Crowdfundingmy thermometer isn’t filling up. what can i do?
My thermometer isn’t going up. What            can I do?     diagnosing your campaign with 5 simple questions1.   How did ...
How did you set your goal?                   # of fundraisers x $1,000+ previous yield from the list you are using        ...
How many people have you told?           •   Tell 100 people           •   15 people click through           •   7 people ...
How compelling is your story?• Does it make you  cry?• Is it visual?• Is it specific?• Do you have initial  supporters?
Does the beat go on?the rule of 7.
What results should I expect by when?    1200                   67 Total Fundraisers    1000           Total Facebook audi...
1200                                                                                                              100%    ...
100                                                                                                                       ...
250                                                                                       100%      16 Total Fundraisers  ...
100                                                                                                                       ...
120                                                                                                         100%       17 ...
100%6000       719 Total Fundraisers                                                              90%5000       Total Face...
60000                                                                               100%      1026 Total Fundraisers      ...
100%25000        2,691 Total Fundraisers                                                                     90%20000   To...
Did that help?                                                                     Y                                      ...
Q: Why am I doing all this work?      we’re only talking about $50,000    A: New Donor acquisition
New donor acquisition                                ~88% Of Donors Are New To The Organization1,2001,000 800 600         ...
New donors                     $50K raise•   Same assumptions:    –   $1K per volunteer fundraiser    –   $100 average don...
Social reach                     $50K raise•   Same assumptions:    –   $1K per volunteer fundraiser    –   $100 average d...
It’s all about the reach     cohorts are money
My thermometer isn’t going up. What            can I do?     diagnosing your campaign with 5 simple questions1.   How did ...
thank you.   thank you.
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Diagnosing Crowdfunding Campaigns

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Transcript of "Diagnosing Crowdfunding Campaigns"

  1. 1. Crowdfundingmy thermometer isn’t filling up. what can i do?
  2. 2. My thermometer isn’t going up. What can I do? diagnosing your campaign with 5 simple questions1. 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. 3. How did you set your goal? # of fundraisers x $1,000+ previous yield from the list you are using = goal
  4. 4. How many people have you told? • Tell 100 people • 15 people click through • 7 people support • 5 people donate $500
  5. 5. How compelling is your story?• Does it make you cry?• Is it visual?• Is it specific?• Do you have initial supporters?
  6. 6. Does the beat go on?the rule of 7.
  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. 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. 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 12Sources 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. 10. 250 100% 16 Total Fundraisers 90%200 Total Facebook audience: 28,934 80% Biggest Individual Raise: $1,100150 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. 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 12Sources 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. 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. 13. 100%6000 719 Total Fundraisers 90%5000 Total Facebook audience: 477,417 80%4000 Biggest Individual Raise: $20,110 70%3000 60% Referral2000 Email 50% Direct1000 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. 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 Email20000 Email 50% Direct Direct Social Social10000 40% 30% 0 20% 10% Other FacebookPostDonateShare FacebookPromote FacebookSupporterGuide FollowNotification UserSignUpNotification 0% Sources of Supporters Sources of Traffic
  15. 15. 100%25000 2,691 Total Fundraisers 90%20000 Total Facebook audience: 2,762,235 80% Biggest Individual Raise: $26,94015000 70% 60%10000 Referral Email 50% Direct5000 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. 16. Did that help? Y Tracking benchmarks? Y N The beat goes on? Y N Compelling story? Y N Enough promotion? Y NSet the right goal? make adjustments N keep on truckin’! You were worried
  17. 17. Q: Why am I doing all this work? we’re only talking about $50,000 A: New Donor acquisition
  18. 18. New donor acquisition ~88% Of Donors Are New To The Organization1,2001,000 800 600 First Time Donor Existing Donor 400 200 0 October November December January February March April May June July August September October
  19. 19. New donors $50K raise• Same assumptions: – $1K per volunteer fundraiser – $100 average donation
  20. 20. Social reach $50K raise• Same assumptions: – $1K per volunteer fundraiser – $100 average donation
  21. 21. It’s all about the reach cohorts are money
  22. 22. My thermometer isn’t going up. What can I do? diagnosing your campaign with 5 simple questions1. 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. 23. thank you. thank you.

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