Creating A CrowdFunding Offer & Equity CrowdFunding Valuation
How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising
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Transcript of How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising
Single Day Crowdfunding Events:
Donors, Fundraising, Engagement
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Confidential document: Kimbia Inc. 2014
Agenda
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Confidential document: Kimbia Inc. 2014
Hi
Miriam KaganSenior Fundraising Principal
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Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 20145
Omni-Channel FundraisingTM Solutions
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Let’s Get Started!
Confidential document: Kimbia Inc. 2014
• A time-limited (in most cases 12-24 hours) online fundraising competition
• Bringing together your communities (donors, participants, advocates, alumni, corporate partners, etc.)
• Raising money for your community, nonprofits, programs, institutions
• A single online donation campaign
• Driven by a sense of urgency around matching funds and/or prizes
Giving Days: What Are They?
Confidential document: Kimbia Inc. 2014
• Increase revenue from a new revenue stream (across channels) -- it’s not just online
• Attract new donors and appeal to more hands-on fundraising demographic
• Generate buzz and excitement in the community, with sponsors, and on social media
• The long-tail effect: successful days may inspire major donors to give matches, endow future programs, etc.
• Increase lapsed participant, donor, alumni participation-new exciting way to engage
During a Dean’s reception held by Columbia College, one major donor was so excited by the results of the
prior year giving day he enthusiastically declared he was going to match the $1.2 million
raised by Columbia College that day.
During a Dean’s reception held by Columbia College, one major donor was so excited by the results of the
prior year giving day he enthusiastically declared he was going to match the $1.2 million
raised by Columbia College that day.
Giving Days: Why Do They Work?
Confidential document: Kimbia Inc. 2014
• Nonprofits and communities across a wide variety of verticals are getting started, with Foundations and Higher Ed leading the way.
Giving Days: Will It Work For Me?
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Confidential document: Kimbia Inc. 2014
Communities Foundation of North Texas Raises Over $25 MILLION, 75K+gifts IN 24 HOURS.
Giving Days: Foundations
Confidential document: Kimbia Inc. 2014
Columbia University raises Nearly $8 Million from over 9.5K donors in 24 hours. (with 31% online conversion rate)
Giving Days: Higher Education
Confidential document: Kimbia Inc. 2014
Model 1: School/Program Model
• Fundraise for schools/programs
• Incentivize via prize and gift structure built around revenue and gifts going to each school
• Showcase schools and programs throughout giving days
• Activate school/program loyalty and engages school/program staff to help raise funds
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Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Model 2: Geographic Competition
• Great fit for schools with geographically widespread alumni network
• Engages cities/states/countries with large alumni presence to foster a sense of competition
• Prize structure and matches well suited to take advantage of local wealthy donors or to help support local alumni clubs.
• Focus on % participating rather then funds raised as a great way to increase alumni participation.
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Confidential document: Kimbia Inc. 2014
Model 3: Inter-Institution Competition
• Institutions compete to raise the most funds around a specific event, such as a football game
• Engages competitive school spirit in a positive, proactive way
• Activates sense of competition around sports or other naturally competitive events
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Confidential document: Kimbia Inc. 2014
• May 6, 2014• Foundations and Communities across the nation• Expected to recruit 20-60% new donors for participating
organization
Giving Days: Give Local America
Confidential document: Kimbia Inc. 2014
Nonprofit Models
The Chapter/Affiliate Model
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Confidential document: Kimbia Inc. 2014
Nonprofit Models
The Fund/Project Model
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Confidential document: Kimbia Inc. 2014
Successful Giving Days
• Compelling value proposition for stronger Giving Day message
• Scalable, stable platform
• Strategic promotion planning before, during, and after Giving Day
• Design optimization: clean and clear call to action and design
• Engage donors and alumnae across channels, including social media
• Power on-the-go engagement via mobile optimization
• Remember to say “thank you”
Confidential document: Kimbia Inc. 2014
21 Proven Practices for Giving Days
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Confidential document: Kimbia Inc. 2014
The Four Giving Day Phases
Confidential document: Kimbia Inc. 2014
Include Key Elements for Giving Day Success
• Make donation forms easy to use
• Don’t confuse visitors, reduce number of donation form fields
• Provide clear call-to-action near top of site
• Make Giving Day prominent part of your website
• Provide video content next to forms
• Suggest fixed donation levels
• Mobile optimize your site
Confidential document: Kimbia Inc. 2014
Select a Vendor Who Will Provide Communication and Social Media Tools and Training
Confidential document: Kimbia Inc. 2014
The Four Giving Day Phases
Confidential document: Kimbia Inc. 2014
Leverage Social Media to Amplify Giving Day Buzz &
Outreach• Use tracking codes to
measure social media effectiveness
• Provide a “spread the word page”
• Leverage Facebook’s popularity
• Reach a younger audience via Instagram and Vine
Confidential document: Kimbia Inc. 2014
The Four Giving Day Phases
Confidential document: Kimbia Inc. 2014
Enable Post-Giving Day Giving
Columbia College raised $1.2 million during a Dean’s Reception when one donor committed to matching all the funds the college had raised
Confidential document: Kimbia Inc. 2014
• Consider the Giving Day Model that may work for your organization: program or fund-centric? Affiliate or chapter-centric? Around a specific event or milestone?
• Reach out to your local Community Foundation: are you on their Giving Day list?
• Approach a major donor or major donor prospect, corporate partner or sponsor with an innovative match offer
• Find the right technology partner
• Plan
Giving Days: How Do I Get Started?
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• High-volume events
• Secure transactions
• Real-time leader
boards
• Real-time, day of
event reporting
• One-stop Giving
and Participation
for multiple
programs and
funds
• Easy data
integration
• Automated donor
receipting
• Mobile optimized
for donors on the
go
• Social media
optimization
Giving Day site built on Kimbia’s best-of-breed fundraising platform:
Confidential document: Kimbia Inc. 2014
Q&A
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Confidential document: Kimbia Inc. 2014
Thank you!
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