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Crowdfunding and Social Fundraising, Does it Really Work?
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Crowdfunding and Social Fundraising, Does it Really Work?

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During this time of fiscal uncertainty, crowdfunding and crowd/social fundraising are fast becoming an attractive option for nonprofits to raise much needed funds. During this session presented at......

During this time of fiscal uncertainty, crowdfunding and crowd/social fundraising are fast becoming an attractive option for nonprofits to raise much needed funds. During this session presented at the NeighborWorks America Social Technology Symposium, we discussed crowdfunding, online contests, and social fundraising, with case studies from the field. Presenters included: Farra Trompeter, Big Duck; Brandon Whitney, IOBY; and Matt Miller, Community Housing Initiatives.

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  • 1. bigducknyc.comCrowdfunding andSocial Fundraising,Does It Really Work?Farra Trompeter, Big DuckMatt Miller, Community Housing InitiativesBrandon Whitney, iobyNeighborWorks AmericaMay 8, 2013
  • 2. bigducknyc.com#SocialTechNTI@farra | @bigduck@bcwhitney | @ioby@mmiller041 | @CHI_inc
  • 3. bigducknyc.comWhat we’ll cover• The differences between crowdfunding, online voting campaigns,and social fundraising• Case studies• Tips and takeaways
  • 4. bigducknyc.comhttp://www.mdgadvertising.com/blog/2012-it-was-a-very-good-year-for-social-giving/
  • 5. bigducknyc.comhttp://www.mdgadvertising.com/blog/2012-it-was-a-very-good-year-for-social-giving/
  • 6. bigducknyc.comhttp://www.mdgadvertising.com/blog/2012-it-was-a-very-good-year-for-social-giving/
  • 7. bigducknyc.comSocial fundraising…• Turns your supporters intofundraisers• Harnesses the power of socialmedia• Isn’t all that different than raisingmoney door to door for a charity walkor run
  • 8. bigducknyc.comhttp://www.razoo.com/story/Punishgeoff
  • 9. bigducknyc.comOnline campaign contests…• Often sponsored by companies forbrand awareness• Relies heavily on social mediapromotion• Requires organization to get theirsupporters to tap personal networks• Could burn out your list if overdone
  • 10. bigducknyc.comhttp://myla2050.maker.good.is/projects/invisiblepeople
  • 11. bigducknyc.comCrowd funding…• Recruits supporters for a specificproject• May award “perks” at differentgiving levels• Leverages the power of groupgiving/being part of something bigger• Can be ‘all or nothing’
  • 12. bigducknyc.comhttp://www.indiegogo.com/projects/at-home-campaign
  • 13. bigducknyc.comCase Studies
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  • 26. bigducknyc.comhttp://www.crowdrise.com/ntenchamps/fundraiser/farra
  • 27. bigducknyc.comhttp://www.nten.org/blog/2013/03/05/2012-community-champions-campaign-so-many-thank-yous
  • 28. StarbucksVote.Give.Grow.Online Campaign ContestApril 2012www.chihousing.com
  • 29. www.chihousing.com
  • 30. www.chihousing.com
  • 31. !"#$%&" ($#)*+),--./0*123-*(3435(2 9 16APR4 123-(*/-63!"#$%"%&()#*&+23!"#$%&%$$()%$*$+,%$$()%-.+/"0%12+/3)%,4.%#&"%*45$%64+%,4.+%72(328 ,-"#.%&.)/#!"9$):*;","*<=)*"9$):*>?@%7$"%&%"$/+63 1?&"*8?A1;?"*$)B?20%89::;<=:1<>?<@A0?@&C*7@$D:*E*7?%&?) 1?&"*8?A1;?"*$)B?35%89::;<=:1<>?<@A2FF?&@)$&>*6$)=)<"*8"&A?G 1?&"*8?A1;?"*$)B?25%89::;<=:1<>?<@AH?)?%IC??%"J?#*E*7?%&?) 1?&"*8?A1;?"*$)B?20%89::;<=:1<>?<@A!"#$%"%&()#*&+%%www.chihousing.com
  • 32. Steps to Run an Online Campaign Contestwww.chihousing.com
  • 33. 1. DetermineYour Target Audiencewww.chihousing.com
  • 34. 2. Establish a Specific Social Media Goalwww.chihousing.com
  • 35. 3. Know The Ruleswww.chihousing.com
  • 36. 4. Pick a Prizewww.chihousing.com
  • 37. 5. ChooseYour Social Tools Appropriatelywww.chihousing.com
  • 38. 6. Launch & Promotewww.chihousing.com
  • 39. www.chihousing.com
  • 40. www.chihousing.com
  • 41. www.chihousing.com
  • 42. 7.Analyze & Engagewww.chihousing.com
  • 43. 8. Summary of Campaignwww.chihousing.com
  • 44. ioby=the opposite of NIMBY
  • 45. crowd-resourcing=resource organizing+crowd-funding
  • 46. $35  
  • 47. your projectanother projectanother projectanother projectanother projectanother projectanother projectWhy a crowd?
  • 48. Soundview Park Bikesplorations — $3,540Bikesplorations: Teens Taking the Lane — $5,533
  • 49. Pollos del Pueblo — $6,286
  • 50. Sample Multichannel PlanWeek 1 Week 6Before getting started:•  Build fundraising team•  Identify base•  Write outreach text, including allemails•  Plan offline and online outreach•  Create FB, Twitter and videochannels•  Know your story!1st email 2nd email 3rd email 4th emailSend thankyou notes!Twitter & FacebookHost house party Volunteer dayLaunch a video
  • 51. bigducknyc.comTips and takeaways
  • 52. bigducknyc.comSteps for social fundraising1. Research to find the right platform(fees, tone, ease of use, donor data)2. Recruit and motivate your supporters3. Gather photos and videos to tell stories4. Use deadline or goal to create urgency5. Message and report back to the entirecommunity6. Thank donors and try convert them
  • 53. bigducknyc.comSteps for online contests1.  Ask: “Should my org enter?”2.  Determine your target audience3.  Establish a specific social media goal4.  Know the rules and pick a prize5.  Choose your social tools appropriately6.  Launch and promote7.  Analyze and engage8.  Report back on summary of campaign
  • 54. bigducknyc.comSteps for crowd funding1. Decide how this technique fits into youroverall fundraising strategy2. Choose the ultimate goal of yourcampaign3. Pick your platform carefully4. Know which supporters you will target(and why)5. Build a campaign schedule or calendar6. Try a multichannel campaign
  • 55. bigducknyc.comMake your campaign a success• Start with a plan and calendar• Incentivize your fundraisers/voters/donors• Give fundraisers and donors shout-outson your social media properties• Consider a prize for the person whoraises the most (dollars, donors, votes)• Experiment
  • 56. bigducknyc.comResources
  • 57. bigducknyc.comResourceshttp://bit.ly/socialfundraisingresources
  • 58. bigducknyc.com