ECF Europe: Let's do this crowdfunding thing
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Snowleopard's experiences with crowdfunding ECF Europe 2016, October 2016 https://europe.ecampaigningforum.com/
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ECF Europe: Let's do this crowdfunding thing
- 1. ”Hey, let’s do this peer-to-peer crowdfunding thing. It will bring in tons of new donors!”
- 4. The setup Storytellers in the field: • Suggest projects • Provides details • Collects stories of impact Operations team: • Builds / manages platform (Linvio / Salesforce) • Segments list / targets • Makes asks (email / social) • Tells stories of impact Donors: • Invite friends to give (?) • Share stories of impact (?)
- 5. How has it worked? 7 projects successfully funded so far, $16,000+ raised • 9% of total online donations • Projects between $800 - $4000 • All projects funded 305 project donors • 2015 total: ca. 3500 individual donors • 156 entirely new donors / 149 previous donors • Jan – Sep 2016: 617 new donors total • Jan – Sep 2015: 481 new donors total • 32 donors have given to more than 1 of the 7 projects (7 of them were new) • repeat asks were not (yet) a key part of the strategy • 35% of revenue came from new donors • Too early to tell if existing donors give beyond their regular gifts
- 6. How has it worked? Traffic / conversions - overall: 7.7% conversion rate - traffic sources: - Facebook: 43% - Email: 36% - Direct: 15% - Twitter: 2% - Main website: 2% - Others: 2% - 46% desktop / 54% mobile
- 7. The idea: once you build it, they will come (and bring their friends) (Our) reality so far: Once you build it, and you advertise it, and you push it, some of them will come (not sure if they have friends)
- 8. Is it worth it? Time suck: • Need for ‘Storytellers’ in the field (hire dedicated staff or train team) • Outreach and reporting to donors Challenges: • Segmenting of audiences (limits to capacity of systems and skill?) • Data management / scalability • Lack of peer-to-peer sharing (ownership) • people have been asked to give, rather than do
- 9. Is it worth it? Strategic fit? • Unrestricted vs. restricted funds • Cannibalizing regular giving? • Large variety of calls to action / platforms • Donations • Adoption • Products • Crowdfunding • FB fundraisers?
- 10. Share your experiences! matt@snowleopard.org / @MatthiasFi