Social media can provide valuable fundraising resources. Third sector organisations, such as charities, can utilise a suite of readily available online tools as part of a strategic social media crowdfunding campaign. This presentation is full of illustrated examples and case studies. Devised and delivered by creative content communication company Inner Ear, this is an introduction to crowdfunding for charities.

1. Social Media
Crowdfunding for Charities
An introductory seminar by Inner Ear

2. Social Media Crowdfunding
This session will explore
crowdfunding for charities and voluntary sector organisations,
examine required assets, highlight available services and
showcase relevant examples

3. Crowdfunding
A form of microfinance
where large numbers of ordinary people
make small donations towards new projects
or startup enterprises.

4. Inner Ear
• Creative content communications:
‣ Digital media production (create content)
‣ Social media engagement (communicate content)
‣ Training and consultancy (advice and recommend)

5. Inner Ear
• Our strategic consultancy work includes:
‣ Social Media Week Glasgow (streaming partner)
‣ RCS (formerly RSAMD, student recruitment)
‣ Hebrides Ensemble (digital development)
‣ Scottish Jazz Federation (digital development)
‣ Radio Magnetic and Walking Heads (our projects)
‣ Advisory board director positions (SMIA & CDS)

6. Social Funding for Charities
• CycleInstead
‣ Epic around the world cycle journey for suicide prevention
‣ Documented activity and raised money for SAMH
• Streetwise Opera
‣ Homelessness charity using music to engage people
‣ Multiple online fundraising options
• Mull & Iona Community Trust
‣ Charitable trust for community development
‣ Inviting donations and earning affiliate income

7. Commercial Examples
• TWiT
‣ Raised money for Brick House studio from fans and supporters
‣ Makes over $10M per year in donations and sponsorship
• BrewDog
‣ Craft beer brand adopted crowdfunded equity model
‣ Sold 10% of the business for £2M in two rounds of funding
• Buddhify
‣ Niche meditation app part funded by supporters
‣ Raised $4,500 using the Indiegogo platform

8. Define your objectives
What are you trying to fund,
what’s the cause, what will the results be,
what’s your plan and who will it appeal to?

9. Assemble your assets
• Audience
‣ Build a strong relationship with your audience
• Content
‣ A library of great audio, video, text and image content
• Rewards
‣ Tangible and intangible, benefits and wellbeing
• Plan
‣ A strategic campaign plan

10. Assets: Audience
Build a relationship with your audience
in the real world and through social media
Twitter Facebook LinkedIn
YouTube Mixcloud Livestream

11. Assets: Audience
Position your project so your audience can find it
Streetwise Opera on YouTube, Twitter and Facebook

12. Assets: Content
Curate as well as create...
... look for content in platforms
Podcasts Presentations Videos Documents

13. Assets: Content
Plan a content schedule and use it to engage your audience
CycleInstead’s blog, Flickr gallery and Audioboo channel

14. Assets: Rewards
Find out what your audience
is passionate about and appeal to them...
Status Compassion Community

15. Assets: Rewards
Use widgets to make it easy for people to give you money
Donation widgets from JustGiving, CAF and GlobalGiving

16. Assets: Plan
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels and services
‣ Schedule your updates
‣ Activate and engage
‣ Stimulate conversation
‣ Measure and evaluate
‣ Respond and reward

17. Crowdfunding Services
• JustGiving (www.justgiving.com)
‣ Fundraising for charities and individuals
• GlobalGiving (www.globalgiving.org)
‣ Donors can opt to cover the site’s fees
• BuzzBank (www.buzzbnk.org)
‣ Social venture platform
• The Big Give (www.thebiggive.org.uk)
‣ Online community challenges

18. Affiliate and Loan Services
• Indiegogo (www.indiegogo.com)
‣ Open-ended, disperse funds immediately
• WeFund (www.wefund.com)
‣ Socially motivated, all or nothing model
• EasyFundraising (www.easyfundraising.org.uk)
‣ Affiliate earnings from online shopping
• Kiva (www.kiva.org)
‣ Empowering people through social loans

19. Be engaging
Social media is not about technology...
it’s about real people having real conversations
treat people like you would in the real world
and interact with them in a human manner

20. Build lasting relationships
Establish a trusting relationship with your audience,
then make it possible for them to give you money...
... and they will

21. Reference and resources
• JustGiving guide to social media fundraising PDF
• Components of a good crowdfunding campaign blog
• Social Media Campaign Planning Workshop Presentation
• Digital Audience Development Workshop Presentation
• Crowdfunding experts: www.twintangibles.co.uk
• Campaign strategy: www.innerear.co.uk

22. Reference and resources
• http://www.delicious.com/innerear
• http://www.slideshare.net/innerear
• http://www.issuu.com/innerear
• http://www.vimeo.com/innereartv
• http://www.facebook.com/innerearuk
• LinkedIn: Creative Content Communications
• Twitter: @innerearuk

23. Contact
• Inner Ear Ltd.
• 0141 226 8808
• www.innerear.co.uk
‣ dougal@innerear.co.uk
‣ andy@innerear.co.uk
‣ anny@innerear.co.uk