Do tell what is your idea?
- Put the most important information about your campaign first. Make sure to champion the NGO, or the Idea, or the Event, or product, as this is the best way to catch the attention of funders on crowdfunding platforms like Incrowd.
- Don't let the concept get lost among the words.
- Mention exactly what you need the funds for. For instance, specific cost break-ups are always helpful in letting the funders know where their fund will go, how will they be used.
- Create a trust among funders.
- Talk about yourself as well. Funders need to connect with you and believe in you in order to believe in the cause you are raising funds for.
- Add facts & data & useful information to make the story comprehensible. Sometimes facts that may seem not important to you are very important to funders. Highlight them in your story so that funders realise the gravity of the situation or the opportunity that you are selling to them. Example: A NGO works with deaf children and tells you that India has the largest population of deaf children in the world. Or that India has 12 times the number of deaf children as all the countries in Europe.
- Map out your execution plan, with milestones on a timeline.
Sponsor /Alliance partner mentions
If you have a sponsor/ matching partner on board, make sure that is prominently communicated as part of the crowdfunding campaign story. This will give confidence to the rest of the crowd and motivate them to join.
It is an absolute must to have a pitch video. Videos are the best format to tell your story & drive campaign success.
Do keep the following points in mind.
- Make a short campaign video, no longer than 2 minutes, that articulates your goal & intentions. Make sure to stress on why you have approached crowdfunding as opposed to more traditional methods of fundraising.
- The first twenty seconds of your video are the most important. Make it impressive.
- It makes your campaign more effective if you star in the video yourself.
- If you have a product or an idea - give the audience a sneak-peek of the product & a demo of the prototype.
- Use some music to set the tone for your video.
- You aren't just asking for money; you need your audience to join you in your campaign. So make it a conversation and make it personal.
- Make sure your video is clear and can be heard properly. Hire a professional to make the video for you for a greater impact. Check amongst your friends & family - you will be surprised, but your network may know someone good. If you cannot get it professionally done, you can always use your phone/camera as long as you cover everything else listed here.
- If you can, try to make additional videos, that have the potential to go viral, and help spread the word. In these, make the audience feel something! Be funny, unique, tug at their heartstrings, so that the videos are "shareable". Funders and other interested people will share your video on social media channels to reach out to more people. If the videos do go viral, it will be a big shot in the arm for your crowdfunding campaign.
- The storylines of your campaign video & viral video may differ; they serve different objectives.
Use some infographics as part of your pitch story. These can include interesting stats highlighting what makes your product stand out in the market, or how your NGO is different from the crowd. Visual content always catches the eye! You can even replace blocks of text with infographics and other graphics to make your content more attractive. Too much text can be boring for funders.
Using images in your story to encourage. It is a good way to 'show and tell' - so, the more the better. In fact, you can even include pictures of the rewards you are offering so that funders get a clear idea.
Set a wide range of rewards, from low contributions (for people who want to be a part of the campaign) to large contributions (for people who are highly dedicated to your campaign).
- Make sure you don't have too many rewards that make it difficult for funders to choose.
- Make the rewards easy to understand. Potential funders might tune out if the rewards are difficult to understand.
- You could make the rewards distinctly different, for each contribution level.
- OR, you could even make them cumulative. As an example, the reward you set at Rs. 6,000 contribution level, could include the reward at Rs. 3,000 contributions, PLUS something else added to it. Extending it further, the reward at Rs. 15,000 contribution level, includes the reward set at Rs. 5,000 level, PLUS something else added to it.
- Be innovative with your rewards. Get creative!
- Offer people experiences that they cannot get outside your campaign page.
- People like to be acknowledged. Shout-outs on Facebook and Twitter for even the low contributors will make them feel great.
Articulate the top, key questions that prospective Funders may have, about your crowdfunding campaign - and answer them crisply. This to reassuring them by giving straight answers to any concerns they may have.
Risks and challenges
Outline the key risks and challenges you foresee for your crowdfunding campaign as well as for the project or NGO you are looking to help. Qualify them by suggesting what you would/might do if the situation does arise. This reassures prospective Funders that you've thought through the execution, and have back-up plans in place.
So for example - if you are making a 4-floor building for your orphanage & see an increase in raw material prices as a risk w.r.t cost inflation or unseasonable rains delaying completion of construction highlight that. Also tell the crowd that you will try and eliminate the issue by signing contracts that lock raw material pricing for 1 year and that you are making sure that you finish the foundation a good 1 month before the rains are too start so that work does not get delayed.