Crowdfunding
put yourself in your donors’ shoes and think about how the narrative will appeal to them. Outline full project costings, what you will do if you raise more than your target, and how you might find additional funding or scale back your project if you don’t meet the target amount. Gather evidence, such as quotes and drawings, from beneficiaries and stakeholders to illustrate the impact your project will have.
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people, who between you have all the skills you’ll require to craft a compelling story, create a big-impact video, engage supporters via social media and other networks, design marketing collateral, etc. Challenge them with securing at least one pledge each before you launch.
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YOU LAUNCH Never has the
THINGS TO DO BEFORE
saying ‘fail to plan, plan to fail’ been more relevant than with crowdfunding, so make sure you achieve your goal by following our steps to success
Choose the right platform There are lots of crowdfunding
platforms available, however many have ‘lending’ or ‘equity’ models which aren’t relevant for schools. Of the ‘donations’ and/or ‘rewards’ platforms, there are really two key players:
Justgiving.com offers a straight ‘donations’ platform – on the plus side individual supporters are able to link their pages to your campaign and Gift Aid claims, if eligible, are processed automatically, while on the downside you can’t upload a video and there is no option to offer rewards.
Crowdfunder.co.uk is in every sense a traditional crowdfunding platform, where video can be uploaded, rewards promoted and Gift Aid claimed, however it charges slightly more to process payments (3% +VAT).
Establish a team Your core team should be made up of between two and five
largely because it allows sponsors to engage with projects and their creators, and experience their enthusiasm. A video is your opportunity to get this across, and is far more effective than even the most elegant prose. Read How to Create a Big-Impact Video at
funded.org.uk/crowdfunding. Add professionalism and build recognition by creating branded visuals for use on your school’s website, in social media posts, as footers in emails and on your crowdfunding campaign page.
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Brainstorm rewards Rewards are offered to donors
in return for their pledge. They provide an added incentive for people to sponsor your project (or encourage them to pledge more than they had originally planned!), but need to be well-matched to the appropriate donation level. Read The Rewards Guide at
funded.org.uk/crowdfunding.
Create visuals Crowdfunding’s meteoric rise as a fundraising model is
Craft your story Define what you want to achieve with your campaign –
IMAGES: MACTRUNK; MONKEYBUSINESSIMAGES; AZURE-DRAGON; HIGHWAYSTARZ-PHOTOGRAPHY/
ISTOCKPHOTO.COM
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