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Crowdfunding

Crowdfunding. “Post It and They Will Give” is not a Marketing Strategy. Introductions. Laura Belcher SVP, National Director. Goals of our Time Together. Share crowdfunding experiences Identify 2 or 3 future crowdfunding campaigns Outline a project promotion plan.

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Crowdfunding

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  1. Crowdfunding “Post It and They Will Give” is not a Marketing Strategy

  2. Introductions Laura Belcher SVP, National Director

  3. Goals of our Time Together • Share crowdfunding experiences • Identify 2 or 3 future crowdfunding campaigns • Outline a project promotion plan

  4. What is Crowdfunding?

  5. First Crowdfunding Effort

  6. Why Crowdfund?

  7. What to Crowdfund for? Do’s Don’ts Projects Uniqueness Mission related Compelling

  8. What to Crowdfund for? Do’s Don’ts Projects Uniqueness Mission related Compelling Operating support Projects for anyone Unrealistic dollars

  9. Keys to a Successful Campaign • Idea • Title and Subtitle • Storytelling narrative • Photos and Videos • Promotional Campaign

  10. Idea Generation Identify 2 or 3 project ideas • Planned projects • Expansion opportunities • New initiatives • Capital needs

  11. Title and SubTitle SEEING & FEELING

  12. Re-Write these Titles • Give to summer camp • Production Interns Needed • Help send a student to England • We need new stuff

  13. Narrative - Storytelling • Context – set the scene • Issue – explain what the opportunity is • Solution – share what you are going to do • Impact – outline how this will impact others • Ask – identify what is needed Did you know….? What you can do….

  14. Words Matter • POSITIVE PHRASES: • Project will be …. • To build this …. • Given the chance …. • All supporters …. • Funding will help …. • Future is …. • Gain a …. • NEGATIVE PHRASES: • Not been able to…. • Is time for ….. • Campaign will help… • Provide us …. • Even a dollar …. • Help support …. • Need one …. • Georgia Institute of Technology Whitepaper: • The Language that Gets People to Give by Mitra and Gilbert

  15. Project Budget • Transparent • Complete • Understandable

  16. Photos

  17. Videos • Projects with videos are more likely to be funded than those that don’t • Video Tips • From ProHatch From MWPDigitalMedia analysis of over 7,00 projects

  18. Promotional Campaign • Components: • Project Ambassador • Project Voice or Persona • Target Audience (s) • Distribution Plans

  19. Project Ambassador(s) • You cannot assign or dictate enthusiasm • Staff • Board • Volunteers

  20. Project Voice or Persona

  21. Constituent Segmentation

  22. Target Audience(s)

  23. Distribution Plans • Emails • Newsletters • Social Media • Personal Appeals • Other

  24. Emails and Newsletters • Promote the project and its impact – not the crowdfunding platform • Tell stories, invite readers into a call to action • Find • Give • Share

  25. Social Media

  26. Personal Appeals • Do not abandon the face-to-face asks due to technology • Curtain speeches • Workshops • Meetings • One-on-one

  27. Media Coverage

  28. Distribution Plans

  29. Donor Benefits • Important aspect to engaging donors • Tangible benefits can impact tax deductibility • Nontangible benefits include: • Thanks • Acknowledgement • Engagement

  30. Donor Stewardship • Donor Thank You • Focus on impact not dollars • Acknowledge first time donors • Online thank you are fine for smaller gifts – larger gifts send a letter • Include invitations to get engaged • Minimum of 3 thank you points • Gift • Posting ends • Project completion (or before if they can particpate)

  31. Crowdfunding Ready • Plan • Execute • Engage ENJOY!

  32. Thank You For questions – please contact me at: Laura Belcher laura.belcher@artsandscience.org 704-335-3032

  33. Crowdfunding Worksheet Page 1 Subtitle: Idea: Title: Budget: Pitch: Context Issue Solution Impact Ask Photo: ‘Post it and They Will Give is not a Marketing Strategy’ by Laura Belcher: Senior Vice President, National Director – power2give.org

  34. Crowdfunding Worksheet Page 2 Ambassador: Voice/Persona: Video: Spokesperson A Roll B Roll Photos/Graphics/Text Distribution Plans: Target Audience(s): 1. 2. 3. 4. ‘Post it and They Will Give is not a Marketing Strategy’ by Laura Belcher: Senior Vice President, National Director – power2give.org

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