Lesley Mansford - Crowdfunding for Causes 101


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  • Accountability is important. In fact, the Millennial Donor report says it’s the second most important factor behind a peer request in garnering donations. Treat donors like investors. Show them how their money will benefit society and make a difference. Highlight videos of beneficiaries. Let them tell their story to donors.Lastly, they want you to use social to provide access.
  • Idea – it’s a campaign plan it before you put up your page
  • PERHAPS WE JUST SHOW THE KID VIDEO HERE???? Girl with post it notes
  • People like to have fun — not feel guilty. Humor, if used tastefully, can add a good dose of levity and fun to your fundraising effort. Even as you’re solving the world’s major problems, you can have some good laughs. Entertainment is another great way. This Ferrari dealer celebrated its heritage by offering a screening of an acclaimed Italian film and donated proceeds to charity. Humor and entertainment are part of what can make the giving and fundraising effort more social.
  • Speak to widgets and facebook
  • It is important to customize communications by network—Email, Facebook, Twitter, Google+, etc. Different networks have unique interests, nomenclature (particularly Twitter), as well different lengths for content. Make sure you are honoring your unique communities with specific asks that resonate with them. To post unilaterally will yield lower results, and may come off as spammy.
  • You can use incremental goals and updates to keep your donors engaged in your ongoing story. Not only will your supporters enjoy seeing your success, but these regular updates serve as reminders for those who haven’t given yet. Also post interesting, eye-catching things that can encourage your friends to share it with their friends on their own social pages.
  • People have now donated. This is an investment in you, and your belief in a cause. You owe it to them to report back. Reporting back accomplishes a couple of things:Rewards the investment, and increases the likelihood of future investmentsMay create a bond between the investor and the cause, increasing the likelihood of deeper engagementProtects your friendship so they don’t feel hit up.
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  • Lesley Mansford - Crowdfunding for Causes 101

    1. 1. Crowdfunding 101Presented by Lesley Mansford, CEO
    2. 2. ?? What is Crowdfunding? ? Crowdfunding describes the collective effort of individuals who network and pool their resources,usually via the internet, to supportefforts initiated by other people or organizations.
    3. 3. The power of social. Your network trumps your wallet. Your LinkedIn in network.
    4. 4. Why you should love it…It’s Easy It Increases Your Donor BaseIt’s Efficient It IncreasesIt’s Social Donor Engagement
    5. 5. A new generation of givers are online.“Donating makes me feelwonderful, it gives me agreat sense of self-worth.”– Donor, Millennial 75%of millennials donated in 2011 63% Volunteered in 2011 70% Solicited donations from their network for a cause.
    6. 6. Plan ahead.1) Set a realistic 2) Tell a compelling storygoal 4) Start with your inner3) Set a deadline circle5) Start! 6) Don’t be scared of asking
    7. 7. Fundraiser = CampaignYour fundraisershould look like this. promote promote promote start end Not like this. start promote Deadline panic. Promote! end
    8. 8. Tell your story.
    9. 9. Be Creative
    10. 10. Images are powerful.
    11. 11. Videos even more so. Fundraiser with video typically earn 4X more.
    12. 12. Have some fun. Because supporting the arts is a no-brainer.
    13. 13. Have some more fun.This ED put himself in a locked cage.
    14. 14. Now start promoting.
    15. 15. Start with your inner circle. Build momentum, then branch out. Staff Board of Directors Key Influencers Volunteers FriendsDonorsYour Social Network
    16. 16. Don’t be afraid to ask clearly. Ask Clearly. “ ” Tie to Direct Impact“ $10 provides 500 liters of cleandrinking water to refugees in Somalia. ”
    17. 17. Customize asks by network.
    18. 18. Share and ask your donors to share. One Facebook share is worth a lot. = $18
    19. 19. Stay in touch.Announce when when milestones have been met. Send “thank you” notes to donors.
    20. 20. Keep donors engaged. Give shout-outs.
    21. 21. Show donors their impact
    22. 22. Drive participation with competition.
    23. 23. Questions? Lesley Mansfordlesley@razoo.com @lesleymansford, @razoo www.razoo.com