21+1 Proven Practices for a Successful Crowdfunding Event

21+1 Tips For A Successful Crowdfunding Event

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#KimbiaWebinars

Confidential document: Kimbia Inc. 2016

Hi!

Miriam Kagan Senior Fundraising

Principal

2 #KimbiaWebinars @KimbiaInc

Confidential document: Kimbia Inc. 2016 3


Why Crowdfunding?

•  It’s here to stay •  Drives significant new

revenue •  Recruits new high value

donors – up to 60% •  Engages major donors •  Sustainability


Yes!!! ü Compelling

Demographics ü Omni-Channel

Engagement ü Long-Tail Effect "

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Do Crowdfunding Events Lead to More Giving?

Confidential document: Kimbia Inc. 2016 6


Higher Education Events

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-  Purdue Day of Giving: $13.7M raised in 2015 (87% more than previous year)

-  Columbia University: $12.79M in donations

-  Cornell University: $6.97M in donations


Community Foundation Events

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-  North Texas Giving Day: $33.1M raised in its 7th year (26% of donations from first time donors)

-  Give to the Max Day: $18 million

-  Give Miami Day: $7.16 million raised in its 3rd year



1. Create a Project Plan

•  Document all tasks

•  Assign each task to someone

•  Set completion dates for each task

•  Assign a project manager


Chapter/Affiliate Project/Mission

Tap into local pride, enthusiasm and creativity

Include local, national and international projects with multi-currency, multi-language and multi-funds flow

Enable both local, national and international matches

Provide a variety of projects so there is something to appeal to everyone

Choose either local or national data and funds flow

Leverage the multiplying effect of the internet via peer-to-peer fundraising

2. Choose a Crowdfunding Model


3. Pick a Date •  Major milestone like an

anniversary or world awareness day

•  Quiet time in the year

•  Launch a capital campaign

•  #GivingTuesday

•  What works for your organization?


4. Define Your Audience

•  Major Donors

•  First Time Donors

•  Influencers


5. Compelling Value Proposition

•  How you solve a problem

•  Why you

•  Show impact

•  Use the language of your supporters

•  Highly visible

•  Use images


Compelling Value Propositions Pay Off

•  Sci-Port received 156 gifts totaling over $107,000 during Give Local America

•  They were third overall in dollars raised

Sci-Port Value Proposition “Louisiana’s Science Center provides a fun, educational

environment for people of all ages to explore and actively engage in the world of mathematics, science and technology. Sci-Port serves to spark curiosity about the world around us, provides hands-on tools for using scientific discovery in everyday life, and encourages a passion for life-long learning.”


6. Strategic Promotion

Your plan should include:

•  Target audience

•  Best channels to reach audience

•  Messages that resonate

•  Target number of impressions

•  Monitor and measure

•  Two-way communications


Get Creative with your Communications

•  Ask volunteers and board members to email key people

•  Advertise at events

•  Enable partners to embed forms

•  Reach out to radio, TV

•  Recruit corporate sponsors


7. Set Explicit, Measurable Goals

Set SMART Goals: specific, measurable, attainable, relevant and time-bound

•  What is your overall fundraising goal?

•  Are those goals realistic and attainable?

•  Are they relevant to your Crowdfunding event?

•  Can you set goals for specific times of the day?


8. Recruit Online Ambassadors

•  Consider board members, staff, volunteers, partners

•  Schedule “workshop-style” training

•  Review:

-  Brainstorm

-  Goals and timeline

-  Draft letters to potential donors

-  Strategize on donor outreach


9. Incentive Structure •  Create prize & match

opportunities

•  Incentivize healthy competition

•  Prizes include:

-  First project/program to reach goal

-  Most donors in given period

-  Most referrals from given partner

-  Fund with most international donors


10. Customize Messaging

Create specific talking points for specific audiences based on:

•  Giving levels

•  Giving frequency

•  Giving focus

•  Giving recency

•  Channel preferences

•  Demographics



11. Criteria for Choosing a Crowdfunding Platform

•  Protects your brand •  Provides you with donor data •  Features real-time leader boards •  Makes forms easy to share •  Gives you peer-to-peer functionality •  Offers mobile-responsiveness •  Reduces form abandonment •  Assures scalability •  Includes multi-currency, multi-language and multi-

country settlement


12. Key Elements for Success •  Optimize forms for conversion and

reducing friction

•  Provide clear, prominent calls-to-action

•  Make forms easy-to-use

•  Keep forms short

•  Prominently feature your crowdfunding event

•  Give contextual reasons to give

•  Provide suggested donation amounts

•  Mobile-optimize your site

The University of Maryland featured personal video stories of scholarship recipients alongside dona>on forms


13. Communications & Social Media Training is Critical



14. Event Day HQ

•  Sufficient staff to field questions

•  Community outreach

•  Real-time communications


15. Social Media Leverage social media to amplify crowdfunding buzz and outreach:

•  Use tracking codes to measure effectiveness

•  Build a “spread the word” page

•  Leverage Facebook, Twitter, Instagram, Vine, and others


16. Real-Time Updates

•  Feature real-time results on home page

•  Leverage social media, youtube, email to amplify results


17. In-Person Events

•  Farmers markets

•  Potlucks

•  Concerts

•  A flash mob

•  Evening of wine, hors d’oeuvres and jazz

•  River parade

•  Stream a live conference


18. Leverage Peer-to-Peer Communications



19. Say “Thanks”


20. Enable Post-Event Giving



22. Plan Your Next Event


Kimbia provides an all-in-one solution for…

Online Fundraising

Event Registration

Peer-to-Peer, Team & DIY Fundraising

Giving Days

Custom Forms


The Kimbia Solution

Embedded in an organiza>ons exis>ng website •  Enables branding control •  Increases donor

conversion by 30% on avg

Best of Breed, cloud-‐based plaKorm

Mobile-‐ready responsive •  No need for web APIs to

build / style

Social sharing integra>on

Works with client systems of choice: •  Integra>on ease using data APIs •  App on Salesforce AppXchange

Secure, PCI Level 1 compliant, forms

£€¥$ Mul>-‐Currency

Mul>-‐Language

20+ Gateways


Q&A

#KimbiaWebinars @KimbiaInc


Next Steps:

Get the full list of expert crowdfunding tips download our eBook in our follow up email.

#KimbiaWebinars @KimbiaInc

At Kimbia We Set New Standards of Crowdfunding Success Every Day!


www.kimbia.com"@kimbiainc"

"[email protected]"

@miriamkagan"

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Thank you!

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Government & Nonprofit

21+1 Proven Practices for a Successful Crowdfunding Event