crowdfunduk

Social media has enabled crowdfunding campaigns to reach friends, family and known supporters across time and space

But what about the crowd you don’t know, who might donate - if they only knew you were there?

Can we learn from research into social network habits and social networkers?

   In most online communities 1% actively contribute, 9% do so intermittently and 90% are named “lurkers” - who read but do not engage or contribute.

Crowdfunding can only reach a tipping point to be being part of our social, community and financial landscape if campaigns reach beyond their immediate social networks.

The 1% active contributors also frequently access mobile social media which increases interaction; they generate, not just consume, content; they follow more organisations or companies and use less traditional media (TV, newspapers). (The social habit - frequent social networker) .

Use of social media sites is growing in all age bands - the 2010 social network report shows that in 30 days 88% of 18-34 years olds visited a social network, with 69% of 35-49 years olds and 41% of 50+.

What campaigns need to do:  use as many social media platforms as possible for their campaigns - making it easy to access, support and donate; use blogs as news media; ask supporters to write for you; get “liked” by your supporters or get a link from sites popular to your social networkers.

Recent research has suggested ways of categorising social networkers

• Tourists: drop by, have superficial interest, few social ties
• Minglers: strong social ties, less interest in the subject
• Devotees: interested in the subject but few social ties
• Insiders: strong interest in the subject with many social ties

So your landing page or website might have many hits - but fewer donations - because 90% will be tourists or lurkers - with little interest and no social connections to your site.

What campaigners need to do:  link devotees (those with an interest in the subject) to minglers (the socialisers) to make your campaign something they want to connect with.

Crowdfunding can create a relationship that makes them feel they are playing a valued and powerful role in making new ideas happen. 

2010 social network report gives the main reasons (above) why people use social networking sites - that is to connect with people (friends, family and reconnecting). Fun is the second highest . Those that might seem more related to crowdfunding - political (or issue) interest, meeting like-minded people and gathering information are lower, much lower.

Campaigners need to - ensure they reach people through their friends, family and wider social networks. Give permission for those with wide connections to post updates, make videos for you - as well as simple retweeting.

Remember Fenton?

Make your landing page fun - however serious the cause

Workshop in partnership with CVS Cheshire East

Venue:The Exercise Studio, Belong, Brookhouse Drive, Crewe