The document discusses how crowdfunding provides benefits beyond just money, such as marketing, market research, and community support. It notes that crowdfunding builds an involved community rather than relying on an anonymous crowd. Additionally, the return on involvement can include financial, material, and social returns. The document advocates that crowdfunding campaigns should be viewed as marketing campaigns rather than just fundraising and can transform business models by enabling marketing teams, innovations, and ownership structures to be co-created by the crowd.

1. #FundraisingOnline
Crowdfunding - More than money
Ronald Kleverlaan

2. Ronald Kleverlaan
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Crowdfunding strategy
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Founder Crowdfunding Hub
Co-founder & Board Member European Crowdfunding Network
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Expert Advisor “Crowd Investing” European Commission
@kleverlaan
ronald@kleverlaan.com

3. Agenda
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»Crowdfunding History
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»Crowdfunding = Community funding
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»Crowdfunding - More than Money
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»Return on Involvement
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»Crowdfunding for Non-profit organizations

4. Crowdfunding

5. “Lenten” concert Mozart -1784

6. Statue of Liberty - 1885

7. Marillion

8. 8,5 million backers - $1,7 billion

9. Real-estate crowdfunding
BD Bacatá: 3100 investors - $172 million

10. Misconception 1: „Crowd”
Not an anonymous crowd, but an involved community
@kleverlaan | Crowdfunding strategy
Crowd
Community Funding

11. @kleverlaan | Crowdfunding strategy
Kickstarter - $1,7 billion - 8,5 million backers
86%72%

12. Brand loyalty and local commitment
Polare - Management buy-out after bankruptcy
@kleverlaan | Crowdfunding strategy

13. Customers invest in company
560K by 481 investors
@kleverlaan | Crowdfunding strategy

14. Renewable energy community
Windcentrale - 15.000 investors - 15M euro - 9 wind turbines
@kleverlaan | Crowdfunding strategy

15. Crowdfunding
more than money
marketing
broad support
market research
customer loyalty
access to additional finance
Misconception 2: „Funding”
Funding is only one of the reasons to use crowdfunding
@kleverlaan | Crowdfunding strategy

16. Marketing
1300 funders - Local city promotion - 4 million euro
@kleverlaan | Crowdfunding strategy

17. Support for local community projects
Let citizens choose what projects to receive additional grants
@kleverlaan | Crowdfunding strategy

18. Market research
>1 million euro - 18.000 clients
@kleverlaan | Crowdfunding strategy

19. Additional finance
$2,5 million pre-sales -> VC -> Facebook
@kleverlaan | Crowdfunding strategy

20. Different types of funding
Donations, pre-sales, loans, equity
@kleverlaan | Crowdfunding strategy

21. ROI = Return on Involvement
Financial, material and social returns
@kleverlaan | Crowdfunding strategy

22. Crowdfunding for Non-profit organizations
Project based fundraising & cooperative models
@kleverlaan | Crowdfunding strategy

23. Project-based fundraising
Red Cross first large NGO to work with dedicated funding
@kleverlaan | Crowdfunding strategy

24. Full ownership of 5 local wind turbines
>400 members - 18,5 million euro project
@kleverlaan | Crowdfunding strategy

25. !
Crowdfunding = Community Funding
Funding from an involved community
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Crowdfunding = More than money
Marketing, market research, local support
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Crowdfunding for projects
Not for your brand/organization
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Crowdfunding campaign = Marketing campaign
Not only a fundraising campaign
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Crowdfunding transforms business models
Marketing teams formed by fans & investors
Co-created and co-funded innovations by the crowd
New ownership structures
Key take-aways
@kleverlaan | Crowdfunding strategy

26. Let’s talk crowdfunding!
Ronald Kleverlaan
Crowdfunding strategy
!
+31 628 254 452
ronald@kleverlaan.com
@kleverlaan
slideshare.net/kleverlaan