Welcome audience Brief intro to CauseVox – 16000 campaigns, Red Cross, United Way, AJ Pujols, Jeremy Lin
POLL THE AUDIENCE - crowdfunding knowledge - function at nonprofit
Before we dive into the content, I am going to share a person story…
How many of you remember the Japan Tsunami in 2011?
Share story of March 11.
- It was the most powerful earthquake ever recorded to have hit Japan, and the fifth most powerful earthquake in the world - Waves up to 133ft and up to 6 miles inland - The earthquake moved Japan 8ft east - Shifted the earth on its axis by 10inches - 15k deaths, 6k injured, 2k missing
Raised $125k in 10 days. Featured in NY Times, CNN, Forbes, and many more publications.
Share what I learned from this campaign as well as the best practices from 16k other nonprofit crowdfunding campaigns.
Ask the audience.
Crowdfunding is a way to raise funds online from a large group of people.
Think of it as a turbocharged donation page with storytelling, social media, and gamification components built in.
Zack Brown Raised $200 the first day Used stretch goals and rewards Ultimately, his success came from a wacky concept and press
Typically.. Defined period Defined tangible output
Project Renewal raised more than $73,000 during their GivingTuesday campaign in 2013.
How do you replicate this success?
Today we will go over the six steps to planning a #GT crowdfunding campaign.
Crowdfunding can involve supporters via p2p fundraising.
Crowdfunding can involve supporters via p2p fundraising.
The internet is EVERYWHERE. Even in Mohonk!
How many people use Amazon? Kickstarter?
Economy is getting better!
=== all of this has resulting the growth and movement of crowdfunding.
Nonprofit crowdfunding is growing at an exponential rate and can help you get new donors from new audiences.
Social causes account for the bulk of the crowdfunding market.
Pentagon / Military Personnel. Everything was about the MISSION.
If you’re just getting started… If you’ve created a campaign in the past… If you know how many donors you usually get…
Set a goal that is attainable as a pilot project
Don’t miss the point about your work and mission.
Setting a goal matters, but goals can be changed. You just need to know where to aim.
Red Cross campaign… We shifted our goals many times, but we had to start with something Changed from dollar goal to marketing goals
Rewards work very well to incentivize people to pledge. You get something in return for supporting. Great for products and services because most rewards are preorders.
BUT…there’s something you should really look out for….
This has been hotly debated for 30+ years, and still, people have varying opinions.
Yale professors (Journal of Economic Psychology, 2012) did a study on the impact of gifts on charitable giving and the results will shock you.
As odd as it may sound, receiving a gift for doing something selfless makes someone feel as if they did it for the gift. And even worse, if the fundraising gift does not reflect their motivations for giving, it increases the feeling of selfishness!
Education – books raised Homeless – days of housing provided Water – wells or people served
Once of the most common questions we get is how to create a story…
“I don’t have a sexy story” or “I don’t know how to tell a story”
Embrace the idea that you’re the underdog, people love an underdog! Juxtapose before and after scenes in video or through photos and illustrations to show a theory of change with good defeating “evil”. Rally supporters to realistically defeat an “enemy” or imposing threat like illness or hunger through legislation, funds, or programming.
Show the journey to success and growth for one of your cause’s celebrity champions or advocates. Use first-person essays or StoryCorps-style audio features.
Think of your mission as a quest, and map out the journey (literally: make a map!), recruit companions (partners, supporters), and stock up on supplies. Encourage supporters to use personal fundraising pages as a diary of their crowdfunding mission.
Tread lightly with sad and dark storytelling to avoid the dreaded “poverty or charity porn.” Be strategic with imagery and personal stories to make a point and show what happens if you DON’T make progress on your mission.
There’s no magic free money. You’re most likely way to succeed is to target the people that you know to help extend your reach.
There are nonprofits that don’t want to, but if the people you know won’t support you then how are you going to convince people that don’t know you?
For Japan Tsunami campaign, we focused heavily on promoters and finding people we knew Speakers Keynotes Personal networks
Fundraisers – tell people to launch their own campaigns!
Finding the right journalists can be hard. If you don’t have a relationship with them already, then the chances of them writing about you are lower. Your campaign or cause has to be newsworthy. Journalists look for stories that follow a broader trend or that are in their beat. Your story must have mass appeal
Getting publicity may not yield significant donations. Even though you can get tons of awareness and traffic, they may not be the right audience that will fund your campaign.
5 Best Practices in Nonprofit Crowdfunding
Five Best Practices for
Rob Wu, CEO of CauseVox
I Raised Over $125,000 In 10 days
via social media and crowdfunding for the Red Cross
Create your own fundraising site
Nonprofit crowdfunding & peer-to-peer fundraising campaigns
Launch a campaign in 4 easy steps
It takes minutes to start fundraising. No coding required.
Design your campaign
Customize your site settings
Enable personal/team pages
Find out more at www.causevox.com
Three Major Forces in
30% of the $5 billion crowdfunded went to
social causes in 2013.
Best Practice 1:
Start With a Well-Defined Goal
Use a Baseline
How much have we raised online in the past year?
What is the average amount that we have raised
in a campaign or event?
What is the average donation amount online for
us? (it’s $88 for in crowdfunding)
If You Don’t Have a Baseline,
How much do I need to make an impact?
How much does the product or service that I want
to create cost?
How much did similar crowdfunding campaigns
Shift Your Perspective
Best Practice 2:
Rethink Rewards & Donation Tiers
What Are Rewards/Premiums?
Rewards are items, recognition, or a service that
you’ll get for contributing a crowdfunding
They are also known as perks or gifts, and are
used as incentives to motivate people to support a
Rewards Actually Reduce
You should focus on impact-focused rewards
Hand-sewn scarves from a family who started a
local business as a result of your donor’s micro-finance
Personal letter from a child who you sponsored for
Rely On The People You Know
Promoters - People that will share your campaign and
updates via email, social media, etc. They’ll amplify your
reach. Think of them as your own publicity team.
Fundraisers - People that will help solicit for donations via
peer-to-peer fundraising. They’ll create a mini-crowdfunding
campaign through personal fundraising
pages. You’ll raise twice as much this way.
Donors - People that will contribute to your campaign.
Best Practice 5:
Leverage Press For Your
Not All Campaigns Should
Focus On Publicity & Press
3 Steps To Get Press
Target - Use free tools like Twitter Search to find
journalists that have an interest in your area. Jot down
their contact info (Twitter handle and email address).
Prepare - Ask yourself, why is this newsworthy? Why
would the journalist want to write about me? Why would
her audience want to read the article? Come up with a
press release and pitch materials based on your
Pitch - Contact the journalists that you’ve identified, tell
them your story, and give them more info about your
Best Practices Summary
1. Start with a well defined goal
2. Rethink rewards and donation tiers
3. Create a compelling story
4. Build a tribe of champions
5. Leverage press for your campaign
Introduction to Crowdfunding for Nonprofits
How to Plan a Nonprofit Crowdfunding Campaign
Hollywood Storylines for Nonprofit Crowdfunding
Publicity for Online Fundraising
Community for Online Fundraising
Connect With Us!
Interested in a demo or have questions? Contact us directly at
email@example.com. We’d be happy to help!
Visit us at causevox.com