Crowdfunding Your Fundraising: Growing Your Donor Pipeline

The Crowdfundamentals Webinar Seriespresented by Community Funded Enterprises

Ryan Stover Co-Founder & Success Team Manager Community Funded [email protected]

McCabe Callahan Co-Founder & CEO Community Funded Enterprises

[email protected]

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


OUTDATED TACTICS

Ineffective & Inefficient

Postcards. Phone banks. CC Forms. Bake Sales.

New Donor Paradigms

A NEW TYPE OF DONOR


PeopleOrganization


New Donor Paradigms

A NEW TYPE OF DONOR


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OUTDATED TACTICS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


Find Campaigns


Launch

Stewardship

Get Stakeholder Buy-In

AlumniOffice

Key DevelopmentOfficers

Athletics

Marketing / CommunicationsDept

DepartmentHeads

Foundation

Assemble Your Team

Campaign Creators

Curators

Platform Admin

Step 2


Find Campaigns


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


Find Campaigns


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/

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

http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=6239

Result: Increased Awareness & Involvement

source:thecrowdcafe.com

Step 4


Find Campaigns


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


Find Campaigns


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



Major Gifts

Annual Giving


Identify DonorPassions



Major Gifts

Annual Giving


Analyze GivingCapacities


Major Gifts

Annual Giving


Build LastingRelationships


Integrating Crowdfunding Into your Fundraising Strategy: Summary


Find Campaigns


Launch

Stewardship


THANK YOU!


Wednesday, October 14, @1pm MDT

Crowdfunding Your Fundraising: Growing Your Donor Pipeline

Education

Transcript of Crowdfunding Your Fundraising: Growing Your Donor Pipeline