Tools for engagement

Background 2011 launched SoLoCo Scotland’s first crowdfunding platform 2012 Nucoco chocolate and cake | branding & packaging 2013 Medicine’s Dark Secrets 2014 Patrick Geddes Library

Why Crowdfund? To raise awareness of your product or service To grow your ‘crowd’ and find ‘brand ambassadors’ To raise funds

Know Your Vision Your Social Enterprise –Think of the longer term (5 – 10 years) and how to bring people with you. –It should be ‘unobtainable’ The project you are crowdfunding for –How will your project contribute to the overall vision?

Who is your ideal donor/ backer?

Step 1 Create a character for each of your ideal donors/ backers. –Give him or her a name. –What does he or she look like? –What does he or she wear? –Does he or she have children?

Check list Step 2 What makes him or her tick? –Will your character pay for your product/ service? –Will they spread the word/ are they influencers? –How do they like to communicate? –What would you like to say to them?

Creativity What is your hook/ USP/ emotional pull? Once you have identified this, think of all the ways that you can engage with your target audience

How much to raise? Decide how much you want to raise and break it into ‘tangible’ chunks. Is it ‘tangible’? e.g. a chef’s salary or a mobile cooking van

BRANDING REPUTATION CAPACITY NETWORKS SOCIAL MEDIA EMOTIONAL PULL Where are you on a scale of 1-5 for each of the headings ? Engagement Chart months before crowdfund

BRANDING REPUTATION CAPACITY NETWORKS SOCIAL MEDIA How far have you got to go? Engagement Chart months before crowdfund EMOTIONAL PULL

Influencers/ connectors bloggers Twitter journalists Network Asset Map rewards friends family Professional network Donors/ backers friends family professional network 1 month before crowdfund LinkedIn Facebook Tools for finding Influencers/ connectors online Buzzsumo Klout Followerwonk - just for searching for similar sites/blogs you could reach out to Google power search

Network Asset Map Everybody in your team should contribute to the Network Asset Map All go through phone and contacts Separate all contacts into preferred methods of communication (excel spreadsheet) – –Twitter –Linkedin –phone

Communications Plan Assign a role to every member of your team –Social media –Project manager –Researcher –FTA (foot to **) Write down your ‘key messages’ Write letters/ s, tweets and FB posts using the key messages and work out when you will post them Work out if you want weekly themes for the campaign