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Learn MoreWorking the Crowd: Know the Fundamentals
Rating: 4.6 out of 54.6(52 ratings)
335 students
Working the Crowd: Know the Fundamentals
This course will teach you how to bring your idea, project or product to life by harnessing the power of crowdfunding.
Created byRose Spinelli
Last updated 10/2013
English
English [Auto],
What you'll learn
- We will detail the practical and theoretical components necessary to execute a successful reward-based crowdfunding campaign. Through a combination of video lectures, case studies, slides and videos, tools and resources, students will learn the strategies to develop, and the tactics to implement, each phase of campaigning, from pre-launch to social engagement to management and into fulfillment, you will learn crowdfunding best practices that lead to success.
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Course content
7 sections • 40 lectures • 2h 48m total length
- Introductory Video
A brief description of my crowdfunding lecture series, appropriately recorded from my hotel room in Las Vegas where I participated in the 2nd Annual Crowdfunding Convention and Bootcamp.
- About me and my background7:15
This session can be considered an A-Z on how to crowdfund. You will learn about it from historical context and then we will touch on all the necessary elements any good crowdfunding campaign should address. These elements are then broken down in the subsequent workshops.
This session was filmed in front of a live audience of social impact organizations. You will notice some references being made to individuals and organizations that were relevant in the context of the workshop, but not necessarily to you. These moments are minor; please do not let them throw you off.
Additionally, I make a specific reference to “perks” and how they are not necessarily important. Please be aware that while this may true in the social impact and nonprofit space, because the concern is for the larger good of some cause, it is not generally true about crowdfunding.
- What is crowdfunding?2:16
- Crowdfunding looks so easy!4:41
- What crowdfunding can do for you.2:56
Support causes directly through crowdfunding platforms, bypass gatekeepers and influence products with your dollars. Perform due diligence and rely on the crowd to detect fraud.
- Are you suited to crowdfunding?3:53
Assess your fit for crowdfunding using independence, diversity of opinion, decentralization, and aggregation; then choose a platform, engage your audience, and execute prelaunch to post campaign with a strong video.
- Understanding the crowdfunding space3:07
- Benefits of crowdfunding4:01
Crowdfunding helps you validate ideas, gather feedback, and gain exposure without a marketing budget, while testing concepts and forming global partnerships via social media.
- Know the risks!5:06
- Common mistakes2:57
- Types of funding models4:50
Explore funding models for campaigns, from reward-based and donation-based crowdfunding to equity and micro-lending. Learn how fixed, flexible, and tipping-point funding influence campaign outcomes.
- How Kickstarter works4:13
Learn how Kickstarter operates as an all-or-nothing crowdfunding platform for creative projects, with a 5% success fee, 2–3% transaction fees, escrow funding, and homepage curation of standout campaigns.
- How Indiegogo works3:46
Discover Indiegogo's global reach, flexible and fixed funding options, and transparent fees while learning how the homepage algorithm rewards campaigns with updates, videos, and social media sharing.
- RocketHub and beyond2:18
Explore rocket hub and other major crowdfunding platforms, their fixed and flexible funding, and fees, plus how projects gain exposure through media partnerships like project startup.
- How to choose? Breaking it down.6:19
Choose between fixed and flexible funding by weighing the risk of not fulfilling perks, and plan audience engagement, influencer outreach, and clear fund-use updates post-campaign.
- The importance of social media3:58
Explore social media strategy and the idea of sharing another video, as introduced in this lecture.
- Steps to good execution4:10
- Perks!3:10
Leverage many small perks, especially $1 and $5 levels, to boost backers and volume. Craft honest, concise narratives and prefer authentic, simple videos over costly productions.
- Your pitch and the importance of all communications5:24
Craft a compelling pitch and preplan all communications—emails, audience segmentation, templates, press releases, and a concise 15-second description—while coordinating social media, blogs, and a team for timely updates and perks.
- Tell your story with passion! Some case studies.2:32
Compelling others to want to share your project is crucial to crowdfunding success. This workshop will help you identify the elements of good storytelling in crowdfunding projects through case studies and how-to instruction.
Upon completion you will have the facts, examples and insights you need in order to design a story that will inspire your followers and encourage them to share it with their followers.
- Project page messaging elements2:54
Apply key project page messaging elements with clear titles, brief descriptions, and cohesive bios. Integrate narrative pitch, video bio, and spending plans with transparency to engage supporters and address concerns.
- Perceived obstacles to good storytelling4:19
Identify the perceived obstacles to good storytelling and learn to turn them around by humanizing your campaign, using a relatable character, and asking questions to connect with donors.
- Your story, your branding. Some case studies3:10
- Practical pointers and pitch video elements4:29
An effective crowdfunding video is an essential component to your crowdfunding campaign. In this workshop we will demystify the process of creating your own crowdfunding pitch video and debunk some myths about costs, technology and what constitutes acceptable production values.
It’s easier than you think to create a highly effective crowdfunding pitch video. Through case studies and how-to instruction, upon completion of this workshop you will be fully prepared to create an inspiring pitch video.
- Pitch video case studies5:25
- Anatomy of a Pitch Video5:05
Here's a fun and easy video that shows you exactly all you need to know to make a basic pitch video. Remember, pitch videos aren't meant to be works of art—unless your project is the actual work of art, such as a film. What counts is good production values and a clear message.
- Finding and assessing media leads4:53
Finding and securing media attention for your crowdfunding campaign will dramatically improve your chances for success. Once you know the steps you can build meaningful relationships that could garner you press. In this workshop a clear strategy is outlined on how to find media outlets, vet them, and then write winning correspondences that will make you stand out from the crowd. We’ll explore best practices for approaching the media, describe what works, what doesn’t, and why.
Upon completion of this workshop you will have the facts, examples and insights to create an effective media campaign for your crowdfunding project.
- Create a plan for securing press5:16
- Terrific media tools and tactics16:43
"Building and Preparing Your Network for a Successful Crowdfunding Campaign" is a BrightTalk Webinar in which I participated. It provides more information on "working the press." (To see the entire webinar with two other industry professionals, please see the Resources section and you can access via a link and sign up.)
- Effective social media is more than just numbers2:30
Crowdfunding would not be possible without the power of social media. In this workshop you will learn about all the most popular platforms and the importance of identifying and targeting which ones your audience uses. You will then learn tips and best practices on how to build your online presence to create a strategy that will inspire your target audience to action.
Upon completion you will be well on your way to building a robust social media network in preparation for your crowdfunding campaign.
- Strategically choosing platforms1:31
- It starts by clarifying your goals3:35
Start building your crowd early; grow an organic audience before crowdfunding goes live. Define your goals, identify your audience, and craft calls to action that encourage sharing and backer engagement.
- Tips on effective messaging to develop a following3:00
- Breaking down the social media channels4:42
- You must get organized!3:22
This session offers a step-by-step path to creating a dynamic campaign, from pre-launch to fulfillment. We’ll put the microscope on strategy by naming and organizing your team, determining a funding goal, how to choose perks, and targeting your audience. Then we’ll learn about keeping communication and momentum going during your campaign, and managing post-campaign responsibilities.
Upon completion you will have a blueprint to follow with a step-by-step checklist. Through case studies you will learn best practices, and you will be provided with resources to the best productivity tools to utilize.
- The psychology behind deciding on a funding goal3:07
- Everything you need to know about determining good perks4:15
- Sample perks--what works, what doesn't7:34
- How to keep your audience engaged5:15
- In conclusion....0:31
Requirements
- A willingness to learn something new
Description
This course is designed to provide each student with the professional and personal knowledge they will need in order to successfully bring your idea, project or product to fruition by harnessing the power of crowdfunding, a revolutionary method for raising small amounts of capital online.
Who this course is for:
- Artists, entrepreneurs, social impact groups, nonprofits