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Crowdfunding:
Using Stories And Strategies To Get Funds
From The Crowd
2015 Storytelling Non-Profit Virtual Conference
Housekeeping
Write down 3 things
Caveats & biases
@bradyjosephson | #storytellingnp
peergiving.com | chimp.net | recharity...
First, a story.
The collective effort of individuals
who network and pool their money to
support efforts initiated by other
people or orga...
Crowdfunding has both project and person based
forms of fundraising.
Project Based
• Purpose is fundraising
• Driven by a ...
Crowdfunding is growing rapidly and driven by social causes
Another story.
We’re not doing a great job...
Maximize donor utility.
Crowdfunding helps combat the reasons why people don’t
want to give.
Why People Don’t Give
Diffusion of Responsibility
Fut...
What makes donors happy?
● Giving more frequently in smaller amounts
● Giving to very specific projects
● Giving when it a...
Hero Donor Framework
You are not the hero of the story.
How to Crowdfund?
8 Steps to a successful campaign
Carve out a tangible funding
opportunity
1
Connect with outsiders6
Fini...
1. Carve out a tangible funding opportunity
SMART
● Specific
● Measurable
● Attainable
● Relevant
● Time bound
Simple case...
What are you hoping to raise, by
when, to impact who and how?
2. Compel with great stories
• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
• Simple
• Unexpe...
There are different story types you can use in your campaign
for different reasons.
Story Types
– Genesis
– Future
– Benef...
Tell your founding story and where you came from for trust.
Story Types
– Genesis
– Future
– Beneficiary
– Staff
– Donor/S...
Tell your desired future story of what’s possible to inspire.
Story Types
– Genesis
– Future
– Beneficiary
– Staff
– Donor...
Don’t close the gap before it is even opened.
Tell a client story to personalize and move emotionally.
Story Types
– Genesis
– Future
– Beneficiary
– Staff
– Donor/Supp...
Tell a staff story to humanize the brand and let people peek
behind the curtain.
Story Types
– Genesis
– Future
– Benefici...
Tell the donor/supporter story to show the power in everyday
people and others aren’t in it alone.
Story Types
– Genesis
–...
3. Choose a platform
5 Questions
1. Do you need/want the donor information?
2. How much brand control do you want?
3. Do y...
3. Choose a platform
Classy
Network for Good
Blackbaud
Peer Giving
CauseVox
Artez
CrowdRise
Indiegogo
Kickstarter
Fundly
R...
Choose the best platform for them.
4. Create your project
● Keep it simple, add layers (and links)
● Use videos and images
● Add social and social tools
● Ad...
Overhead doesn’t matter… except when it does
Videos, quick starts and audience are all keys to successful
projects/campaigns.
5. Communicate with insiders
● Send an eBlast out to
those that know and
already love you
○ Tell them what’s
coming
○ Ask ...
6. Connect with outsiders
● Share on social media
○ Videos, photos
● Write a blog post about it
● Tag friends, family, sta...
Your supporters often have more
social capital than you do.
7. Finish strong
● Send last round of emails
● Share how close you are and how little time
left on channels
● Ripest time ...
8. Close the loop
• Thank everyone for giving and sharing
• Tell them how the campaign ended
• Follow up with results and ...
Resources
● Made to Stick
● Winning the Story Wars
● The Life You Can Save
● charity: water
● LiNK
● Classy
● Bloomerang
Thanks!
Brady Josephson
brady@chimp.net
@bradyjosephson
recharity.ca
text ‘recharity’ to 33733 for weekly digest
Questions?
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd
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Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd

Is ‘crowdfunding’ just a fad or is there real value for organizations looking to raise money in new ways and from new sources?

In looking at some trends, studies and real world examples, you’ll not only be able to answer that question for yourself but walk away with some ideas and steps to pursue a crowdfunding strategy of your own.

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Crowdfunding: Using Stories and Strategies to Raise Funds from the Crowd

  1. 1. Crowdfunding: Using Stories And Strategies To Get Funds From The Crowd 2015 Storytelling Non-Profit Virtual Conference
  2. 2. Housekeeping Write down 3 things Caveats & biases @bradyjosephson | #storytellingnp peergiving.com | chimp.net | recharity.ca brady@chimp.net
  3. 3. First, a story.
  4. 4. The collective effort of individuals who network and pool their money to support efforts initiated by other people or organizations.
  5. 5. Crowdfunding has both project and person based forms of fundraising. Project Based • Purpose is fundraising • Driven by a person or an organization • Options to choose a project • Think Kiva • Think direct mail Person Based • Purpose is engagement • Driven by a person or group of people • Focusing energy towards one project • Think charity: water • Think online gala
  6. 6. Crowdfunding is growing rapidly and driven by social causes
  7. 7. Another story.
  8. 8. We’re not doing a great job...
  9. 9. Maximize donor utility.
  10. 10. Crowdfunding helps combat the reasons why people don’t want to give. Why People Don’t Give Diffusion of Responsibility Futility Parochialism Identifiable Victim Fairness Money How To Inspire To Give Social Influence Tangibility Make Personal, Tangibility Tangibility Social Influence Non-Financial Actions (Pledge, Volunteer, etc.)
  11. 11. What makes donors happy? ● Giving more frequently in smaller amounts ● Giving to very specific projects ● Giving when it all goes “to the cause” ● Giving when they don’t get anything tangible back in exchange ● Giving and being thanked promptly ● Giving and getting smaller, more frequent updates on impact
  12. 12. Hero Donor Framework
  13. 13. You are not the hero of the story.
  14. 14. How to Crowdfund? 8 Steps to a successful campaign Carve out a tangible funding opportunity 1 Connect with outsiders6 Finish strong7 Compel with great stories2 Choose a platform3 Create your project4 Communicate with insiders5 Close the loop8
  15. 15. 1. Carve out a tangible funding opportunity SMART ● Specific ● Measurable ● Attainable ● Relevant ● Time bound Simple case ● Why care? ● Why you? ● Why now?
  16. 16. What are you hoping to raise, by when, to impact who and how?
  17. 17. 2. Compel with great stories • Social Currency • Triggers • Emotion • Public • Practical Value • Stories • Simple • Unexpectedness • Credibility • Concreteness • Emotion • Stories
  18. 18. There are different story types you can use in your campaign for different reasons. Story Types – Genesis – Future – Beneficiary – Staff – Donor/Supporter
  19. 19. Tell your founding story and where you came from for trust. Story Types – Genesis – Future – Beneficiary – Staff – Donor/Supporter
  20. 20. Tell your desired future story of what’s possible to inspire. Story Types – Genesis – Future – Beneficiary – Staff – Donor/Supporter
  21. 21. Don’t close the gap before it is even opened.
  22. 22. Tell a client story to personalize and move emotionally. Story Types – Genesis – Future – Beneficiary – Staff – Donor/Supporter
  23. 23. Tell a staff story to humanize the brand and let people peek behind the curtain. Story Types – Genesis – Future – Beneficiary – Staff – Donor/Supporter
  24. 24. Tell the donor/supporter story to show the power in everyday people and others aren’t in it alone. Story Types – Genesis – Future – Beneficiary – Staff – Donor/Supporter
  25. 25. 3. Choose a platform 5 Questions 1. Do you need/want the donor information? 2. How much brand control do you want? 3. Do you want a tool that can access a pool of supporters? 4. Do you want to provide updates during and after the project? 5. How do you prefer to pay for the project?
  26. 26. 3. Choose a platform Classy Network for Good Blackbaud Peer Giving CauseVox Artez CrowdRise Indiegogo Kickstarter Fundly Razoo
  27. 27. Choose the best platform for them.
  28. 28. 4. Create your project ● Keep it simple, add layers (and links) ● Use videos and images ● Add social and social tools ● Add incentives (carefully)
  29. 29. Overhead doesn’t matter… except when it does
  30. 30. Videos, quick starts and audience are all keys to successful projects/campaigns.
  31. 31. 5. Communicate with insiders ● Send an eBlast out to those that know and already love you ○ Tell them what’s coming ○ Ask them to give ○ Ask them to share ● Let your staff and board know about it and what they can do
  32. 32. 6. Connect with outsiders ● Share on social media ○ Videos, photos ● Write a blog post about it ● Tag friends, family, staff and insiders who have given in Facebook updates ● Get staff and board to share through personal updates
  33. 33. Your supporters often have more social capital than you do.
  34. 34. 7. Finish strong ● Send last round of emails ● Share how close you are and how little time left on channels ● Ripest time to acquire new donors
  35. 35. 8. Close the loop • Thank everyone for giving and sharing • Tell them how the campaign ended • Follow up with results and stories on impact
  36. 36. Resources ● Made to Stick ● Winning the Story Wars ● The Life You Can Save ● charity: water ● LiNK ● Classy ● Bloomerang
  37. 37. Thanks! Brady Josephson brady@chimp.net @bradyjosephson recharity.ca text ‘recharity’ to 33733 for weekly digest
  38. 38. Questions?

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