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Crowd Funding - Andy Harris - Action for Children

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Crowd Funding - Andy Harris - Action for Children

  1. 1. Digital Fundraising Twitter: #iofdigitalconf LinkedIn: IoF Digital Fundraising Conference 2012 – join this group for the opportunity to continue networking with your fellow delegatesHeadline Sponsor: Associate Sponsors:
  2. 2. My Action for Children
  3. 3. What we are going to cover….Crowd funding can be one of the simplest ways to raise funds forspecific projects in the community and really make your supportersfeel that they are making a difference to that cause. Since its launchin 2011, Action for Children’s myactionforchildren.org.uk has raisedover £500,000 for the 94 projects on the site, and that figure isgrowing every day. In this session, Action for Children will share theirlearnings and experiences of running the site, from the initial stagesthrough to 2012’s comprehensive upgrade and their exciting plans forthe future.
  4. 4. You need a crowd to talk about crowdfunding!“A crowd is a large and definable group of people, while "the crowd" is referred to as the so-called lower orders of people in general (the mob). A crowd may be definable through a common purpose or set of emotions, such as at a political rally, at a sports event, or during looting (this is known as a psychological crowd), or simply be made up of many people going about their business in a busy area”•Andy Harris, Director of Fundraising•Joe Howes, Head of Partnership Fundraising•Gemma Buttimer, Head of Fundraising Appeals•James Robinson, Head of Individual Giving
  5. 5. A little about Action forChildren
  6. 6. One of the largest children’s charities… We work with 157,000 children, young people and families
  7. 7. Offering a wide range of services… Disability, Services for Young People, Supporting Families and Children in Care
  8. 8. National reach… Over 500 projects in the UK
  9. 9. Centre of communities…. 80% of the UK population live within 10 miles of an Action for Children project.
  10. 10. A lesson from history
  11. 11. Mr. Stephenson… In 1869 NCH was established
  12. 12. With the help of two friends…
  13. 13. One very cold night they went for a walk... “Do what you can for us, Sir”
  14. 14. The Children’s Home, 8 Church Street… They each gave £20 directly to start our first home.
  15. 15. Inspiration from across thepond
  16. 16. 9th February 2011 we launchedMy Action For Children
  17. 17. Crowd Creating – CultureChanging•Action for Children has over 500 projects across the UK•The crowd around each one of them•An opportunity to harness this crowd power
  18. 18. Early Days – Beforemy.actionforchildren• Projects were raising funds locally, with no communication with the fundraising team• There was no real ability to restrict income to low cost, single items• No process behind signing off local asks• Classic project visits• A loss of trust in the fundraising team
  19. 19. Key Driver to Change• Choose how and where• See the difference
  20. 20. An online and an offline tool – agame changer•Draw the crowds in•A profile on every Action for Children project•Creation of a tiered restricted income process•Local money supporting local tenders – a keyasset to our Children’s Services colleagues•We know what our supporters want to fund•Projects trust us more
  21. 21. So how did we expect the microsite toperform?• This was an innovative project with little to compare it to.• We knew that donors wanted to donate to more tangible things. Many wanted to support local causes.• So this was a test project rather than a short term quick win.
  22. 22. Active Commitment = LovePassive Commitment = Inertia
  23. 23. Performance• Long-term 5 year approach to judging the income success• Mixture of community fundraising and online donors• Small percentage transition of donors from warm DM to online supporters• £699,124 raised so far in first 18 months
  24. 24. What have we learnt?• This works• More promotion needed - If you build it they won’t just come• Redevelop site – stage two• Improve journeys to Direct Debit conversion• Thank you from projects – video / audio
  25. 25. The Next Phase…Releasing the Power of the Crowd
  26. 26. Big Decisions 1. Should this be a microsite or built into our new main website? 2. Can we link the new site to Raisers Edge? 3. How do we convert cash donors to regular giving? Donations still go to their local project? 4. How automated should we make the site for users? (Will we lose control?) 5. How do we get the projects to engage fully to provide video, audio, email content to show progress? 6. Do we employ a member of staff to manage MAFC and develop content and conversations? 7. How best to promote this? Big relaunch or smaller targeted spend?
  27. 27. Summary
  28. 28. Be a charity that fundraises not a charitywith a fundraising department!
  29. 29. Content is the King and Queen of Hearts
  30. 30. Improve constantly or risk being eaten! “Every morning in Africa, a Gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a Lion wakes up. It knows it must outrun the slowest Gazelle or it will starve to death. It doesnt matter whether you are a Lion or a Gazelle... when the sun comes up, youd better be running.”
  31. 31. Promotion, promotion, promotion
  32. 32. Summary…• Be a wally and create a crowd• Content is the King and Queen of Hearts and Wallets!• The sun is coming up…don’t be a Gazelle• Get your donors active and shouting about it
  33. 33. Big Decisions 1. Should this be a microsite or built into our new main website? 2. Can we link the new site to Raisers Edge? 3. How do we convert cash donors to regular giving? Donations still go to their local project? 4. How automated should we make the site for users? (Will we lose control?) 5. How do we get the projects to engage fully to provide video, audio, email content to show progress? 6. Do we employ a member of staff to manage MAFC and develop content and conversations? 7. How best to promote this? Big relaunch or smaller targeted spend?
  34. 34. Questions… gemma.buttimer@actionforchildren.org.uk james.robinson@actionforchildren.org.uk joseph.howes@actionforchildren.org.uk andrew.harris@actionforchildren.org.uk

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