A presentation given by Tom Dawkins from StartSomeGood and Kylie Gusset on behalf of Social Traders and RMIT Seeds, Melbourne, October 12 2012.

1. Crowdfunding for Social Impact

2. Tweeting?
Hosts:
@SocialTradersAU & @RMITSocEnt
Presenters:
@tomjd/@StartSomeGood &
@Gusseting
#SocEntAuCF

3. Agenda
1. Introduction to StartSomeGood
2. What are you raising money for?
3. Setting Goals
4. Identifying the stories that will resonate
5. Developing a marketing plan
6. Offering rewards that work
7. Creating a video
8. After your campaign succeeds

13. Still confused?

14. Image by eriwst

22. 2. What are you raising money for?
Be:
• Specific
• Inspiring
• Realistic
• Transparent

23. 3. Setting Goals
How much do you want and how much do you
need?

27. 4. Identifying your stories

35. Theory of change
• One where people are central to winning the
campaign
• Mobilise the community as a movement and
your campaign as an amplifier.

36. 5. Developing a marketing plan
Tips:
• Have a plan!
• Line up your initial donors – early momentum is
critical
• Use different channels
• The more personal the better
• Be ready to work hard!

37. What Kylie Did
• flyers: passed out at sheepshow bendigo - attendees 20,000, socksummit portland 3000
• made a donation at socksummit w/ mention of my cause: 300
• online niche community: ravelry, a community for knitters & crocheters - posted to 5 groups which
had over 5000 members - the major contributor to my campaign - did the ask frequently, asked for
people to ask for me, answered all their questions.
• emailed everyone who had purchased from me previously.
• emailed friends & family & everyone who i thought would be sympathetic on my email contact list.
• radio - sally dakis from tasmanian ABC - interviewed & on their website. traffic = approx 20,000
• followed everyone on twitter (max 1000) who was a well known knitter and/or went to socksummit -
it doesn't hurt to max out your twitter, and cut back later.
• made a basic website with a press release.
• found the journalist who was the national wool writer for fairfax, called him with my story, emailed
him, met with him for coffee. reach? 50,000
• went with his other suggestion of a more urban paper & did photoshoot with them reach? 20,000
• contacted christine milne's office & spoke with her staff, who facebooked & tweeted my project - 5000

45. 6. Offering rewards that work
Types of rewards:
Acknowledgement
Swag
Souvenirs/Crafts
Tickets or Objects Created by the Project Itself
Unique experiences or items
Access to the team/skills/services offered/voting

46. Tips:
Things to consider:
• The more unique the better
• Make the rewards relevant to the project/organisation.
• Be comfortable spending funds on rewards and budget for this in your
tipping point.
• Look at all your assets – including skills/knowledge.
• Can rewards do double-duty: ie. help with promotional/advocacy
goals of the campaign.
• Don’t trade rewards off against social impact.
• Create “money can’t buy” experiences.
• Be mindful of the gaps between levels and the additional value
offered at each upgrade.
• Have a decent number of levels
• Have a bottom level no higher than $20 (and no less than $10) and a
very high level of at least $1,000 or more (depending on total goal)
• You can take donations for rewards as well as purchase them.

48. Why do we part with our money?
• The expectation of future financial return
(investing)

49. Why do we part with our money?
• The expectation of future financial return
(investing)
• A good or service we want (shopping)

50. Why do we part with our money?
• The expectation of future financial return
(investing)
• A good or service we want (shopping)
• A future we want to see created (philanthropy)

51. Why do we part with our money?
• An expectation of future financial return (investing)
• A good or service we want (shopping)
• A future we hope to see (philanthropy)
• A friend or community we want to support
(relationships)

52. Why do we part with our money?
• An expectation of future financial return (investing)
• A good or service we want (shopping)
• A future we hope to see (philanthropy)
• A friend or community we want to support
(relationships)

54. 7. Creating a video
First and most importantly, don’t be intimidated!
What matters most is authenticity.
To consider:
Does the video demonstrate skills required to
succeed at the project?
How much money are you trying to raise?
Do you need to invest money up-front?

58. Video playlist
Freakers
Shouting Fire
Ehon Chan
Four Teachers Project
Cameron Burgess

59. 8. After your campaign succeeds
Remember:
• To thank your supporters
• Fulfillment
• Ongoing commerce
• Continuing updates

60. How Can I Help?

61. A special offer
50% off StartSomeGood’s fee’s if you launch a
campaign in October.
Email tom@startsomegood.com to participate.