Main question and subquestions

Final 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?

Subquestions

  • 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?

Methods of graduation assignment

  • What is the target group that Delitelabs wishes to address?

This will be decided in July 2016. There will be a intense collaboration with a prominent marketing company that has agreed to work with DL. This company is specialised in redesign brands. They have a lot of expertise in marketing and we discussed that it is best to let them counsel us on what target group we will focus. This collaboration will take one week in the beginning of July and then will be decided on which target group we will be focussing. During this week I will make lots of notes on how to continue with the research and the campaign. I’d love to pick their brain on the subjects that I will research in the coming period, but there is no certainty whatsoever if I can have the liberty at the time to do this. Here will be discussed how to design our message, our positioning and further marketing-technical decision making.

  • Which crowdfunding platform is suitable for our crowdfunding campaign?

Our company has no money to spend on a campaign. Personally, based what I’ve read so far, that the success will not be diminished by this, but the lack of resources will definitely have an impact on how much money we will be able to raise. There will have to be a few things answered before we can answer this question on which platform to use.
Firstly we need to find determine how much money Delitelabs wants to raise. This will be determined by a interview that will be conducted with a crowdfunding expert named Eric van Heesen that will give us advice on crowdfunding overall and with that also on the target amount. After this there will be a negotiation with Christof on the amount of money we want to raise.
Secondly, we will conduct a inquiry on how much money gets raised on the other platforms that have campaigns similar to the campaign we will run. We will do this by finding and analysing four niche platforms and four general platforms and compare the results from the campaigns we find. The results from this research will be the guideline on what platform to choose. But the ultimate decision will be made by Christof Hawle.

  • Which social media are mostly used as promotion tools for successful (crowdfunding) campaigns?

This question will be answered in a combinational. I have three ways of researching this topic. The amount of time that will be spend on this question will be considerable, also because I think this question is one of the most important once to be answered. Building a community with social media is a very large part of getting the actual funding and with making the community happen we have made the second objective a reality. Hereby is this question a very important one. Therefor I’d like to make an inquiry on this question based on three perspectives:
1. Expertise. This will be done by conducting two interviews. One with Eric van Heesen founder of crowdfundy, which can tell us a great deal on this. And one of the people from the marketing team that we will have a collaboration with in the beginning of July. There are also a lot of marketing experts that put their knowledge online by providing us with a video or blog on this. Some of them have already been found and will be examined to see what tools we can use and in what way. Examples of these are growthlab.com, Greg Jacobs and John Dunn. Other names that already have been a great help are a few TEDTalks done by people like John Trigonis and Victoria Westcott, both on crowdfunding.
2. Research Papers. Find and read research papers on the topic of social media mixed with crowdfunding. There will be a inquiry done also on papers that have written about this subject. The topics social media, but also crowdfunding are very new, but there will be some papers written that include this subject. These papers will be a great help on what frequency for example Facebook post should be made, at what time, with what subject etc.
3. The third step is that we look at the actual crowdfunding campaigns and the actual tools that they used to convey their messages and progress to their crowd. Copy them so to speak. There will be a search conducted on the well-known social media usage of these companies. The social media that will be viewed will be: Instagram, Twitter, Facebook, Youtube and LinkedIn and maybe other tools if they come up.

The reason why this question is answered with three different sources is that this is presumably the most important question to answer so this one has to be right. If this question gives us a answer in the form of an overview on how to use tools, these tools will be way better to implement and therefor will provides us with a way better chance to succeed in our attempt to make a successful crowdfunding campaign.

  • Which tools can be used to implement to make our workflow (in communication) as efficient as possible?

There has been a couple of tools heard that could be very beneficial to work with. Like Thunderclap, Hootsuit, Mailchimp, Friends&Heroes and a few others. These and other tools will be examined what their abilities are and how we can use them to use our time more efficient. There will be a pro’s and cons list. This analysation will be negotiated with Christof and with that a decision will be made on what to use and what not. These tools will be reviewed and then implemented. The results from the usage will be monitored during the crowdfunding campaign and the results of this will be embedded in this site.

  • What is the right format and usage of the different social media we use at Delitelabs?

This question shall be answered in two ways. First their will be advice asked that will be followed up, from the interview conducted with Eric van Heesen and the marketing company with whom we will collaborate in the first week of July. Also Chris Mueller en Sam Hesinski. These are people I’ve met during my first period of my internship. Both people seemed quite knowledgeable about marketing. Sam has been a marketeer for years, so I believe an interview with her can be very enlightening. Chris is a man I’ve met during a travel to a friend of mine in Amsterdam. We talked for about an hour. He made a fortune on internet businesses, so he probably has a thing or two to say about how to go about social media. These three interviews together with research papers that will be read should give a good insight and the answer to this question. Two research papers that definitely will be read are “snapshot on crowdfunding” by Joachim Hemer and “crowdfunding creative ideas: the dynamics of project backers in kickstarter” by Venkat Kuppuswamy and Barry L. Barys. After this, the messages will be send out in the frequency that most experts advised on and then the amount of views and average time spend on these views will be thoroughly analysed. The results of the social media platforms will be checked each week.

  • Which characteristics can be identified in the ten most successful crowdfunding pitch movies on Kickstarter? 

To answer this question the top 10 successful crowdfunding campaign videos will be used to examine. For each movie there will be an overview made. Is there a story line? How much is being said bout the spending of money. What is being highlighted in the movies? Who tells the story? What is the product of service? These and more questions will be answered. Out of the results our movie we have to make for the crowdfunding campaign will be constructed.