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

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

• 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?

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?

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?

• 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

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

Engagement Chart - 1
2 months before crowdfund
BRANDING
5
EMOTIONAL
PULL
5
5
SOCIAL MEDIA
0
5
NETWORKS
REPUTATION
5
5
CAPACITY
Where are you on a scale of
1-5 for each of the
?
headings

Engagement Chart - 2
2 months before crowdfund
BRANDING
5
EMOTIONAL
PULL
5
REPUTATION
5
0
How far have you got to go?
5
SOCIAL MEDIA
5
CAPACITY
5
NETWORKS

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

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

• Assign a role to every member of your team
– Social media
– Project manager
– Researcher
– FTA (foot to **)
• Write down your ‘key messages’
• Write letters/ emails, 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