1. Introduction to
Crowdfunding
~Bret Harris, Strategic Partnerships
support@indiegogo.com

2. Agenda
 Crowdfunding 101
 Choosing a platform
 Why people contribute
 What makes a good campaign?
 The gogofactor

3. Introduction
Crowdfunding is…..
Pooling of funds, from the people
who have passion about your idea.
Often giving back a perk.

4. Crowdfunding is not new…
Over $100,000 raised
Average contribution: $0.89

5. Why crowdfunding?
1. Raise money
2. Gain visibility
3. Gauge demand &
mitigate risk
4. Connect with your
audience

6. Crowdfunding
Crowdfunding is multiplying the power of your community, and your
community’s communities, to make dreams happen.
Crowdfunding IS… Crowdfunding isn’t…
Shared enthusiasm Static collection

7. Preparation = success
There are no “magic funding elves”
(sorry )
You are responsible for generating
interest and momentum for your
campaign!
 Expect to raise 20-30% of funds from
friends & family
 Prepare your marketing plan, build
virality

8. What makes us unique?
 First!
 Since 2008
 $ millions disbursed every month
 Open
 Anyone, Anything, Anywhere, Any time
 You keep your money…no matter what!
 Merit-based (gogofactor)
 Global
 We’re everywhere (on earth anyway)
 Over 120,000 campaigns
 196 Countries

9. Maker Non-profit
Dancer
Religious organization
Inventor Designer
Game Developer
Entrepreneur Food lover
Musician Artist
Small Business Community Activist
Writer Photographer

10. What motivates people to contribute?
Four “P”s behind why people fund:
1. Passion
2. Perks
3. Participation
4. Pride

11. What makes a good campaign?
 Engaging Pitch
 Attainable Goal
 Unique Perks
 Proactive Communication

12. Creating a Great Pitch
The keys to creating a good pitch are honesty,
transparency and authenticity.
• Who: are you?
• What: are you raising money for?
• When: will your project take place?
• Where: will your project take place?
• Why: are you raising funds?
• How: can people get involved?
Make it personal…
More tips: http://support.indiegogo.com/entries/20353061-create-a-great-pitch

13. Make it interesting
More tips: http://support.indiegogo.com/entries/20353061-create-a-great-pitch

14. Goal Size
Setting a Higher Goal Doesn’t Always Mean More Money…
 87% of campaigns that reach their goal exceed it…by an average of 32%
 Consider breaking large goals into smaller projects – success builds momentum
 Expect to raise 25-35% of your goal from within your own network (friends & family)
 The probability a campaign will reach its goal quadruples (4x) once it reaches 10%
of its goal.

15. Benefits of perks

16. Benefits of perks

17. Creating perks
 Perks should be unique, creative, and personal. Join the conversation
 You can add up to 12 perks at one time. The average
successful campaign has 5 – 8 perks.
 You can have more than 1 perk at a same amount
 You can change/add perks throughout campaign
Events
More tips: http://www.indiegogo.com/blog/2012/07/indiegogo-insight-perk-pricing-practices.html
http://support.indiegogo.com/entries/20582388-great-perk-ideas 17

18. Perks
Perk Ideas
• Offer early access to products/services
• Offer discounts or coupons
• Throw a party for funders
• Donated perks from local businesses
• Teach a class or host a tour
• Offer unique, limited edition items
• Free entry or membership discounts
• Personal thank you notes or phone call
• Share insider secrets
• Join the conversation

19. Communication
Communicate early & often
 1-2 updates per week (treat it like a blog)
 Develop a social media/PR strategy
 Discuss updates, new perks, new media,
milestones, etc.

20. Winning the middle game
More tips: http://www.indiegogo.com/blog/2012/07/indiegogo-insight-winning-the-middle-game.html

21. Leverage Insight from Dashboard
DASHBOARD : Sample Project
Identify, thank, and
engage key
influencers!

22. Learn more on our website
Check out our Blog for insights, tips and ideas:
https://www.indiegogo.com/blog/
Browse Indiegogo.com to view other successful campaigns:
http://indiegogo.com
Visit our Campaigner Happiness page to learn the basics:
http://www.indiegogo.com/happiness/campaigner
Browse our Help Center for answers to specific questions:
http://support.indiegogo.com/forums

23. Merit-based platform
Gogofactor
What is the gogofactor?
An internal, proprietary algorithm used to measure
the overall activity of your campaign.
What is the purpose?
Provides equal opportunity for any campaign to be featured
(home page, newsletter, categories, etc.)
More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor

24. Merit-based platform
Gogofactor
How does it work?
• Campaigns with the highest ranking gogofactor scores will be
featured/highlighted
• The more active you are in promoting your campaign, the higher your
gogofactor score will be.
• 50% of the gogofactor is determined by internal activity by you (campaign
owner) and other 50% is determined by external activity (crowd)
More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor

25. Merit-based platform
Gogofactor
Internal Control
• Adding perks to your campaign (we recommend 3-8)
• Add outside links on your campaign
• Include a video for your pitch
• Add Images/video to your gallery
• Regular updates to your contributors
• Proactively promoting your campaign
External Control
• Campaign activity (comments, sharing, etc.)
• # of unique funders
• % to goal
• Total funds raised
More tips: http://support.indiegogo.com/entries/20589776-the-gogofactor

27. Are you next?

28. Thank You!
Additional Info
http://support.indiegogo.com/forums
Blog
http://www.indiegogo.com/blog/