How social media can be used to raise funds for your organization. #1MilliForJadudi Case Study. How Kenyans raised over $70,000 in 3 days for Jadudi, a 24 year old fighting his 4th Brain Tumor. Crowdfunding Tips - Do's & Don't's.

1. +
YETU Initiative Partners’
Workshop
by Zawadi Nyong’o
@ZawadiNyongo
“Social Media For
Fundraising”
12 April 2016

2. +
Presentation Outline (I):
 The Basics - Communications
 What is Crowdfunding?
 The Importance Of Social Media in Fundraising
 The Global Crowdfunding Landscape
 Crowdfunding in Kenya
 Characteristics Of Effective Social Media Platforms
 What Is An Effective Social Media Message?

3. +
Presentation Outline (II):
 Effective Crowdfunding Strategies
 The #1MilliForJadudi Case
 Lessons from #1MilliForJadudi
 #TheJadudiReport
 Crowdfunding 101: Do’s & Don’t’s
 Building A Digital Ubuntu culture in Africa
 Q & A

4. +
The Basics - Communications
 You understand the role of communication in
networking and influencing others;
 Your organization has a communication’s strategy,
which includes a social media strategy;
 You have a campaign (advocacy/movement
building/awareness-raising/fundraising) that you
want to drive;
 You have a powerful story (Making The Case);
 You have developed a campaign communications
strategy.

5. +
What is Crowdfunding?
 It came from the idea of crowdsourcing, coined in
2006 by John How in Wired Magazine: giving the
power to the crowd, and getting them to do
something.
 Crowdfunding is the same – you have a set idea,
target amount & timeline which you put on the
internet for people to support.
 It is raising small amounts of money from a large
group of people online.
 It is a digital harambee.

6. +
The Importance Of Social Media in
Fundraising
 It’s not twitter, it’s the relationships! Social media is about
making human connections, building community, sharing
stories & using the power of networks to spread information far
and fast.
 Viral Nature (Fast communication & no borders)
 Cost effective – SM tools are FREE
 Raise profile & visibility of your organization
 The possibilities are endless
 Other reasons?

7. +
Effective Social Media Platforms
Characteristics:
 Content Is King! (Informative, Timely, Inspiring, Thought-
Provoking, Funny)
 High level of engagement
 Timely response
 Consistent yet Dynamic
 Relevant
 Professional

8. +
Effective Social Media Messages:
 Does it touch, move or inspire? (Hearts & Minds)
 It’s not all about you. (1/3 about your org & activities; 1/3 about
the development field & sharing other people’s content; 1/3
answering people’s questions)
 Be brief (Even on FB, youtube & IG) & include links
 Grammar, Spelling & Punctuation
 Visual content (Photos, Giffs, Videos, Infographics)
 Ask questions & say “You”
 Include a Call-To-Action

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Crowdfunding WorldWide

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Global CrowdFunding Landscape:
 In 2012 there were over 300 crowdfunding platforms worldwide.
 In 2014, 22,252 projects were successfully funded on Kickstarter.
 $529 million was pledged to Kickstarter projects last year. That's
more than $1,000 a minute.
 3.3 million people from nearly every country on the planet backed
a project last year.
 In Kenya: 286 pledged $44.16k on kickstarter. (Current Data?)
 In Nigeria: 254 backers pledged $99.2k
 In South Africa: 3416 backers pledged $517.6k – that’s half a
million dollars!

11. +
The Kenyan Crowdfunding
Landscape:
 We don’t have the data
 Millions of Kenyans donate millions of shillings to relatives,
friends, church projects, community development initiatives,
every day via MPESA alone, but we don’t track it.
 Kenya ranks as 11th most generous country in the world & 1st in
Africa, in the World Giving Index 2015 Report.
 What would be possible if the right environment for
crowdfunding was cultivated in this country?
 What crowdfunding platforms are available in Kenya?
Mchanga?

12. +
Crowdfunding in Kenya:
The Digital Harambee
 In Kenya, what we’re doing is making the harambee culture
digital.
 We use crowdfunding best in times of crisis –
#Kenyans4Kenya, #WeAreOne, #GarissaAttacks,
#1MilliForJadudi, #IStandWithJanet, #GiveForEzra, etc.
 Yet most people using crowdfunding don’t apply the same
offline harambee principles for success.
 How can we take our already existing harambee spirit and
turning it into a digital harambee spirit that helps transform the
lives of individuals and communities.?

13. +
#1MilliForJadudi
Ksh 7,256,096 ($72k) in 3 days!
“Attitudes are contagious. Is yours worth catching?” Anon
Photo by Mwangi Kirubi @mwarv

14. +
#1MilliForJadudi – A Case Study
 Did you hear about #1MilliForJadudi? How?
TIME-LINE:
 The backstory & preparations
 August 4th: The launch of #1MilliForJadudi
 August 6th: Closure
 Post August 7th: The work behind-the-scenes to get Jadudi to
India & keep the public updated about his treatment process
 #TheJadudiReport (Download, Read, Share)

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#1MilliForJadudi Reflections:
What worked?
 A very powerful story of an inspiring young man (Jadudi)
 A powerful story well written by Jackson Biko
 A very influential platform that reaches the right target audience
(BikoZulu.com)
 A call to action (Simple & achievable; we did the math, targeted
small amounts & cast our nets wide)
 2 trusted individuals running the campaign
 More than 50 social media influencers who agreed to back the
campaign the day before it launched

16. +
#1MilliForJadudi: Reflections
What worked?
 A reputable & credible institution backing the campaign (Africa
Cancer Foundation) & providing a secure way for contributors to
send donations
 A sense of urgency (The brain surgery had to be done ASAP)
 A powerful crowdfunding strategy developed by Zawadi &
launched on twitter – FB & IG ripple effect.
 Passion. Passion. And more passion.
 An army of foot soldiers keeping the campaign alive (Jadudi’s UoN
friends & family)
 Regular updates & continued engagement with supporters both
during & after the campaign.

17. + #TheJadudiReport
Download full report at www.thejadudireport.wordpress.com

18. + #TheJadudiReport
This is just one case study. We need many many more to understand the
crowdfunding field in Kenya which is really young.

19. +
25 #Crowdfunding Tips
Critical Ingredients:
Passion, Excitement, Creativity, A Sense Of Humour,
Determination & an Abundance Mentality

20. +
#Crowdfunding Do’s (I):
1. Tell an amazing story & share it with people that care
2. Keep it clear. Perfect your pitch.
3. Use a static online platform to share your story.
4. Get creative – use words, images, videos, music, etc.
5. Keep it personal – people give as much to an idea as to you.
6. Identify your target audience
7. Know your crowd/community – both online and offline (these
networks can take years to build)
8. Use recognized & credible crowdfunding platforms & secure
payment options

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#Crowdfunding Do’s (II):
9. Identify friends and partners and ask if they can share the story
with their friends, partners & networks (on social media, blogs,
email & even offline)
10. Identify influencers you can inspire to share the story & endorse
the campaign
11. Follow through on anything you commit to doing
12. Be prepared for questions and answer them in a timely manner
13. Don’t just ask for money (What else can you ask for or give?)
14. Stay connected to your audience – engage, respond to
questions, share their comments/feedback
15. Update your backers on what’s happening during the process,
including how much has been raised.

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#Crowdfunding Do’s (III):
16. Be prepared to change along the way, adjust strategy, use
different tools, etc.
17. Be different – stand out from the crowd of other crowd-
funders.
18. Use social media analytical tools, take screen shots,
document & learn from your crowdfunding journey.
19. Thank your backers/donors (incl. automated messages).
20. Develop a media strategy (incl. a media toolkit)
21. Share your experience & lessons with others & contribute to
Kenya’s crowdfunding story.

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#Crowdfunding Do’s (IV) :
Ensure that you have:
25. Transparency & Accountability systems and structures in
place to receive, account for, and manage funds received
26. A dynamic & flexible social media strategy, including clear
roles & responsibilities, posting schedules, real-time analysis,
relevant channels, crisis management, benchmarks,
timelines, and targets.
27. An efficient platform & system to keep donors updated on
amounts raised & used (during and after the campaign)
28. A Campaign closure strategy (if necessary)

24. +
#Crowdfunding No-No’s:
Don’t:
 Launch until you are ready – get all your ducks lined up
 Go door-to-door asking for money. It makes people feel bad.
Don’t tag people over & over again.
 Ask the media to cover your crowdfunding campaign until it has
gained traction & you’ve raised at least 60% of your target. If
it’s trending they’ll cover it without you even asking.
 Jump into other conversations with your hashtag.
 Forget to thank your contributors.

25. +
Fostering A Culture Of
#DigitalUbuntu in Africa
 What is Digital Ubuntu Africa About?
“Cultivating Responsible Digital Cultures In Africa.”
 Why is responsible digital citizenship important?
 What are the characteristics of a digital ubuntu culture?
 What can you as an organization and individual do to contribute
towards building this culture?
I AM BECAUSE WE ARE

26. +
Join the #DigitalUbuntuAfrica
Community
Twitter: @Digital_Ubuntu
IG: @DigitalUbuntuAfrica

27. + JUST
Ja DU di
IT
“Some people dream of great accomplishments, while others stay
awake and do them.” - Anon
Photo by Mwangi Kirubi @mwarv