The conclusion will be provided in two parts. Firstly I will answer the subquestions. I will refer to my many blogposts that function as puzzle pieces of a great whole. The second part will be about the main question, which will be a combination of the six subquestions answered previously.
To repeat again, the subquestions are:
- What is the target group that Delitelabs wishes to address?
- Which crowdfunding platform is suitable for our crowdfunding campaign?
- Which social media are mostly used as promotion tools for successful (crowdfunding) campaigns?
- Which tools can be used to implement to make our workflow (in communication) as efficient as possible?
- What is the right format and usage of the different social media we use at Delitelabs?
- Which characteristics can be identified in the ten most successful crowdfunding pitch movies on Kickstarter?
So to answer this let’s ask the first question:
1. What is the target group that Delitelabs wishes to address?
This is one of the more difficult questions and I will answer this twofold. The first answer will be provided on all the talks we as the Delitelabs Team had about this subject. This resulted in that we had three or more target audiences on which we had to target. The other method I’ve done myself and is based on the results that I found on the social media that we have the most following. With Facebook Insights, see my posts about this Part One and Two, we have the ability to gain understanding about the demographic and geographical information of our target audiences.
Discussions with the Delitelabs Team on the Target Group
There have been some discussions in the team concerning the target group and we actually have several, which makes our company’s business model a little unclear. Our tagline is: we take them to the starting line. That is what we do. So, are the refugees that we help our target group? In a way, yes, although not the only group we try to help. We have two groups that we set out to help: refugees (recent newcomers) and the young unemployed youth. But since the three courses we had in Amsterdam were 95% refugee it is sure to say for now that our course has mostly been run for refugees.
To select these students we have a interviews, before we let them into the course. We basically check them by two factors before they may enter. The first one is if their English is good enough to communicate during the course. The second one is about their desire to become an entrepreneur. Both pretty subjective, but during the couple of interviews I’ve done it’s pretty clear how you can rule out the people who will slow the rest of the class down due to their incompetence or lack of motivation.
These are the people we really serve and we make our product for, but that is not where our money comes from. Our money comes from our donators, other foundations and even from the municipality of Amsterdam. So this is another target group we have, but we haven’t been able to find a coherent or specific answer to what our target audience is in this sense. No further than people who want to support our cause.
Answer from Facebook Insights
I have used Facebook Analytics to have better understanding of when our fans are online and what they like in posts. We can also use this tool to see who these people are in case of a few demographical and geographical statistics. This question is in this way answered in one of my posts, “Facebook Analytics: PART 2“. Here is an overview of the demographical and geographical statistics we found on our target group.
In this graph you see that the largest groups are living in the Netherlands and Spain. The three most spoken languages are English, Spanish and Arabic, which is also not surprising since our course is 100% in English, we have been stationed in The Netherlands and Spain and most of the participants that we have in our course are Syrian, and in Syria they speak Arabic.
2. Which crowdfunding platform is suitable for our crowdfunding campaign?
For us the answer is One%club. I’ve used three methods to draw my conclusions on this question. Firstly, I’ve done some Desk research on what the most popular crowdfunding platforms were and their features. Secondly, I interviewed a couple of experts in this field in person, Eric Heesen, two employees of One%club and OnePlanetCrowd on the phone and Chris Mueller. I also found a handful of experts that share their findings and knowledge on crowdfunding online via talks and blogs. Examples are Greg Jacobs and Steve Vick. Thirdly done research on a couple of features of the 4 best suitable crowdfunding platforms I could find. The one that came out, One%club, we actually used it to launch our crowdfunding campaign, and it was a success.
3. Which social media are mostly used as promotion tools for successful (crowdfunding) campaigns?
According to the people I have interviewed and some of the research I have done on this subject here are the social media that are mostly used in successful campaigns:
The people I have interviewed for this are Jordan Pijnenburg and Chris Mueller. During talks with Violeta Garín, my communications supervisor we discussed these as well. Many talks and interviews I have watched and read to come to this list. To give you another example of a guy that really helped as well was Gary Vaynerchuck. Given our target audience we went with these social media. If the target group would be much younger we would have considered for example snapchat.
4. Which tools can be used to implement to make our workflow (in communication) as efficient as possible?
We used a seven tools in total to improve upon our workflow as a team and as a communications team. These seven tools really helped us to organise and structure our communications output and how well streamlined our own workflow was
These all helped in our workflow and get as much out of the activities that needed to get done in order to let us be successful in building our crowd, making the crowdfunding campaign a success, creating beautifully designed content and improve our workflow.
Facebook Insights really helped us to get really specific when it came to creating and scheduling posts for Facebook. We knew way better at what times to post, the amount of posting we could do per week, what our target audience was, which messages got the best results and gave us a very good overview of what we already did and what our progress was in these last couple of months.
We used Mailchimp a couple of times. Although we didn’t use it that much, this tool can be very resourceful if we listen to what Ramit Sethi has to say about this in his “Ultimate Guide to email copywriting“. We set our mailingsystem up and so far have been able to collect 1380 subscribers. We used this system a couple of times, for two newsletters and a message to support us with our crowdfunding campaign.
This is another very handy tool to work with. Have a couple of your social networks and streams in one place. A bit further in the process we only used it for Twitter output, but stayed very handy. Especially the Scheduling tool and te overview of newsfeed that you can summon. This gives you insights on where the next trends are and how you can use this in your advantage. See my post on Hootsuite.
We really needed a tool like this. A tool that could make all our activities as a team visible. This tool give an overview and provided a better workflow for the whole team. You can see very clearly what needs to get done, when and what has the highest priority. See my post on Trello for more insights.
We used google drive very frequently, but in the last period especially to archive created pictures. The other usage of Google drive were the maintenance of records from communications we had, spreadsheets of our students, articles that we could share with our students, presentations that were given to our students and keep up with finances of the company.
WordPress we implemented since we began writing our blog, which was when the third course started, on the fifteenth of September. Within wordpress we had also two very handy plugins, one for the readability and one to check if our SEO was made effective or not. In my talk with Jordan Pijnenburg I’ve also talked about this subject.
Canva is one of the most easy design tools I’ve seen so far and free. In less than 5 minutes you can make beautifully designed digital PR products that you can post on your social media. I’ve made a couple of these myself. You can see them on
5. What is the right format and usage of the different social media we use at Delitelabs?
I’ve interviewed a couple of experts on the insights of this and got a lot of good advice from my communications supervisor, Violeta Garín, as well. You can read in the interview I did with Jordan that we should be very personal with our content. Talk about our students, what are they working on, who are they, where do they come from. The more personal the better. This overall tone is the basis our output, and we have seen that this had strong effects on the levels on involvement and reach seen in “Facebook Analytics: PART 1” and “Facebook Analytics: PART 2“. The first meeting with our communications team was very insightful as well. We created a communications Plan to strategise our tactics and methods. Within this communications plan you also see what kind of social media we are going to use and how to utilise these media best.
We set up a blog on our website which we have 4 different sorts of posts on. A dairy which comes out every workday. When an event happens we also post a blogpost with the story of the event. We put out success stories of our students or alumni. And occasionally we will put out a blogpost about the rest of the program, when there is a change or an update on this.
Facebook we used much more than we expected ad first. This improved the amount of viewers and involvement by a large amount. in 2 and a half months from 385 viewers a week to over 5000 regular views a week. Also the involvement went up from a 124 to a regularly 900 or more in this period. We have seen that the amount of post can be overdone, which is shown in the three weeks of experimentation we did in September. 14 posts in one week is too much. While 3 in a week is way to little.
Twitter messages should be “short and sexy” preferably with a couple of hashtags in it and an interesting sentence. Half or more of our Twitter post we done with a photo rather than without, because we noticed there was more engagement with photo. We started using Twitter regularly around when the third course started. We managed to create a following of 248 followers in around 5 weeks time. With an output of 422 tweets and a lot of hearts and retweets.
Although we put lots of photos in Instagram with our account we managed to create 56 followers with an output of 82 photos so far. We only put out photo’s we really thought were beautiful enough and personal enough. We sought out photos of our participants working or pitching during the courses.
Although we set out to use LinkedIn, we never really did. Our priority was not on this platform, because we didn’t know if this social media was the right tool to use. The other reason is that both Jordan Pijnenburg and Eric van Heesen said that this social medium was not really suitable for campaigning.
6. Which characteristics can be identified in the ten most successful crowdfunding pitch movies on Kickstarter?
In a post with the same name as this question I’ve searched for the top ten best crowdfunding campaigns I could find on Kickstarter and start examining the features and characteristics of these videos. The characteristics were that they usually had a target amount between $5.000 and $50.000 with one exception which was $85.000. The general amount people pledge in these campaigns was $130. There could not be found a correlation between the amount of backers and the kind of crowdfunding campaign. One common factor every campaign had was the simplicity of the movies. Everybody, young and old, would completely have understood what they were going to get, what the product is and why you should trust in the product and its manufacturer. The amusement or lightness factor I describe in the article is another common factor that was remarkable about the movies. None of them were seriously put. All the movies were playful in a sense. This we also take into account when we made the movie.
You can read here the first and second conversation we had about the movie maker that should have made the movie in the first place. W discussed that she could maybe do it as a study project. It was unfortunate that de deal didn’t go through after such preparations, but that’s another thing about working for a startup, you never know what you can expect.
On a more positive note, this gave me a nice opportunity to create a couple of movies myself. My first, second, third and last movie, which is the final crowdfunding video. In retrospect this journey was my “training” to make the crowdfunding movie. And although the making of the video didn’t go as planned we’ve reached our target amount. And to polish the final result I’ve questioned two experts in the movie business who happen to be my friends.
Main Question: How do you create a successful crowdfunding campaign, which will be set up for the NGO DELITELABS, that will raise a minimum of 3000 euros of funding?
To run a successful crowdfunding campaign you have to have a couple of activities in order. You need to have prelaunch traffic. This means that before you launch you already should have created a big crowd that supports you. You really have to know how you can optimise all your social media output and know how you can get a reaction from your target audience, therefor you need to know who your target user is. Or on the other side if the market wants your product. You need to know what you’re selling and how you’ll sell it. If you know all these aspects than you have a pretty good chance of successfully run a crowdfunding campaign. The first time we tried and without a full team we managed to accomplished this. I believe because we followed most of the insights we got from experts and the experiments we conducted.