1. Crowdfunding
Workshop:
For
Charity
and
Personal
Fundraising
Prepared
for
The
CrowdCrux
Community–
April
30,
2015
Presenter:
Dana
Ostomel,
Founder
and
CEO
of
DepositaGift.com
2.
To
walk
away
with
an
action
plan
to
launch
and
promote
a
campaign
people
actually
give
to.
* We’ll
Cover:
* What
to
look
for
in
a
crowdfunding
platform.
* The
keys
to
successful
campaign.
* The
best
ways
to
promote
your
campaign.
* How
to
get
people
to
donate
and
spread
the
word.
* Strategies
to
create
and
engage
your
network.
* The
answer
to
the
question:
Why
isn’t
anyone
giving?
Objective
4. The
Internet
is
not
going
to
shower
you
with
money.
You
Can’t
Just
Put
It
Up
and
Pray!
5. 1. You
need
a
story
that
makes
people
care
and
share.
2. The
story
is
not
enough.
Successful
crowdfunding
is
about
marketing.
3. You
must
have
a
network
to
market
to.
4. You
will
be
connected
to
the
majority
of
your
supporters
initially.
5. To
reach
beyond
your
initial
network,
takes
work
and
a
strategy.
6. Personal
relationships
will
play
a
key
role.
7. You
can’t
do
this
alone.
You
need
an
online
‘street
team’.
8. The
‘soft’
launch
is
critical
and
will
set
the
tone
for
the
campaign.
9. Frequent
communication
is
everything:
Lots
of
emails
and
postings.
10. Don’t
expect
people
to
share
unprompted.
Let’s
Set
Realistic
Expectations…
6. Plan
for
your
campaign
like
you’d
prep
a
manicure
or
prime
a
wall
for
paint.
If
you
don’t
have
a
well-‐prepped
foundation,
the
paint
won’t
go
on
smoothly
and
the
result
is
a
mess.
It’s
Like
a
Good
Manicure…All
In
the
Prep!
7. My
network
and
online
social
connections
aren’t
that
important.
Know
What
You’re
Getting
Into…
There
are
benevolent
donors
trolling
the
internet
to
give
to
my
cause.
Once
we
launch,
it’s
‘set
and
forget
it.’
How
it
looks
doesn’t
matter.
If
you
build
it,
they’ll
just
come.
Don’t
let
these
myths
bring
you
down!
9. • Flexible
funding
vs
All-‐or-‐nothing
• No
deadlines
or
project
approvals
• Design
aesthetic
and
customization
• Cash-‐Out
process
control
• Unique
features
to
suit
your
needs
• Ease-‐of-‐use
for
setup
and
management
• Custom
URL
• Hands-‐on
support
• Fee
structure
FAQs
of
Choosing
a
Platform
SECRET:
It’s
not
about
the
site,
it’s
about
your
network,
so
pick
the
site
with
the
lowest
fees,
the
best
support
&
focus
on
your
marketing
efforts!
10. The
Most
Successful
Campaigns…
State
goals
and
purpose
clearly
Show
appreciation
to
supporters
Have
a
marketing
road
map
Explain
why
your
cause
is
important
and
how
you
plan
on
using
your
donations
11. Set
Up
an
Attractive
and
Compelling
Site
* An
effective
campaign:
ü Tells
a
personal
and
engaging
story.
ü Shows
the
need
and
potential
impact.
ü Solves
a
real
problem
or
is
trying
to
achieve
an
inspiring
aspiration.
ü Feels
credible
and
is
driven
by
the
most
effective
advocate.
12. Key
Components
of
a
Powerful
Setup…
Does
your
site:
Have
engaging
visuals
Have
brief,
well-‐
organized
text
Make
a
clear,
compelling
case
Include
a
suggested
donation
amount
Set
a
realistic
goal
Communicate
a
sense
of
urgency
13. Make
sure
your
perks
are:
* Easy
to
fulfill
* In
line
with
strategic
objectives
* Not
going
to
bankrupt
you
* Representative
of
your
cause
* Worth
the
cost
* Necessary…for
most
charitable
and
personal
campaigns,
they
aren’t.
Considering
The
Use
Of
Incentives
14. * Crowdfunding
is
a
tool
to
“work
your
network”
so
you
need
to
line
people
up
in
advance
to:
* Donate
when
you
want.
* Share
when
you
ask.
* Give
you
access
to
influencers.
* Advocate
for
you.
Set
Yourself
Up
For
Success
These
campaigns
don’t
just
magically
take
off.
You’ve
got
to
plan
to
create
virality.
18. The
Marketing
Plan
Trifecta
ADVOCATES
CONSISTENT
COMMUNICATION
FOLLOW-‐
UP
&
APPRECIATION
19. Marketing
Plan
Considerations
Have
you
made
a
promotional
calendar?
Account
for
a
soft
launch.
Plot
communication
strategy,
frequency
and
milestones
Do
you
have
a
mass
and
one-‐to-‐one
communication
strategy?
Create
frequent
excuses
to
share
and
unique
messaging
opportunities
What
marketing
vehicles
does
your
audience
respond
well
to?
Email,
social
media,
offline
communications,
events,
PR,
phone,
text
Who’s
your
target?
What’s
your
network
potential?
Key
Influencers
vs.
Mass
Audience
20. Visualize
Your
Network
Potential
You
May
Need
To
Spend
Time
Creating
a
Network
Before
You
Launch.
21. * Just
because
this
is
an
online
campaign,
doesn’t
mean
offline
tactics
won’t
work
–
Get
Creative!
* A
personal
phone
call
* Postcards
* Letters
* Text
messaging
* Posters
* A
launch
party
* A
war-‐room
party
* Flyers
* An
email
tree
* A
phone
tree
with
email
follow-‐up
How
Else
Can
You
Reach
People?
22. * Don’t
just
ask
for
money
à
Create
frequent
excuses
to
engage
people
on
the
journey:
* Give
updates.
* Never
post
the
link
without
saying
anything.
* Use
“tag
n’
thank”
to
publicly
thank
people
* Feeds
the
herd
mentality
and
shows
popularity
* Creates
social
pressure
to
give
* Create
a
sense
of
urgency:
* A
deadline
* A
contest
* A
matching
incentive
It’s
Like
Call
and
Response!
People
need
to
be
hit
5-‐7
times
before
they
take
action.
Email
and
post
until
it
makes
you
uncomfortable.
23. Posters
Press
Outreach
Facebook
Event
Frequent
Postings
Campaign
Site
Example:
Integrated
Marketing
Plan
26. Who
do
you
know
who
has
influence?
Identify
Key
Advocates
27. Personalize
scripted
emails
so
the
recipient
feels
like
it
was
written
for
them.
Otherwise
they’ll
just
click
delete!
Create
Messaging
They
Can’t
Ignore
28. * Giving
begets
giving,
so
make
thermometer
rise
10-‐20%
before
you
go
mass.
* Receive
feedback,
fine
tune
campaign,
get
community
buy-‐in.
* Give
press
‘exclusives’
* Make
connections…who
do
you
know?
Plan
For
a
Soft
Launch
Create
the
perception
of
a
successful
campaign.
People
want
to
be
on
the
winning
team.
30. Make
It
Easy
for
People
to
Share
Create
a
Marketing
Tool
Kit
• Write
scripts
and
blurbs
people
can
copy/paste
to
FB
or
email
their
network
Use
Clickable
Tweets
• Pre-‐write
tweets
and
people
just
click
to
post
Orchestrate
Waves
of
Sharing
• Encourage
people
to
post
to
FB
and
Twitter
on
the
same
day
with
a
specific
hashtag
Create
Schedule
to
Remind
People
to
Share
for
You
• Come
up
with
themed
messaging
calendar
Write
a
Thank
You
Script
• Send
to
a
contributor
within
24
hours
of
giving
and
ask
them
personally
to
share
Issue
a
Press
Release
• A
simple
link
to
pitch
press
and
bloggers
or
respond
to
HARO
inquiries
34. Move
People
Along
This
Continuum:
LURKER
|
SUPPORTER
|
ADVOCATE
Your
Job
Is
To:
As
quickly
as
possible!
35. * Put
people
in
the
mood
to
share
with
appreciation.
* ‘Thank
yous’
are
an
excuse
for
personal
asks.
* Leverage
new
supporters
to
spread
the
word.
* Report
back
on
impact,
progress
and
success.
Turn
Supporters
Into
Advocates
36. * Create
a
follow-‐up
schedule
to
feed
info
to
your:
* Individual
supporters:
within
24-‐48
hours
* Mass
audience:
weekly
blasts
* Online
street
team:
timely
reminders
Appreciation
Strategy
Don’t
Expect
Anyone
To
Remember
To
Share
For
You.
38. * This
is
your
opportunity
to
squeeze
the
juice
out
of
the
people
you
already
have
access
to.
Maybe…But
That
Shouldn’t
Be
Your
Focus.
39. * Get
your
friends
to
ask
their
friends
à
If
you
don’t
ask,
you
don’t
get.
I’ve
Got
My
Network’s
Support.
Now
What?
* Widen
your
network
through
cold
pitching:
* PR
* Local
papers,
radio,
TV
* Make
social
media
friends
* Find
influencers
to
champion
your
cause
* Establish
relationships
with
bloggers
* Reddit
charity
thread
40. What types of campaigns
can crowdfunding be
used for?
