THE DONOR JOURNEY CONTINUED:

UNLOCK THE POTENTIAL OF YOUR

EVENT PARTICIPANTS September 11, 2014

WHO ARE WE?

Mark Johnston Senior Advisor, hjc,

Successful Crowdfunder

Andrew Welkley Product Marketing Manager,

Blackbaud

Ayah Norris Anisa Mirza Canada Marketing + Community

Indiegogo CEO + co-founder,

Giveffect

Take our survey at the end of the session!

At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc crowdfunding consulting session with resident expert Mark Johnston

https://www.surveymonkey.com/s/KDRQTYW

OUR AGENDA

Crowdfunding – What is it and Why it Matters to you and your non-profit? • Key Findings and Real World Examples

for Crowdfunding FROM THREE EXPERTS

WHAT ABOUT CROWDFUNDING?!

SMALL DONATIONS A BEGINNING, MIDDLE AND END (CAMPAIGN PERIOD) REWARDS ATTRACTION OF THE COLLECTIVE GOAL

DON’T WE ALREADY DO THIS?

12.0% 7.0% 4.0% 4.0%

82.0%

90.0% 94.0% 96.0%

43.0%

24.0%

13.0% 6.0%

Gen Y Gen X Boomers Civics

Donated Through Crowdfunding

Yes

No

Likely in the Future

17.0%

7.0%

2.0% 2.0%

43.0%

24.0%

13.0%

6.0%

Gen Y Gen X Boomers Civics

Future Text to Donate vs. Crowdfunding Gifts

Text to Donate Gift through Crowdfunding

42.0%

27.0%

10.0%

4.0%

4.0%

20.0%

1.0%

11.0%

Kickstarter

Indiegogo

GoFundMe

Razoo

Crowdrise

Other

None

Not Sure

Crowdfunding Sites You Have Used

GEN Y GEN X BOOMERS MATURES

Not Sure 4% 21% 13% --

None 4% -- -- --

Other -- 7% 50% 57%

Crowdrise 13% -- -- --

Razoo 4% 7% -- --

GoFundMe 8% 14% 13% --

Indiegogo 42% 21% 13% 29%

Kickstarter 63% 43% 25% 14%

* The majority of “other” responses donated through Kiva

AND NO MATTER THE CROWDFUNDING YOU DO, IT’S A

MOBILE AND SOCIAL WORLD YOU NEED TO PROPERLY LEVERAGE

MARK’S KICKSTARTER PROJECT

MARK’S INDIEGOGO PROJECT

• Personal messages on video work (easy for nonprofits to do)

• Perks work, but make sure the perks fit your audience

• Make sure perks don’t cost more than 10%, as per CRA rules (make experiential, low to no cost perks the norm)

• Constant working email network and social media

RECOMMENDATIONS

Ayah Norris

Crowdfunding for Nonprofits Engaging a Community + Raising Funds with Indiegogo

Ayah Norris, Canada Marketing + Community @indiegogoCA | @ayahnorris

Kite™ Patch, a breakthrough mosquito-fighting technology designed to block mosquitoes' ability to track humans and spread disease, raised funds thanks to the support of 11,254 funders through Indiegogo.

Kite Patch raised $557,254

Goal $75,000

CAUSE Riverside, CA

Parkinson’s. We’re In This Together raised $554,061

Goal $100,000

Parkinson’s. We’re In This Together, a World-Class Care Working Hand in Hand with Cutting Edge Research, raised funds thanks to the support of 472 funders through Indiegogo.

HEALTH Sunnyvale, CA

Coast Mountain Academy raised $150,288

Goal $150,000

Coast Mountain Academy, an innovative independent school that creates inspired students, raised funds thanks to the support of 86 funders through Indiegogo.

EDUCATION Squamish BC

WHY CROWDFUNDING?

Raise Money Gain Visibility Collect Data

Engage with your fans

Global • 200K+ campaigns from

224 countries/territories

• 12M+ UMVs

• 5 currencies, 4 languages, Paypal

Open • No

application/approval

• Merit-based

Customer Focused • Customer Happiness

24-hour response time

• Educational materials; data-filled dashboard

• Flexible & Fixed funding

Why Indiegogo?

Indiegogo Impact

• Millions of dollars disbursed each week

• 200,000+ campaigns, 7,000+ active at any time

• 9M UMV’s from over 224 countries + territories

• 70+ countries contribute each day

• 1,000% growth in funds raised the past two years

• 275% growth in contributions to non-US campaigns in the past year

• 160% growth in Canada in the past year

INSIGHTS FOR INDIEGOGO SUCCESS

…but how?

Attainable Goal Compelling Pitch

Unique Perks Proactive Communication

WHAT MAKES A GOOD CAMPAIGN?

A higher goal does not mean you’ll raise more funds.

The Green Bar Effect

87% of campaigns that reach their goal exceed it by an average of 32%.

The keys to creating a good pitch are: HONESTY, TRANSPARENCY, AND AUTHENTICITY

CREATING A GREAT PITCH

11

WHO ARE YOU? WHAT ARE YOU RAISING MONEY FOR? WHY ARE YOU CROWDFUNDING? HOW CAN WE GET INVOLVED?

Perks

• Digital goods

• Physical goods

• Recognition

• Experiences

Give contributors perks they’ll get excited about!

Activate your network

Indiegogo Page • Update your funders regularly

Person-to-Person Outreach • Attend networking events, hold a launch

party, shake hands

Email Outreach • Email brings in 20% more funding than

any other source

Social Media • Twitter, Facebook, etc.

• 22% of a campaign’s funds raised comes from social media engagement

Press/Bloggers • Websites, blogs, local press

KEEP UP MOMENTUM

This is a two-way conversation!

Keep your community engaged, and let them shape the direction of your campaign and your nonprofit!

Together Do Anything.

Ayah Norris, Canada Marketing + Community ayah@indiegogo.com @indiegogoCA | @ayahnorris

Andrew Welkley

THE CROWDFUND-A-MENTALS UNLOCK THE TRUE POTENTIAL

FOR YOUR NON-PROFIT

Andy Welkley Sr. Product Marketing Manager Blackbaud

What is in a name? That which we call a rose by any other name would smell as sweet.

Non-profit as Crowdfunder

Supporter as Crowdfunder

Source: GoGetFunding http://visual.ly/crowdfunding-success-statistics

PS: Non-Profits have ALWAYS been CROWDFUNDERS!

$102,934 USD Raised of $150,000 Goal

68% 97 days left This campaign started on Sept 12 and will close on June 1, 1885 (11:59pm PT)

CONTRIBUTE NOW

Messaging Matters

What have we learned?

Urgency – Timelines & Deadlines

Anyone can do it!

Anyone can do it = Supporter as Fundraiser

The institution effectively ‘deputizes’ a group of Assistant (Amateur) Fundraisers

• A fundraising channel where a non-profit recruits individual supporters to ask their friends and family to donate to that institution.

WHAT IS PEER-TO-PEER FUNDRAISING?

Non-profit

P2P Fundraising is almost always connected to some form of event or personal milestone.

was

THE STARBUCKS EFFECT

• Are you comfortable giving up control?

• Are you positioned to support the BIG IDEA?

• How do you find these people?

ENSURE ORGANIZATIONAL-WIDE SUPPORT

• Engage Your Key Stakeholders – Leadership – Staff – Constituents

• Communicate the Performance and Benefits

– Low cost of fundraising – Expanded reach for the organization – Building stronger, more loyal supporters

DEFINED OPPORTUNITIES TO FUNDRAISE

YOUR CAMPAIGN IS LIVE!

• Make it a year round activity -

• Feature successful fundraisers

• Crowd fundraisers make great local news stories.

MARKET YOUR CAMPAIGN

• Promote program in welcome series email campaign - encourage donors to do more.

• An opportunity to engage board members and major donors and to tap into their personal networks.

• Advocates and Volunteers make great DIY fundraisers

RECRUIT YOUR FUNDRAISERS

DRIVE ACTION

Online Confirmation

Log-in to Fundraising

Center

Update Webpage Send Emails

COMMUNICATE

COACH

MOTIVATE

• Recognize your crowdfundraisers in the same manner you recognize your other volunteers and donors.

RECOGNIZE YOUR CROWD FUNDRAISERS

Analyze your data

Anisa Mirza

CONCLUSION

• Find the right way for Crowdfunding to Fit with your Fundraising Goals

• Be Mobile and Social • Integrate – think Cross-Channel to build

Committed Supporters

A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study

http://www.hjcnewmedia.com/nextgencanadiangiving2013/infographic/

Take our survey after the session – we’ll send out the link!

At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc crowdfunding consulting session with resident expert Mark Johnston.

https://www.surveymonkey.com/s/KDRQTYW