crowd funding the notable women in compu6ng project on … · successful crowd funding of notable...

CrowdFundingtheNotableWomenin

Compu6ngProjectonKickstarter

KatyDickinsonJessicaDickinsonGoodman

[email protected]@gmail.com

4February2016

Copyright2016–AllRightsReserved

Let’sstartwith108RoleModels…Arolemodelisapersonwhosebehavior,example,orsuccesscanbeemulatedbyothers.

February2016 KatyDickinson&JessicaDickinsonGoodman 2

NotableTechnicalWomenProjecth4p://www.notabletechnicalwomen.org

h4ps://www.facebook.com/NotableTechnicalWomenh4ps://www.kickstarter.com/projects/jessidg/notable-women-in-compu@ng-card-deck

•  Womenhavebeenleadersincompu6ngfromthestart,butnotenoughofourcontribu6onsareremembered.Keepourhistory.

•  ProfessorSusanH.Rodger(ProfessorofthePrac6ce,DukeUniversity),KatyDickinson(Founder,MentoringStandard),andKaty’sdaughterJessicaDickinsonGoodman,collaboratedtocreatethefirstdeckandposterin2014.•  Theprojectgoalistopresentremarkable,successful,anddiversetechnicalwomenasrolemodels.Wewantgirlsandwomentoseeafutureforthemselvesinthesecards.


Success&FailureStats•  Therehavebeen280,664Kickstarterprojectslaunched-withover$2Billion

pledged.•  99,838projectsweresuccessfullyfunded.•  175,484projectswerenotsuccessfullyfunded.•  Whatdoesfailuremean?

–  Projectisnotfunded:•  36%ofprojectsarefunded•  15%receivenopledges•  78%ofprojectsthatraisemorethan20%oftheirgoalweresuccessfullyfunded•  Projectsthatraiselessthan$1,000failmostoden•  8%ofdollarspledgedwenttofailedprojects

–  Projectisfundedbutdoesnotdeliverthepromisedrewardstobackers:•  9%failedtodeliveratall•  7%ofbackersfailtoreceivetheirchosenreward•  Failureratesareconsistentacrossallcategories•  65%ofbackersagreethattherewardwasdeliveredon6me

Asof3Feb2016,From:h4ps://www.kickstarter.com/help/statsandh4ps://www.kickstarter.com/fulfillment


SuccessfulCrowdFundingofNotableWomeninCompu6ng

•  “NotableWomeninCompu6ngCardDeck”KickstarterranOctober-November2014,withfulfillmentinDecember2014.

•  $3,000wasoriginallyrequested,$15,010waspledgedby392backers.•  DuringtheKickstarterfundingperiod,Dr.SusanRodgerpresentedthe“Notable

WomeninCompu6ng”posterattheGraceHopperCelebra6onofWomeninCompu6ng(GHC14).Theoriginalself-fundedprin6ngof300deckswasavailableattheDukeUniversityexhibittable–wheretheyshortlysoldout.


•  TheKickstarterwasannouncedfromthepodiumataGHC14plenarysession.

•  ThefirstcarddecksshippedtobackersinDecember2014.Sincethenover5,000havebeendistributed.Theprojectisnowpublishingitsthirdedi6on.

•  Thefirstsisterprojectwasthe“TechWomenEmergingLeadersfromAfricaandtheMiddleEast”createdbyKatyandJessicaandsponsoredbytheTechWomenAlumnaeCouncil.Othersisterprojectsareindevelopment.

FinancesandCrowdFunding


Partofcrea6ngaKickstarterisdevelopingaclearfinancialpictureofwhattheprojectwillcost–includingpackaging,postage,storing,andhandling/fulfillment.SinceOctober2014,wehaveprovidedcustomversionsofthecarddecksformanyconferencesandcompanyevents,inaddi6ontothegeneraldistribu6on.Managingcostsandinventoryareanongoingchore.Susan,Jessica,andKatys6llmeetbyphonemonthly.

BackerCommunica6ons•  Jessicaprovided64updatesontheKickstarterprojectpage–morewerepostedto

Katysblog–tokeepbackersinformedandentertained.•  Mul6plewebvideoswerepostedtotheKickstartercampaignsite–includinga

HalloweenCostumeContest,andstoriesshowingshippingrewardstobackers.•  Communica6onscon6nuethroughtheFacebookpageandDukeUniversitysite.•  Thecontentofthecardsisimprovedover6me–givingnewopportuni6esto

communicate.•  In2014,fourteenofthehonoreeshadnoWikipediabiographypage.Thathas

beenreducedtojustfour.Newphotosareaddedwhenfound.


WhyKickstarterProjectsFailAnalysisofwhyprojectsfail,fromPaulRomanMar6nezwhohasrunthreesuccessfulKickstartercampaigns(comicsandtabletopgamescategories):1.  PoorThumbnailImage2.  PoorProjectTitleandSub6tle3.  UnclearDescrip6onoftheProductandtheGoal4.  NoPriorFanOutreach5.  NotExplainingWhyYouareQualifiedtoProducethisProject6.  NotEnoughArtonthePage7.  NotEnoughInterac6onwithBackers8.  NotTrea6ngKickstarterlikeanEvent9.  ConfusingPledgeLevels10.  MissingorPoorVideo11.  ConfusingorIncompleteShipping

From:h4p://www.bleedingcool.com/2014/03/23/11-things-all-failed-kickstarter-projects-do-wrong/

February2016 KatyDickinson&JessicaDickinson

Goodman 8

AnotherKickstarterSuccessExampleTravelwriterChris6neGilbertrantwosuccessfulcrowdfundingroundsforafilm:oneprivateroundfor$10,000,andtheotherusingKickstarter,throughwhichsheraised$37,406in2012:•  WhyshesucceededwithKickstarter:

–  Seriousresearchandaudiencetes6ng–full6mefor30daysbeforelaunch–  Toldagoodstory–askedbackersto“fundtheidea”–  Contactedmorethan600backersindividuallyduringcampaignperiod–  Fundedfrom:

•  20%Kickstartercommunity•  40%herblogaudience(peoplewhoknowherwork)•  40%personalnetwork(friends,family,colleagueswhoknowher)

–  Averagecontribu6onwasover$50/each•  Whatshedidwrong:

–  Structureofrewardswasnotinhercontrol(6edtoafilmfes6valtour)–  Delayinrewardsdistribu6onofayear

From:h4p://www.tnooz.com/ar@cle/kickstarter-top-travel-blogger-wishes-known/


AbouttheContentandHonorees•  The2014Kickstartercampaignwasbasedonamatureprojectthathad

beenindevelopmentsince2009,runbythreewell-knownprofessionalswhoac6velyengagedtheirnetworkstosupportthecrowdfunding.

•  Everyoneofthelivinghonoreeswascontactedandapprovedherinclusion.Manyhonoreesac6velybackedandpromotedtheproject.

•  Picturesandinforma6onarefromWikipediaorfromthehonorees.•  TheprojectislicensedunderCrea@veCommons

[email protected].

•  Everydeckorposterpaidforcontributestosendingadecktoaneducatorwhocannotaffordone.Thefoundersmakenoprofit.


HistoryofaList•  “Award-WinningCareerTimelinesinComputerScienceand

Engineering”webresourceprofiling6remarkablecontributors,createdbytheAnitaBorgIns6tuteAdvisoryBoard2008-2010andpresentedattheGraceHopperConferencein2009&2010

•  “FamousWomeninComputerScience”webresourcecreatedbytheAnitaBorgIns6tuteAdvisoryBoard2009-2012(thefirstlistpresented18names–basedonlistfromUniv.ofBristolintheUK)

•  August2013–Dr.SusanRodger(CRA-W)andKatyDickinson(ABI)combinedtheirprojectsforanewtotalof234namesofremarkabletechnicalwomen

•  “FamousWomeninCompu6ng”6melinecardwith19nameswasdistributedatthe2014and2015WomenofVisiongalasbytheAnitaBorgIns6tute

•  Thecurrentlistwith347namesishostedontheDukeUniv.Site:h4p://www.cs.duke.edu/csed/wikipedia/


Selec6on&Distribu6on•  Selec6on:

WomenintheNotableTechnicalWomendeckreceivedmul6ple,high-levelawardsfrommorethanoneins6tu6on.Thisdeckseekstoportraythetruediversityofwomenincompu6ngbothcurrentandhistorical,showcasingtechnicalleadersfromavarietyofna6ons,backgrounds,genderiden66es,orienta6onsandabili6es.

•  Distribu6on:–  1statGraceHopperConference(GHC14)asaresearchposter–  2ndthroughKickstarter(raised5xini6alrequestedfunding)–  Nowthroughnotabletechnicalwomen.org

Allprofitsgotosendingcardsandposterstoeducatorsaroundtheworld.Over5,000deckshavebeendistributed.<-25+countrieswherethedeckshavegone(thatweknowof!)


ManyWaystoMeasure•  Theprojectteamgetsmanyrequestsforspecialsor6ngofhonorees.•  Forexample,theUSPatentandTrademarkOfficestaffattheMay2015

MakerFaireaskedforthis(incomplete)listofnotablepatentholdersamongthe54honorees.USPTOwasdistribu6ngtheirowndeck.–  ChiekoAsakawa(KingofSpades)-atleast18–  JenniferChayes(JackofClubs)-atleast15–  YuqingGao(JackofDiamonds)-atleast32–  VickiHanson(AceofClubs)-atleast9–  MaryLouJepsen(5ofClubs)-atleast14–  Kris6naJohnson(4ofClubs)-atleast42–  Duy-LoanLe(8ofHearts)-atleast23–  BarbaraLiskov(KingofHearts)-atleast15–  RadiaPerlman(AceofSpades)-atleast200–  SophieVandebroek(7ofDiamonds)-atleast14–  SophieWilson(3ofClubs)-atleast35


ProfessionalBenefitstoHonorees•  Sincepublica6oninOctober2014,theprojecthasbeen

featuredinglobalnewsaboutthedecksandhonorees.•  Honoreesodenlistthedeckontheirresumesandwebsites.


TechnicalPioneersSince1843


GovernmentTechnologyLeaders


EntrepreneursandInnovators


RemarkableLeaders


HighlyHonoredExperts


Researchers&AcademicStars


MoreResearchers&AcademicStars

NotableTechnicalWomenmaterialsareunderCreaMveCommonsAOribuMon-NonCommercial-ShareAlike3.0U.S.License.


AboutthePresentersKatyDickinsonistheFounderofMentoringStandard.ShehasdesignedandmanagedsuccessfulmentoringprogramsintheAmericas,Africa,theMiddleEast,Europe,andAsia.ShewastheProcessArchitectforthefirstclassoftheU.S.StateDepartment’sTechWomenmentoringprogram,aMemberoftheAnitaBorgIns6tuteAdvisoryBoard,andaLecturerfortheUniversityofCaliforniaatBerkeleyEngineeringclassonentrepreneurshipformanyyears.FollowKaty’sblogonKatysblog.wordpress.comMoreonMentoringStandard:mentoringstandard.com


JessicaDickinsonGoodmanwasa5thYearScholaratCarnegieMellonUniversitywithamajorinEthics,HistoryandPublicPolicy,aminorinOpera,andthreeyearsofArabic.Adercollege,sheinternedatHarvardLawSchool'sBerkmanCenterforInternetandSociety,thenwenttoWashington,DCtorunonlinecommunica6onsforanan6-humantraffickingnonprofitwhereshehelpedraise$500,000ayearonline.ShenowworksfortheCaliforniaDepartmentofJus6ce.FollowJessica’sblogonjessicadickinsongoodman.com

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