1. The
Networked
Nonprofit
Best
Prac4ces
and
Strategies
for
Crowd
Funding
Beth
Kanter,
Master
Trainer,
Author,
and
Blogger
TechNow
Workshop,
Pi1sburgh
October,
2014
Flickr
photo
by
boxchain
3. Who
is
in
the
room?
• Type
of
nonprofit
• Budget
Size
• Role
4. What’s
your
experience
with
social
media?
• Oversee
social
media
strategy
• Implement
social
media
• Both
5. • Implemented
crowd
funding
campaign
• ParDcipated
in
Giving
Day
• Responsible
for
fundraising
strategy
6. The
Networked
Nonprofit:
Best
PracDces
for
Topics OUTCOMES
FRAMING
•
InteracDve
•
Co-‐Learning
Leave
the
room
with
a
basic
understanding
of
crowd
funding
best
pracDces
and
starDng
point
for
a
strategy
Crowdfunding
IntroducDon
Networked
Nonprofits
and
Strategic
Social
Media
Crowd
Funding
Campfire
Stories
Best
PracDces
Planning
Your
Campaign
Concept
Poster
hOp://bethkanter.wikispaces.com/piOsburgh-‐workshop
7. Share Pairs and Burning
Questions
What
is
the
single
most
important
thing
you
want
to
know
about
crowd
funding?
Photo
by
Franie
8. Networked
Nonprofits
Simple,
agile,
and
transparent
organizaFons
and
leaders.
They
are
experts
at
using
networks,
data,
and
learning
strategically
to
make
the
world
a
beHer
place.
9. If
you
can’t
fly
then
run,
if
you
can’t
run
then
walk,
if
you
can’t
walk
then
crawl,
but
whatever
you
do
you
have
to
keep
moving
forward.”
Maturity
of
PracFce
10. Where is your organization?
CRAWL
WALK
RUN
FLY
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Ladder of
Engagement
Content Strategy
Informal Champions
Strategy
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Network Mindset
and Map
Culture Change
Network Building
Formal Champions –
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
11. Where
is
your
organizaFonal
now?
Where
is
your
organizaFon
now?
What
does
that
look
like?
What
do
you
need
to
get
to
the
next
level?
CRAWL
Walk
RUN
FLY
13. • Online
Fundraiser
for
Surf
Rider
FoundaDon
• Online
Memorial
Event:
#OceanLoveEarl
14. Results:
Fundraiser
for
Surf
Rider
FoundaFon
• Raised
$5,563
• 128
donors
with
87%
donaDng
suggested
entry
gi^
amount
or
more
• 85%
converted
from
Facebook
• 72%
were
strong
Des
that
I
had
a
relaDonship
with
online,
only
2%
had
met
my
Dad
15. Results:
Online
Memorial
Event
• “Social
Reach”
according
to
Thunder
Clap
was
1,058,410
• A
total
of
3,094
Tweets,
Facebook
Status
Updates,
or
other
social
channel
used
the
hashtag
#OceanLoveEarl
from
6/23-‐7/15
• The
network
analysis
map
revealed
that
there
were
five
other
large
“hubs”
or
“influencers”
in
addiDon
my
personal
network
16. Set
A
RealisFc
Goal
Based
on
Benchmarking
Raised
$5,563
or
10%
over
$5,000
goal
17. Don’t
Suffer
from
Too
Small
To
Fail
128
donors
with
87%
donaFng
suggested
entry
gia
level
or
more
18. Social
Proofing
Helps
Generate
Most
DonaFons
• Most
effecDve
channels:
thanking
people
publically
in
a
social
way
and
DM
ask
• 85%
converted
to
donors
from
Facebook
19. Offer
A
ConFnuum
of
Engagement
Higher:
Donate
Share
A
Personal
Story
About
the
Ocean
Provide
Advice
Lower:
Retweet
Links
ThunderClap
20. Get
Influencers
To
Leverage
Networks
There
were
11
blog
posts
or
Facebook
posts
by
“influencers”
modeling
the
different
levels
of
engagement
21. Use
Facebook
Promoted
Posts
for
Reinforcement
Used
promoted
to
increase
reach
of
event
parDcipaDon
Dmed
to
Mashable
post
29. POST
for
CROWDFUNDING
STRATEGY
PEOPLE
• Know
Your
Audience
OBJECTIVE
• Link
to
Outcomes,
Make
it
Measurable,
Break
It
Down
(Time,
Dollar,
or
Items)
SOCIAL
• Socialize
Content
(Stories),
Engagement,
Champions,
Social
Proof,
Say
Thank
you,
Document
Learning
TOOLS
• Crowdfunding
Plakorms
and
Giving
Days
@kanter
30. PEOPLE:
KNOW
YOUR
AUDIENCE
• IdenDfy
your
champions
• What
keeps
them
up
at
night?
• What
are
they
currently
seeking?
• Where
do
they
go
for
informaDon?
• What
influences
their
decisions?
• What’s
important
to
them?
• What
makes
them
act?
31. OBJECTIVE:
LINK
TO
OUTCOMES
• How
do
you
define
success
for
our
organizaDon
or
program?
• How
do
you
define
failure
for
our
organizaDon
or
program?
• How
do
you
define
success
for
your
crowd
fundraising
campaign?
• How
do
you
define
failure
for
your
crowd
fundraising
campaign?
33. What
Do
You
Believe
Success
Measures
for
Crowdfunding?
Disagree
Agree
There
is
only
metric
to
measure
success
of
social
fundraising:
dollars
raised
34. OBJECTIVE:
BREAK
IT
DOWN
Calculator
hOp://www.philanthrogeek.com/crowdfunding/crowdfunding-‐tool-‐kickstarter-‐calculator/
35. OBJECTIVE:
BE
SPECIFIC
• What
is
the
cost
of
the
project
or
idea
(don’t
forget
to
include
fundraising
costs)?
• Item
Specific:
We
need
x
items
to
see
this
specific
outcome
• Dollar
Specific:
We
need
to
raise
$
to
see
this
specific
outcome
• Time
Specific:
We
need
to
raise
$
to
get
item
by
this
deadline
to
see
this
specific
outcome
37. Campaign
ObjecFve:
Stretch
• People
fund
what
they
know
and
who
they
know
• Micro
donaBons
are
inspired
in
a
specific
moment
so
find
the
moments
over
and
over
• Start
on
a
weekday
and
end
on
a
weekday
-‐
people
are
at
computers
during
the
day.
Weekends
slow
down
38.
39.
40. SOCIAL:
TELL
YOUR
STORY
• The
Issue
Story:
This
story
talks
about
the
field
or
fields
within
which
you
work
and
how
your
project
solves
a
larger
social
issue
• The
Local
Story:
This
is
about
a
specific
local
community
and
how
your
project
serves
them
• The
People
You
Serve
Story:
This
is
the
story
of
how
the
people
you
serve
through
your
project
will
be
transformed
• The
Behind
the
Scenes
Story:
This
is
a
peek
inside
how
your
organizaDon
is
working
on
the
project
or
why
it
is
important
• InnovaFon
Story:
It
describes
what
are
you
doing
that’s
new,
unique
or
innovaDve?
• Personal
Passion
Story:
Why
your
supporter
is
passionate
about
your
program
What
ever
form
you
choose,
story
must
align
with
your
fundraising
objecDve
and
draw
out
human
emoDons
….
43. EXERCISE:
BRAINSTORM
YOUR
STORY
Once
upon
a
Dme…
This
happened
….
And
this
happened
…
UnDl
one
day…
We
raised
$
from
a
crowd
funding
campaign
and
…..
And
ever
since
that
day
And
the
moral
of
the
story
is
…
49. SOCIAL:
SOCIAL
PROOFING
• Ask
champions
to
tag
or
call
out
people
in
their
network
to
donate
• Thank
people
publically
• Don’t
open
your
campaign
with
$0
• Encourage
sharing
of
your
content
or
stories
50. SOCIAL:
CREATIVE
THANK
YOUS
Say
Thank
You
In
CreaDve
Ways
hOps://www.youtube.com/watch?v=WYWhkhzs_bM
59. Visualize
the
Vote:
Debrief
Ideas/PrioriFze
• VoDng
–
best
overall
concept
and
best
details
• Each
person
get
5
red
dots
and
1
green
dots
• Debrief
60. Closure
• Just
two
words
as
your
takeaway
• Feedback
on
the
process