1. Crowdfunding Training Outline
Following conference call and project approval:
 Communicate the importance of having a cohesive team
o There are different kinds of team members; Team Leaders, and promoters
(general team members).
o 3-5 Team leaders: people responsible for adding content to scalefunder page,
organizing campaign posts, managing the promoters, collecting/organizing lists of
solicitation recipients, communicating with Crowdfunding facilitator (Keaton).
o 10-15 Promoters: Responsible for gathering emails for potential solicitation,
posting weekly on social media, and general promotion of the campaign.
 *Promoters should still be stake holders in the project! i.e. directly
affiliated with the program/organization.
o The team should be well organized, the goal and expectations of the campaign
should be clearly communicated to all team members.
 Communicate the importance of front end work
o Team members should be prepared for the entire campaign before the launch
 Update schedule planned out, solicitation recipients compiled, numerous
solicitation attempts scheduled, hourly commitment of team members
communicated/ documented.
o Preparation and organization will make the difference between a successful
campaign and an unsuccessful campaign.
o Playing “catch up” is not an option. Campaigns are constrained by a deadline,
thus there is no time to adjust midway through the campaign.
 Get the community involved
o The strength in crowdfunding comes from the ability to harness the community
surrounding a project to build an attitude of philanthropy (i.e. Men’s Lacrosse,
targeted campaign to athletic supporters/ lacrosse fans).
o Target social media posts and email solicitations* to the specific audience/
community
 i.e. use the vernacular of your audience (professional, casual, sports
oriented etc),
Essential Elements of a successful launch:
 Craft a compelling story
o Identify the target audience – Successful crowdfunding campaigns do not
indiscriminately solicit for donations, targeted communication is essential.
o Pick a story type that will reach the largest audience.

2.  Story type such as; overcoming a specific challenge, “rags to riches” i.e.
impressive progress, Quest style- dedicated group of people working
towards a common goal, Tragedy- draw people in by tugging heartsrings.
 Communicate significance of the initial solicitation email
o Data shows a direct correlation between the number of initial solicitation
recipients and overall campaign success;
o Creating momentum at the beginning of the campaign is absolutely essential.
o Solicitation emails should focus on the recent accomplishments or success of the
organization, as well as encourage the recipient to visit the campaign page and
forward the email to friends, family, and co-workers.
o Do not simply ask for money in the initial email!
 Have a few initial donations in line before the launch date
o Momentum is key; having some donors already lined up will help kick start the
campaign.
 Construct a mid-campaign motivation booster
o To avoid the infamous mid-campaign slump, schedule a meeting with the entire
team midway through the campaign to update everyone on the progress of the
project and provide additional motivation
 Again, this should be planned before the launch of the campaign!
Once all of the above has been communicated to the project leads, we must receive the
following prior to launch:
1. A list of all the potential solicitation recipients to reduce risk of donor fatigue.
2. A weekly update schedule to ensure consistent communication with donors and potential
donors – This includes social media posts.
3. A month-to-month engagement plan to foster a community of giving and solidify a donor
pool for subsequent years.
______________________________________________________________________________
During the Campaign:
 Adhere to the predetermined schedule of update posts, second/ third wave solicitations,
social media posts, and mid-campaign motivation meeting.
 Maintain consistent contact with crowdfunding facilitator (Keaton/ AG Intern).
 Post regularly on Social Media
 Talk about your campaign!
o Word of mouth is a powerful part of grassroots movements like crowdfunding,
every team member talks to at least three people a week about the project.