Many of you will recall when in 1976, the Teton dam near Rexburg Idaho failed, damaging or destroying about 80 percent of the structures in Rexburg. My father invited me to join him with a volunteer group to Rexburg where we helped dig mud out of a basement and otherwise work to salvage a home. The whole trip took about 24 hours, leaving about 2:00 AM, arriving at dawn, working all day, leaving at dark and returning after midnight. I’m not a big guy now. Picture me as an eleven-year-old standing next to a shovel—I wasn’t as tall as the handle and just lifting the empty shovel was a task for me. I’m sure I was of virtually no help that day, but the experience has come to define my life. I felt so good helping people that day that I promised I would never miss an opportunity to help.Of course, I have missed many opportunities to help. But, after being let go from my position as the CFO for a global food and beverage company I have focused on channeling the enthusiasm of my youth to do my part to make the world a better place.
Turned 40 8 years ago.Looking for something to keep me young.Decided to buy a Harley, but before doing so I took a class to learn how to ride.Rented a Harley for a long day of ridingBought a Harley.Gail swore she’d never ride on the back.She went for a ride on the back the first day.We loved riding togetherThe tripThe GasThe crashThe rescue.
Utah Nonprofits Association Crowdfunding Presentation by Devin Thorpe
Crowdfunding For Your Cause
Devin D. Thorpe
December 3, 2013
Thank You UNA
• This training is made
• The Utah Nonprofits
• American Express
• Utah Division of Arts
• Ogden’s George S.
Eccles Dinosaur Park
1 2 3 4 5 6 7 8 9 10 11 12
On Site 1 Day to
Assess your crowdfunding potential
Survey your team
Count your friends
Review platforms and choose one
• Your cause
• Your team
• Your network
Assessing Your Cause
Score your cause on a 5-point scale for:
• The “Face” of your campaign: is it appealing?
• The urgency: is there a native reason people must
• The politics: Is your cause potentially divisive?
• Geography: Is your cause local?
• Community: Is your cause tied to a larger
community, religion or club?
• Project or event: Is there a specific project or
event to be funded?
Assessing Your Team
• How many partners?
• How many champions?
• How many boosters?
• Partners are worth an
average of $2,000 each.
• Champions are worth
about $1,000 each.
• Boosters are worth
about $500 each.
Assessing Your Network
Friends you can call
Friends you can email
Friends you have on Facebook
Friends you have on Twitter
Friends on LinkedIn, Google+ and other social
Estimating Your Potential
• Most common donation: $20
• Average donation is $75 (skewed by a few
• Don’t expect more than 10% of your friends to
support you. The more “friends” you have, the
lower the percentage likely to support your
• 1000 friends * $75 * 10% = $7,500
• If your cause scores below 10 points, be creative to find
ways to improve your score before crowdfunding.
• If you scored 11 to 20 points, expect little or no out-ofnetwork support.
• If you scored 21-25 points, expect up to 25% of your
money to come from outside your network. (If your
network is good for $7,500 you could raise $10,000.)
• If you scored 26 to 30 points, expect up to 75% of your
money to come from outside your network. (If your
network is good for $7,500 you could raise $30,000.)
Fundly: Biggest for nonprofits
StartSomeGood: Cause oriented
Indiegogo: Includes causes
Kickstarter: Excludes causes
Hundreds of others
• Bloggers you know
• Traditional media:
relationships are key
• People who cover your
Build and organize teams
Train your team
Design your rewards/recognition
Draft email messages, tweets and posts
Write a press release
Produce a video
Organize Your Team
Identify your partners
Identify and sign up your champions
Create contests and incentives for Champions
Four Tiers of Rewards
Nonprofits that offer no tangible reward
Modest rewards for nonprofits
Perks for social ventures
Rewards for social ventures with consumer
Some platforms don’t allow rewards
What you can do with the money
– Twitter posts
– “Mike Smith Day” (Traveling Stories: http://bit.ly/YTG94l)
– Naming rights to a project (Traveling Stories:
– Name on website, annual report
– Inclusion in press announcements (we’ll quote you) (Free
the Information: http://bit.ly/YTECv3)
A Powerful Press Release
• Target the media
– 30 is better than 300
• Find an online template
• Distribute by personal
• Put the entire release in
the email (not an
Importance of the Video
• Most important element on the campaign
page; make an effort.
• Not the most important part of the campaign;
don’t break the bank.
• Find an appealing or
compelling “face” for
your video and your
• Include yourself—or
your leader—in the
• 2 – 3 minutes
• 2:59 is better than 3:01
• Capture attention
• Cover the key points in
the first 30 seconds
• Take full advantage of
• Not just talking heads
• Use stills to supplement
Photo credit: Sprengben [why not get a friend] / Foter.com / CC BY-NC-SA
Tell a Story
• Create context
• Create a hope, a
goal, an aspiration
• Explain the challenge in
• Explain the solution
Photo credit: aye_shamus / Foter.com / CC BY-NC-ND
Make an “Ask”
• Ask for a donation
• Ask for people to share
with their friends
Don’t Forget Basics
• For campaigns hoping to generate more than
$100,000, plan to spend some money on a
• Less optimistic folks should find a friend who
can help or do it yourself
– Good lighting is most important for what you see
– A good microphone is most important for what
Let’s Make a Video
What is the cause?
Who is the organization?
How does this money help?
Where does the money go?
When can people give?
Before the campaign starts:
• Call out the big guns: meet face to face with
people who can give big money
• Sharp shooting: get on the phone with people
who will give good donations
• Machine Guns: Send personal, individual emails
to the people you know will support you simply
because you ask.
• Start before you start! Get commitments for 50%
of your goal before you launch!
Start Before You Start
Each Partner, Champion and Booster Should:
• Identify the five biggest donors closest to you;
schedule meetings to make the ask - $500 to
• Identify 15 to 30 people who may not make big
donations but are certain to donate if you ask;
call them by phone.
• Identify 30 to 100 people who may also donate
and send personalized emails to each one
• Continue the personal outreach throughout your
Host a big party or multiple, simultaneous
• Connect using Google+ Hangout and
• Coordinate interaction during the party
• Announce rewards and contests
• Encourage social media
• Above all, be creative and have fun!
Before the campaign begins:
• Traditional Media
– Contact every blogger you know
– Send a press release to your local paper, TV and Radio
After the campaign begins:
• Social Media
– Daily posts on Facebook, Twitter, LinkedIn, Google+
– Post everywhere you have an audience
Each partner and champion should engage her own
social media audience
• During the campaign make daily tweets and daily
Facebook posts on the campaign
• Use the crowdfund campaign to launch a
Facebook page if you don’t have one
• Use Google+ even if you don’t yet have an
• Be sure to tweet and post about the things you
Social Media (Cont.)
• Emphasize the cause over the campaign.
– NOT: We reached $5,000 today! Woot!
– YES: You’ve donated $5,000 so far to end hunger
in Africa/Educate Girls in Afghanistan/Provide
Equal Opportunity for underprivileged kids in our
community, now help spread the word!
Every partner and champion should:
• Identify bloggers you know personally
• Identify bloggers who write about relevant topics—relevant
to your cause
• Reach out to all of these bloggers asking them to write
about your cause (first) and your campaign (second).
• Prepare a traditional press release
• Consider PR Web for $80
• Personally send the email to traditional media types who
may be interested—the media LOVES to talk up charities.
• Make yourself available for radio and television and offer
Crowdfunding for Social Good
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