I’ve noticed a number of nonprofit development executives reluctant to raise funds on crowdfunding sites because they’re concerned about competing with their other fundraising efforts and over-soliciting their donors — both very valid and real issues.
But if organizations leverage short films correctly, they can tap into a whole new donor pool while leaving their traditional fundraising mechanisms intact. Last week the Parkinson’s Institute and Clinical Center exemplified this when it set out to crowdfund $100,000 in two months. They doubled that within a few days.
How did they pull it off?
Let’s start with the three most important words: personal, personal, personal. The Institute released a short film that, rather than tell the overarching story of Parkinson’s and the societal need to address it, highlighted one family’s story with the disease. This is a piece of best practice to keep in mind as you pursue your own films: Find that one compelling story and let its personal narrative drive home the broader importance of the cause.
The Parkinson’s Institute elected to feature Bill Draper, a prominent Silicon Valley venture capitalist, whose wife has struggled with Parkinson’s for almost a decade. The film provides a rare intimate portrait of an well-known investor, who also likely leveraged his extensive network on behalf of the campaign, like an updated house party. Which of your existing champions might be able to do something similar for you?
Next, the Institute launched their campaign in synch with “Giving Tuesday,” the antidote to Black Friday and Cyber Monday in which people around the world are asked to give rather than consume. When launching your fundraising campaign, look at the editorial calendar and see which events you can harness.
Finally, the Parkinson’s Institute was wise to offer a range of donation options and incentives, from $10 and a free tattoo up to $100,000 and personal research updates from cutting-edge scientists. It’s safe to say that everyone, from the most frugal to the most unsparing, can find a sweet spot in that spectrum.
An added perk of Parkinson’s good work was that Indiegogo, the site hosting the online campaign, caught drift of the movement and featured it on its e-mail blast, creating greater exposure, more views for the video, and more dollars in the donation jar. As of today, a week in, that jar is stuffed with $210,000 and counting.