Journey of crowdfunding

We got advice to post updates on the crowdfunding platform from a lot of experts that I’ve seen over the last couple of months, so of course we did. I just want to show you what we have been doing.

Well before you actually start you have to create fill in tons of data for the crowdfunding platform. Who you are, what your pitch text is, the video that needs to get uploaded, the perks, etc. In a couple of talks we went over a couple of these principles as perks, pitches and the crowdfunding movie. But I don’t think I have touched upon the process of the actual campaign when we launched it.

DELITELABS Crowdfunding campaign target acquired

The start

We started out by filling all these tedious forms in that need to get filled out when you start a crowdfunding campaign. Then there is a reviewing period from which it is unknown how long it would take. We wanted to launch around the first of October to have 30 days of campaigning. But what actually happened was that the process took way too long so that we didn’t have 30 days but more like 25 or 26, I’m not sure anymore. In a stressful situation, like you are almost always in at a startup, you don’t want to deal with this kind of situations. But it had to be dealt with and with a couple of phonecalls made by Violeta we could go on and set up our crowdfunding campaign online.

The updates

We had a couple of updates that we send out on our crowdfunding page. To tell something about our project or tell the backers more about our students, because in the end that’s all that is important. And is in line what I’ve heard from most experts on this topic. Maybe we could have done a couple more posts, but overall I think it was already pretty good that we went nuts on finding people who wanted to back us.


The first 25% in one day!

This was really something we, or at least I, did not expected. We just launched the event and in half a day we managed to back our project with 25% of the money already. I was in the seventh heaven. I just couldn’t believe it myself. Really a energy booster for the rest of the campaign. I was a bit skeptical in the beginning, because most experts I heard talked about what immense workload it is to drive a crowd towards your set goals. The odds were against us, but we managed to prevail. Great, great feeling!


Probably, but this is just something I guess could be true. If we had had a couple of extra updates on our website and began earlier with posting about our teams and their project we could have probably gotten a bit more money. But for the very first crowdfunding campaign it was an amazing success!

Canva: a new design tool

Canva is a tool we came to use when Violeta joined our team. One of the most simplest Design programs I’ve ever seen and free to use. With Canva you can design beautiful digital products like presentations, posters, social media imagery and many other things.


There is actually not really much to it when you use Canva. This is the starting screen and the two pictures below I have made. You can select one of the designs shown in the top and work from there. You can use the same formatting if you want or play around with it. You just put predesigned text, filters and imagery together into one image, with the click of a button you had a new piece of content you could put out there.

When did we use it

We used this tool many times during our social media outputs. It just made messages more attractive than if you would just used a regular photo. Most of the times we used Canva when there was something special to show, like in the prototyping week of the University of Twente or when we were looking for more participants for our course. Violeta really pushed us to make pictures as beautiful as we could and communicate the messages that we wanted to send out in the best way possible.

Some of the Pictures I had created







What I really like about Canva is is that it’s easy and quick and it produces a lot of content. So if you need content straight away you can just use Canva and 5 minutes or less later you’ll be done and can post a new piece of beautiful content.

Facebook Analytics: PART 2

In the last post I made about the Facebook Insights I laid down a framework of this interesting tool. This post will be about the progress we made with the usage of this tool and the experiments and insights we’ve gotten from it so far. We started our Facebook page in May 2015. Since August 2016 we started posting on a regular basis. Between the 5th and the 26th of September we did an experiment where we used two kinds of parameters to assess our progress. The amount of postings we put out and the type of content these contained. Especially the statistics and progress of these last couple of months will be the object of inquiry, because this is the period we’ve been actively busy with the building of our crowd and her involvement.

In this post we will go over:

  • Our starting point
  • The experimentations fase
  • Latest progress
  • Our best messages
  • Best frequency of posts
  • Who is our audience?
  • When is our audience online?

Within this post you’ll get insight into the steady progress we’ve made so far with looking for the best ways to communicate and build our crowd. We start with the very beginning of our work. As I said we started in August of 2016.

Our starting point

Our starting point with Facebook was around a few hundred people a week who viewed the messages on our Facebook page. We almost got no visitors on our site before we started posting regularly. This was not very strange since we didn’t put out any messages. The page only contained a few things about DELITELABS.


In the overview above you see the week 2 till 8 Augustus. You see that the reach of our page (shown in the below left graph) is around 385 and had an increase of 6% that week in comparison to the previous week. This was the week before we started posting more frequently than we had before. You can see an enormous change the week after when we began the week after this one, like you see in the graph below.


So only posting a couple of post that week made a huge change to the amount of views and involvement we got from our audience. We continued this for a couple of weeks until we wanted to conduct an experiment with this.

Experimentation fase

What we did. We had a couple of weeks where we actually tested with the amount of messages that we posted. To be very precise we did 3 weeks of experimenting with this, from the 5th till the 26th of September. The first two weeks we scheduled two post per day. The main subjects of the post we put out were: Our upcoming course, posts about entrepreneurial subjects and famous entrepreneurs like Ramit Sethi, Gary Vaynerchuck and Simon Sinek. The views we got per message were actually pretty poor, but went way up if it was about applying for the course or pictures of the students that had started on the 19th of September. You see in the next paragraph “Best messages” that two of the most successful messages that we have put out so far were on this very day.

Reach facebook 5 sept - 26 sept

The last week we put out a few messages in a week. These messages were mostly about our course because we had seen that these were the messages that got the most reach and the most involved people behind it. I was curious why there were such deep lows in this graph. Reason: The 16th and 17th nothing was posted and on the 23th, 24th and 25th of September, same story. So one of the things to keep in mind, every day needs at least one post.

We wanted to know what made the most impact. So here is an overview of the things we have been checking to improve our Facebook output.

Latest progress


This is the progress we have made in the last month. From 25 till 22 of October. We see that we have an increase of the pageviews, the involvement and videoviews. Only in the amount of likes we see a small decrease of 17%. According to Jordan, digital marketing expert, involvement is what it all comes down to, so in that respect we are on our way.

Best messages

To know what the best messages were I checked a couple of factors. The parameters I took in account were what kind of post it was(photo, link or video), the time it was posted, the amount of people saw the post, the clicks on the messages, the reactions or shares that these messages had and last but not least the kind of content was provided.

To give you an overview of our best messages in the last period (Sept – Okt)


Type of post Date Time Reach Clicks Reaction/share Tags (y/n) Type of content
Link 8 Oct 11:10 1,4k 337 5 n Getting to know our participants with pictures of 4 of them
Photo 11 Oct 12:17 1,3 222 72 n Usual hashtags, @utwente
Photo 5 Oct 13:57 1,1k 190 25 y, 12 students picture of students, hashtags
Video 17 Oct 10:23 869 165 42 Video and hashtags
Picture and link 7 Oct 0:01 1,3k 133 20 First CFpost and hastags
Picture 19 Sep 14:28 1,1k 118 55 y, Violeta and guestlecturer Hashtags
Picture 13 Oct 18:55 879 103 3 n hashtag and pitching @utwente
Picture and link 10 Sep 12:20 1,9k 100 72 n Apply course
Video 19 Sep 12:15 958 90 30 n hashtags
Picture and link 7 Oct 0:01 1,3k 90 2 n post CF 25%

Analysis done 2016

What’s interesting in this table is that most of the messages are pictures of video. But almost all the messages have in common is that our students are in the picture. Not our company, not posts of famous entrepreneurs we also posted, but our own students. The mission we have to help these people. The advice that for example Jordan gave us in an interview I did, was very accurate to the findings we have here. The advice was that we should make our posts as personal as could be and we did. Another advice we only used a couple of times paid off as well, the tagging of other people in the post we made. You can see this in the photo we posted in the 5th of October, third best post on our Facebook page so far.

Best frequency of posts

We have began frequently posting from August 2016 onward. But we waited till the beginning of September to devise a more structured system to it and set up an experiment. In the three weeks from September 5th till the 26th of September we did our experiment. In the first 2 weeks of the experiment we scheduled Facebook messages twice a day. From the messages that we put out in the first two weeks we could conclude that 2 a day was a bit over the top, especially because in the third week, when we put out 5 messages in stead of 14 we got more reach than the previous two weeks.

We had seen that the amount of posting was incredibly important, too many posts was a turn off for our audience. What also very much mattered were the kind of posts we put out. Especially the third week showed a big difference in the amount of viewers.

Who is our audience?

With these statistics we can start to describe our target user. For example the following image will show what percentage of a certain age group has the most interaction with our Facebook page. Additionally the image shows what percentage of age groups are most involved.


The highest amount of people that visit or interact with our Facebook page are people between the age of 25 and 34. The younger or the older people in comparison to this group, the less likely it will be that they will interact with our page. The ratio between men and women is pretty similar in the clicks they give. You see that the percentage of involved people (people who react or share a message) is higher with the men.

Another interesting statistic that you can see in Facebook Insights is the geographical information of our target user. We see, if we look at the places where most people live that this is actually where we were stationed. Amsterdam and Valencia.



What time is our target group online?

Facebook Insights has a very handy tool to find an answer to this question. When you click on the button messages when you are in the statistics screen of your Facebook page you can have an overview of the amount of people per hour are online.

OktoberOnlineMensen op facebook

This is the graph I was talking about. The thing that immediately draws the attention is the large gap between midnight and 8am. After 10pm the amount of fans that are online drops. Furthermore you can see that on the rest of the graph that its very slightly rising. You can also choose a day to see if the pattern changes during the days. We have found slight changes in behavior. For example, On Mondays and Sundays our fans approximately are an hour later online in the morning than the rest of the days. This difference is shown in the graphs below.







A couple of conclusions I can draw out of this. First is that, because of our effort we set up a Facebook page that has a couple of thousand views, and growing, in stead of a couple of hundred.

Second, from the experiment we did we can now say that people get oversaturated when you post more than two or more times a day

Thirdly, personal messages, messages about Delitelabs and their students get a much higher involvement and view rate than other postings. This is what you can see in the “best messages” paragraph. Another, rather obvious finding was that video and pictures work better than just plain text

Fourthly, our audience consists of almost a fifty/fifty division of male and female, although we can see that men are a little more involved than the women. Most of them are between the age of 25 and 34. The main languages are English, Spanish and Arabic and most of the people that visit our site are from Amsterdam and Valencia. There is also an interesting pattern found in the time that our target group is online. Roughly sketched they are online from 9:00 to 22:00, with a small variety on Mondays and Sundays.


First blogpost for DELITELABS

Today, 20th of September, was all about communication. One of the first days that I could actually be totally into the output that we provide as a organisation. This output should lead to a couple of things for us. We want to build a crowd around our venture so if we launch our crowdfunding campaign it will have a higher chance to succeed. Secondly we want to get more awareness so we will have a better ground in negotiations with other ventures or institutions. And lastly we want to let people know what we do and why we do it.

Our savior from Spain


A great help with this was Violeta, a woman who has come all the way from Spain to strengthen our team. This woman, 30 years old, has already a lot of experience in the field of communication and especially with organisations as ours. Read here about our first meeting with the new communications team. Here we also discussed many interesting things on communication within an organisation but even more on the output that you provide as a venture.

Blog, Instagram and Twitter

Today I was in charge of three types of output, which was actually a handful at first. I had to write the blog, my first blogpost for Delitelabs. I was in charge of Instagram and Twitter. I was given a few instructions to begin. The photo’s that we put on Instagram should be, if anything, beautiful. So this meant: good lighting, good framing, interesting setting, nice coloring. A few posts a day will do. Short strong sentences that resonate with the viewers. So here are a couple of examples:

Halah Instagram Delitelabs

Post text
delitelabs Mapping out your life, a practice of getting to know yourself.#adayindelitelabs #refugeestakeaction #knowthyself #lifeplanner #lifeplan

Delitelabs Postits

Post text
delitelabs Assessing the situation afterwards reduces the chance of mistakes the next time. #adayindelitelabs #learning #scrummaster #refugeestakeaction

Samer Presenting Delitelabs

Post Text
delitelabs Pitch training. “Short and sexy”#adayindelitelabs #refugeestakeaction #pitch #innovativeideas #learning #business

I especially like the phrasing of the last one. “Short and Sexy“. Violeta tells me this phrase oftentimes when I need advice. Even if it’s the same advice she has given me, it always pushes me a little harder into the right direction. To read a little bit more on Violeta check our blog!

About the blog by the way… This was the first day that I had to do the blogpost for Delitelabs. Although I have made already plenty posts on my own blog, writing for someone else is a whole other story. I was pretty nervous and really was looking for the right angle. The perfect tone. Again Violeta was there to help me out. Not specifically with the blog but with the push that I needed:

“Perfection is the enemy of productivity.” – Violeta Garín and many other before her

I just started writing and after some time the post was done. We looked over it together and polished it here and there where we could improve readability, SEO and attractiveness. After that I got a compliment and that was it. A great day, with a lot of learning moments.

Thank you Violeta!


It was a great experience to be in charge of the communications this day. I learned a lot on how to use Instagram and Twitter and writing a blog in a different form than I’m used to. Twitter is all about short, sexy and with a high value rate. Instagram is all about spreading beautiful pictures. Also writing the blog was a interesting to use, because it had a couple of tools to check your the quality of your SEO and the readability of your post.

Steve Vick: Let an expert do the talking

Steve Vick is de founder van non profitally. This is a company that helps building a non profit from the ground on up. They take you through the whole process. One of the subjects also discussed on the site in deeply, luckily, is how to successfully run a crowdfunding campaign. There are a couple of videos on this and one of them gives a very good overview of what a crowdfunding campaign in essence always needs, unregarded on what type of project you want to start a crowdfunding campaign for.


This is him, Steve Vick. In the Youtube video: How to start a crowdfunding campaign? He lays out a couple of ground rules if you really want to launch a crowdfunding campaign. There is actually a whole lot more prep work than I initially thought. Not only man hours have to be put in to execute the things that needs to get done, but a lot more strategically think work that you need to get your head around before executing. Here are a couple of things to ponder on, that I will get into later:

  • The team
  • Set period of CFcampaign and target amount
  • The story
  • PR/marketing
  • Sollicitation
  • CF-video
  • Webpage

These are the subjects he touched upon and where very helpful to have an overview of the activities that we have to spend time and maybe money on to make it a success. So I’ll go over them step by step. First of…

The Team

Because there is so many activities to get done you really have to get a team. If you don’t find one. Defining the roles of the team is an essential part. If you define the roles and responsibilities beforehand the activities that need to get done will be so much more efficient and effective, so very important to divide the roles that need to get done. Roles that need to be divided are: Content creation, phone calls that needs to be made, managing and enlarging your network (making a crowd), the creation and maintenance of the webpage, devising a story (and creating perks and incentives). All these things have to be done and handled by the team and if you don’t have your roles and responsibilities well organised the effect will be a lot less than it can be.

Set a period for the CF-campaign and target amount

This is another essential part of running a crowdfunding campaign. The donator wants a couple of things. Before he donates any amount of money he wants to know if the campaign is for a good cause, if the amount will be reached (or if it is likely to be reached) and there has to be an urgency.

The urgency that we, as the creators of the CF-campaign, need the money ASAP. You can say we’ll run the CF-campaign for 5 months, than we’ll have plenty of time to get funded, but the research has shown that the results of this strategy is counter-intuitive. The incentive or urgency for the funding is out of the window. Most successful CF-campaigns run a period of 7 to 9 weeks.

Some people will answer to the question: “For how much would you like to get funded?”. “As much as possible”. But normally this is a bad incentive for the donator. You have to show them why you need that kind of money. You can do this with a couple of things. The most successful CF-campaigns they also have the most interesting and beautiful videos. They show you quality, beauty and most of the time the credentials that back up the quality that they already shown. Tell your audience who is going to benefit from the money that they give, most campaigns on Kickstarter have perks that they give away for a pittance price for example. So also think about how it will help the donator. Will it only make them feel good by contributing or like the projects on Kickstarter let them also buy an interesting new innovative product? So make your target amount reasonable and feasible.

PR and Marketing

There are many things that you have to and can do when it comes to PR and marketing of your CF campaign. But if we get to deep in the matter it will be gibberish for your so I thought to myself how can we make this a bit easier. To do this here are a couple of questions you should ask yourself that will keep you starting with the PR and marketing the same as we have done. Guided by this video and a couple of others. Here are the questions that you should ask yourself when you’re working on the marketing:

  • How much pre-made content has been made for every (social) media output that you are going to use? (Instagram, Twitter, Facebook, LinkedIn, Snapchat, Whatsapp, Phonecalls, mailing)
  • What content should you spread and how should it be structured? Check this link to learn this.
  • Which tools are you going to use to systemise your media output so that you can be more efficient and effective? (think about the social media named above, but also tools like Thunderclap, Mailchimp, Hootsuite, Heroes&Friends, Nouncy, etc. Check this link if you want to know what these tools can bring.)
  • Who are we as a company, what is our mission and how are we going to convey this message?
  • When are the milestones of your campaign and how are you going to let your crowd know when these have been reached?
  • Have you written a Pitch text that is inspiring for people to listen? (max. 500 to 800 words long)
  • Which platform are you going to use?

CF Video

The crowdfunding video is also a crucial part of the campaign. This is your opportunity to shine and persuade your costumers to actually incest in your product. Here are a couple of tips on a interesting CFvideo. To really know how to make a great video I’ve compared 10 very successful Crowdfunding campaigns of Kickstarter in one of my articles. I’ve also visited a couple of events that get a little more into storytelling. Check my visit at the Campus Party, my evening on storytelling or my visit at the Filmschool Amsterdam.

CF Platform

Before you go into the platform here are also many things to consider before you choose the right one. Ponder on the following questions so that you can make a better decision on what the best platform would be for your campaign.

  • Does the platform allow multimedia (video, pictures, integrated social media functionalities, etc)
  • How much effort (amount of clicks) does a potential donator has to do before he can actually donate? This really is a huge factor in how well your campaign will go.
  • Can you import a mailing list in the platform?
  • What are the fees that are being asked? (AKA how much money keeps the owner of the platform in what situation, success or fail?)
  • Can you keep the money even if your campaign does not reaches its goal?
  • Can you place updates (e.g. about milestones) on the platform?
  • Is the page customisable?
  • Is it also a customisable url?
  • 30% of the platforms needs an approval process. How long is this process?

I hope this was a good read for you guys! If you have any questions, remarks or suggestions just let me know!

Keep you posted!


This was a very interesting talk. I got a way better idea how much work is in the creation of a successful crowdfunding campaign now and that frightens me a bit, because it is so much work and we are only with a small team. On the other hand, we know now that it is a lot of work so we can be better prepared for this. see here how we went about social media, here what we did to create a good story and here is the actual campaign we launched and created success.

Facebook Analytics: PART I

Facebook is the biggest Social network in the western world, so tells Statista in a poll with 1.7 billion active users. Many people see it as the ideal marketing tool and it has shown that you can use it with great advantage as such.

For our campaign we also started to use it. First pretty chaotic and not ver frequently but since a couple of weeks we’ve been experimenting with it. In this post I shall give a quick overview of how Facebook Analytics work. I’ve also written another posts that shows the exact outcomes of our implementation of our usage of Facebook. To see our results click here.

As I said will this post be short manual on hot to use Facebook analytics as a marketing tool.

Facebook Insights

This is a tool that works pretty well if you want to have a few insights in how your Facebook page is doing in regard of posts, likes and reach. It’s not for nothing that it is called Facebook Insights. You can learn which posts have better impact than others, when it is the best time to post and you can even check out some geographical and demographic characteristics of the people that are interacting with your page.

Facebook Insights Start screen

This is the screen where you start if you start with the statistics of your Facebook page. Here is already much to see. A small overview can be checked when you scroll a bit down. This is what you see:

Overview Homescreen FB Analytics

The overview

Here you can see the amount of activities that our Facebook has and how you are doing with them individually. You can check the amount of actions you have implemented, e.g. postings. You can see the involvement of your posts, this is the amount of people interacting, talking about or sharing your page. The likes that you have gotten in this period of time and the comparison with that of the last period(normally a week). The reach of your page, so how many people have actually seen your page in this period. The involvement of the messages you put out. In other words, how many people interact with the messages you have spread out. And last but not least the amount of video’s been checked.

The revision of your page

You can do this revision with a couple of tools. We will get over them quickly and clearly. Firstly I’d like to touch upon the revision of Facebook messages that you have put out and how you can check what impact they have gotten. You can few this in a couple of ways. Firstly with a list of the messages you have gotten. This is an example:


A little explanation should be suffice I’d think. We will go through all the columns. The first is the date and time when the post was published on your page. To the right of that you see the first few lines of the post and this also serves as a link to the actual post so you may review it. The column to the right of that shows you what type of post it is. Is it a message, link, page or video. Next is the target group which is mostly for paid promotion which you can also do in Facebook. Next is the reach you have created with the message you have posted. How many people have seen the post. In this example you don’t see that much difference in the reach of the posts, stretching from 489 people to more than 1.5k. The penultimate post is about the involvement of your posts. This last one is, what I’ve heard so far, one of the best indicators of the performance of your posts. Because this can lead to more likes, more shared messages and page shares and that results in a better way to enlarge the brand awareness, which we need make the campaign a success.

You can also do this in a more graphical way. This is a good method to see your progress in Facebook. You can see for a specific period what the results are in e.g. Facebook likes, page views, involvement and the time people are most likely to look at your Facebook posts. Here an example:

graph of likes in facebook analytics

In this example you see the amount of comments, likes and shares that have been done in a period of time. The first graph is showing the amount of likes the page got on a specific day and the second graph shows how much comments, likes and shares have been made with different messages that we have put out. You can see that the 14th of August was a pretty good day for us with 41 likes.

It can be have a very big impact when you check both and discover which messages work best. You can check how long the messages should be, the kind of messages (personal or formal), about which subject does your audience want to listen to, if pictures work better than text, if you get more attention with videos in your messages, the days that you have to post, etc. Hard work but the results can be very interesting and beneficial for any business.

An evening on story telling

The power of storytelling is a big one, definitely when I look at the entrepreneurs that I follow on youtube and their success. Names like Sam Ovens, Casey Neistat, Shaun Mcbride, Tai Lopez, Emilie Wapnick and many others who earn their bread with this inspiring skill. To make our course as compelling as possible Michaela Krömer went to a storytelling workshop and asked if I could come as well. Of course I decided yes. Being able to tell a good story is one of the things I could use big time in the campaign and I’d love being able to tell my stories in a more inspiring way. So off we went.

The workshop

The workshop storytelling took three hours, but there was never a dull moment. The way it was presented was entirely in the style of storytelling. It intrigued me, especially the amount of interaction Eldridge, the lecturer, had with the audience. You could stop the lecture whenever you had a burning question and this gave a great sense involvement. This gave a aura of freedom in the room. Many theories, examples and tools were discussed during the course. To name a few.

In this post we will take a look at the Drama and Winners Triangle. The other methods and theories will be explained in other posts. If you want to read them you can click on the link and you can read on what it is all about.

Drama & Winner’s Triangle

These two concepts are actually very interesting to look over and are in most forms of communication very handy to use. It is a framework on which rol you can play or to get insight in the rolls that you play unnoticed. There is a positive side and a negative side in this. Obviously the Drama Triangle is the negative counterpart of the Winner’s Triangle. I’ll start with the drama triangle.

Drama Triangle

Drama Triangle

The Drama Triangle is shown in the picture above. The Drama Triangle is a model that shows the relations between the three rolls Persecutor, Rescuer and Victim.You can see these rolls for example in movies, You have a Hero an Villain and a Victim, someone who has to be saved. But if we examine our communication and that of others we see that we also apply these rolls ourselves.

What are those roles entail?

To give an example in the Batman Series you have Batman as the Hero, The Joker as the villain or persecutor and Gotham or Rachel as the Victim that has to be saved. This model is being used in a lot of movies and therefor we see it too often as truthful. The reality is that this is most of the time a destructive way of communication for at least one of the two parties. Batman has to hide his true identity and has many problems in his social life because of this. The Joker is a crazy person and won’t be any help for the world, because he wants to watch it burn. Lastly the Victim, Gotham city, will be always dependant of his Hero, Batman.

So when something happens to him Gotham is helpless. The theory says and I think most people would agree, that these rolls are all undesirable to play. The way to solve this is to look at the Winner’s Triangle. See below.

Winner’s Triangle

WinnersTriangleThe Winner’s Triangle is the positive counterpart of the Drama Triangle. It is the realistic roll you can play that is constructive for both parties. The three parties of this Triangle are The Coach, the Challenger and the Creator. The Rescuer becomes the Coach, the Persecutor becomes the Challenger and the Victim becomes the Creator.

Coach, Challenger and Creator, what are those?

The Winner Triangle twists the negative points that the three rolls, Victim, Rescuer and Persecutor, have into positives. The Victim becomes the Creator and becomes his own rescuer by dealing and solving their own problems. They ignore the scoldings or remarks of the Persecutor. The Persecutor becomes the Challenger that instead of putting people down by their negative exclamations challenge people to make healthy choices. The Rescuer becomes the coach. Preferably they coach proactively before the people whom being coached head for trouble.

These triangles can also be very helpful in your communication. On stage, during a meeting, on social media or on your website. With this framework you can pinpoint where you stand yourself in different relationships you have or how you communicated on the web so far and see how it can be beneficially be changed in the future.

How you communicate and a pitch

For me this was an epiphany. The whole lecture was a great way to learn a bit more on how I communicate and what could be different about it, on or off stage. One thing I’m particularly proud of was when asked if anyone would give a pitch I was one of the few who would raise their hand. Actually to my own surprise, because in reality I was pretty scared to actually do it. After the break we would start with the pitches. I actually practised a couple of times on a pitch about “having a mentor to excel”, but when I got called to the stage I changed my mind. I didn’t feel the things I was going to say so I quickly came up with the subject I had absolutely my heart for: Delitelabs. The way we help people who need it most. I felt like a badass and it actually was a pretty good pitch I heard afterwords. So good that we got a couple of people interjected us afterwords. They asked if it was a real endeavour I talked about. When I said yes they immediately wanted to help. Great how things can work out when you do something you’re afraid off.


We can use many things that I have learned in this lecture. We can implement these learnings in the posts that we are going to put out before, during and after the crowdfunding campaign. This kind of storytelling I’d love to implement in the posts we are going to put out on Facebook, Twitter, instagram and hopefully on our blog. This lecture will only be the beginning, because in one lecture I’m not yet a storyteller. At least not a professional one at that. So a long way to go, but the beginning has been set.

Hope to talk to you guys soon. Leave a comment if you have a question or have something to share.

– Bas


An overview of Hootsuite

During the crowdfunding campaign we are going to use social media to spread our message and a call to action (which is awareness and money). To manage our social media there are a couple of platforms that are very helpful in achieving these goals. One of the more interesting ones is called Hootsuite. Here you see the startpage when you login to Hootsuite, looks very much like the interface of WordPress doesn’t it? For this post I used a couple of Youtube videos to get the hang of it. For example this one to get a quick overview of Hootsuite. Here we go!

Hootsuite interface

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Hootsuite is free to use if you only want to use three social media. For pro, which we can have for free for 30 days, which is a interesting possibility when we actually launch the campaign. The social media We chose to use are LinkedIn, Facebook and Twitter. There are different things you can actually use Hootsuite for. In this article we are going over a few functions of Hootsuite.

  • Streams
  • Publisher
  • Analytics
  • Campaigns


With the stream tab open you can have a look at what the activity is different social media. You can have an overview of what people say about your, what they post about DL, how many likes you get, etc. This can be very helpful because in this sense you can see on what posts they respond more and what they don’t respond to. You can add also many different apps for free. Here you can also use the Mailchimp app, which also lets you check the analytics, how many people open a mail for example.


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One of the most interesting features of Hootsuite is that it has the ability to create and schedule messages down to the minute for every social media that you wish to use. When you get to know your target group better and better every time you know more and more on what they want from you, when they are online and what subjects they like to hear from. This you can do by looking at the analytics and the streams you can turn on in the stream menu. What is also a nice feature is that Hootsuite can be dynamically used when you are on another site and you want to post or schedule the video or article your are reading. In the same way you can also use automatic scheduling. Here you can put in a certain time of day where your messages will be posted automatically. The only thing you still have to check is if the messages are in a good order before they get send.


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The analytics of Hootsuite is for the free version not very helpful if I had to be honest. It has very basic functionalities on how to look at data. The amount of likes you generate on Facebook and twitter for example. This gives you a good overview on which days you had more followers or likes than another day. You can check back if you have certain post at those dates which you can link on the successfulness of your posts. But if your really want some tangible data to back up the effectiveness of your posts I think you have to go directly to the social media your are using, like Facebook Insights. Check out the post I wrote about Facebook Insights.


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You can also make your own campaigns with Hootsuite. You can use different social media to do this For example use Instagram to make a photo contest. With contests like these you can attract new people as well as make the subscribers more involved with your brand, organisation or initiative. But you can also use giveaways to get mail addresses or other information from people.


Flipboard is a site which can also be very beneficial if you use it in combination with Hootsuite. Flipboard is a site that is the new newsletter. You can select different themes and topics on which you want information from. This information can be very interesting for your crowd and in this way can easily be found and easily be distributed through Hootsuite.


Hootsuite is a great tool to see what your crowd is up to, do research on hashtags, to know if there are any trends that you can use for your benefit and to create and schedule posts for your social media any social media that you want, although with the free version you can only link three different social media no more.

The downside for Hootsuite free version is that you can’t can’t get a very good overview of the analytics of your social media output. You really have to use the social media directly to really learn for example what your target group is, at what times they visit your site(s), what they like and what messages work best with them. See here the post I did on Facebook Insights.

Thank you for reading this, hope you learned something!

– Bas

A summary of “The Ultimate Guide On Email Copy Writing”

For my thesis I’m going to try and exploit every way possible to try and make a better crowdfunding campaign. I can’t do everything by myself because of that there is so much work that needs to be done with this campaign. The greater part of it I will do research on what we can change and do so we can implement these learnings and monitor if the effect is what we want. Therefor this summary post of the article “The Ultimate guide to email copy writing” by Ramit Sethi.

When Ramit Sethi, best-selling author and founder of I will teach you to be rich, was interviewed and asked why he thought email marketing and building your mailinglist was so important he answered:

“It’s a huge risk to build a business on a platform you don’t own.” – Ramit Sethi

1. Reasons for a mailing system in your business

The guide consists of many very handy tips and knowledgable information about having a mailing system and how to use it. The main reasons for having this system is the following. It generates most revenue and in Sethi’s case more than every other channel they used combined. The second reason is that you own your email list. The policies of network platforms like Facebook and twitter can easily change and that would leave you empty-handed. And the third main reason is that it is scalable. You can send to as many people as long as you have their email address.

2. How to get subscribers?

Loads of people who have a business don’t know how to answer the following question: “Why should I sign up for your email list?” And that is a problem. If you don’t know why you yourself should sign up for your email list, why would your potential subscribers know the answer? This is what Sethi proposes. Do two things:

  1. Create an irresistible offer or bonus
  2. Sell the offer with ultra-compelling bullets

But it has to be the right offer for the audience you’re serving. So you have to identify your audience’s single most pervasive and persistent problem. Then offer them the single most valuable, concrete and immediate solution. Be as specific as can be. The key word here is “single”. Focus on solving 1 specific problem or pain point and they will cheer you on and subscribe or stay subscribed.

The solution is to make a list of problems your (potential) readers will have and see which problems you have an immediate solution to.

The recipe he provides for this is the following


An example Sethi provides us with is: “Tired of unsuccessful cold calls? Get my 3-part sales script and learn how to triple your sales”

3 ways to make your audience come back, begging for more

A few ways that you could create these opt-in bonuses are to write a free report or ebook. This you can do to compiling the best blogpost you have to one attractive report, pull some pieces from your existing products and offer them for free, interview experts on the subjects and put these interviews in the mails.You can do the same thing with movies where you tell people that which you wanted to write in the post. A few other ways is to give away a tool. You could give away a template to how you make your movies if you’re a filmmaker and your audience are youtubers.

3 steps for extreme passion between you and your readers

But to make al these methods really shine you need to do some magic to them. Sethi calls the next method the 3-step fascination formula

Step 1: Pump the energy to 110%

How to do that? Talk in extremes. This gets the energy pumping in the reader. The internet surfer is a animal of habit and skims through the 99% of everything on the web in a heartbeat. Be outstanding with your energylevel. How to achieve that? An example: “Get your dream job” –> “Find and land your dream job” Better but still not there. “FIND and LAND your dream job in months in stead of years”. Not perfect, but pretty powerful.

Step 2: add a surprise or a counterintuitive twist

You have to add something that the reader would not expect after this sentence. Many of us already have the idea that a dreamjob can be achieved for us, so saying this will take months in stead of years is already pretty compelling. So how to make it more intriguing? So say for example:

“FIND and LAND your dream job in months in stead of years, even if I don’t know what my dreamjob is.”

This way you make it even more compelling. There are 4 easy ways to do a trick like this.

  • Add an “even if” statement (“learn how to work more efficient… even if you don’t have the time for it”)
  • Give a warning (“miss this critical step and kiss your job offer goodbye”)
  • Hint at a secret (“Most young entrepreneurs have great ideas, but never think of this one”)
  • Name a technique (“my Briefcase Technique that helped me land job offer after job offer”)

Step 3: add as many specific and vivid details as possible

This technique is to make the image in the head of the reader so specific that they can already see that dreamjob, or whatever it is you can help them with. Make it also very specific. So if you can put time in, specifically on what you’re going to give them. So the sentence we’ve been working on could have became many different things, but a very powerful one to attract people to read it would be: How to find and land your dream job in 6 months or less — even if you’ve been fired before or have no experience”

3. Write a mail people will want to read over and over again

There are actually 7 steps Ramit provides us with to write a damn good mail.

  1. Intriguing catchy subject line
  2. Personal greeting
  3. Opening line
  4. Stories that explains why your writing
  5. Call to action
  6. The personal sign off
  7. A good p.s.

These points are all very important to have a great mail. The first thing people see is the subline, so this has to be so persuasive that people actually click on it. On the website Smart Insights I found a table showing the average percentages of open rates of Mailchimp users in april 2016 (around 21%) and click throughs (around 2%) (, 2016). The approximation Ramit Sethi gives is that you can boost your open rates to 30 to 40%, and guarantees that your mail marketing will go up when you apply these techniques. Most of the things he talks about in the guide are pretty common sense, but he has shown that it really works. For example the personal greeting, he says that you have to compare it with a conversation you would have in a bar. How would you like to be talked to? What would you want to hear? When would you stay interested in the conversation? Juicy stories is what most people want to hear and especially when the purpose of these stories is being told in a compelling way people will be more likely to keep reading. See your email as a present you want to give to your readers. You have to have a call to action though. When you are sure you have given a beautifully wrapped gift you can ask for something in return, for example a comment or reply on your site, which will lead to more traffic on your site and potential clients. Close off with two things, nr. 6 and 7, the personal sign off. You greeted them personally now say a goodbye personally, people should know who is behind the mail so a first name and a goodbye should suffice. According to Ramit a PS is one of the most valuable pieces of the mail. When people are in doubt if the mail is worth reading through they will skip to the end. So if you have something important to share leave it at the bottom. Another good alternative is an interesting followup of what kind of goodness will be in the next mail.

4. The power of subjectlines

One of the best copywriters ever, Joseph Sugarman, gave advice about the way you should copy write. He said: “your copy should be a slippery slope” – Joseph Sugarman

What he meant by this is that what you are writing is so interesting and the transitions so well adjusted to eachother that the reader keeps on reading. Your mail always should consist of roughly four parts. The subline, lead, body and call to action. It all begins with the subline this should force them to open the mail. The lead is to give a activating interesting statement followed by the body which describes a fascinating example or story. Then you go further and try to get them to a click, share, like or buy from you. The counter intuitive thing that I notice from the sublines that apparently were the most successful is that they are all very casual. Like talking to a friend and that is according to Sethi the power, be super personal in your mail, like you are only mailing to them and not a very large crowd. This way your open rates will increase dramatically. Another piece of advice from Sethi is that you should at least do three polishings of your sublines. When you have the idea that you could send the subjectline to a friend, then you’ve probably found a great subline. But one can not always count on inspiration to find a great subline so here are three techniques that can be used to create great sublines.

Three techniques to find great sublines

5. How to write outstanding mail

Three guidelines that will make it way easier to make great mails, that your recipients actually will read fully.
1. The mail shouldn’t be about you
2. Have a conversation
3. Make it vivid by being specific
These are three guidelines that you should take very seriously. First of like the guideline says, the mail should not be about you or your business. Like we’ve said before, your mail should be as a gift, nicely wrapped(subline, design, form) but monkey in a suit, stays a monkey in a suit. Give your reader something that makes them happy, energised or give them something they can use, like this article. Also have a conversation. The informal way of speaking will feel more natural to them and they won’t have the feeling that they are being sold out, which you never should do by the way! And last but not least make your email vivid by making it specific. Don’t use vague terms to explain it situational. Here are two great examples I copied from Sethi’s guide:

“Boring: “I don’t like commuting.”

Specific: “Every single day, I wake up and think, ‘Oh God, I can’t take yet another 45-minutes of sitting through gridlocked traffic just to get to some job that I don’t even like.’”

Boring: “You’ll have freedom and flexibility.”

Specific: “Want to take a break from work and see a movie at 1pm
on a random Wednesday? You can do that. Have a friend in town and want to meet him for lunch? You can do that, too — and no, you won’t have to ask your boss if it’s okay.’””

– Ramit Sethi, out of his guide on email copywriting

These were the biggest tips that I got from this awesome guide. If you’re interested in the original guide, you can read it and download it for free.


After this reading it becomes very clear that a good mailing strategy is of the essence in this time. It has many benefits, but as compensation it can cost a lot of time, indeed if you want to spread relevant and compelling content. But this guide has shown a couple of ways to create this kind of mailing.

The Three Step Fascination Formula. This is a formula we could use for our newsletter if we are a little further down the line. And actually we are starting to do this.
Ramit suggest to talk in extremes. Talk about dreamjob instead of job. Make a surprise at the end of your message. “find a dreamjob in months instead of years, even if you don’t know what you want to do.” This last part is what really makes it juicy and more attractive. And talk in very vivid and specific sentences. This is what makes the message alive for the reader.

Let me know what you think of the summary!

– Bas

My first video on Delitelabs

I made my first movie on Delitelabs to see if I could make a example video for the people who have to have a overview of what we want with the crowdfunding movie. I asked a couple of people on feedback from the studie Art and Technologie with their main subject movies. The main critical points were that There was no call to action, a few technical problems like lightning, resolution, one shot was not in focus and the audio behind the movie was incompatible with the imagery. I learned a lot from this and thereby can do it better next time.


We are not there yet with the movie, but then again I’m not a movie maker. I have tried my best and hopefully I can make it happen that we arrange for a more professional movie maker to make us a movie. If not, then I have to up my game, which is always a good thing to do I think. Read about my first contact with an SAE student, the talk with our moviemaker, my own preparation of the CFvideo and the making of the crowdfunding video.