This document outlines strategies for successful crowdfunding campaigns. It discusses choosing a cause to fundraise for, setting realistic fundraising goals, identifying target communities, and crafting compelling stories and rewards to motivate donations. Specifically, it recommends focusing campaigns on people and communities, telling stories of the issue, team, and approach to create a sense of urgency, and designing rewards that strengthen donor connections to the cause and campaign. The overall message is that crowdfunding requires identifying supporters who care about the issue, engaging them through personal stories and rewards, and working hard through launch to maintain fundraising momentum.

1. 1
Crowdfunding for Good
Presented by

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

3. Agenda
1. Why use Crowdfunding?
2. What are you raising funds for?
3. Setting Goals
4. Why do we give?
5. Identifying your stories and your
communities
6. Targeting those communities
7. Offering rewards that work

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13. Section 1:
What is (and isn’t) crowdfunding
and why would you crowdfund?
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14. What Crowdfunding isn’t:
New

15. What Crowdfunding isn’t:
Automatic

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

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19. 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 –
raise the cost of a first product run up-front
• Market validation
• High success rate
• You can start now

21. Section 2:
What are you raising for and how
much can you raise?
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22. What are you raising money for?
• Be:
– Specific/Transparent
– Inspiring
– Realistic/Credible/Believable

23. • Bad ask

25. 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

26. • Do Good Bus

27. 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

28. Timing
Longer is not usually better!
30-40 days maximum to maintain momentum
Be realistic. What is you/your team’s capacity?
Make sure you’re ready to launch with early donors
ready to go.

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30. Section 3:
Fundraising
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32. 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)

33. 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)

36. One where people are central to winning
Focus on finding people who already care
Theory of change

44. • 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?

45. Section 4:
Outreach
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46. Have a marketing plan!
• Crucial:
–Line up your initial donors – early
momentum is critical
–Use different channels
–Examine similar campaigns
–Be ready to work hard!
–Be real

48. • Who are they?
• Where are they?
• What do they care about?
• Why will they support you?
• Why won’t they?
• How do you reach them?
Reaching the Tribe

50. 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. PR.
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.
7-4 days to go: Email blast to everyone you know.
Write to your existing supporters. Go all out on social media.
4-0 days to go: push to the end!
A rough sequence

51. Section 5:
Rewards, Lessons
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53. • 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

54. • 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
Connect your rewards to your
Story/ies.
Think creatively: What are your
assets/resources?

55. Rewards - 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
• If it is a product, make sure it’s good value

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Vote Yes Film Rewards:

58. The formula
3 motivations: personal, societal, relational
5 stories: Issue, Geography, Team,
Approach/Innovation, Community/Identity
3 Dimensions: Why you, why this, why now.
+ Hard Work! (and a realistic goal).
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61. And remember to thank your supporters!

64. How Can We Help?
www.StartSomeGood.com
@StartSomeGood
Support@StartSomeGood.com
Udemy: www.udemy.com/crowdfunding-for-
changemakers/