What Minnesota Nonprofits can learn from Travail's Kickstarter Success
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Transcript of What Minnesota Nonprofits can learn from Travail's Kickstarter Success
What Minnesota Nonprofits can learn from Travail's Kickstarter Success
Presenters
Jeff AchenGiveMN Digital Strategist
Megan LeafbladDirector of Business & Development at Travail Kitchen & Amusements
Agenda
• What is Kickstarter?• The Travail Kickstarter
campaign story• Why did it work?• Takeaways for
nonprofits (and cautionary tales)
• Q&A
What kind of projects are taking place on Kickstarter?
Games | Film & Video | Design | Technology | Music |
Publishing | Food | Art | Fashion | Comics | Theater |
Photography | Dance
• All-or-nothing funding
• Only 44% of projects have reached their funding goal
• Kickstarter does not allow charity, cause, or "fund my life" projects.
Q & A with Megan Leafblad
• We see our work/restaurant as a creative project
• We have an active support base who wanted to be engaged & involved in our success
• This would allow us to invite our fan base into the kitchen & do business with us
• It was a tangible project with a clear outcome
Q & A with Megan Leafblad
• We had over 11,000 Facebook fans who were already interested and excited about Travail
• We used “rewards” to give people what they have always asked for from us: cooking classes, reservations, etc.
• This was NOT a donation, but a transaction
Q & A with Megan Leafblad
• We worked with friends at Fallon, a well-known ad agency, who helped us clearly articulate our project and create a beautiful video to remind people who we are, why they love us, and invite them to be apart of the project
TIP: Use video and well-written text on your GiveMN page to
articulate your project, work or mission
Q & A with Megan Leafblad
• We started telling everyone!
• We used our social media channels
• We held a launch party in the parking lot to generate excitement about the campaign
TIP: Utilize online as well as offline tactics for involving
people
Q & A with Megan Leafblad
• We set our fundraising goal lower than what we wanted, but at a level that would have a big impact
• We wanted people to join in and be a part of something that was going to succeed or already had succeeded
TIP: Set project or fundraising page goals that are attainable and will allow you to celebrate
with your donors
Q & A with Megan Leafblad
Ask a question:• Use the chat
feature to the left of your screen to type your question for Megan
• Or, raise your hand and we can call on you to unmute your line and ask your question
Creating a Project on GiveMN
Incentives/Rewards
Good use of video/photos
Well-written text
Read-a-thons are a tangible project with a clear outcome.
Incentives/Rewards
Event Driven Campaign
Compelling story
Takeaways
• Know your donors/fan base• Be clear about the project: identify a tangible need and a
clear outcome• Engage people in the process• Use the project as a marketing/community engagement
tool: tell your story well, tap the power of brand affinity• Think in terms of giving your donors a return on
investment. Why should people donate?
Takeaways
• Get your board involved• Keep your campaign short and sweet: typically you see
the giving at the beginning and end of the project, so don't stretch that middle out too much
• Have a plan for engaging folks each day or every couple of days in a different way
• Start early to get all of the pieces approved and plan for how you will fulfill any commitments you make to donors
• Factor in fundraising costs: credit card fees, staff time & resources.
Agenda
Questions?
Announcements
GiveMN.org will be down for website maintenance on Saturday, March 29
from 11 – 5 p.m.
Attending MCN Technology and Communication Conference April 10?
Check out our session titled“Smartphones for Dummies” at 7:30 a.m.
& stop by the GiveMN booth!