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Ready, Set Crowdfund! (or not)

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You’ve seen the successes—the $700,000+ Smithsonian spacesuit campaign—and the failures—of which there are many—so what do you say the next time someone in your museum suggests launching a crowdfunding campaign?

This presentation combines tips and tricks from my experience leading two Indiegogo-based campaigns for the Autry Museum of the American West with insights from others who have led crowdfunding campaigns for cultural institutions.

Published in: Government & Nonprofit
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Ready, Set Crowdfund! (or not)

  1. 1. Maren Dougherty | @MarenReport | @TheAutry | #MWXX Ready, Set, Crowdfund! (or not)
  2. 2. But first, a little background Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  3. 3. Two campaigns Two distinct experiences Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  4. 4. Route 66: The Road and the Romance Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  5. 5. Native Voices at the Autry Presents Off the Rails Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  6. 6. The Scenario Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  7. 7. A ________________________ says (trustee, artist, volunteer, boss) “Can’t we just do a Kickstarter?” The Scenario Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  8. 8. Maybe yes Maybe no 36% of Kickstarter projects succeed (Source: Kickstarter) Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  9. 9. # 1) A desire for awareness # 2) A need for money Do you have Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  10. 10. A ridiculously good team (marketing + development) Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  11. 11. A reliable group of core supporters Successful campaigns generally raise 30% of their goal in fewer than two weeks. (Source: Indiegogo) Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  12. 12. Rad perks Consider perks related to your mission and existing activities. Remember: Museums have a lot to offer! Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  13. 13. Strategies to keep the momentum - Additional videos - Matching gifts - New perks - PR stunts - Private & public thank- you notes that encourage repeat giving Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  14. 14. Offline plan Maren Dougherty | @MarenReport | @TheAutry | #MWXX Our Route 66 exhibition campaign attracted more than $20,000 in OFFLINE donations
  15. 15. Time - Campaign calendar - Video - Press releases - Social media plan - Eblasts - Direct asks Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  16. 16. (A lot of it) Maren Dougherty | @MarenReport | @TheAutry | #MWXX “Coming up with and adding content to the page took a lot of time that probably should have been spent on other aspects of the exhibit planning process. . . Considering the amount of work that went into it, we probably wouldn’t do it again.” —Camille Hunt, North Carolina Museum of History
  17. 17. Long-term vision Maren Dougherty | @MarenReport | @TheAutry | #MWXX
  18. 18. And, of course, the right idea. Maren Dougherty | @MarenReport | @TheAutry | #MWXX “Contact a campaign manager at Indiegogo or you will suffer many unnecessary headaches. Know WHY you want this to be a crowdsourced project. Why is it important to amass small donations from many people? Who is your audience? How will they benefit? IGG helped us answer those questions.” —Emily Graslie, Field Museum
  19. 19. IMAGE CREDITS Slide 2 | Photo by Danielle Klebanow Slide 4 | Installation shot of Route 66: The Road and the Romance Slide 5 | Actors in Off the Rails Slides 6 and 7 | The board of directors of the Leipzig-Dresden Railway Company, 1852 Slide 8 | Photo from historic Route 66 by Ben Fitzsimmons Slide 10 | Joe Duncan Gleason, Head Winds (Storm at Sea), undated, oil on canvas. Courtesy of Gardena High School Student Body, Class of Summer 1935; LT2002-25-6. Slide 12 | Photos by Danielle Klebanow Slide 13 | Image by Martin Hoyem Slides 15-17| Photos from historic Route 66 by Ben Fitzsimmons Slide 19 | William F. Augustine, Jr., Photograph of Miss Opal Wood, Champion Cowgirl Trick Rider, 1930s. Gelatin silver print. Gift of Ms. Anna S. Ellis in memory of Martha “Ginger” Rogers. Autry Museum; 94.123.113 Got it all? Go for it! Maren Dougherty | @MarenReport | @TheAutry | #MWXX

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