An introductory seminar by Inner Ear

Social MediaCrowdfunding for Charities

Social Media Crowdfunding

This session will explore

crowdfunding for charities and voluntary sector organisations,

examine required assets, highlight available services and

showcase relevant examples

Crowdfunding

A form of microfinance

where large numbers of ordinary people

make small donations towards new projects

or startup enterprises.

Inner Ear

•Creative content communications:

‣Digital media production (create content)

‣Social media engagement (communicate content)

‣Training and consultancy (advice and recommend)

Inner Ear

• Our strategic consultancy work includes:

‣ Social Media Week Glasgow (streaming partner)

‣ RCS (formerly RSAMD, student recruitment)

‣ Hebrides Ensemble (digital development)

‣ Scottish Jazz Federation (digital development)

‣ Radio Magnetic and Walking Heads (our projects)

‣ Advisory board director positions (SMIA & CDS)

Social Funding for Charities• CycleInstead

‣ Epic around the world cycle journey for suicide prevention

‣ Documented activity and raised money for SAMH

• Streetwise Opera

‣ Homelessness charity using music to engage people

‣ Multiple online fundraising options

• Mull & Iona Community Trust

‣ Charitable trust for community development

‣ Inviting donations and earning affiliate income

Commercial Examples• TWiT

‣ Raised money for Brick House studio from fans and supporters

‣ Makes over $10M per year in donations and sponsorship

• BrewDog

‣ Craft beer brand adopted crowdfunded equity model

‣ Sold 10% of the business for £2M in two rounds of funding

• Buddhify

‣ Niche meditation app part funded by supporters

‣ Raised $4,500 using the Indiegogo platform

Define your objectives

What are you trying to fund, what’s the cause, what will the results be,what’s your plan and who will it appeal to?

Assemble your assets• Audience

‣ Build a strong relationship with your audience

• Content

‣ A library of great audio, video, text and image content

• Rewards

‣ Tangible and intangible, benefits and wellbeing

• Plan

‣ A strategic campaign plan

Assets: Audience

Facebook LinkedIn

YouTube

Twitter

Mixcloud Livestream

Build a relationship with your audience in the real world and through social media

Assets: Audience

Position your project so your audience can find it

Streetwise Opera on YouTube, Twitter and Facebook

Assets: Content

Curate as well as create...... look for content in platforms

Podcasts Videos DocumentsPresentations

Assets: Content

Plan a content schedule and use it to engage your audience

CycleInstead’s blog, Flickr gallery and Audioboo channel

Community

Assets: Rewards

Find out what your audience is passionate about and appeal to them...

CompassionStatus

Assets: Rewards

Use widgets to make it easy for people to give you money

Donation widgets from JustGiving, CAF and GlobalGiving

Assets: Plan

• The social media campaign plan:

‣Define your objectives‣Assemble your media assets‣Choose and connect your channels and services‣Schedule your updates

‣Activate and engage‣Stimulate conversation‣Measure and evaluate‣Respond and reward

Crowdfunding Services• JustGiving (www.justgiving.com)

‣ Fundraising for charities and individuals

• GlobalGiving (www.globalgiving.org)

‣ Donors can opt to cover the site’s fees

• BuzzBank (www.buzzbnk.org)

‣ Social venture platform

• The Big Give (www.thebiggive.org.uk)

‣ Online community challenges

Affiliate and Loan Services• Indiegogo (www.indiegogo.com)

‣ Open-ended, disperse funds immediately

• WeFund (www.wefund.com)

‣ Socially motivated, all or nothing model

• EasyFundraising (www.easyfundraising.org.uk)

‣ Affiliate earnings from online shopping

• Kiva (www.kiva.org)

‣ Empowering people through social loans

Be engaging

Social media is not about technology...

it’s about real people having real conversations

treat people like you would in the real world

and interact with them in a human manner

Build lasting relationships

Establish a trusting relationship with your audience,

then make it possible for them to give you money...

... and they will

Reference and resources• JustGiving guide to social media fundraising PDF

•Components of a good crowdfunding campaign blog

•Social Media Campaign Planning Workshop Presentation

•Digital Audience Development Workshop Presentation

•Crowdfunding experts: www.twintangibles.co.uk

•Campaign strategy: www.innerear.co.uk

Reference and resources• http://www.delicious.com/innerear

• http://www.slideshare.net/innerear

• http://www.issuu.com/innerear

• http://www.vimeo.com/innereartv

• http://www.facebook.com/innerearuk

• LinkedIn: Creative Content Communications

• Twitter: @innerearuk

Contact• Inner Ear Ltd.

• 0141 226 8808

• www.innerear.co.uk

‣ dougal@innerear.co.uk

‣ andy@innerear.co.uk

‣ anny@innerear.co.uk