final - crowdfunding research - kuleuven 20 oct 2017 · 2017. 10. 27. · microsoft powerpoint -...
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Crowdfunding for Research
Why consider it and how to do it well?
2017
Marlies Kimpe, PhD
Growth Manager at Chuffed.org
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"People in academia are chain grant writing — they're submitting one grant and making sure the next one is ready to go. If you don't have private funds coming in, you have to be grant writing almost every second of the day.”- Dr. Jeanne GarbarinoDirector of Science Outreach at Rockefeller University,
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Opportunities
Crowdfunding is great for:
• Supplementing existing studies
• Purchasing software
• Funding (part of) specific experiments
• Raising awareness
Raising 3,000-15,000 Euro
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Today’s Session
1. Intro to crowdfunding
2. Case studies and Examples
3. How to run a successful campaign
4. Opportunities and challenges
5. Discussion and Q&A
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What is Crowdfunding?
Why Crowdfunding ?
Money New audiences Awareness Unlocking
more fundsEngaging supporters
Building community
Marketing / PR
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Different Crowdfunding Models
About Chuffed.org
10M+ Euro 5,000 120,000 27
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A. The cause / project
B. The campaign page (videos and rewards)
C. The promotion strategy
D. The platform
What’s most important for Crowdfunding Success?
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Step 1: Find your crowd
Step 2: Tell a specific, inspiring story
Step 3: Set an achievable target
Step 4: Build early momentum
Step 5: Have a (promotion) plan
5 Steps to a Successful Crowdfunding Campaign
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Step 1
Figure out your core audience
(to reach new audiences)
You
Find your crowd:
The influencers
Everybody else
True believers
You
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Find your crowd:
Figure out your audiencesAudience Why they would support your
campaign
The True Believers
Influencers
Everyone else
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Step 2
Tell a specific, inspiring story that your audience cares about
Specific not general
Inspiring not earnest
Story not figures
Tell a story that is…
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EXAMPLE Story
Example stories
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Step 3
Set an achievable target (so you can blast through it)
Target depends on
Cost of the project
Existing audience
Time / resource available
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Rule of thumb
<3,000 Euro
3,000 - 20,000 Euro
20,000+ Euro
Own network, 1 day/wk*
1k+ emails, 2-5 days/wk*
3k+ emails, 5+ days/wk*
* During the campaign plus 4 weeks beforehand
Target Audience, time required
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Different ways to hit your target
(30% in 3 days)(30% in 3 days)
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Step 4
Build early momentum(create a team)
$0
$10 000
$20 000
$30 000
$40 000
$50 000
$60 000
24/09 01/10 08/10 15/10 22/10
$0
$2 000
$4 000
$6 000
$8 000
$10 000
$12 000
24/09 13:06 25/09 13:06 26/09 13:06
30% in 3 days
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How to build early momentum
1. Recruit a campaign team
“Multiply yourself. Allow other people to own your campaign. Don’t just ask people to donate, ask people to treat the campaign as their own and have them raise funds for you. The more ownership they have the more money they will raise."
Building a team
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Credit: Jeffrey Effendi from Draw History http://drawhistory.com/
Building a team
1. Recruit
2. Engage
3. Ask for help
4. Update
How to build a team
Potential team members:
• People involved in the project
• The super keen-beans
• General recruitment
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How to build early momentum
1. Recruit a campaign team
2. Send out semi-personalised emails to your audiences
3. Thank every donor privately and publicly
4. Use pre-launch
5. Use early-bird discounts / exclusive perks
Step 5
Have a (Promotion) Plan
“The campaign is won or lost before it begins. It is all about the four weeks prior to the campaign and how you launch. If you don’t launch hard, you won’t make it.”
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$0
$10 000
$20 000
$30 000
$40 000
$50 000
$60 000
24/09 01/10 08/10 15/10 22/10
New perks and rewards
Open Day
Launch party
Launch-week Mid-campaign lag Count-down
How to create your promotion plan
1. Figure out your audience groups (true believers,
influencers, everyone else)
2. Define the key message for each group
3. Decide on the channels that you're going to use to
get in touch with them
4. Write out your promotion plan: who, what, when
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Promotion Plan – Touch Points
1. Pre-launch
2. Launch day
3. End of week 1 update
4. Mid-campaign update / celebrations
5. Final week Count-down
6. Thank you
7. Follow-up
Promotion Plan
Pre-launch
Launch End of week 1
Mid-campaign
Count-down
Thank you
Update
TrueBelievers
Influencers
Everybody Else
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Exercise
1. Choose a project and (realistic) target
2. Write down your core audiences (true
believers, influencers, everybody else)
3. What’s your story (specific and inspiring)
4. Discuss with your neighbor
Creating your page
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Chuffed.org/start
Chuffed.org/start
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Your Crowdfunding Page
Title
Target
Pitch
Image
Rewards and Impact Levels
1. Pre-release products or services
2. Unique experiences
3. Special recognition
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Potential challenges
Be aware that crowdfunding is:
• Time consuming
• Not for everyone
• Not a magic bullet for raising millions
But it has additional benefits and is great for
developing transferable skills
You
You
You
You
Competition?
You
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Step 1: Find your crowd
Step 2: Tell a specific, inspiring story
Step 3: Set an achievable target
Step 4: Build early momentum
Step 5: Have a (promotion) plan
5 Steps to a Successful Crowdfunding Campaign
Next steps
1. Find your crowd
2. Build a team
3. Make (a first draft of) your page
4. Create a promotion plan
5. Launch!
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About Chuffed.org
0% fees to campaigners
Donors pay credit card fees/charges
+ optional donation to Chuffed
FreeSocial
CausesSupport
Only for social causes
No campaigns for someone’s
holiday
Free mentoring
And case studies, videos, blog posts, …
We’re here to help
1. Book a free Crowdfunding Mentoring Session at chuffed.org/office-hours
2. Check out the Chuffed Crowdfunding Academy chuffed.org/academy
3. Email [email protected] for help
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"There's no doubt that crowdfunding is shaping a new economy, and there's no reason why scientists and researchers in general shouldn't just hop on that bandwagon. Just go for it.”- Dr. Jeanne GarbarinoDirector of Science Outreach at Rockefeller University,