This document provides a 9-step guide to running a successful crowdfunding campaign. The steps include preparing the investor proposition and rewards, creating a pitch story, visualizing the story, finding investors through online and offline channels, launching the campaign, updating investors on progress, learning and adjusting the campaign, and delivering on promised rewards after the campaign. Tips are provided for each step, such as segmenting email lists, using social media hashtags, engaging influencers, and holding events to promote the campaign. The overall process guides users through preparing, launching, and following up on their crowdfunding campaign.

1. STEP BY STEP GUIDE
CROWDINVESTMENT CAMPAIGN

2. GET STARTED
Congrats! You have a strong investment proposition and
are ready to get started with rallying your network to invest
in you.
To help you on the way we have compiled this step-by-step
guide containing tips & tricks to succesful crowdfunding.
We’ve done it ourselves as well, so we are happy to share
our learnings with you.
• Environmental: physical units (i.e. Kwh, CO2)
• Social: number of
We’ve identified 9 steps people affected thethe solution
succesful campaign.
to help you on by way to create a
• Economic: profit generated in year 3
Enjoy spreading the word!
The ImpactCrowd team

3. CROWDINVESTMENT CAMPAIGN IN 9 STEPS
PREPARE
1. Finalize investor proposition & rewards
2. Create a pitch story
3. Visualize your story
4. Find your investors
5. Choose your channels
•
6. Get your campaign team &physical campaign
Environmental: plan your units (i.e.Kwh, CO2)
•
LAUNCH Social: number of people affected by the solution
• Economic:
7. Update on progress profit generated in year 3
8. Learn and adjust
FOLLOW-UP
9. Deliver what you promise

4. PREPARE

5. INVESTOR PROPOSITION & PERKS
Your investor proposition is the prerequisite in your first
step to a succesful crowdfunding campaign.
Projects that add extra rewards next to an impact return
on investment are more succesful than the ones who don’t.
It is amazing the power behind giving away something
• or getting access to the next must have product
unique Environmental: physical units (i.e. Kwh, CO2)
before it hits the shelves. Have a good think about what
• are likely to find people affected tier your rewards to
people Social: number ofcompelling and by the solution
entice people to invest more.
• Economic: profit generated in year 3
For a product this is easy. For services it can be more
about involvement. The link should be logical between
the product/service you are offering and the reward that the
investor can recieve.

6. 2. CREATE A PITCH STORY
People are more likely to invest in a business that they are already
passionate about or a story that is too compelling to ignore. Your pitch
should be one, or both, of these things. What makes your business
unique? And how will you take advantage of this opportunity?
A good story is:
ü Clear
ü Easy to understand
• Environmental: physical units (i.e. Kwh, CO2)
ü Articulate & professional
• Social: number of people affected by the solution
ü A way to build trust with your investors
• Visualize by using images and a video 3
ü
Economic: profit generated in year
ü Use references
ü Cite your track record and past succeses
ü Who is on your team?

7. 3. VISUALISE YOUR STORY
You can visualise your story is by using strong images on
ImpactCrowd as well as in your own promotional efforts.
A promotional video can be a powerful tool to communicate what
you are trying to do. It will help bring your pitch to life, show that you
are serious and adds credibility. As investors generally don’t have
the opportunity to meet you face-to-face, a video helps instil trust in
you and your company. Keep it short and simple (2-3 min). An
storyboard for a good video pitch could look something like this:
• Environmental: physical units (i.e. Kwh, CO2)
1. Introduce yourself
• Social: number of people affected by the solution
2. Introduce your product/services
• Economic: profit generated in year 3
3. Show the ways someone might use your product/service
4. Explain why this product/service matters to you and why you are
looking for investments
5. Say thank you ;-)

8. 4. FIND YOUR INVESTORS
Who are your investors?
Your community
As you probably know, it all starts with your own community of friends, family,
neighbours, fans, followers – everyone you know – to not only inform them you’re
seeking capital but why they should invest in you. Your community is also your
professional network of suppliers and customers.
Even greater is when they want to be your brand ambassador and help you
spreading the word in their network.
• Environmental: physical units (i.e. Kwh, CO2)
The likeminded crowd
• The people and organsiations who are by the solution
Who’s next? Social: number of people affectedinterested in your proposition
because they have affinity with your product/service. Or they share the same
• Economic: profit generated in distribution list and reach out to
passion as you. Identify them, add them to your year 3
them with your pitch.
The impact investors
The investors who are looking for the next impact investment gem on
ImpactCrowd. It could be you, especially when you already have some
crowdinvestors on board.

9. 5. CHOOSE YOUR CHANNELS
ONLINE
You can choose from a variety of online channels that have their own
dynamics. We’ll help you on the way with some tips.
1. Email / mailings
2. Your own website
•
3. Social media channels
Environmental: physical units (i.e. Kwh, CO2)
• Social: number of people affected by the solution
4. Influencers (bloggers, journalists, brand advocates)
OFFLINE
• Economic: profit generated in year 3
5. Events & Meet-ups
Most of the crowdinvesting efforts take place online. However, don’t
forget to pitch your proposition at events and meetings that you
attend.

10. 5.1 EMAIL / MAILINGS
Email is still a very effective tool for telling your personal and
professional contacts about what you are doing.
• Ensure that your email contacts are up-to-date.
• Segment your email database to create targeted messages
• Make the mailing personal
•
• Make a planning to send regular updates (once a month)
Environmental: physical units (i.e. Kwh, CO2)
throughout the campaign period
• Social: number of people affected by the solution
• Add your crowdinvestment message to your email signature
• Economic: profit generated in year 3
• You can use Mailchimp – A service for easily creating email
newsletters.

11. 5.2 YOUR OWN WEBSITE
Do you have own online channels that you use such as your website
and/or a blog? Don’t forget to add them in the mix and refer to your
opportunity on ImpactCrowd.
Write news articles and blog postings about your project and
crowdinvestment progress and post them online.
You can use your newsletter & emailings to refer to these articles.
• Environmental: physical units (i.e. Kwh, CO2)
• Social: number of people affected by the solution
• Economic: profit generated in year 3

12. 5.3 SOCIAL MEDIA CHANNELS
ImpactCrowd offers easy sharing options to share your opportunity
with your network. Encourage others to do the same, by creating
messages that suit the channel they are posted on. Vary and repeat
the campign message during the campaign period.
We have collected some tips for you that can be useful.
Twittter
Twitter is limited to the use of 140 characters. It’s quick and easy to
use • Environmental: physical units (i.e. Kwh, CO2)
• Use • Social:to create of people affected by the solution who
hashtags number traction and make it easy for people
are interested to find your investment opportunity
• Economic: profit generated in year 3
• Write texts that are short and make people curious to click on the
link that guides them to your investment opportunity
• Ask for a retweet (pls RT)
• Reach out to influential people on Twitter

13. 5.3 SOCIAL MEDIA CHANNELS CONTINUED
Facebook
Facebook works well when you use strong and appealing visuals and
make it easy and inspiring for people to share your content.
• Use visualisations, post your pitch video or pitch image
• Ask your facebook friends to share your post
LinkedIn
•
LinkedIn is Environmental: physical unitsit’s easy to CO2)groups
the business network where (i.e. Kwh, spot
around your area of interest.
• Social: number of people affected by the solution
• Join and post relevant contents in groups that are in your area of
•
interest Economic: profit generated in year 3
• Use the message option in LinkedIn to send personalized
messages
• Use your linkedIn status update to post a link to your investment
opportunity

14. 5.4 INFLUENCERS
Target influencers – bloggers, journalists, brand advocates to name
a few – as part of your campaign. These people will be key when
helping you to get your message out there and encourage people to
invest.
• Use Google search to identify online hotspots (news sites/blogs/
forums) with a lot of activity around your area of interest
• Reach out to the editors of these hotspots. Ask them if they are
•
willing to write about your opportunitiy.(i.e. Kwh, CO2)
Environmental: physical units The more relevant you are
for them, the more willing they will be to spread the word for you
• Social: number of people affected by the solution
and encourage others to invest
•
• Economic: profit generated in yearon Twitter
Use twitter search to identify influencers
3
• A famous brand ambassador doesn’t hurt either. So if you have a
famous friend, now is the time to let him share your passion

15. 5.5 EVENTS & MEET-UPS
Crowdinvesting is all about collecting a crowd of investors. You can
reach out to them through online channels, but don’t forget the power
of face-to-face contact.
Make sure you have your elevator pitch ready for network events,
meetings and conferences. Collect their contact info and quickly
follow-up with your investment proposal.
Tools
• Environmental: physical units (i.e. Kwh, CO2)
Other useful tools to make personal contact with your community:
• Free• Social: number of people affected by the solution calls
Conference Call – Free service to set up conference
with potential investors
• Fuze
• meeting – A webinar-hosting service
3
Economic: profit generated in year
Of course, you know your community better than we do. These are
just techniques to give you some ideas.

16. 6. CAMPAIGN TEAM & PLAN YOUR CAMPAIGN
Engage in every way to get investors on board. It’s about being
passionate and bringin that across. It’s also about having bursts
of activities planned throughout the time frame of the campaign
period.
A crowdinvestment campaign plan consist of:
1. A campaign team (employees, colleagues, brand ambassadors)
•
2. Campaign materials (content, visuals,(i.e. Kwh, CO2)media blurbs,
Environmental: physical units video’s, social
t-shirts etc)
• Social: number of people affected by the solution
3. A distribution list of contact
• Economic: profit generated in year 3
4. Distribution channels
5. Planning of activation impulses in a timeline: when are you going
to say what and where?
6. Extra events planned

17. LAUNCH

18. 7 UPDATE ON PROGRESS
Make sure to keep your followers up-to-date with the progress of
your project and the investments. You can easily post updates on the
ImpactCrowd that will be visible to the followers and everyone who
visits your investment opportunity online. By engaging in lot’s of
activity you send the message out there that things are happening
and that you are working hard on getting things done.
Followers can also ask you questions on ImpactCrowd. Try to
respond as soon as possible as you build trust by doing so.
• Environmental: physical units (i.e. Kwh, CO2)
Remember that your followers and community are already highly
• Social: number of people affected by the solution
interested and sometimes need an extra impulse to start investing.
•
Don’t be afraid to repeat your request, but make sure to add the
Economic: profit generated in year 3
latest status update of your project and the investments.
By keeping them updated they will be more willing to spread the word
for you. Use your emailings and social media channels as a tool to
send these updates.

19. 8. LEARN AND ADJUST
You’ve got a great campaign plan, you reach out to your possible
investors and followers and the money keeps pouring in. Right?
If not, there is still some time to learn and adjust. Do your campaign
efforts evoke a response? If they don’t, find out why.
Do people respond enthusiastic to your proposition, but they don’t
invest? Ask them why they are not investing.
•
It’s all about listening and physical units (i.e. Kwh, CO2)
Environmental: learning. Reguraly test the response to
your efforts. Use these insights to adjust your campaign strategy.
• Social: number of people affected by the solution
• Economic: profit generated in year 3

20. FOLLOW-UP

21. 9. DELIVER WHAT YOU PROMISE
Congratulations! You’ve reached your crowdinvestment goal! Done?
Well, you’ve got yourself a group of shareholders.
• Send your promised rewards quickly
• Decide on how you want to engage with your new shareholders.
Are you going to send monthly or quarterly updates?
•
• Send an update to your new crowdinvestors explaining the next
Environmental: physical units (i.e. Kwh, CO2)
steps and with which frequency you will be sending them updates
• Social: number of people affected by the solution
• Arrange an annual shareholder meeting
• Economic: profit generated in year 3

22. QUESTIONS? WANT TO KNOW MORE?
Contact:
http://www.impactcrowd.com
• Helder, PR & Communications
VibekeEnvironmental: physical units (i.e. Kwh, CO2)
vibeke@impactcrowd.com
• Social: number of people affected by the solution
• Economic: profit generated in year
Or send a tweet to @ImpactCrowd 3