The document summarizes a site demonstration for a new online cultural marketplace called power2give. It discusses how the platform allows cultural organizations to post projects to raise funds from individual donors. Donors can contribute to specific projects that align with their interests. The demonstration covers how organizations can utilize the platform to engage donors, promote projects, and thank contributors. It also provides statistics on early adoption and expansion plans for the statewide launch in North Carolina.

1. Site Demonstration for
North Carolina’s new cultural marketplace
Tuesday, September 24, 2012 • Asheville NC
Wednesday, September 25, 2012 • Graham NC
Thursday, September 26, 2012 • Goldsboro NC
H. Perry Mixter, Project Consultant
perry.mixter@artsandscience.org

3. The Giving Landscape is Changing
• Donor’s giving habits are changing
– Donors are turning to online giving more and more
– Online giving platforms have been wildly successful
• DonorsChoose.org
• Kiva.org
• Kickstarter.com
• Donor’s preferences are changing
– More frequent, smaller gifts
– Desire for transparency as to the impact of gifts
– Restricted giving over unrestricted giving

4. Opportunity is Knocking
FACT:
85-90% of Cultural Patrons are
NOT Donors

6. What is power2give?
• Online marketplace for cultural projects
• Opportunity to match donor interests and
passions to projects in the community
• Fundraising and marketing tool
• Personalized solicitations that leverage
technology and social media

7. What is power2give?
Projects posted by
Cultural Organizations
Posting organizations Projects promoted
thank and engage through personal
donors in new projects solicitations
Donors share passion
Donors contribute to
for projects through
specific projects
social media

9. Why power2give?
• Acknowledges donor trends
– More frequent, smaller gifts
– Utilization of online tools
– Desire for transparency as to the impact of gifts
– Restricted giving over unrestricted giving

10. Other Croudfunding Platforms
• Dozens, but most popular:
– Kickstarter – for profit and non-profit
– IndieGoGo – “campaign” based
– Donors Choose – classroom projects
– US Artists – individual artists projects
• None of these platforms
– Is designed specifically for non-profit cultural sector
– Relies on local or regional host organization to
support platform
– Has matching sponsor capability

11. CrowdFunding Marketplace
p2g has advantages which point to potential opportunities
• Niche market
• Nonprofit structure
• Targets nonprofit
project postings
Niche Broad
Sector Focus

12. How Is It Different?
• Site designed for fundraising and marketing with
built in tools to train and share best practices in
marketing and promotion
• Incorporates matching and challenge grants to
incent compelling projects and individual giving
• Non-Profit platform
• Gift card functionality can drive personal
philanthropy as well as corporate employee
recognition plans

13. Who Can Post?
• Registered 501(c)3 organization
• Organization has NC State Solicitation license
• NCAC Direct Grantees during fiscal year 2012-2013
• Subgrant organizations from Buncombe and New
Hanover Counties
• Invited A+ Schools

14. What to Post?
• Projects – not general operations
• Project Budgets can range from $500 to
$5,000
• No more than 1 project at a time
• BUT planned, sequential posting encouraged!
• Projects you want to promote and market
• Budget relief or new initiatives: your choice!

15. What to Post?
Start identifying potential projects for posting:
• Compelling activities that you want to tell others
about to engage them with your organization or in
your own work
• High impact programming that touches people in
transformative ways
• Fun and entertaining gift opportunities that allow
potential supports to laugh while they make a
difference

16. Posting Logistics
• Administrative Fees (12%)
– Deducted from each gift – posting organization pays nothing
– Cover credit card and gift card fees, financial transaction services, site
maintenance and enhancement, marketing, fundraising for matching
challenge, and coaching for project posters
– Can build this cost into the budget/funding goal for your project
• Terms & Conditions (Reference handout)
– Brief review of content
– Required to accept every time you post a project
• Funding Timeline & Process
– You will receive your dollars after your project closes (fully
funded/expires) along with listing of donors

17. Posting Logistics
• You have 60 Days to Get Your Project Funded
– You receive the funding regardless of whether you do or do not
reach 100% in project funding
– You will be responsible for following up with your donors to
explain how the project was altered or changed (or not)
• We Share all Donor Information
-- You receive an e-mail in real-time as donors give to your project
on the site
– You receive a full file with all your donors to each project after
the project expires on the site/you get full funding
– ASC retains all donor information as ASC is the charity of record
for IRS reporting purposes: this information NOT used for any
other purposes and is kept confidential

18. Time Frame
Projects posted for
60 Days
or
Full Funding
Whichever comes first!

19. Charlotte Site Statistics
Charlotte-Site Statistics
Traffic Sources

20. Results to Date

21. National Expansion
Implemented
Charlotte, NC | Greensboro, NC
Kentucky & So. Indiana | Madison, WI
Miami, FL | Winston – Salem, NC
Houston, TX | Atlanta, GA
Committed
Broward County, FL | Fayetteville, NC
NC Statewide | Eau Claire WI
Raleigh NC | Durham NC
Negotiation/Exploratory
Birmingham, AL | Cincinnati, OH
Denver, CO | Detroit, MI | Fairfax, VA
Indianapolis, IN | Kansas City, MO
Los Angeles, CA |Memphis, TN
New York City, NY | Philadelphia, PA
Pittsburgh, PA | St. Louis, MO
Salt Lake City, UT | San Jose, CA

22. Site Demonstration
Charlotte Site
Project Posting Workflow

23. Process Cycle
You log on and
register for an You submit a project
and accept the terms &
account conditions
NCAC/p2g approves or
Implement sends you back the
project! project within five
business days
You thank and follow-up NCAC/p2g posts the project
with the donor to the site on the date you
indicated on the page
You receive donor contact
Donors contribute to the
information in real-time and a full
project and receive an
file once the project is fully
acknowledgment email
funded/your time has expired
immediately following
transaction

24. Selecting the Right Projects
What would you want to support with your gifts?
• What new programs have you always wanted to do but never
had the funding to do them?
• What items do you currently have in the budget that, if paid
for through power2give, could free up space in your budget to
do more routine but important tasks?
• What programs could you expand if you had the funding to do
so?

25. Writing YOUR Story
• Your Title and Photo are Key Pieces!
– It’s the first impression of your project so make it count
– Keep it unique and fun
– Recommended Length:
• Limit to 30 Characters (with spaces); or
• Extend to 52 characters (with spaces)

26. Writing YOUR Story (Cont…)
• Keep it Simple
– We recommend a 200 to 300 word limit
– You are writing for the web so brevity is key
– Consider writing in the first person
• Remember Your Audience
– You are writing to Individual Donors;
not corporate or foundation boards
– Don’t fall victim to the “curse of knowledge”

27. Writing YOUR Story (Cont…)
• Tell the Key Ingredients
– What do you think of before making a gift to a project
of organization outside of your own?
• What are their dreams?
• How will they utilize the gift?
• How will it make a difference?
– Lessons learned regarding narratives
• Don’t bury the lead
• Be transparent
• Have fun

28. Example:
Making the
Mundane…..
Extraordinary!

29. Donor Testimonial
Donor quote – has given 8 gifts in Charlotte since the August
2012 launch (only one was to an organization she has
supported previously)
"Outstanding program! I absolutely love knowing exactly
where my money is going and there are so many choices to
support. The best part is hearing from the organizations
directly, whether it's a thank you card from the program
participants or an invitation to see and hear first-hand
performances by the students. Power 2 Give never gets
stale because new and very creative, diverse programs are
added all year long. Thanks ASC."

30. Inviting Donors to Give More
• Don’t Affect Charitable Tax-Deductibility of the Gift
– NO TCHOTKES! Don’t give them tangible items like tickets, coffee
mugs, etc. that might affect the tax deductibility of their gift.
• Time to Engage and Thank
– Thank you notes from beneficiaries, saying the donor’s name during
opening credits of the show, or having a donor’s name printed in the
playbill or on special signage
– Invite them to a behind the scenes experience - ENGAGE
• Tie Gift Levels to Items Identified within the Projects
– EXAMPLE: For $50, you can cover the costs of art supplies for one class
of children and receive a hand-written note from one of the children.

31. How Will Donors Arrive @ power2give.org?
• From emails/social media YOU send to
supporters
• From YOUR website directly to your projects
• NCAC promotes power2give.org statewide site
– Via Website
– E-mail messages & e-newsletter
• NCAC is Pursuing Matching Funds & Gift Card
Donors

32. How Will Donors Arrive @ power2give.org?
• You Promote Your Projects
– Be creative in reaching out to your
friends, supporters, and networks
– Promote to your current audiences and segment for
different messages
– Educate board members, volunteers, other supporters
and fans to be advocates for projects and encourage
them to share projects with their spheres of influence
– Use social media to promote projects
– Incorporate into existing marketing plans

33. How Will Donors Arrive @ power2give.org?
• About Gift Cards

34. How Will Donors Arrive @ power2give.org?
• Lessons Learned
• Ambassadors are key component
• Promote project’s impact first (not site or match)
• Vary marketing approaches for different
constituencies
• Best projects and promotions are innovative
collaborations joint efforts between organizations

35. Marketing Tools for Success
• You will be given an Electronic Toolkit, including:
– Draft E-mail Templates for:
• Matching Grant Funding
• View Our Projects Now
• Project Fully Funded Thank You E-mail
• Project is about to Expire
– One-Pagers on writing project narratives
– One-Pagers on stewarding & thanking donors
– Sample social media copy
– Logos for website links and newsletters

36. Donors Have Given: Now What?
• Donor Thank You Process
• Donor receives automatic e-mail from ASC with their
information following their donation
• Donor receives gift acknowledgment letter from ASC
• How You are Looped Into This Process
• You receive a blind copy on the automatic e-mail that
the donor receives, giving you real-time results
• You receive a detailed spreadsheet of all donors to
your project after the project expires/fully funded
(whichever comes first)

37. Donor Stewardship & Follow-Up
• You cannot thank them too much!
• Thank them when they give (power2give.org system
generates email)
• Thank them when the project is fully funded
• Thank them when the project is executed and tell them
your story again by sharing impact of the project
• You have information -- now use it!
• Contact them when new projects are live on the site
• Introduce them to your other giving opportunities
(e.g., invite them to participate in your annual fund drive)
• Link the projects they supported with your organization’s
or your other interests

38. Donor Stewardship & Follow-Up
• Donor Stewardship
• New donors desire ongoing contact
• 46% of donors to first 60 projects in Charlotte
were new donors to posting organizations
• Invitations to get to know you or your organization
are appropriate before re-soliciting
• Secure and share donor testimonials

39. NC Statewide launch date:
Friday, November 9, 2012
(Initial posting period closes October 31)

40. Questions & Answers
CONTACT:
perry.mixter@artsandscience.org
864.497.9290