale
Prima di approcciare un qualsiasi progetto di
crowdfunding suggeriamo di leggere con molta...
03
Una distinzione semplice

TIPOLOGIE	
  DI	
  CF	
  
Reward-­‐based	
  
Dona9on-­‐based	
  
Equity-­‐based	
  
Lending-­...
04
Tipologie
REWARD	
  

DONATION	
  

LENDING	
  
IN ITALIA
PRESENTI 27 PIATTAFORME
(14 IN FASE DI LANCIO)
Ottobre 2013

...
05
Da dove nasce il successo del CF
[..] Alcune piattaforme nascono da un’attenta analisi del mercato e del
pubblico di ri...
6
Qualche numero (Italia, 2013)

FONTE:	
  Analisi	
  delle	
  Pia+aforme	
  Italiane	
  di	
  Crowdfunding	
  di	
  Danie...
07
Valore complessivo progetti (grafico)
DONATION,
1.164.000

FEE MEDIA
6,5% DEL RACCOLTO

REWARD,
3.340.178

Tutte le pia...
08
Criticità Italia
Poca Cultura del CF in Italia (sia lato progetti sia lato donatori)
Digital divide
Individualismo?
Poc...
09

Veniamo alle piattaforme di DIY…

Un caso di eccellenza
Acquista con noi un pezzo di Storia - Palazzo Madama (Torino)
...
10

Chi può farlo?
FONDAZIONI	
  
ASSOCIAZIONI/ONLUS	
  
MUSEI	
  
PA	
  /	
  ENTI	
  LOCALI	
  
ORGANIZZAZIONI	
  RELIGIO...
11

Come?
Partendo da un progetto…
L’aspetto tecnologico è importante, ma la
comunicazione è vitale.
(in particolare: Soci...
12

1

Definire progetto (di comunicazione)
Che tipologia di CF adottare?
Qual è il target (donatori) > esiste una “commun...
13
Una riflessione sulla tipologia di CF

Euro

Crowdfunding e teoria della Coda Lunga.

Soglia dell’interesse
Imprenditor...
14
Riflessione: Propensione alla donazione
Utente entusiasta
Grazie a una buona
comunicazione è stato
sviluppato un
coinvo...
15

2 Scegliere la piattaforma tecnologica
CMS OPENSOURCE o CMS “custom made”?

Noi abbiamo scelto Wordpress.
Per la grand...
16

3 Grafica e Plug in
Noi	
  abbiamo	
  scelto	
  
(per	
  ora)	
  
“NIMBLE”	
  con	
  il	
  plugIN	
  
“Fundraising”	
 ...
17
Consiglio
A	
  seconda	
  del	
  proge<o	
  e	
  del	
  suo	
  “peso”	
  è	
  
consigliabile	
  valutare	
  con	
  gli	...
18

4 Le fasi “fondamentali”
Creare l’aspettativa
Usare gli strumenti di comunicazione in fase “teaser”

Raccontare il pro...
19

5 Definire un “communication mix”
Il progetto di CF dovrebbe essere sempre supportato da:

– SEO
– SEM
– Social Media
...
20
Un esempio…
Cliente:
Donare per Crescere Insieme
CRT Onlus
(2013)
Reward based platform
Wordpress
(Nimble)
Comunicazion...
Grazie dell’attenzione.

Andrea Toso
So Simple – and_lab
andrea.toso@sosimple.it
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Wird geladen in …5
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Fundraising & Crowdfunding - Crowdfunding “home made” - 5 passi per un sistema DIY

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Fundraising e Crowdfunding
Torino, 28 Novembre 2013 - IED
A cura di Andrea Toso / So Simple / and_lab

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Fundraising & Crowdfunding - Crowdfunding “home made” - 5 passi per un sistema DIY

  1. 1. Crowdfunding “home made” 5 passi per il DIY Fundraising e Crowdfunding Torino, 28 Novembre 2013 - IED Andrea Toso So Simple – and_lab Novembre 2013
  2. 2. 01 Premessa Questa  presentazione  non  è  un  elenco  di  modalità   con  cui  produrre  sistemi  di  crowdfunding  e  neanche   una  panoramica  di  quanto  il  fenomeno  s9a   interessando  il  nostro  paese  e  il  resto  del  mondo.     Prendiamo  in  considerazione  solo  la  parte  delle   pia<aforme  (diverse  modalità  di  crowdfunding)   definite  “Fuori  Pia<aforma”,  ovvero  inserite  in  un  sito   web  indipendente  e  create  ad  hoc  u9lizzando  un  CMS   e  plug-­‐in  na9  apposta  per  il  mondo  del  crowdfunding.     Prenderemo  in  considerazione  alcuni  aspeJ   introduJvi  e  vedremo  per  semplici  passi  come   muoverci  nella  9pologia  DIY.   Crowdfunding “home made” DIY   Do  It  Yourself  
  3. 3. 02 Punto di partenza essenziale Prima di approcciare un qualsiasi progetto di crowdfunding suggeriamo di leggere con molta attenzione l’indagine di Daniela Castrataro e Ivana Pais: h<p://www.crowdfundingitalia.com/   Crowdfunding “home made”
  4. 4. 03 Una distinzione semplice TIPOLOGIE  DI  CF   Reward-­‐based   Dona9on-­‐based   Equity-­‐based   Lending-­‐based   PIATTAFORMA   (vedi  Kickstarter)   FUORI  PIATTAFORMA   ANCHE  DETTE  “DIY”   Più  progeJ  da  diversi  uten9   Più  progeJ  “propos9”  dal   “proprietario”  della  pia<aforma.   Crowdfunding “home made”
  5. 5. 04 Tipologie REWARD   DONATION   LENDING   IN ITALIA PRESENTI 27 PIATTAFORME (14 IN FASE DI LANCIO) Ottobre 2013 11%   33%   Crowdfunding “home made” 56%   Le cose potrebbero cambiare a breve: se contiamo anche le piattaforme in via di lancio, il 22% delle piattaforme italiane potrebbero offrire il modello equity, spinte dal recente regolamento pubblicato dalla Consob il 12 luglio 2013. FONTE:  Analisi  delle  Pia+aforme  Italiane  di  Crowdfunding  di  Daniela  Castrataro  e  Ivana  Pais  O<obre  2013  
  6. 6. 05 Da dove nasce il successo del CF [..] Alcune piattaforme nascono da un’attenta analisi del mercato e del pubblico di riferimento, ma la maggior parte sono accomunate dalla volontà di offrire un’alternativa alle istituzioni finanziarie tradizionali, come soluzione alla crisi economica, la stretta al credito delle banche verso le imprese, la difficoltà quindi di trovare finanziamenti pubblici e privati, le incertezze sul tax credit, la situazione poco favorevole per le startup e l’innovazione in Italia [..] Altra motivazione è tentare di fare qualcosa utile per la comunità. Per gli operatori finanziari ora attivi nel crowdfunding, si tratta di uscire dai canoni normali del business finanziario tradizionale. Crowdfunding “home made” FONTE:  Analisi  delle  Pia+aforme  Italiane  di  Crowdfunding  di  Daniela  Castrataro  e  Ivana  Pais  O<obre  2013  
  7. 7. 6 Qualche numero (Italia, 2013) FONTE:  Analisi  delle  Pia+aforme  Italiane  di  Crowdfunding  di  Daniela  Castrataro  e  Ivana  Pais  O<obre  2013   Crowdfunding “home made”
  8. 8. 07 Valore complessivo progetti (grafico) DONATION, 1.164.000 FEE MEDIA 6,5% DEL RACCOLTO REWARD, 3.340.178 Tutte le piattaforme si rivolgono a persone singole, che possono proporre i loro progetti. LENDING, 18.443.000 Il 60% si rivolge anche a aziende e associazioni. Il 36% si rivolge anche a PA. Crowdfunding “home made” FONTE:  Analisi  delle  Pia+aforme  Italiane  di  Crowdfunding  di  Daniela  Castrataro  e  Ivana  Pais  O<obre  2013  
  9. 9. 08 Criticità Italia Poca Cultura del CF in Italia (sia lato progetti sia lato donatori) Digital divide Individualismo? Poca Comunicazione di appoggio Decreto CONSOB che pone troppi vincoli alle Equity CF Platform Istituzioni non molto attive Monopolio di Paypal Crowdfunding “home made” FONTE:  Analisi  delle  Pia+aforme  Italiane  di  Crowdfunding  di  Daniela  Castrataro  e  Ivana  Pais  O<obre  2013  
  10. 10. 09 Veniamo alle piattaforme di DIY… Un caso di eccellenza Acquista con noi un pezzo di Storia - Palazzo Madama (Torino) www.palazzomadamatorino.it/crowdfunding La campagna portata avanti dal Palazzo Madama di Torino in 2 mesi ha raccolto €89.409,49, superando il target di €80.000, per riportare a Torino il servizio in porcellana dei d’Azeglio. Si è trattato di una campagna di reward-based crowdfunding (ingressi al museo, citazioni, ringraziamenti). Crowdfunding “home made”
  11. 11. 10 Chi può farlo? FONDAZIONI   ASSOCIAZIONI/ONLUS   MUSEI   PA  /  ENTI  LOCALI   ORGANIZZAZIONI  RELIGIOSE   Crowdfunding “home made” AZIENDE   CLUB  SPORTIVI   RETI  DI  IMPRESE   ASSOCIAZIONI  DI  IMPRESE   ARTIGIANI   START  UP   BANCHE  
  12. 12. 11 Come? Partendo da un progetto… L’aspetto tecnologico è importante, ma la comunicazione è vitale. (in particolare: Social Media) Crowdfunding “home made”
  13. 13. 12 1 Definire progetto (di comunicazione) Che tipologia di CF adottare? Qual è il target (donatori) > esiste una “community” collegata? Quali sono i miei “competitor”? Quanti progetti in contemporanea? Quali strumenti di comunicazione utilizzeremo? Off line? On line? ADV? Social? Testimonial? Eventi? Crowdfunding “home made”
  14. 14. 13 Una riflessione sulla tipologia di CF Euro Crowdfunding e teoria della Coda Lunga. Soglia dell’interesse Imprenditoriale e della predisposizione al rischio Action> Stimolare aspetto economico di ritorno Equity-based Soglia della riconoscenza (riconoscimento) e dell’altruismo Lending-based Reward-based Action> Stimolare aspetto emotivi e di riconoscimento sociale. Donation-based Persone Crowdfunding “home made”
  15. 15. 14 Riflessione: Propensione alla donazione Utente entusiasta Grazie a una buona comunicazione è stato sviluppato un coinvolgimento emotivo “forte”. euro trasparenza coerenza correttezza Donation-based Reward-based Picco     Soglia tipica (comprende tutti i tipi di donazione) Media (ipotizzata): circa 10/15 euro un  anno   Crowdfunding “home made”
  16. 16. 15 2 Scegliere la piattaforma tecnologica CMS OPENSOURCE o CMS “custom made”? Noi abbiamo scelto Wordpress. Per la grande community e per la maturità della piattaforma (ormai anche in termini di sicurezza). Esistono TEMI SPECIFICI PER IL CF e molti Plug IN direttamente connessi a Paypal. Crowdfunding “home made”
  17. 17. 16 3 Grafica e Plug in Noi  abbiamo  scelto   (per  ora)   “NIMBLE”  con  il  plugIN   “Fundraising”   http://dream-theme.com/ Crowdfunding “home made” Una buona fonte: http://www.premiumwp.com/10-best-crowdfunding-wordpress-themes/
  18. 18. 17 Consiglio A  seconda  del  proge<o  e  del  suo  “peso”  è   consigliabile  valutare  con  gli  sviluppatori  la   creazione  di  una  APP  dire<a  su  PAYPAL  e   agganciare  solo  il  tema  senza  usare  il  plug  in.   Questo  perme<e  di  non  “subire”  gli   aggiornamen9  del  sistema  PAYPAL  (e  quindi   aggiornamen9  in  ritardo  di  eventuali  plug-­‐in   collega9).   Crowdfunding “home made”
  19. 19. 18 4 Le fasi “fondamentali” Creare l’aspettativa Usare gli strumenti di comunicazione in fase “teaser” Raccontare il progetto e Lancio (usare tecniche di Storytelling) Fidelizzare Raccontare  i  successi   Raccontare  i  risulta9  in  ogni  caso   Crowdfunding “home made” incentivare la condivisione
  20. 20. 19 5 Definire un “communication mix” Il progetto di CF dovrebbe essere sempre supportato da: – SEO – SEM – Social Media – (Eventi) Il modello ad hoc dovrebbe prevedere, a nostro avviso, che per ogni progetto circa 1/5 del budget sia destinato alla comunicazione. Crowdfunding “home made”
  21. 21. 20 Un esempio… Cliente: Donare per Crescere Insieme CRT Onlus (2013) Reward based platform Wordpress (Nimble) Comunicazione: Social Media + evento + testimonial (Marco Berrì) Non è DIY. Agenzia: So Simple Crowdfunding “home made”
  22. 22. Grazie dell’attenzione. Andrea Toso So Simple – and_lab andrea.toso@sosimple.it

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