Download as PDF (3.3MB) - Australia Council for the Arts
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National Crowdfunding<br />
Roadshow<br />
July – August 2012
Photo Hannah Born http://flic.kr/58513000@N00/4712137704. CC BY<br />
20
Photo Jukka Zitting http://flic.kr/jlz/4119973735. CC BY 2.0.
Training<br />
Photo Jukka Zitting http://flic.kr/jlz/4119973735. CC BY 2.0.
Training<br />
Mentoring<br />
Photo Jukka Zitting http://flic.kr/jlz/4119973735. CC BY 2.0.
Training<br />
Mentoring<br />
100% success<br />
Photo Jukka Zitting http://flic.kr/jlz/4119973735. CC BY 2.0.
Training<br />
Mentoring<br />
100% success<br />
Research<br />
Photo Jukka Zitting http://flic.kr/jlz/4119973735. CC BY 2.0.
Training<br />
Mentoring<br />
100% success<br />
Research<br />
australiacouncil.gov<br />
au/crowdfunding<br />
Photo Jukka Zitting http://flic.kr/jlz/4119973735. CC BY 2.0.
Training<br />
Mentoring<br />
100% success<br />
Research<br />
Roadshows<br />
Photo Jukka Zitting http://flic.kr/jlz/4119973735. CC BY 2.0.
Photo OSU Special Collections & Archives http://flic.kr/osucommons/4749611489. Public<br />
Domain
Photo Mat<strong>the</strong>w Robinson http://flic.kr/noisecollusion/3478986254. CC BY 2.0.
Photo Matt Dinnery http://flic.kr/matt-dinnery/5165742532. CC BY 2.0.
Photo James Cridland http://flic.kr/jamescridland/613445810. CC BY<br />
20
All or nothing<br />
Photo James Cridland http://flic.kr/jamescridland/613445810. CC BY<br />
20
$1.5 billion pledged<br />
world wide<br />
Photo James Cridland http://flic.kr/jamescridland/613445810. CC BY<br />
20
↑ 3 x pledges<br />
in 2009<br />
Photo James Cridland http://flic.kr/jamescridland/613445810. CC BY<br />
20
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Pozible<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Pozible<br />
Indiegogo<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Pozible<br />
Indiegogo<br />
Start Some Good<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Pozible<br />
Indiegogo<br />
Start Some Good<br />
Sponsume<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Pozible<br />
Indiegogo<br />
Start Some Good<br />
Sponsume<br />
Kickstarter<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
WHY WOULD YOU DO IT?
Photo Guillaume Paumier http://flic.kr/gpaumier/6198197321. CC BY<br />
20
Photo Lhin Do http://flic.kr/lmdo/5633658104. CC BY 2.0.
Photo poppet with a camera http://flic.kr/infobunny/6990260933. CC BY 2.0.
Photo Tim Green http://flic.kr/atoach/5056751407. CC BY 2.0.
♥ you<br />
Photo Tim Green http://flic.kr/atoach/5056751407. CC BY 2.0.
♥ you<br />
♥ what you're doing<br />
Photo Tim Green http://flic.kr/atoach/5056751407. CC BY 2.0.
♥ you<br />
♥ what you're doing<br />
know you<br />
Photo Tim Green http://flic.kr/atoach/5056751407. CC BY 2.0.
♥ you<br />
♥ what you're doing<br />
know you<br />
enable creativity<br />
Photo Tim Green http://flic.kr/atoach/5056751407. CC BY 2.0.
♥ you<br />
♥ what you're doing<br />
know you<br />
enable creativity<br />
rewards<br />
Photo Tim Green http://flic.kr/atoach/5056751407. CC BY 2.0.
♥ you<br />
♥ what you're doing<br />
know you<br />
enable creativity<br />
rewards<br />
kudos<br />
Photo Tim Green http://flic.kr/atoach/5056751407. CC BY 2.0.
WHY DON’T PEOPLE GIVE?<br />
(or why don’t <strong>the</strong>y give more?)<br />
They can’t get a tax deduction<br />
QUT research, July 2012
WHY DON’T PEOPLE GIVE?<br />
(or why don’t <strong>the</strong>y give more?)<br />
They can’t get a tax deduction<br />
They don’t think you’ll deliver<br />
QUT research, July 2012
WHY DON’T PEOPLE GIVE?<br />
(or why don’t <strong>the</strong>y give more?)<br />
They can’t get a tax deduction<br />
They don’t think you’ll deliver<br />
They don’t know you (and <strong>the</strong>ir friends<br />
don’t know you)<br />
QUT research, July 2012
WHY DON’T PEOPLE GIVE?<br />
(or why don’t <strong>the</strong>y give more?)<br />
They can’t get a tax deduction<br />
They don’t think you’ll deliver<br />
er<br />
They don’t know you (and <strong>the</strong>ir friends<br />
don’t know you)<br />
They are worried about transacting online<br />
QUT research, July 2012
Photo Andy Roberts http://flic.kr/aroberts/4017129012. CC BY 2.0.
STAGE 1<br />
STAGE 2<br />
STAGE 3<br />
THE<br />
PLAN<br />
THE<br />
ASK<br />
THE<br />
SPREAD<br />
Photo Andy Roberts http://flic.kr/aroberts/4017129012. CC BY 2.0.
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
kck.st/JliwH9<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
album<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
album<br />
artbook<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
album<br />
artbook<br />
tour<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
album<br />
artbook<br />
tour<br />
6 x art exhibitions<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
album<br />
artbook<br />
tour<br />
6 x gigs<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
pozible.com/<br />
ewfdigitalwriters<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
mini-conference<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
STAGE 1<br />
STAGE 2<br />
STAGE 3<br />
THE<br />
PLAN<br />
THE<br />
ASK<br />
THE<br />
SPREAD
Photo State Records NSW http://flic.kr/state-records-nsw/3908512296. CC BY 2.0.
Photo Carly Watson http://flic.kr/electrofant<strong>as</strong>tic/3313477849. CC BY 2.0.
Plat<strong>for</strong>m fees<br />
Photo Carly Watson http://flic.kr/electrofant<strong>as</strong>tic/3313477849. CC BY 2.0.
Plat<strong>for</strong>m fees<br />
Currency conversion fees<br />
Photo Carly Watson http://flic.kr/electrofant<strong>as</strong>tic/3313477849. CC BY 2.0.
Plat<strong>for</strong>m fees<br />
Currency conversion fees<br />
Cost of rewards<br />
Photo Carly Watson http://flic.kr/electrofant<strong>as</strong>tic/3313477849. CC BY 2.0.
BROADER<br />
FUNDRAISING<br />
STRATEGY?
10% of datab<strong>as</strong>e<br />
x<br />
average of $50<br />
=<br />
what you could raise
1300 friends<br />
(600 fb friends + 200 twitter followers +<br />
500 email contacts)<br />
x 10%<br />
x average of $50<br />
=<br />
$6,500
Budget<br />
÷<br />
10% datab<strong>as</strong>e<br />
=<br />
how much you need per person
Budget is $10,000<br />
÷<br />
10% datab<strong>as</strong>e (1300 friends)<br />
=<br />
$77 per person
Photo Renato Ganoza http://flic.kr/rzganoza/3863633715. CC BY 2.0.
Photo Dave Stokes http://flic.kr/33909700@N02/3159761620. CC BY 2.0.
Spread <strong>the</strong> word<br />
(2 – 4 weeks)
Spread <strong>the</strong> word<br />
(2 – 4 weeks)<br />
plus<br />
Buffer<br />
(2 weeks)
So, between 40 – 50 days
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
US$100,000 000 goal<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
US$100,000 000 goal<br />
60 day campaign<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
US$100,000 000 goal<br />
60 day campaign<br />
24,883 pledges<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
US$100,000 000 goal<br />
60 day campaign<br />
24,883 pledges<br />
US$1,192,793 total<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
$4,000 goal<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
$4,000 goal<br />
21 day campaign<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
$4,000 goal<br />
21 day campaign<br />
100 pledges<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
$4,000 goal<br />
21 day campaign<br />
100 pledges<br />
$4,055 total<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
Choose a plat<strong>for</strong>m<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
All or nothing?<br />
POZIBLE<br />
Yes<br />
INDIEGOGO<br />
Yes and flexible<br />
funding<br />
START SOME<br />
Yes but tipping point<br />
GOOD<br />
model<br />
SPONSUME<br />
Yes and flexible<br />
funding<br />
KICKSTARTER<br />
Yes<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Who can use it?<br />
POZIBLE<br />
INDIEGOGO<br />
Anyone (mainly creative<br />
projects)<br />
Anyone (but literally anyone!)<br />
START SOME<br />
GOOD<br />
SPONSUME<br />
Social enterprises<br />
Anyone<br />
KICKSTARTER<br />
Team member must have US<br />
credit card or bank account<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Fees<br />
POZIBLE 5%<br />
INDIEGOGO 4% – 9%<br />
START SOME<br />
GOOD<br />
5%<br />
SPONSUME 4% – 9%<br />
KICKSTARTER 5%%<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Method of payment<br />
POZIBLE<br />
INDIEGOGO<br />
START SOME<br />
GOOD<br />
SPONSUME<br />
PayPal & credit card<br />
(Aus only)<br />
PayPal & credit card<br />
PayPal<br />
PayPal<br />
KICKSTARTER<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.<br />
Amazon
Primary currency<br />
POZIBLE<br />
Multiple<br />
INDIEGOGO<br />
START SOME<br />
GOOD<br />
KICKSTARTER<br />
SPONSUME<br />
USD<br />
USD<br />
USD<br />
AUD, £, €, USD<br />
Photo i_yudai http://flic.kr/y_i/469784612/i_yudai. CC BY 2.0.
Photo Glen http://flic.kr/l2f1/4234559463. CC BY 2.0.
REWARDS<br />
Personal
REWARDS<br />
Personal<br />
Realistic
REWARDS<br />
Personal<br />
Realistic<br />
Creative
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
24 options<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
24 options<br />
$1+ download<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
24 options<br />
$1+ download<br />
$25+ CD<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
24 options<br />
$1+ download<br />
$25+ CD<br />
$50+ vinyl<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
$300+ gig ticket<br />
t<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
$300+ gig ticket t limited it tickets<br />
t<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
$300+ gig ticket t limited it tickets<br />
t<br />
$500-$1000 $1000 personal gifts<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
$300+ gig ticket t limited it tickets<br />
t<br />
$500-$1000 $1000 personal gifts<br />
$5,000+ house party<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
$300+ gig ticket t limited it tickets<br />
t<br />
$500-$1000 $1000 personal gifts<br />
$5,000+ house party<br />
$10,000+ dinner w/ Amanda<br />
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
7 options<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
7 options<br />
$5+ kudos<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
7 options<br />
$5+ kudos<br />
$45+ ticket<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
7 options<br />
$5+ kudos<br />
$45+ ticket<br />
$50-$80 $ personal gifts<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
7 options<br />
$5+ kudos<br />
$45+ ticket<br />
$50-$80 $ personal gifts<br />
$150 artists' party<br />
Photo: by Emerging Writers’ Festival http://flic.kr/emergingwritersfestival/5952225557. Used with permission.
CHOOSE YOUR LEVELS WISELY
Campaigns with a $25 perk raise<br />
35% more than those without<br />
Indiegogo insight, March 2012
Photo andre chinn http://flic.kr/andrec/2893549851. CC BY 2.0.
STAGE 1<br />
STAGE 2<br />
STAGE 3<br />
THE<br />
PLAN<br />
THE<br />
ASK<br />
THE<br />
SPREAD<br />
Photo andre chinn http://flic.kr/andrec/2893549851. CC BY 2.0.
WHO<br />
WHAT & HOW<br />
WHY
WHY<br />
Why you?<br />
Why this project?<br />
y p j<br />
Why will it work?
DEFINE YOUR PROJECT
DEFINE YOUR PROJECT<br />
Specific
DEFINE YOUR PROJECT<br />
Specific<br />
Stage 1 of many?
The <strong>as</strong>k needs to appeal to more<br />
people than just your friends
YOUR VIDEO
Campaigns with a video raise<br />
122% more than campaigns<br />
without a video<br />
Indiegogo insight, April 2012
YOUR VIDEO<br />
3 minutes max<br />
Au<strong>the</strong>ntic<br />
Have people in it
AND...<br />
SPEND SOME TIME<br />
LURKING ONLINE
Photo Abulic Monkey http://flic.kr/abulic_monkey/3173772897. CC BY 2.0.
STAGE 1<br />
STAGE 2<br />
STAGE 3<br />
THE<br />
PLAN<br />
THE<br />
ASK<br />
THE<br />
SPREAD<br />
Photo Abulic Monkey http://flic.kr/abulic_monkey/3173772897. CC BY 2.0.
You need to reach 25% be<strong>for</strong>e<br />
strangers start donating<br />
Indiegogo insight, March 2012
DON’T WAIT TO DONATE!
SOCIAL<br />
MEDIA<br />
GAME<br />
PLAN
SOCIAL MEDIA GAME PLAN<br />
Email<br />
Facebook<br />
Twitter<br />
Blogs<br />
But don’t <strong>for</strong>get to integrate!
PLAN FOR THE PLATEAU
UPDATES
Updates every 5 days<br />
=<br />
double your money<br />
Indiegogo insight, March 2012
But don’t drive people crazy
Use multimedia
And it doesn’t always have<br />
to be about <strong>the</strong> money!
AMBASSADORS<br />
(and <strong>the</strong> celebrity factor)
THE GO GO FACTOR<br />
OR<br />
THE TRAFFIC ALGORITHM
GET IT OVER THE LINE<br />
Thank people (shout outs)<br />
Tell people what <strong>the</strong>ir support means<br />
Count it down
WHEN YOU MAKE IT...
THANK PEOPLE!
Photo: "Amanda Palmer 1" by Uncensored Interview http://flic.kr/uncensoredinterview/3631160223. CC BY 2.0 Generic.
WHEN YOU DON'T MAKE IT...
Photo George Bannister http://flic.kr/drgbb/6886174736. CC BY 2.0.
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