RAISERAISE MONEYMONEY FOR YOURYOUR SCHOOLSCHOOL Using * CROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDING CROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGHow to use online tools to generate funds CROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGCROWDFUNDINGfor everything you need – including school supplies, events, special projects, and more.

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CROWDFUNDING FOR SCHOOLS

1 What Is ?

2 Advice from Experienced Crowdfunders: Ten Steps for Planning and Managing a Successful Campaign STEP 1 Assemble Your Team STEP 2 Identify Your School’s Needs and Determine the Funding Timeline STEP 3 Identify Your Network STEP 4 Choose a Crowdfunding Platform STEP 5 Write a Project Description and Tell Your Story STEP 6 Craft a Project Video or Slideshow STEP 7 Brainstorm Perks STEP 8 Kick Off Your Launch with a Bang and Keep Charging STEP 9 Update Your Network STEP 10 Celebrate and Debrief Your Campaign

5 Seven Crowdfunding Mistakes

6 Scorecard: Comparing Education Crowdfunding Platforms

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WHAT IS CROWDFUNDING?CROWDFUNDING?

“Become a part of Roger Sherman’s History!” announced the elementary school’s parent-teacher and allows campaign organizers association on when they invited donors to announce progress. Each plat- to raise money to buy six interactive whiteboards form strives to make the pitch and payment process frictionless. and multimedia projectors. Through corporate In an article by Joe Garecht, matching and crowdfunding, 228 donors helped founder of The Fundraising Au- thority (thefundraisingauthority. them exceed their $34,000 goal by almost $6,000. com), a website of resources for Final total: $39,992. nonprofits, he cautions, “Crowd- funding sites work best for fund- ing specific projects or campaigns, and do not work well for general fundraising or things like annual giving.” Although there are nota- Crowdfunding is a type of crowdsourc- According to “2013CF-The Crowd- ble exceptions to this maxim, concrete ing in which projects are funded by col- funding Industry Report,” crowdfund- deliverables and novelty are critical for lecting often small amounts of money ing services successfully supported motivating a community to donate. from a large number of people, usually more than one million projects, across Crowdfunding campaigns are bond- via a website that facilitates the pro- 308 platforms, in 2012 (raising $2.7 bil- ing events; they enhance school-com- cess. Community leaders, PTAs, teach- lion) and are expected to raise more munity alliances. Through storytelling ers, principals, parents, and students than $5 billion in 2013. and community outreach, campaign of all ages are using the crowdfunding Each platform differs, but the funda- organizers and funders can become model of Internet fund-raising for their mentals are the same: A campaign man- emotionally invested in the same out- schools. As a result of the economic ager posts a page within a crowdfunding come, resulting in long-term support — climate and budget cuts, many criti- service that explains the school’s needs financial and social — for schools. More- cal education services and materials and funding goals, she or he builds over, accountability to the public helps have been eliminated. So, community buzz with social media and encour- educational initiatives stay on track. A stakeholders have turned to crowd- ages the community to contribute, and campaign for the Academy for Global funding services to connect classroom the crowdfunding site typically accepts Citizenship, a Chicago public charter needs with multiple contributors. credit card payments from contributors school wanting to build a “net-positive

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EXPERIENCED CRO campus,” wrote on its crowd- ROM WDF E F UND funding page: “This campaign is about VIC ER grassroots growth: spreading our vision AD S: to reimagine the role of the school in a community one passionate individual at a time. It is also about empowering advocacy in our current community. STEPS Every time you share this link, you are STEPS exponentially increasing the impact of this project.” Over 630 donors helped them exceed their $50,000 goal. Final total: $53,780. Yes, crowdfunding can yield big pay- offs for schools, but only when a cam- paign is planned carefully and executed FOR PLANNING AND tenaciously. Many nonprofit groups “make the mistake of thinking that MANAGING A SUCCESSFUL CAMPAIGN

Think of the different groups PLANNING that might donate to your PLANNING school — alumni, community members, parents, local STEP 1: Assemble Your Team business owners — and answer Assign campaign members to roles based on their skills. For large financial goals, you could need as many as ten to 15 two questions: “Why would people to a) communicate with the local media; b) target your group X want to contribute? network with social media; c) compose a project description; d) write, design, copyedit, and send out newsletters, blog What’s in it for them?” posts, and emails; e) script, storyboard, shoot, act in, edit, and publish videos; f) take campaign photos; g) set up a funding booth at local events; h) manage perks; and i) coordinate campaign “thank you” letters and celebrations. For smaller campaigns, you may be able to double up on some of these roles. Either way, you’ll need an implementation plan and these [crowdfunding] sites are magi- team ready to facilitate the project after funds are received. cal cures for all of their revenue woes,” Garecht warns on his website. “Crowd- STEP 2: Identify Your School’s Needs funding sites can be a huge help, but and Determine the Funding Timeline they are not a fundraising panacea.” In a What are your school’s or classroom’s specific needs? You can USA Today article, Yancey Strickler, the always create several smaller consecutive campaigns (often cofounder and head of communications called “progressive funding,” in which you collect all funds for crowdfunding platform raised, whether or not you reach your goal), rather than (kickstarter.com), observes, “It takes risking a massive “all-or-nothing” fund-raiser that is too work to get a project funded. You have ambitious to pull off. to spread the word.” Some experts advise that you run a shorter campaign — Crowdfunding is a powerful tool; it for example, 30 days — to keep interest high. A typical length can bring dreams to life if done well. The is 45 days, though there are campaigns as short as ten days tips below will improve your chances and some as long as 90. Depending on the platform, it may for success. be okay to secure the majority of a project’s funds and crowd-

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fund the rest, as long as you keep this arrangement transparent. Next, pin down precisely how the money will be spent and what the re- sults will look like. Elizabeth Mon- da, a fourth-grade teacher at Corn- ing Achievement Elementary School “This isn’t about a begging bowl! in Memphis, used crowdfunding site Especially in case of small, PledgeCents to raise $3,500 for a school garden and in another campaign raised community projects — you’re trying $505 for study carrels. “It could be a field to do something really incredible and trip or more pencils in the classroom,” by talking to potential donors, she told Memphis Business Journal. you’re giving them the opportunity “You can put anything on PledgeCents.” to be part of that.” Amy Cameron, coordinator of the STEP 3: Identify Your Network 10:10 Solar Schools Project in the UK Brainstorm a list of potential funders. Start with everyone in your team’s network. They’ll be contacted first. Then you’ll want to identify who from that network would be able to activate other supporters. Think of the differ- ent groups that might donate to your school — alumni, community members, parents, local business owners — and answer two questions: “Why would group X want to contribute? What’s in it causes. Sites that are user-friendly for derstand how the site interacts with con- for them?” Writer and researcher Erica PTAs tend to support schoolwide proj- tributors. Friedman, in a Quora crowdfunding ects, rather than a few specific classroom exchange (quora.com/Crowdfunding/ items requested by an individual instruc- STEP 5: Write a Project What-are-attributes-of-successful- tor. More unusual requests may find more Description and Tell Your Story crowdfunding-projects), writes, “With- support in a crowdfunding space where The most successful pitches are care- out that initial core of enough fanatics campaign examples include a wide as- fully copyedited and typically run less to make enough noise for it to go viral, sortment of materials, ideas, and events. than a page. They should link the fund- no matter how compelling your story, Schools that intend to manage large and/ ing goals to specific deliverables and it’ll be a slog to reach your goal.” or simultaneous campaigns (or want to be überpassionate. Create urgency in select from tiered packages with corre- the title: “Help us raise $25,000 so our STEP 4: Choose a sponding price points) will benefit most students will have a safe playground.” Crowdfunding Platform from a site that offers sophisticated One very successful education pitch Examine the sites listed below in this systems and customization — which on DonorsChoose raised $67,785 for guide. Which service successfully may include more choices for logo and the so called “Brooklyn Castle” chess matches your campaign style and fund- color branding, interaction with social team of New York City’s public Inter- ing needs? media, real-time data analysis, market- mediate School 318 (I.S. 318). It starts Sites with zero or low fees allow ing, assistance with events (like walk-a- with a hook: “Imagine a school where your institution to keep more money, thons), and greater control for the school the chess champs are the heroes of the but restrict spending to items supplied over how and when they receive funds. entire community!” Convince readers by approved vendors. A site that pri- After identifying one or two favorite that your students will benefit from marily benefits schools attracts con- services, donate some money to cam- their generosity. At the end of your tributors who are interested in education paigns hosted by each platform to un- pitch, thank your potential funders.

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Your basic campaign story, accord- could give out breakfast cereal. Branding nating some of her own money early on. ing to the crowdfunding site IncitED, companies like Corporate Gear Promo- “This shows donors that you believe the should strive to make an emotional con- tions and MadeToOrder sell a variety of materials are needed enough to donate nection to potential contributors by es- marketing merchandise and apparel. Or yourself — even a $5 donation will do!” tablishing a need, solution, and positive go goofy by offering virtual high-fives The campaign of Abril Vela, a student outcome that contributors can visual- and odd screensavers. at Northside College Prep in Chicago, ize. It should paint an appealing picture Keep in mind that the higher the earned over $5,700 for her student orga- of the campaign team, and a rationale funding level, the more oomph there nization, Chicago Girls in Computing. for why you are uniquely qualified to should be in the perk. Bigger perks could “There will be slow points in the process lead a project once funds are received. include invites and/or special access to of fundraising,” she reports on Edsurge. events, one-of-a-kind expertise, or even “No matter what happens to your lev- Step 6: Craft a Project a product that comes from your project. els of support, keep fighting and people Video or Slideshow will see that you deserve their support.” Leon Lazarus, Director of Teacher Lee Play-To-Learn (teacherlee.com), a child Step 9: Update Your Network development program in San Diego, “Offer a ‘shout out’ through Facebook warns campaigns not to create ama- or Twitter to whomever donates $10 to teurish videos. “The American public DURING your campaign,” advises a Fundly tip responds to production values. Great THE CAMPAIGN sheet. Each update should include new camera work, coloring, and editing information. The DonorsChoose.org can mean the difference between suc- blog post “Our Top 10 Email Subject cess and failure.” A clever video, like Step 8: Kick Off Your Lines” suggests using an enticing title the trailer for Brooklyn Castle (vimeo. Launch with a Bang in the subject line: “Keep it vague and com/49483695), a documentary about and Keep Charging slightly mysterious to give readers that I.S. 318’s chess team, will be shared Organize several of your key stake- extra nudge (there’s a reason why ‘Cake, via email and social media. Shoot mul- holders to contribute in the first hours anyone?’ was one of our most-opened tiple short videos at one time in order and even the first 30 minutes of the emails).” Target special segments of your to maximize your actors’ time. Strike campaign to establish momentum. network: “Soccer Dads! Help us kick it!” a balance between sincere and funny. Some campaigns reach their goal in a Besides maintaining a Facebook.com Each video or slideshow should ask few hours using this technique. Eight page, use HootSuite’s AutoSchedule viewers to make a contribution. See of Erin Morrison’s second-grade class- tool (blog.hootsuite.com/autoschedule) EdTechTeacher’s video production tips room projects have been funded. On to distribute your messages when the (edtechteacher.org/index.php/teaching- her blog, The Open Door Classroom, largest audience is microblogging. Tim- technology/presentation-multimedia/ Erin writes that she’s seen great success ing+ (timing.minimali.se) analyzes your video) and the online article “Common whenever she starts a campaign by do- post history on Google+ (plus.google. Qualities of Insanely Successful Viral Videos” for inspiration. Step 7: Brainstorm Perks Determine if you will use giveaways to entice people to contribute at different levels. Perks can include t-shirts, pins, mugs, or “hall of fame” bulletin boards. “People inherently don’t have an itch to fund Make prizes relate to the campaign and motivate people to support your cause. the unknown. (But) if a friend, blogger For example, top contributors to a cho- you like, or an organization you’re a part rus could receive a serenade-o-gram. A of funds a project and tells you about it, school literary magazine campaign could you’re much more likely to fund it than if provide personal framed haikus. Stage bands that practice before school starts you stumbled upon it on your own.” Danae Ringelmann, cofounder of Indiegogo

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com) to suggest the best days and times CROWDFUNDING MISTAKES to send out updates. To keep your network engaged, ask local companies to match offers at various intervals to excite contributors who are on the fence. Write a letter to your local paper. Post video updates on Instagram.com. Issue challenges. 77 There is no silver bullet, but you have unlimited darts and targets all over the Internet. Keep firing. Even a hint of desperation in a 1 project description will make potential contributors balk. AFTER THE Don’t post photos of teachers wearing CAMPAIGN 2 casual Friday flip-flops and slouchy team CONCLUDES sweatshirts. Successful crowdfunding pages depict teachers dressed like private wealth managers. 10: Celebrate and Debrief Your Campaign Don’t use help and donate in a campaign title. Whether or not your funding goal has 3 RocketHub’s Crowdfunding Success School been reached, your work continues. Ta- (http://www.rockethub.com/education/launch) mara Doehring, the founder and execu- advises using support and fund instead. tive director of an educational nonprofit called The English Teacher’s Friend, Setting up a splashy page and waiting for recalls, “There was a lot of additional 4 people to donate won’t work. According to work after winning — [I] had to write the World Wide Web Foundation’s 2012 Web letters and send pictures and reports — Index, there are more than a trillion estimated almost like a grant. I get the purpose, public pages vying for attention. Marketing but it does tend to add lots more work.” magic is necessary. To sustain goodwill, you may want to do things like distribute any remaining Don’t set your funding goal too high. campaign perks, then throw a pancake 5 Failed campaigns can saddle your school with breakfast for your funders and show a bad reputation, effectively demoralizing a campaign blooper slideshow. Email your project team and discouraging future “thank you” digital postcards with pho- donors. Likewise, failing to complete a funded tos of elated students. project as expected will alienate supporters. Finally, meet with your team to di- Project implementation should match the agnose what was successful about your rigor of crowdfunding. campaign and what you would do dif- ferently. Be sure to keep in touch with Don’t spam groups you don’t know. your supporters as well. Alicia Li, an in- 6 Use an email marketing service like tern at , writes on their blog, MailChimp (mailchimp.com) and include “Whether it’s the number of emails, an “unsubcribe” link. users, or Facebook likes, there must always be a way to weigh your results, Don’t run a campaign in which you are so you know how you’re doing and how 7 locked in to a fixed amount in order to you can improve.” keep the money, unless your project requires the entire amount for it to happen.

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SCORECARD COMPARING EDUCATIONEDUCATION CROWDFUNDINGCROWDFUNDING PLATFORMS

Teachers, PTAs, administrators, and community leaders have many crowdfunding platforms from which to choose. The following list, although not comprehensive, offers a unique constellation of features to reach donors. (Please check with individual organizations for specifics and updates on fees.)

OFFERS MUST PRIMARILY SOPHISTICATED USER- SOCIAL PURCHASE BENEFITS SYSTEMS AND FRIENDLY MEDIA FROM APPROVED CROWDFUNDING PLATFORM SCHOOLS CUSTOMIZATION FOR PTAs INTEGRATION VENDORS

Adopt-A-Classroom adoptaclassroom.org CAMPAIGN EXAMPLES Classroom supplies (e.g., art supplies, test prep materials, classroom tech, school uniforms) FEATURES Donors receive impact reports; site is easy to navigate. FEES None

ClassWish classwish.org CAMPAIGN EXAMPLES Field trips, musical instruments, sports equipment, classroom tech, special needs equipment FEATURES Supplies are shipped to the school for free. FEES 2.9% + $0.30 per transaction

Crowdtilt crowdtilt.com CAMPAIGN EXAMPLES Classroom tech, node chairs, dry erase boards, robotics club, science teacher’s salary FEATURES K-12 school projects represent only a small portion of their campaigns. FEES 2.5% if goal is met; contributors pay 2.5% per transaction.

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OFFERS MUST PRIMARILY SOPHISTICATED USER- SOCIAL PURCHASE BENEFITS SYSTEMS AND FRIENDLY MEDIA FROM APPROVED CROWDFUNDING PLATFORM SCHOOLS CUSTOMIZATION FOR PTAs INTEGRATION VENDORS

DonorsChoose donorschoose.org CAMPAIGN EXAMPLES Classroom tech, field trips, sousaphone, money to send a student-created to the International Space Station FEATURES Public schools only; campaigns can last up to four months. FEES None for teachers

Edbacker edbacker.com CAMPAIGN EXAMPLES Any school-related projects, events, or programs FEATURES Cost Builder tool helps calculate cost of campaign; optional weekly calls to discuss campaign statistics and strategy. FEES 10%, including PayPal processing fees

Fundly fundly.com CAMPAIGN EXAMPLES Furniture, libraries, Montessori programs, expansion and renovation, annual campaigns FEATURES Automated social media integration imports contacts and customizes email templates. FEES 2.9% to 4.9% of donations, depending on campaign type; 3% per transaction

GoFundMe .com CAMPAIGN EXAMPLES Events, yoga training and mats, tuition, wheelchair basketball equipment, professional-development costs FEATURES Offers campaigns that allow schools to spend funds as soon as received. FEES 5% on all donations; 2.9% + $0.30 per transaction

IncitED incited.org CAMPAIGN EXAMPLES School startups , summer programs, electric vehicle project, violin program, classroom makeover FEATURES Allows schools to collect money even if goals are not met; offers excellent guides for running successful campaigns. FEES 5% if goals met, 8% if not; 2.9% + $0.30 per transaction

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OFFERS MUST PRIMARILY SOPHISTICATED USER- SOCIAL PURCHASE BENEFITS SYSTEMS AND FRIENDLY MEDIA FROM APPROVED CROWDFUNDING PLATFORM SCHOOLS CUSTOMIZATION FOR PTAs INTEGRATION VENDORS

Indiegogo indiegogo.com CAMPAIGN EXAMPLES School uniforms, music programs, K-8 scholarships, renovations, sustainable food program FEATURES Tools for social media integration and campaign statistics; active campaigns may be promoted and given press. FEES 4% if goals met, 9% if not; nonprofits receive 25% discount; 3% credit card processing fee

Piggybackr piggybackr.com CAMPAIGN EXAMPLES Sports, science, school supplies, student clubs, trips, charities, entrepreneurial ideas FOR THOSE 13 FEATURES COPPA-compliant (coppa.org); supports student AND OLDER teams working with or without adult leader; guides students through process. FEES 3.5% to 5% per transaction; 2.9% + $0.30 credit card fee

PledgeCents pledgecents.com CAMPAIGN EXAMPLES Resources, operations costs, furniture, and even teacher salaries FEATURES Schools can spend money earned, even if goal not met; bracelets can be purchased for students and donors to promote campaigns. FEES 5% if goals met, 8% if not; transaction fee of 3% of total raised

Razoo razoo.com CAMPAIGN EXAMPLES PTA projects and annual giving, education funds and foundations, school districts FEATURES Supports public school PTAs with or without 501(c)(3) status; offers donation widget, Facebook.com donation app. FEES 4.9% for all nonprofits/501(c)(3) organizations

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Through our award-winning website, videos, and growing online community, Edutopia supports and S TAY enables education reform by shining a spotlight on IN TOUCH WITH real-world solutions and providing proven strategies, tools, and resources that are successfully changing US! how our children learn.

To find and share solutions, JOIN OUR visit Edutopia.org. COMMUNITY ON

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RAISE MONEY Twitter FOR twitter.com/edutopia YOUR SCHOOL Pinterest USING pinterest.com/edutopia CROWDFUNDING* Google+ plus.google.com/+edutopia * The funding of a project by a large number of supporters who Edutopia each contribute edutopia.org/community a small amount

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