This document discusses how celebrity crowdfunding can be an effective way to raise money for social causes. It provides examples of successful celebrity crowdfunding campaigns on Prizeo that raised hundreds of thousands of dollars more than their targets for charities. Experts say celebrities can significantly boost donations through social media engagement and by sharing personal stories. Crowdfunding campaigns are more likely to succeed when they connect people emotionally and integrate social media to tell those stories. Overall, the document argues that celebrity crowdfunding can be an impactful way to fundraise for organizations if done effectively.

1. CELEBRITY
CROWDFUNDING
The solution to slacktivism?
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Grace Kim
FILM 260

2. Social media has become an essential tool for
connecting causes with those who might support
them. (Kielburger)
+
Photo by Photype.co/CC BY 2.0

3. Even with no budget and few technological skills, a
social campaign has the potential to transform into a
worldwide movement with millions of followers
with just a little creativity and innovation
(Brescia).
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4. However, as easy as it is, social media
also makes it too easy to appear
engaged in important issues even
when no real action is taking place
(Stern),
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5. said they used digital media to learn about positive
social and/or environmental change that they can make.
70%
said they made real proactive changes.
25%
2014 Digital Activism Study, Cone Communications (Kielburger)
2014 Digital Activism Study, Cone Communications (Kielburger)

6. A term that combines the words ‘slacker’ and ‘activism’ to refer to
simple measures used to support an issue or social cause involving
virtually no effort on the part of participants.
Participants contribute ONE CLICK on Facebook or retweet on Twitter and will
feel that he or she helped to support the cause (Seay).
Slacktivism
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7. A hashtag was created by Nigerians who wanted to spread awareness for
the 273 school girls kidnapped by Boko Haram terrorists (Kielburger).
#BringBackOutGirls

8. lasted for
less than one year.
The crisis is nowhere being solved yet it is no longer being picked up by
international news outlets or media (Kielburger).
#BringBackOutGirls
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9. Organizations started giving users a more tangible incentive to
participate.
Encouraged mobile phone users to take a break from their
smartphones while the UNICEF app tracked their downtime (Stern).
U.S. FUND FOR UNICEF
TAP PROJECT

10. The longer they stayed off,
the more sponsors donated
into UNCEF’s clean water
program.
15 minutes of “digital
detox” = a day’s supply of
clean water for one child
(Stern).
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11. There were 2.6 million UNICEF Tap Project Participants from the U.S, Australia, South
Korea, China, Germany.
20 other countries around the globe generated more than one million dollars in clean
water funding (Stern).
2014
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12. The practice of funding a project or venture by raising many small amounts of
money from a large number of people, typically via the internet.
Crowdfunding
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13. Industry data shows that majority of
Crowdfunding campaigns fail, most with
commercial ventures (Sharma).
Campaigns on Kickstart have a 44%
success rate (according to research
firm Massolution) (Lewis).
Who’s
doing
it
RIGHT?

14. What is Prizeo?A UK based company that transformed the traditional celebrity auction model.
Their digital campaigns are open to anyone who pay the entry fee: a $3 donation.

15. Allows celebrities to crowd fund once-in-a-
lifetime fan experiences (Rapada).
Supporters donate money to an organization in
exchange to meet their favourite star
Company has raised over $1 million from their first
10 campaigns in 10 months.

16. “I’m very passionate about the work we do at Keep A Child
Alive. Patterning with Prizeo really allows us to share the
incredible mission of KCA with a wider audience and also
gives me a whole new way to connect with my fans at the
same time. My hope is that we inspire people all over the
world to come together and bring about change in a huge
way.”
- Alicia KeysSinger

17. Tyler
Oakley
50 days to raise money for the
Trevor Project- an organization that
offers suicide prevention resources
for LGBTQ youth
His target?
$150,000
Youtuber
Campaign
Final Total
$525,000
$375,000 over target

18. 30 days to raise money for
The Thirst Project- raises
funds for building water wells
in southern Africa’s
Swaziland
Connor
FrantaYoutuber Campaign
Target $120,000
Final Total $230,000
$110,000 over target

19. Liam & Harry
Payne StylesSingers
6 weeks to raise money for Trekstock- a London
based non-profit that supports cancer research
Campaign
Target
$500,000
Final Total
$784,198
$284,198 over target
Photo by Ianthebush, Flickr, CC0Photo by Erika Bazemore, Flickr, CC0

20. Why are they so
They share meaningful stories (Rapada).
They engage on social media (Rapada).
successful?
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21. “People that are famous are influential”. We like them, we listen to
them, and we’re more likely to engage when they suggest that
we do.”
- Deborah Small
Professor, Wharton School of Business, University of Pennsylvania

22. of people who used donation-based crowdfunding found out about the
campaign through social media (Baeck).
68%
70%of backers in reward-based c crowdfunding also give non-financial support
such as promoting the campaign on their social media (Baeck).

23. offer greater visibility and media coverage and can prove to be
critical in fundraising for any movement or organization (Brescia).
Celebrities
Campaigns need to connect people, integrate different media, allow the
telling of emotional stories to the readers to be successful
(Brescia).
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24. Bibliography
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Kielburger, Craig, and Marc Kielburger. "A Click Is Not Enough to Have Impact on World." Canoe.com. N.p., 10 Apr. 2015. Web. 03 June 2016.
Stern, Caryl M. "In Praise of Clicktivism." The Huffington Post. TheHuffingtonPost.com, 31 Mar. 2015. Web. 03 June 2016.
Sharma, Ritu. "Stop Pouring Ice on Clicktivism." The Huffington Post. TheHuffingtonPost.com, 20 Aug. 2014. Web. 03 June 2016.
Lewis, Michael. "Majority of Kickstarter Campaigns Fail despite High-profile Successes like Vanhawks | Toronto Star." Thestar.com. TheStar.com Inc., 2 May 2016. Web. 03 June 2016.
Stanford, Peter, and Justin Forsyth. "Are Celebrities a Help or Hindrance to Charities?" The Guardian. Guardian News and Media, 25 June 2011. Web. 03 June 2016.
Rapada, Manuel. "How to Raise $750,000 for Charity, the YouTuber Way." GOOD Magazine. GOOD Worldwide Inc., 23 Oct. 2014. Web. 03 June 2016.
Seay, Laura. "Does Slacktivism Work?" Washington Post. The Washington Post, 12 May 2014. Web. 03 June 2016.
Bresciani, Sabrina, and Andreas Schmeil. "Social Media Platforms for Social Good." 2012 6th IEEE International Conference on Digital Ecosystems and Technologies (DEST) (2012): n. pag. Web.
Colao, J.J. "One Direction Raises $780,000 For Charity Via Y Combinator Startup." Forbes. Forbes Magazine, 12 Sept. 2013. Web. 03 June 2016.
Prive, Tanya. "What Is Crowdfunding And How Does It Benefit The Economy." Forbes. Forbes Magazine, 27 Nov. 2012. Web. 03 June 2016.
Meyer, David S. "The Challenge of Cultural Elites: Celebrities and Social Movements." Sociological Inquiry 65.2 (1995): 181-206. Web.
Baeck, Pete, and Liam Collins. "Nine Facts Charities Need to Know about Crowdfunding." The Guardian. Guardian News and Media, 11 Nov. 2014. Web. 03 June 2016.
"What Is Slacktivism? - Definition from Techopedia." Techopedia.com. N.p., n.d. Web. 03 June 2016.