PowerPoint Presentation

Fund What MattersDanae Ringelmann, CFA, Founder, Indiegogodanae@indiegogo.com @gogodanae

DrinkSavvyRape Drug Indicator CupFortunate SonsDocumentary FilmBeat Making LabUNC Curriculum to Congo Common?

What does a documentary about 70 year old women playing basketball from RaleighA mobile device organizer designed in Asheville and A UNC Chapel Hill beatmaking music class curriculum traveling to the Congo to teach kids how to make beats

All have in common?

2$13,273 raised153 funders$5,211 raised78 funders$52,089 raised2,582 fundersCrowdfunding

Beat Making LabUNC Curriculum to Congo Fortunate SonsDocumentary Film

DrinkSavvyRape Drug Indicator Cup

Crowdfunding

All of them were financed by the people the fans, the customers and the supporters all wanting to see these projects come to life.3A Bit of HistoryWho, What, Where, How, WhyCrowdfundings Emerging Role in PeaceBuildingKeys to SuccessA Wish

My name is Danae Ringelmann

One of the founders of Indiegogo, the largest global crowdfunding platform in the world. We launched in Jan 2008, and now were distributing $millions every week to entrepreneurs, artists and causes like the ones you just saw from across the world. We host campaigns in nearly 200 countries, 4 currencies and 3 languages

Since our launch in 2008, hundreds more platforms have come about. In fact when we started, the word crowdfunding didnt even exist. So while were 5 years young and still feel like were just getting started; were still the oldest which is why Im up here today to talk about crowdfunding.

How its changing the world

And specifically manufacturing.

To give a clue as to where were going today, Im going to speak with you about:

Who is using crowdfundingHow it actually worksWhy it works and Why now why has crowdfunding has taken the world by storm (and this will touch on a little of what Chris Anderson was speaking about earlier, and how crowdfunding is part of the Rise of Indie Capitalism)What does this mean for the future?Ill leave you with a few wishes

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Est. 2008Indiegogo was founded in 20088

Crowdfunding is people-powered finance.

What is Crowdfunding?My name is Danae Ringelmann

One of the founders of Indiegogo, the largest global crowdfunding platform in the world. We launched in Jan 2008, and now were distributing $millions every week to entrepreneurs, artists and causes like the ones you just saw from across the world. We host campaigns in nearly 200 countries, 4 currencies and 3 languages

Since our launch in 2008, hundreds more platforms have come about. In fact when we started, the word crowdfunding didnt even exist. So while were 5 years young and still feel like were just getting started; were still the oldest which is why Im up here today to talk about crowdfunding.

How its changing the world

And specifically manufacturing.

To give a clue as to where were going today, Im going to speak with you about:

Who is using crowdfundingHow it actually worksWhy it works and Why now why has crowdfunding has taken the world by storm (and this will touch on a little of what Chris Anderson was speaking about earlier, and how crowdfunding is part of the Rise of Indie Capitalism)What does this mean for the future?Ill leave you with a few wishes

9tEmmys Organics

Emmys OrganicsCrowdfunding is people-powered finance.

Multiplication, not poolingEmpowerment, not beggingRelational, not transactional t

What is Crowdfunding. really.People-powered finance people coming together to vote with their dollar.12

Where?Everyone is doing itOn Indiegogo, we have everyone from designers in Hong Kong to photographers in Europe to philanthropists in Canada raising money from the people to power their ideas

Even babies13EntrepreneursArtistsCauses

Protest heroEmmy$48,806 raised509 funders$15,326 raised102 funders$341,121 raised8360 funders

Who?

How It WorksThe way it works.15

How It WorksBy selling 1500 luminaid lights in 25 countries in just a few short weeks, Luminaid validated that there was market demand for this product.

Serendipityboard members, partners, investors, one time film-maker was doing documentary and the great grandchildren of his subject found out about it and actually reached out to himlots of things can happen if get out there16

How It WorksBy selling 1500 luminaid lights in 25 countries in just a few short weeks, Luminaid validated that there was market demand for this product.

Serendipityboard members, partners, investors, one time film-maker was doing documentary and the great grandchildren of his subject found out about it and actually reached out to himlots of things can happen if get out there17How It Works

By selling 1500 luminaid lights in 25 countries in just a few short weeks, Luminaid validated that there was market demand for this product.

Serendipityboard members, partners, investors, one time film-maker was doing documentary and the great grandchildren of his subject found out about it and actually reached out to himlots of things can happen if get out there18How It Works

By selling 1500 luminaid lights in 25 countries in just a few short weeks, Luminaid validated that there was market demand for this product.

Serendipityboard members, partners, investors, one time film-maker was doing documentary and the great grandchildren of his subject found out about it and actually reached out to himlots of things can happen if get out there19

Why Now?Raising money is nothing new. Its existed since the beginning of time. A gret example is the statue of liberty

So what is new is how crowdfunding has made raising money far more efficient, effective and accessible. Now anyone can do it. Whats enabling this is a series of irreversible tectonic shifts in technology.

With the rise of the the internet, Social media and the sharing culture its never been easier to find, connect and build relationships with like-minded people who share your passions.With the growing ubiquity of online payments people can fund an idea with a click of a button

You dont have to be a newspaper baron, with a team to go knock on doors to collect funds, asking them to tell all their friends via word of mouth. You can have a crowdfunding campaign connected with facebook, twitter and paypal to serve as the magnet for people passionate about your idea to come fund and share with others passionate too. Everyone can spur their own mini-movement. On a platform like Indiegogo where theres a growing ecosystem of funders can find new funders too.

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PassionParticipation & PridePerks

Why People FundBut underlying all of this are a universal / evergreen human behaviors at play. Or rather getting unlocked by crowdfunding:

People want to have meaning in their lives. They like to support the things they care about, and they like to participate in opportunities bigger than themselves. They like to create the reality around themselves, versus waiting to let it happen. When you make it easy for folks to help, engage and determine what ideas come to life, they do.

And if they could get a token of thanks in return, all the better. Its the law of reciprocity. Thats why Indiegogo pioneered the perk-based model.21

Role in Global PeacebuildingEmpowering communities to fund what matters

Voting with ones dollar is far more effective in activation and engagement than a like button

Funding is benefit. But power of crowdfunding is less about money, and more about engagement! When people vote with a dollar, theyre far more engaged than clicking a like button. How are activists, causes, artists and entrepreneurs activating their communities to get involved in peacebuilding efforts through crowdfunding? Lets take a look.22

Peacebuilding CAUSESFor people to bring together coutnries. People-powered, movement by the people for the people.23Peacebuilding CAUSES

For organizations to bring together groups frats and transgender24Peacebuilding CAUSES

For people to fund people. To fund a person whos fighting for peace and opportunity.25Peacebuilding CAUSES

For people to fund projects26Peacebuilding CAUSES

For people to fund a movement. Peacekeeping not just across borders, but inside schools too.27Peacebuilding CAUSES

For non-profits and organizations to fund projects. - non-profit to go on tour with Vans Warped Tour rock festival in UK28Peacebuilding CAUSES

For people to fund non-profits and their efforts (best perk get a recipe from a woman in one of these refugee camps)29Peacebuilding CAUSES

For people to fund volunteering30Peacebuilding CAUSES

For people to fund education. These guy to go to a Peace Insitute31Peacebuilding ARTISTS

For people to fund films that lead movements and build awareness32Peacebuilding ARTISTS

33Peacebuilding ARTISTS

34Peacebuilding ARTISTS

35Peacebuilding ARTISTS

For people to fund artists to get their work out.36Peacebuilding ARTISTS

For artists to fund what matters to them.37Peacebuilding ENTREPRENEURIAL ENDEAVORS

For organizations to fund action networks.38Peacebuilding ENTREPRENEURIAL ENDEAVORS

For people to fund products that lead a movement39Peacebuilding ENTREPRENEURIAL ENDEAVORS

For people to fund40Peacebuilding ENTREPRENEURIAL ENDEAVORS

For people to fund businesses that empower people41Peacebuilding ENTREPRENEURIAL ENDEAVORS

424 Keys to Success

Engaging PitchAttainable Goal

Unique Perks

Proactive Communication

434 Keys to Success: #1More tips: http://support.indiegogo.com/entries/20353061-create-a-great-pitch

Engaging PitchHonesty, transparency & authenticity

Who: are you?What: are you raising money for?When: will you project take place?Where: will you project take place?Why: does the world need your project to exist?How: can people get involved?

Make it personal!-Tell your story-Be honest, transparent about why youre raising and where funds are going-Let personality shine through-People contribute to people, not products/services444 Keys to Success: #1

Engaging PitchMake an personal video!

Image Video Data Insight:Campaigns with videos raise 114% more!

-Tell your story-Be honest, transparent about why youre raising and where funds are going-Let personality shine through-People contribute to people, not products/services4587% of campaigns that reach their goal exceed it, by an average of 32%

Expect to raise 20-30% of your goal from within your own network (friends & family)

The probability a campaign will reach its goal quadruples (4x) once it reaches10% of its goal.

4 Keys to Success: #2

Attainable GoalHigher goal doesnt always mean more money!

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT464 Keys to Success: #2Attainable GoalBreak down large goals into smaller chunks!

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT474 Keys to Success: #3Unique PerksOffer unique, creative, personal & non-copyable!

You can have more than 1 perk at a same amount

You can change/add perks throughout campaign (display up to 12 at one time)

You can limit the # available

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT484 Keys to Success: #3Unique Perks5-8 perks is the sweet spot!

5 8 perks-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT494 Keys to Success: #3Unique PerksOffer an amazing $25 perk. Its the most popular!

$25

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT504 Keys to Success: #3Unique PerksSome creative ideas!

Join the conversationPersonal thank you notes or phone callOffer early access to products/servicesDonated perks from local businessesThrow a party for fundersArtistic engagement/creditTeach a class or host a tourOffer unique, limited edition itemsFree entry or membership discountsShare insider secrets

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT514 Keys to Success: #4Proactive CommunicationEngage inner circle first!

Soft launchCreating an Action Team" at the beginning of your campaign. Share with friends & family immediately email everyone you know!Personalized emails result in highest contribution rateUpdate your email signatureOnce you gain traction, engage in a broader media push20-30% of early funds should come from inner circle

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT524 Keys to Success: #4Proactive CommunicationHave a weekly/monthly marketing plan

SunMonTuesWedThursFriSat1234567*Campaign Launch!*FB/Twitter/ Blog announcement*Personal friends and family Email*Twitter post*Re-tweets*FB updates*Campaign update on IGG*Blog posting*Outreach to Twitter influencers*Press Release after campaign has gained momentum

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT534 Keys to Success: #4Proactive CommunicationUse Indiegogo update regularly to keep funders informed

The BasicsSent at the end of the day to all funders and favoritesSend 1-2 a weekTreat it like a blogEngage your community

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT544 Keys to Success: #4Proactive CommunicationUse Indiegogo update regularly to keep funders informed

What to Talk AboutSpecific perks (details, new additions)Campaign developments/milestonesMedia coverageOrganizational developmentsAdd new contentMake funders feel like theyre special, part of an exclusive community

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT554 Keys to Success: #4Proactive CommunicationCampaigns with 1-5 updates raise on average 100% more

Number of UpdatesPercentage of Funding Raised vs Overall Average-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT564 Keys to Success: #4Proactive CommunicationUse social media to engage

Ask questionsRecognize and thank contributorsDo pollsAlways include your campaign link

Use hashtagsAsk for retweetsWhole team should tweet

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT574 Keys to Success: #4Proactive CommunicationWin the middle game

More tips: http://www.indiegogo.com/blog/2012/07/indiegogo-insight-winning-the-middle-game.html-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT584 Keys to Success: #4Proactive CommunicationIdentify, thank and incent influencers

More tips: http://support.indiegogo.com/entries/20491853-track-your-campaign-progress-with-analyticsJohnny Apple drove 139 referrals that resulted in $3,570

Thank you, Johnny!

-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT594 Keys to Success: #4Proactive CommunicationEarn gogofactor promotion, Indiegogos algorithm that measures the activity of a campaign

More tips: http://support.indiegogo.com/entries/20589776-the-gogofactorMeritocracy in Action: Everyone has equal chance of success

Gogofactor determines:

Featured spots in our newsletter or blogPlacement on the siteSearch rankingsInclusion in our press outreach

Gogofactor-

combination of many factors that measure overall activity of your campaign and your audiences response to that activity

More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor-Goal should be smallest amount possible to still move project forward and fulfill perks-Set a conservative goal (20-30% raised from friends and family, raise immediately)-Padding the tip jar (strangers want to see chance for success)-GREEN BAR EFFECT60Blog: for insights, tips and ideas:https://www.indiegogo.com/blog/

Help Center: for answers to specific questions:http://support.indiegogo.com/forums

Indiegogo.com: to view other successful campaigns:http://indiegogo.com

Campaigner Happiness: page to learn the basics: http://www.indiegogo.com/happiness/campaignerWere here to help you succeed

Our Customer Happiness Team is here for youAre you next?

Harnessing the Crowd

Danae Ringelmann Co-founder, Indiegogo@gogodanaeThank you!Danae Ringelmann, Co-founder, Indiegogodanae@indiegogo.com @gogodanaeGo fund what matters to you.63