CROWDFUNDING
5 Simple Tips for a Successful Campaign
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...
# of fundraisers x $1,000
+ previous yield from the list you are using
= goal
HOW DID YOU SET YOUR GOAL?
HOW MANY PEOPLE HAVE YOU
TOLD?
• Tell 100 people
• 15 people click through
• 7 people support
• 5 people donate
$500
• Does it make you
cry?
• Is it visual?
• Is it specific?
• Do you have initial
supporters?
HOW COMPELLING
IS YOUR STORY?
the rule of 7.
DOES THE BEAT GO ON?
WHAT RESULTS SHOULD I EXPECT BY
WHEN?
0
200
400
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800
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1200
Oct 7 '12 Oct 14
'12
Oct 21
'12
Oct 28
'12
Nov 4 '12 Nov...
0%
10%
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40%
50%
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100%
Email
Referral
Direct
Social
0
200
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1000
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Oct 7
'12
Oct
14 '12
...
0%
10%
20%
30%
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100%
Email
Referral
Direct
Social
0
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Sep23'12
Sep24'12
S...
0%
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Email
Referral
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Social
0
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Sep
23
'12
Sep
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'12
Oct 7
...
0
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Sep20'12
Sep21'12
Sep22'12
Sep23'12
Sep24'12
Sep25'12
Sep26'12
Sep27'12
Sep28'12
Sep29'12
Sep30'1...
Sources of Supporters Sources of Traffic
43 Total Fundraisers
Total Facebook audience: 26304
Biggest Individual Raise: $87...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Referral
Email
Direct
Social
0
1000
2000
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4000
5000
6000
Other CampaignCre...
0
10000
20000
30000
40000
50000
60000
Other FacebookPostDonateShare FacebookPromote
FacebookSupporterGuide FollowNotificat...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Referral
Email
Direct
Social
0
5000
10000
15000
20000
25000
Other CampaignCrea...
DID THAT HELP?
You were
worried
Y
Y
Y
Y
Y
N
N
N
N
N
Set the right goal?
Enough promotion?
Compelling story?
The beat goes ...
Q: WHY AM I DOING ALL THIS
WORK?
we’re only talking about $50,000
A: NEW DONOR
ACQUISITION
NEW DONOR ACQUISITION
0
200
400
600
800
1,000
1,200
October November December January February March April May June July A...
NEW DONORS
$50K raise
• Same assumptions:
– $1K per volunteer fundraiser
– $100 average donation
SOCIAL REACH
$50K raise
• Same assumptions:
– $1K per volunteer fundraiser
– $100 average donation
IT’S ALL ABOUT THE REACH
cohorts are money
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...
thank you.thank you.
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Dave Boyce: Crowdfunding - 5 Simple Tips for a Successful Campaign

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Crowdfunding is all the rage, but sometimes it can be intimidating to consider how your organization could succeed at something new. Listen to how other traditional non-profit organizations have succeeded at crowdfunding and the 5 simple keys to their success.

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Transcript of "Dave Boyce: Crowdfunding - 5 Simple Tips for a Successful Campaign "

  1. 1. CROWDFUNDING 5 Simple Tips for a Successful Campaign
  2. 2. 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? DIAGNOSING YOUR CROWDFUNDING CAMPAIGN 5 simple questions
  3. 3. # of fundraisers x $1,000 + previous yield from the list you are using = goal HOW DID YOU SET YOUR 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. • Does it make you cry? • Is it visual? • Is it specific? • Do you have initial supporters? HOW COMPELLING IS YOUR STORY?
  6. 6. the rule of 7. DOES THE BEAT GO ON?
  7. 7. WHAT RESULTS SHOULD I EXPECT BY WHEN? 0 200 400 600 800 1000 1200 Oct 7 '12 Oct 14 '12 Oct 21 '12 Oct 28 '12 Nov 4 '12 Nov 11 '12 Nov 18 '12 Nov 25 '12 Dec 2 '12 Dec 9 '12 Dec 16 '12 Dec 23 '12 Dec 30 '12 Jan 6 '13 Jan 13 '13 Jan 20 '13 Jan 27 '13 Other FacebookPromote EmailPromote EmailRaised FollowNotification EmailDaysLeft EmailGuide FacebookPostDonateShare EmailReminder FacebookSupporterGuide CampaignCreationNotification FacebookFriendSupportedActivity 67 Total Fundraisers Total Facebook audience: 93,358 Biggest Individual Raise: $5,065
  8. 8. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Referral Direct Social 0 200 400 600 800 1000 1200 Oct 7 '12 Oct 14 '12 Oct 21 '12 Oct 28 '12 Nov 4 '12 Nov 11 '12 Nov 18 '12 Nov 25 '12 Dec 2 '12 Dec 9 '12 Dec 16 '12 Dec 23 '12 Dec 30 '12 Jan 6 '13 Jan 13 '13 Jan 20 '13 Jan 27 '13 Other FacebookPromote EmailPromote EmailRaised FollowNotification EmailDaysLeft EmailGuide FacebookPostDonateShare EmailReminder FacebookSupporterGuide CampaignCreationNotification FacebookFriendSupportedActivity Sources of Supporters Sources of Traffic 67 Total Fundraisers Total Facebook audience: 93,358 Biggest Individual Raise: $5,065
  9. 9. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Referral Direct Social 0 20 40 60 80 100 120 140 160 Sep23'12 Sep24'12 Sep25'12 Sep26'12 Sep27'12 Sep28'12 Sep29'12 Sep30'12 Oct1'12 Oct2'12 Oct3'12 Oct4'12 Oct5'12 Oct6'12 Oct7'12 Oct8'12 Oct9'12 Oct10'12 Oct11'12 Oct12'12 Oct13'12 Oct14'12 Oct15'12 Oct16'12 Oct17'12 Oct18'12 Oct19'12 Oct20'12 Oct21'12 Oct22'12 Oct23'12 Oct24'12 Oct25'12 Oct26'12 Oct27'12 Oct28'12 Oct29'12 Other EmailPromote EmailSupportersPromote Sources of Supporters Sources of Traffic 19 Total Fundraisers Total Facebook audience: 17,405 Biggest Individual Raise: $2,240
  10. 10. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Referral Direct Social 0 50 100 150 200 250 Sep 23 '12 Sep 30 '12 Oct 7 '12 Oct 14 '12 Oct 21 '12 Oct 28 '12 Nov 4 '12 Nov 11 '12 Nov 18 '12 Nov 25 '12 Dec 2 '12 Dec 9 '12 Dec 16 '12 Dec 23 '12 Dec 30 '12 Jan 6 '13 Jan 13 '13 Jan 20 '13 Jan 27 '13 Feb 3 '13 Other FacebookPostDonateShare FollowNotification FacebookPledgeCard FacebookSupporterGuide EmailPromote EmailRaised Sources of Supporters Sources of Traffic 16 Total Fundraisers Total Facebook audience: 28,934 Biggest Individual Raise: $1,100
  11. 11. 0 50 100 150 200 250 300 Sep20'12 Sep21'12 Sep22'12 Sep23'12 Sep24'12 Sep25'12 Sep26'12 Sep27'12 Sep28'12 Sep29'12 Sep30'12 Oct1'12 Oct2'12 Oct3'12 Oct4'12 Oct5'12 Oct6'12 Oct7'12 Oct8'12 Oct9'12 Oct10'12 Oct11'12 Oct12'12 Oct13'12 Oct14'12 Oct15'12 Oct16'12 Oct17'12 Oct18'12 Oct19'12 Oct20'12 Oct21'12 Oct22'12 Oct23'12 Oct24'12 Oct25'12 Oct26'12 Oct27'12 Oct28'12 Other EmailPromote FacebookPromote FollowNotification CampaignCreationNotification FacebookPostDonateShare 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Direct Social Sources of Supporters Sources of Traffic 43 Total Fundraisers Total Facebook audience: 14,240 Biggest Individual Raise: $1,375
  12. 12. Sources of Supporters Sources of Traffic 43 Total Fundraisers Total Facebook audience: 26304 Biggest Individual Raise: $875 0 20 40 60 80 100 120 Oct 28 '12 Nov 4 '12 Nov 11 '12 Nov 18 '12 Nov 25 '12 Dec 2 '12 Dec 9 '12 Dec 16 '12 Dec 23 '12 Dec 30 '12 Jan 6 '13 Jan 13 '13 Jan 20 '13 Jan 27 '13 Feb 3 '13 Other FacebookPromote FollowNotification EmailPromote FacebookPostDonateShare EmailRaised TwitterPromote 17 Total Fundraisers Total Facebook audience: 13,563 Biggest Individual Raise: $1,685 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Referral Direct Social
  13. 13. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Referral Email Direct Social 0 1000 2000 3000 4000 5000 6000 Other CampaignCreationNotification EmailGuide EmailPledgeCard EmailPromote EmailRaised FacebookFriendSupportedActivity FacebookPostDonateShare FacebookPromote FacebookSupporterGuide FollowNotification Sources of Supporters Sources of Traffic 719 Total Fundraisers Total Facebook audience: 477,417 Biggest Individual Raise: $20,110
  14. 14. 0 10000 20000 30000 40000 50000 60000 Other FacebookPostDonateShare FacebookPromote FacebookSupporterGuide FollowNotification UserSignUpNotification 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Direct Social Sources of Supporters Sources of Traffic 1026 Total Fundraisers Total Facebook audience: 2,481,124 Biggest Individual Raise: $4,855 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Referral Email Direct Social
  15. 15. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Referral Email Direct Social 0 5000 10000 15000 20000 25000 Other CampaignCreationNotification DonationReceiptNotification DonationReceivedNotification EmailGuide EmailPledgeCard EmailPromote EmailRaised EmailReminder FacebookPostDonateShare FacebookPromote FollowNotification Sources of Supporters Sources of Traffic 2,691 Total Fundraisers Total Facebook audience: 2,762,235 Biggest Individual Raise: $26,940
  16. 16. DID THAT HELP? You were worried Y Y Y Y Y N N N N N Set the right goal? Enough promotion? Compelling story? The beat goes on? Tracking benchmarks? make adjustments keep on truckin’!
  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 0 200 400 600 800 1,000 1,200 October November December January February March April May June July August September October First Time Donor Existing Donor ~88% Of Donors Are New To The Organization
  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. 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? DIAGNOSING YOUR CROWDFUNDING CAMPAIGN 5 simple questions
  23. 23. thank you.thank you.
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