Post on 12-Jan-2017
The Crowdfundamentals Webinar Seriespresented by Community Funded Enterprises
Ryan Stover Co-Founder & Success Team Manager Community Funded EnterprisesRyan@CommunityFunded.com
McCabe Callahan Co-Founder & CEO Community Funded Enterprises
McCabe@CommunityFunded.com
With you today:
Today:
• Why are universities crowdfunding? • What can crowdfunding do in addition to fundraising? • How to integrate crowdfunding into your strategy
Why are universities crowdfunding?
EDUCATION ADVANCEMENT FACES THESE PROBLEMS:
New Donor Paradigms
A NEW TYPE OF DONOR
Next generation donors must be engaged and stewarded differently.
1. Engage with causes to help people, not institutions.
2. Support issues rather than organizations.
3. Prefer smaller actions before larger commitments to a cause.
4. Are influenced by the behavior of peers.
5. Treat all their assets (time, money, network, etc.) as having equal value.
Top 5 findings from the Millennial Impact Report
EDUCATION ADVANCEMENT FACES THESE PROBLEMS:
OUTDATED TACTICS
Ineffective & Inefficient
Postcards. Phone banks. CC Forms. Bake Sales.
New Donor Paradigms
A NEW TYPE OF DONOR
Next generation donors must be engaged and stewarded differently.
PeopleOrganization
EDUCATION ADVANCEMENT FACES THESE PROBLEMS:
New Donor Paradigms
A NEW TYPE OF DONOR
Next generation donors must be engaged and stewarded differently.
Must Do More With Less
DWINDLING ROIs
Poor cost/results. Prohibitive costs to reach
new donors.
OUTDATED TACTICS
Ineffective & Inefficient
Postcards. Phone banks. CC Forms. Bake Sales.
CROWDFUNDING PROVIDES THE SOLUTION:
Doing More With Less
BETTER ROIs
Gives advancement powerful new abilities.
Fits New Donor Paradigm
FOR TODAY’S DONORS
Donors are engaged and stewarded correctly.
NEW TOOLS & TACTICS
Effective & Efficient
Fundraising Marketing
Community Development
CROWDFUNDING PROVIDES THE SOLUTION:
Crowdfunding is becoming the new standard for online fundraising.
CU Boulder Year 1:• 1,000+ Donors Engaged • 60% New Donors • 56% Millennials (18-24 yrs old) • >$110K Raised
What can crowdfunding do in addition to fundraising?
“CROWDFUNDING” THE PERCEPTION:
1. Student Initiatives 2. Faculty Initiatives3. Small campaigns
CFPLATFORM
Programs
Cam
paign
sFunds
Centralized Fundraising Platform
Platform Marketing
Campaign Marketing
“CROWDFUNDING” IS:
1. A centralized story telling tool2. Fundraising3. Enhanced Marketing4. Community Development
How to integrate Crowdfundinginto your
Fundraising Strategy
There is a process
Get Stakeholder “Buy-in”
Find Campaigns
Promote the platform
Launch
Stewardship
Step 1
Get Stakeholder “Buy-in”
Find Campaigns
Promote the platform
Launch
Stewardship
Get Stakeholder Buy-In
AlumniOffice
Key DevelopmentOfficers
Athletics
Marketing / CommunicationsDept
DepartmentHeads
Foundation
Assemble Your Team
Campaign Creators
Curators
Platform Admin
Step 2
Get Stakeholder “Buy-in”
Find Campaigns
Promote the platform
Launch
Stewardship
Determine Campaign Types
Funds Creators
“Donate to the XYZannual fund!” “Help fund my project!”
Existing fundsInternal marketing about the platformCampaign Creator Meet-ups / TrainingsCurator Network
WHERE TO FIND CAMPAIGNS
Campaign TypesFunds
Day of Giving
Class Gifts
Capital CampaignsFaculty Campaigns
Student Campaigns
A phased approach
Step 3
Get Stakeholder “Buy-in”
Find Campaigns
Promote the platform
Launch
Stewardship
Promote the Platform
Platform vs. Campaign promotionLeveraging existing channels
Build Your Brand
Leverage Existing Channels
Outbound Email Campaigns
to targeted lists
Social MediaA survey of more than 12,000 consumers asked how their friends’ social media posts
affected their purchase decisions, 81% of U.S. respondents said they were moderately-to-highly influential. Nearly an equal number – 78% - said the posts by companies they
follow on social media impact their purchases. - http://www.marketforce.com/press-releases/item/research-social-media-influence/
Social MediaCreate platform assets
Create a social media strategy
Leverage existing channels
30% of social media fans share ‘to recommend a product, service,
movie, book etc.,’ - http://www.ipsos-na.com/news-polls/
pressrelease.aspx?id=6239
Result: Increased Awareness & Involvement
source:thecrowdcafe.com
Step 4
Get Stakeholder “Buy-in”
Find Campaigns
Promote the platform
Launch
Stewardship
M
A
N
A
G
E
S
E
M
P
O
W
E
R
S
Admin PlatformOrganization
FUNDING
PREMOTI
ON
CREATION PROMOTION ITERATION
FUND RAISING POST CAMPAIGN
LIVECAMPAIGNS REVIEW
ANALYZE
PLAN
GOAL REPEAT
GOALGe
ne
ral F
un
ds
Ca
mp
aig
n C
rea
tors
Admin Creates
Campaigns
Creators Submit
Campaigns
SUBMIT
APPROVE
REVIEW
Step 5
Get Stakeholder “Buy-in”
Find Campaigns
Promote the platform
Launch
Stewardship
Stewardship Redefined
1. Campaign Creator Updates2. The “donor hand off” 3. Wealth screening
1. Campaign Creator Updates
Communicating success!Use of funds Final Appreciation
2. The “donor hand off”
List buildingProper communication based on appeal Alternate forms of giving
Multi-Channel Donors
2011 Donor Centrics Internet and Multichannel Giving Benchmark Report
3. Wealth Screening
Crowdfunding as an Extension of Major Gifts
Planned or Principal Gifts
Major Gifts
Annual Giving
Crowdfunding Prospects
Crowdfunding as an Extension of Major Gifts
Planned or Principal Gifts
Major Gifts
Annual Giving
Crowdfunding Prospects
Identify DonorPassions
Crowdfunding as an Extension of Major Gifts
Planned or Principal Gifts
Major Gifts
Annual Giving
Crowdfunding Prospects
Analyze GivingCapacities
Crowdfunding as an Extension of Major Gifts
Major Gifts
Annual Giving
Crowdfunding Prospects
Build LastingRelationships
Planned or Principal Gifts
Integrating Crowdfunding Into your Fundraising Strategy: Summary
Get Stakeholder “Buy-in”
Find Campaigns
Promote the platform
Launch
Stewardship
The Crowdfundamentals Webinar Seriespresented by Community Funded Enterprises
THANK YOU!
The Crowdfundamentals Webinar Seriespresented by Community Funded Enterprises
Wednesday, October 14, @1pm MDT