Introduction to

Crowdfunding

~Bret Harris, Strategic Partnerships

support@indiegogo.com

Agenda

Crowdfunding 101

Choosing a platform

Why people contribute

What makes a good campaign?

The gogofactor

Pooling of funds, from the people

who have passion about your idea.

Often giving back a perk.

Crowdfunding is…..

Introduction

Crowdfunding is not new…

Over $100,000 raised

Average contribution: $0.89

Why crowdfunding?

1. Raise money

2. Gain visibility

3. Gauge demand &

mitigate risk

4. Connect with your

audience

Crowdfunding

Crowdfunding is multiplying the power of your community, and your

community’s communities, to make dreams happen.

Crowdfunding IS… Crowdfunding isn’t…

Shared enthusiasm Static collection

There are no “magic funding elves”

(sorry )

You are responsible for generating

interest and momentum for your

campaign!

Expect to raise 20-30% of funds from

friends & family

Prepare your marketing plan, build

virality

Preparation = success

What makes us unique?

First! Since 2008

$ millions disbursed every month

Open Anyone, Anything, Anywhere, Any time

You keep your money…no matter what!

Merit-based (gogofactor)

Global We’re everywhere (on earth anyway)

Over 120,000 campaigns

196 Countries

Musician

Writer

Entrepreneur

Inventor

Small Business

Maker

Religious organization

Artist

Community Activist

Photographer

Food lover

Game Developer

Non-profit

Designer

Dancer

What motivates people to contribute?

Four “P”s behind why people fund:

1. Passion

2. Perks

3. Participation

4. Pride

What makes a good campaign?

Engaging Pitch

Attainable Goal

Unique Perks

Proactive Communication

Creating a Great Pitch

• Who: are you?

• What: are you raising money for?

• When: will your project take place?

• Where: will your project take place?

• Why: are you raising funds?

• How: can people get involved?

The keys to creating a good pitch are honesty,

transparency and authenticity.

More tips: http://support.indiegogo.com/entries/20353061-create-a-great-pitch

Make it personal…

Make it interesting

More tips: http://support.indiegogo.com/entries/20353061-create-a-great-pitch

Goal Size

87% of campaigns that reach their goal exceed it…by an average of 32%

Consider breaking large goals into smaller projects – success builds momentum

Expect to raise 25-35% of your goal from within your own network (friends & family)

The probability a campaign will reach its goal quadruples (4x) once it reaches 10%

of its goal.

Setting a Higher Goal Doesn’t Always Mean More Money…

Benefits of perks

Benefits of perks

Creating perks

17

More tips: http://www.indiegogo.com/blog/2012/07/indiegogo-insight-perk-pricing-practices.html

http://support.indiegogo.com/entries/20582388-great-perk-ideas

Perks should be unique, creative, and personal.

You can add up to 12 perks at one time. The average

successful campaign has 5 – 8 perks.

You can have more than 1 perk at a same amount

You can change/add perks throughout campaign

Join the conversation

Events

Perks

Perk Ideas

• Offer early access to products/services

• Offer discounts or coupons

• Throw a party for funders

• Donated perks from local businesses

• Teach a class or host a tour

• Offer unique, limited edition items

• Free entry or membership discounts

• Personal thank you notes or phone call

• Share insider secrets

• Join the conversation

Communication

Communicate early & often

1-2 updates per week (treat it like a blog)

Develop a social media/PR strategy

Discuss updates, new perks, new media,

milestones, etc.

Winning the middle game

More tips: http://www.indiegogo.com/blog/2012/07/indiegogo-insight-winning-the-middle-game.html

Leverage Insight from Dashboard

Identify, thank, and

engage key

influencers!

DASHBOARD : Sample Project

Check out our Blog for insights, tips and ideas:

https://www.indiegogo.com/blog/

Browse Indiegogo.com to view other successful campaigns:

http://indiegogo.com

Visit our Campaigner Happiness page to learn the basics:

http://www.indiegogo.com/happiness/campaigner

Browse our Help Center for answers to specific questions:

http://support.indiegogo.com/forums

Learn more on our website

Merit-based platform

More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor

An internal, proprietary algorithm used to measure

the overall activity of your campaign.

What is the gogofactor?

Provides equal opportunity for any campaign to be featured

(home page, newsletter, categories, etc.)

What is the purpose?

Gogofactor

Merit-based platform

More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor

How does it work?

• Campaigns with the highest ranking gogofactor scores will be

featured/highlighted

• The more active you are in promoting your campaign, the higher your

gogofactor score will be.

• 50% of the gogofactor is determined by internal activity by you (campaign

owner) and other 50% is determined by external activity (crowd)

Gogofactor

Merit-based platform

More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor

Gogofactor

Internal Control

• Adding perks to your campaign (we recommend 3-8)

• Add outside links on your campaign

• Include a video for your pitch

• Add Images/video to your gallery

• Regular updates to your contributors

• Proactively promoting your campaign

External Control

• Campaign activity (comments, sharing, etc.)

• # of unique funders

• % to goal

• Total funds raised

Are you next?

Additional Info

http://support.indiegogo.com/forums

Blog

http://www.indiegogo.com/blog/

Thank You!