THE DONOR JOURNEY CONTINUED:
UNLOCK THE POTENTIAL OF YOUR
EVENT PARTICIPANTS September 11, 2014
WHO ARE WE?
Mark Johnston Senior Advisor, hjc,
Successful Crowdfunder
Andrew Welkley Product Marketing Manager,
Blackbaud
Ayah Norris Anisa Mirza Canada Marketing + Community
Indiegogo CEO + co-founder,
Giveffect
Take our survey at the end of the session!
At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc crowdfunding consulting session with resident expert Mark Johnston
https://www.surveymonkey.com/s/KDRQTYW
OUR AGENDA
Crowdfunding – What is it and Why it Matters to you and your non-profit? • Key Findings and Real World Examples
for Crowdfunding FROM THREE EXPERTS
WHAT ABOUT CROWDFUNDING?!
SMALL DONATIONS A BEGINNING, MIDDLE AND END (CAMPAIGN PERIOD) REWARDS ATTRACTION OF THE COLLECTIVE GOAL
DON’T WE ALREADY DO THIS?
12.0% 7.0% 4.0% 4.0%
82.0%
90.0% 94.0% 96.0%
43.0%
24.0%
13.0% 6.0%
Gen Y Gen X Boomers Civics
Donated Through Crowdfunding
Yes
No
Likely in the Future
17.0%
7.0%
2.0% 2.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Future Text to Donate vs. Crowdfunding Gifts
Text to Donate Gift through Crowdfunding
42.0%
27.0%
10.0%
4.0%
4.0%
20.0%
1.0%
11.0%
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfunding Sites You Have Used
GEN Y GEN X BOOMERS MATURES
Not Sure 4% 21% 13% --
None 4% -- -- --
Other -- 7% 50% 57%
Crowdrise 13% -- -- --
Razoo 4% 7% -- --
GoFundMe 8% 14% 13% --
Indiegogo 42% 21% 13% 29%
Kickstarter 63% 43% 25% 14%
* The majority of “other” responses donated through Kiva
AND NO MATTER THE CROWDFUNDING YOU DO, IT’S A
MOBILE AND SOCIAL WORLD YOU NEED TO PROPERLY LEVERAGE
MARK’S KICKSTARTER PROJECT
MARK’S INDIEGOGO PROJECT
• Personal messages on video work (easy for nonprofits to do)
• Perks work, but make sure the perks fit your audience
• Make sure perks don’t cost more than 10%, as per CRA rules (make experiential, low to no cost perks the norm)
• Constant working email network and social media
RECOMMENDATIONS
Ayah Norris
Crowdfunding for Nonprofits Engaging a Community + Raising Funds with Indiegogo
Ayah Norris, Canada Marketing + Community @indiegogoCA | @ayahnorris
Kite™ Patch, a breakthrough mosquito-fighting technology designed to block mosquitoes' ability to track humans and spread disease, raised funds thanks to the support of 11,254 funders through Indiegogo.
Kite Patch raised $557,254
Goal $75,000
CAUSE Riverside, CA
Parkinson’s. We’re In This Together raised $554,061
Goal $100,000
Parkinson’s. We’re In This Together, a World-Class Care Working Hand in Hand with Cutting Edge Research, raised funds thanks to the support of 472 funders through Indiegogo.
HEALTH Sunnyvale, CA
Coast Mountain Academy raised $150,288
Goal $150,000
Coast Mountain Academy, an innovative independent school that creates inspired students, raised funds thanks to the support of 86 funders through Indiegogo.
EDUCATION Squamish BC
WHY CROWDFUNDING?
Raise Money Gain Visibility Collect Data
Engage with your fans
Global • 200K+ campaigns from
224 countries/territories
• 12M+ UMVs
• 5 currencies, 4 languages, Paypal
Open • No
application/approval
• Merit-based
Customer Focused • Customer Happiness
24-hour response time
• Educational materials; data-filled dashboard
• Flexible & Fixed funding
Why Indiegogo?
Indiegogo Impact
• Millions of dollars disbursed each week
• 200,000+ campaigns, 7,000+ active at any time
• 9M UMV’s from over 224 countries + territories
• 70+ countries contribute each day
• 1,000% growth in funds raised the past two years
• 275% growth in contributions to non-US campaigns in the past year
• 160% growth in Canada in the past year
INSIGHTS FOR INDIEGOGO SUCCESS
…but how?
Attainable Goal Compelling Pitch
Unique Perks Proactive Communication
WHAT MAKES A GOOD CAMPAIGN?
A higher goal does not mean you’ll raise more funds.
The Green Bar Effect
87% of campaigns that reach their goal exceed it by an average of 32%.
The keys to creating a good pitch are: HONESTY, TRANSPARENCY, AND AUTHENTICITY
CREATING A GREAT PITCH
11
WHO ARE YOU? WHAT ARE YOU RAISING MONEY FOR? WHY ARE YOU CROWDFUNDING? HOW CAN WE GET INVOLVED?
Perks
• Digital goods
• Physical goods
• Recognition
• Experiences
Give contributors perks they’ll get excited about!
Activate your network
Indiegogo Page • Update your funders regularly
Person-to-Person Outreach • Attend networking events, hold a launch
party, shake hands
Email Outreach • Email brings in 20% more funding than
any other source
Social Media • Twitter, Facebook, etc.
• 22% of a campaign’s funds raised comes from social media engagement
Press/Bloggers • Websites, blogs, local press
KEEP UP MOMENTUM
This is a two-way conversation!
Keep your community engaged, and let them shape the direction of your campaign and your nonprofit!
Together Do Anything.
Ayah Norris, Canada Marketing + Community [email protected] @indiegogoCA | @ayahnorris
Andrew Welkley
THE CROWDFUND-A-MENTALS UNLOCK THE TRUE POTENTIAL
FOR YOUR NON-PROFIT
Andy Welkley Sr. Product Marketing Manager Blackbaud
What is in a name? That which we call a rose by any other name would smell as sweet.
Non-profit as Crowdfunder
Supporter as Crowdfunder
Source: GoGetFunding http://visual.ly/crowdfunding-success-statistics
PS: Non-Profits have ALWAYS been CROWDFUNDERS!
$102,934 USD Raised of $150,000 Goal
68% 97 days left This campaign started on Sept 12 and will close on June 1, 1885 (11:59pm PT)
CONTRIBUTE NOW
Messaging Matters
What have we learned?
Urgency – Timelines & Deadlines
Anyone can do it!
Anyone can do it = Supporter as Fundraiser
The institution effectively ‘deputizes’ a group of Assistant (Amateur) Fundraisers
• A fundraising channel where a non-profit recruits individual supporters to ask their friends and family to donate to that institution.
WHAT IS PEER-TO-PEER FUNDRAISING?
Non-profit
P2P Fundraising is almost always connected to some form of event or personal milestone.
was
THE STARBUCKS EFFECT
• Are you comfortable giving up control?
• Are you positioned to support the BIG IDEA?
• How do you find these people?
ENSURE ORGANIZATIONAL-WIDE SUPPORT
• Engage Your Key Stakeholders – Leadership – Staff – Constituents
• Communicate the Performance and Benefits
– Low cost of fundraising – Expanded reach for the organization – Building stronger, more loyal supporters
DEFINED OPPORTUNITIES TO FUNDRAISE
YOUR CAMPAIGN IS LIVE!
• Make it a year round activity -
• Feature successful fundraisers
• Crowd fundraisers make great local news stories.
MARKET YOUR CAMPAIGN
• Promote program in welcome series email campaign - encourage donors to do more.
• An opportunity to engage board members and major donors and to tap into their personal networks.
• Advocates and Volunteers make great DIY fundraisers
RECRUIT YOUR FUNDRAISERS
DRIVE ACTION
Online Confirmation
Log-in to Fundraising
Center
Update Webpage Send Emails
COMMUNICATE
COACH
MOTIVATE
• Recognize your crowdfundraisers in the same manner you recognize your other volunteers and donors.
RECOGNIZE YOUR CROWD FUNDRAISERS
Analyze your data
Anisa Mirza
CONCLUSION
• Find the right way for Crowdfunding to Fit with your Fundraising Goals
• Be Mobile and Social • Integrate – think Cross-Channel to build
Committed Supporters
A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgencanadiangiving2013/infographic/
Take our survey after the session – we’ll send out the link!
At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc crowdfunding consulting session with resident expert Mark Johnston.
https://www.surveymonkey.com/s/KDRQTYW