The document provides a comprehensive guide to crowdfunding for social impact, covering key topics such as goal setting, storytelling, marketing strategies, and crafting effective rewards. It emphasizes the importance of specificity, transparency, and community engagement in fundraising efforts, alongside practical examples and tips for success. The guide also highlights promotional tactics and post-campaign gratitude to maintain supporter relationships.

1. Crowdfunding for Social Impact

2. Tweeting?
Hosts:
@SocialTradersAU & @RMITSocEnt
Presenters:
@tomjd/@StartSomeGood &
@Gusseting
#SocEntAuCF

3. Agenda
1. Introduction to StartSomeGood
2. What are you raising money for?
3. Setting Goals
4. Identifying the stories that will resonate
5. Developing a marketing plan
6. Offering rewards that work
7. Creating a video
8. After your campaign succeeds

13. Still confused?

14. Image by eriwst

22. 2. What are you raising money for?
Be:
• Specific
• Inspiring
• Realistic
• Transparent

23. 3. Setting Goals
How much do you want and how much do you
need?

27. 4. Identifying your stories

35. Theory of change
• One where people are central to winning the
campaign
• Mobilise the community as a movement and
your campaign as an amplifier.

36. 5. Developing a marketing plan
Tips:
• Have a plan!
• Line up your initial donors – early momentum is
critical
• Use different channels
• The more personal the better
• Be ready to work hard!

37. What Kylie Did
• flyers: passed out at sheepshow bendigo - attendees 20,000, socksummit portland 3000
• made a donation at socksummit w/ mention of my cause: 300
• online niche community: ravelry, a community for knitters & crocheters - posted to 5 groups which
had over 5000 members - the major contributor to my campaign - did the ask frequently, asked for
people to ask for me, answered all their questions.
• emailed everyone who had purchased from me previously.
• emailed friends & family & everyone who i thought would be sympathetic on my email contact list.
• radio - sally dakis from tasmanian ABC - interviewed & on their website. traffic = approx 20,000
• followed everyone on twitter (max 1000) who was a well known knitter and/or went to socksummit -
it doesn't hurt to max out your twitter, and cut back later.
• made a basic website with a press release.
• found the journalist who was the national wool writer for fairfax, called him with my story, emailed
him, met with him for coffee. reach? 50,000
• went with his other suggestion of a more urban paper & did photoshoot with them reach? 20,000
• contacted christine milne's office & spoke with her staff, who facebooked & tweeted my project - 5000

45. 6. Offering rewards that work
Types of rewards:
Acknowledgement
Swag
Souvenirs/Crafts
Tickets or Objects Created by the Project Itself
Unique experiences or items
Access to the team/skills/services offered/voting

46. Tips:
Things to consider:
• The more unique the better
• Make the rewards relevant to the project/organisation.
• Be comfortable spending funds on rewards and budget for this in your
tipping point.
• Look at all your assets – including skills/knowledge.
• Can rewards do double-duty: ie. help with promotional/advocacy
goals of the campaign.
• Don’t trade rewards off against social impact.
• Create “money can’t buy” experiences.
• Be mindful of the gaps between levels and the additional value
offered at each upgrade.
• Have a decent number of levels
• Have a bottom level no higher than $20 (and no less than $10) and a
very high level of at least $1,000 or more (depending on total goal)
• You can take donations for rewards as well as purchase them.

48. Why do we part with our money?
• The expectation of future financial return
(investing)

49. Why do we part with our money?
• The expectation of future financial return
(investing)
• A good or service we want (shopping)

50. Why do we part with our money?
• The expectation of future financial return
(investing)
• A good or service we want (shopping)
• A future we want to see created (philanthropy)

51. Why do we part with our money?
• An expectation of future financial return (investing)
• A good or service we want (shopping)
• A future we hope to see (philanthropy)
• A friend or community we want to support
(relationships)

52. Why do we part with our money?
• An expectation of future financial return (investing)
• A good or service we want (shopping)
• A future we hope to see (philanthropy)
• A friend or community we want to support
(relationships)

54. 7. Creating a video
First and most importantly, don’t be intimidated!
What matters most is authenticity.
To consider:
Does the video demonstrate skills required to
succeed at the project?
How much money are you trying to raise?
Do you need to invest money up-front?

58. Video playlist
Freakers
Shouting Fire
Ehon Chan
Four Teachers Project
Cameron Burgess

59. 8. After your campaign succeeds
Remember:
• To thank your supporters
• Fulfillment
• Ongoing commerce
• Continuing updates

60. How Can I Help?

61. A special offer
50% off StartSomeGood’s fee’s if you launch a
campaign in October.
Email tom@startsomegood.com to participate.