The  Networked  Nonprofit  Best  Prac4ces  and  Strategies  for  Crowd  Funding  

 Beth  Kanter,  Master  Trainer,  Author,  and  Blogger  

 TechNow  Workshop,    Pi1sburgh    

October,  2014   Flickr  photo  by  boxchain  

Beth  Kanter:    Master  Trainer,  Author,    and  Blogger  

@kanter  

Who  is  in  the  room?    

•  Type  of  nonprofit  •  Budget  Size  •  Role    

What’s  your  experience  with  social  media?  

 •  Oversee  social  

media  strategy  

•  Implement  social  media  

 •  Both    

 

•  Implemented  crowd  funding  campaign  

•  ParDcipated  in  Giving  Day  

•  Responsible  for  fundraising  strategy  

Topics OUTCOMES

•   InteracDve  •   Co-­‐Learning  

FRAMING

Leave  the  room  with    a  basic  understanding  of  crowd  funding  best  pracDces  and  starDng  point  for  a  strategy  

The  Networked  Nonprofit:    Best  PracDces  for  Crowdfunding  

IntroducDon    Networked  Nonprofits  and  Strategic  Social  Media    Crowd  Funding  Campfire  Stories    Best  PracDces    Planning  Your  Campaign    Concept  Poster    

hOp://bethkanter.wikispaces.com/piOsburgh-­‐workshop  

Photo  by  Franie  

Share Pairs and Burning Questions

What  is  the  single  most  important  thing  you  want  to  know  about  crowd  funding?  

Networked  Nonprofits  Simple,  agile,  and  

transparent  organizaFons  and  

leaders.        They  are  experts  at  using  networks,  data,  

and  learning  strategically  to  make  the  world  a  beHer  

place.        

If  you  can’t  fly  then  run,  if  you  can’t  run  then  walk,  if  you  can’t  walk  then  crawl,  but  whatever  you  do  you  have  

to  keep  moving  forward.”  

Maturity  of  PracFce  

CRAWL

WALK

RUN

FLY Where is your organization?

Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity

Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above

Communications Strategy Development Network Mindset and Map Culture Change

Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement

 Where  is  your  organizaFonal  now?  

Where  is  your  organizaFon  now?    What  does  that  look  like?    What  do  you  need  to  get  to  the  next  level?  

CRAWL   Walk   RUN   FLY  

Crowd  Funding:    Campfire  Stories  

•  Online  Fundraiser  for  Surf  Rider  FoundaDon    •  Online  Memorial  Event:      #OceanLoveEarl  

Results:    Fundraiser  for  Surf  Rider  FoundaFon  

• Raised  $5,563    • 128  donors  with  87%  donaDng  suggested  entry  gi^  amount  or  more  

• 85%  converted  from  Facebook  • 72%  were  strong  Des  that  I  had  a  relaDonship  with  online,    only  2%  had  met  my  Dad  

Results:    Online  Memorial  Event  

•  “Social  Reach”  according  to  Thunder  Clap  was  1,058,410    

•  A  total  of  3,094  Tweets,  Facebook  Status  Updates,  or  other  social  channel  used  the  hashtag  #OceanLoveEarl  from  6/23-­‐7/15  

•  The  network  analysis  map  revealed  that  there  were  five  other  large  “hubs”  or  “influencers”  in  addiDon  my  personal  network    

Set  A  RealisFc  Goal  Based  on  Benchmarking  

Raised  $5,563  or  10%  over    $5,000  goal  

Don’t  Suffer  from  Too  Small  To  Fail  

128  donors  with  87%  donaFng  suggested  entry  gia  level  or  more  

Social  Proofing  Helps  Generate  Most  DonaFons  

•  Most  effecDve  channels:    thanking  people  publically  in  a  social  way  and  DM  ask  

•  85%  converted  to  donors  from  Facebook  

Offer  A  ConFnuum  of  Engagement  

Higher:  Donate  Share  A  Personal  Story  About  the  Ocean  Provide  Advice    Lower:  Retweet  Links  ThunderClap    

Get  Influencers  To  Leverage  Networks  

There  were  11  blog  posts  or  Facebook  posts  by  “influencers”  modeling  the  different  levels  of  engagement    

Use  Facebook  Promoted  Posts  for  Reinforcement  

Used  promoted  to  increase  reach  of  event  parDcipaDon  Dmed  to  Mashable  post        

Honor  the  CreaFvity  of  Your  Network  

Matching  grants  are  good  incenDves  

Video  

Video  

PEOPLE   • Know  Your  Audience  

OBJECTIVE  •  Link  to  Outcomes,    Make  it  Measurable,  Break  It  Down  (Time,  Dollar,  or  Items)  

SOCIAL  

•  Socialize  Content  (Stories),  Engagement,  Champions,  Social  Proof,  Say  Thank  you,  Document  Learning  

TOOLS   • Crowdfunding  Plakorms  and  Giving  Days  

POST  for  CROWDFUNDING  STRATEGY  

@kanter  

•  IdenDfy  your  champions  •  What  keeps  them  up  at  night?  •  What  are  they  currently  seeking?    •  Where  do  they  go  for  informaDon?  •  What  influences  their  decisions?  •  What’s  important  to  them?  •  What  makes  them  act?    

PEOPLE:    KNOW  YOUR  AUDIENCE  

OBJECTIVE:  LINK  TO  OUTCOMES  

•  How  do  you  define  success  for  our  organizaDon  or  program?    

•  How  do  you  define  failure  for  our  organizaDon  or  program?    

•  How  do  you  define  success  for  your  crowd  fundraising  campaign?  

•  How  do  you  define  failure  for  your  crowd  fundraising  campaign?  

Pick  The  Right  Success  Metric!  

What  Do  You  Believe  Success  Measures  for  Crowdfunding?  

Disagree   Agree  

There  is  only  metric  to  measure  success  of  social  fundraising:  dollars  raised  

OBJECTIVE:  BREAK  IT  DOWN  

Calculator  hOp://www.philanthrogeek.com/crowdfunding/crowdfunding-­‐tool-­‐kickstarter-­‐calculator/  

OBJECTIVE:    BE  SPECIFIC  

•  What  is  the  cost  of  the  project  or  idea  (don’t  forget  to  include  fundraising  costs)?  •  Item  Specific:          We  need  x  items  to  see  this  specific  outcome  •  Dollar  Specific:      We  need  to  raise  $  to  see  this  specific  outcome  •  Time  Specific:          We  need  to  raise  $  to  get  item  by  this  deadline  to  see  this  specific  

outcome    

   

Campaign  ObjecFve:    Stretch  

Campaign  ObjecFve:    Stretch  

•  People  fund  what  they  know  and  who  they  know  

•  Micro  donaBons  are  inspired  in  a  specific  moment  so  find  the  moments  over  and  over  

•  Start  on  a  weekday  and  end  on  a  weekday  -­‐  people  are  at  computers  during  the  day.  Weekends  slow  down  

SOCIAL:  TELL  YOUR  STORY  

•  The  Issue  Story:    This  story  talks  about  the  field  or  fields  within  which  you  work  and  how  your  project  solves  a  larger  social  issue  

•  The  Local  Story:    This  is  about  a  specific  local  community  and  how  your  project  serves  them  

•  The  People  You  Serve  Story:      This  is  the  story  of  how  the  people  you  serve  through  your  project  will  be  transformed  

•  The  Behind  the  Scenes  Story:    This  is  a  peek  inside  how  your  organizaDon  is  working  on  the  project  or  why  it  is  important  

•  InnovaFon  Story:      It  describes  what  are  you  doing  that’s  new,  unique  or  innovaDve?  

•  Personal  Passion  Story:      Why  your  supporter  is  passionate  about  your  program  

What  ever  form  you  choose,  story  must  align  with  your  fundraising  objecDve  and  draw  out  human  emoDons  ….    

hOps://www.youtube.com/watch?v=SCPbIW7JCTE#t=31  

hOps://www.youtube.com/watch?v=l2sgNVaTmiI  

EXERCISE:      BRAINSTORM  YOUR  STORY  

Once  upon  a  Dme…  This  happened  ….  And  this  happened  …    UnDl  one  day…  We  raised  $  from  a  crowd  funding  campaign  and  …..    And  ever  since  that  day    And  the  moral  of  the  story  is  …  

SOCIAL:  ENGAGEMENT  

hOps://www.youtube.com/watch?v=l2sgNVaTmiI    

SOCIAL:    CHAMPIONS  

SOCIAL:  SOCIAL  PROOFING  

•  Ask  champions  to  tag  or  call  out  people  in  their  network  to  donate  

•  Thank  people  publically  •  Don’t  open  your  

campaign  with  $0  •  Encourage  sharing  of  

your  content  or  stories  

Say  Thank  You  In  CreaDve  Ways  

SOCIAL:  CREATIVE  THANK  YOUS  

hOps://www.youtube.com/watch?v=WYWhkhzs_bM  

TOOLS:  PLATFORMS  AND  GIVING  DAYS  

TOOLS:  PLATFORMS  AND  GIVING  DAYS  

The  Top  Social  Good  Crowdfunding  Sites  

SEND  Your  Inner  CriFc  on  VacaFon  

Exercise:    Yes,  You  Can  Draw!  .  

CongratulaFons  You  Can  Draw!  You’re  A  Designer!  

OpFon  1:  Concept  Poster  

Be  CreaFve!  

Debrief  

•  Each  team  will  get  3  minutes  to  debrief  

Visualize  the  Vote:  Debrief  Ideas/PrioriFze  

•  VoDng  –  best  overall  concept  and  best  details  

•  Each  person  get  5  red  dots  and  1  green  dots  

•  Debrief  

Closure  

•  Just  two  words  as  your  takeaway  •  Feedback  on  the  process  

Thank  you!  

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