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Crowdfunding@bobosborne17
A Case Study
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The Rules
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1If You Build it They Will NOT Come
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2The Normal Rules Apply
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3Big Money is Hard to Raise
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Hromadske RadioA Case Study
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What We Liked About Hromadske
• Had the time and motivation
• Took advantage of a news story
• Easy to understand message: independent press
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Strategic Planning
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Traditional Model
Funder NGO Client
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New Model
Funder
NGO Client
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Know Your Audience
Ukrainian-Americans
DoraRobert
Ukrainian Diaspora
FriendsFamilyPS3
Community
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Concept of the “Critical Few”
Who has the most influence with people who you want to act?
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Inventory and Enroll Your Connections
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Names Political DonorsPhilanthropists
Volunteers Clients Community Leaders
Have
Desire
Start with Champions!
• There is often overlap• List all – who have, who’d you like• Don’t negotiate against yourself
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Roles
Champions
Supporters
Participants
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Roles Defined
• Champions
– Give
– Email and social media
– Active regularly
• Participants
– Give
– Social media
• Supporters
– Hopefully give
– Social media
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Our Social Reach
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What Does Success Look Like?
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Hromadske Needed…
• To compensate people for their time
• Greater breadth of political program
– Fast reaction to new events
– Interviews with relevant people
– Long-form investigative
– Discussions with other journalists
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Goal Planning
• $16,500 goal
– 4 podcasts/programs
– Built in fees
• Three week campaign (22 days)
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“Mini” Goals
• Every $4,000 equals one podcast
• Launch with at least $3,000
• Half of goal by day 6 ($8,000)
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Tactical Planning
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Planning for Hromadske
• 3 weeks of planning
• Identified champions
• Did all media and inventory in advance
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Hromadske Radio
• 500,000+ social media connections
• Few blog connections
• Some media connections
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Publish
We Wanted Friends and Blogs ready to Post on Day One
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We Decided to Use a Thunderclap
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Thunderclap
• 7 day campaign
• Contacted those with the most social media reach
• Wrote personal notes to everyone
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What We Learned
• Getting people to even do a Thunderclap is difficult
• We wondered if we hadn’t used up our momentum
• Ultimately, Thunderclap translated to two gifts for a total of $200
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Inventory and Enroll Blogs and Other Media
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Calendar © Lighboxcollaborative.com
Make a Publishing Calendar
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Video & Photos
Perks
Your Story
Designing the Campaign Details
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A Word About “Perks”
• Use Impact Statements
• Talk about the benefits (impact) of giving
• You can use incentives
– Small token acknowledgments of giving
– Not incentive for giving
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Kicking it Off
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Launch – Make a Splash!
Be As Many Places as Possible on Day One
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Planning
Launch
ExecutionStewardship
Close
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Think of Your Campaign Like an Action Movie!
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• Launched day early for friends and family
• Substantial money raised when others joined
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Getting Nervous
• Wrote personal appeals again
• Went to Ukranian-American events and SXSW
• Contacted media
• Stewardship
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Execution and Stewardship
Update and Thank Your Donors
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Make a final promotional blitz!
Closing
Social Media and Email
Traditional Media
Ask to Help Close Out The Campaign
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Summary
• $17,016 raised
• 189 supporters
• 13 updates
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What We Learned
• Social media is diffuse
• Having good volunteers critical
• Update, update, update
• Having a good cause or news worthy cause not enough
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• IndieGoGo
• RocketHub
• Razoo
• Kickstarter
• Crowdrise
• Global Giving
• New ones every day…
Platforms
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• Mailchimp
• Hootsuite
• Boomerang for Gmail
• Compete.com
Other Helpful Tools
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What Else?
Start Small and Learn
30 Days or Less
“Offline” Your Donors if You Can
Report Back on Impact
Thank Your Volunteers!
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What’s Next?
• Another campaign?
• Active body of people we can use for the next project
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Thank You!
@bobosborne17
@15secfundraising
Theosbornegroupblog.com
Theosbornegroup.com
Find me on LinkedIn!