The field of artists, nonprofits, entrepreneurs, dreamers, freelancers, travel buffs, scientists, and folks in need who are trying out crowdfunding as a way to raise cash is getting a bit, well, crowded. Distinguishing one’s pitch from all the others takes all the creativity and marketing skills that one can muster, as seen in the article “Generation ASK,” by Lauren Smiley, in the May, 2013 issue of San Francisco magazine.
Experienced fundraisers will nod knowingly at the marketing lesson arrived at by one such seeker — Michele Turner, on her way to raising $14,000 to cover basic costs (rent, gas) associated with her time spent in chemo. In order to tap into people’s passions rather than mere guilt, Smiley explains that Turner needed to “sell benefactors on the experience of being part of her recovery, not just on alleviating her poverty.”
Sound familiar? In fact, the various crowdfunding sites advise people seeking funds to post updates and thank-yous, “keeping [donors] abreast of every morsel of good news.” As Smiley explains, “All this can be exhausting for someone fighting a serious illness.” But the good part of this is that “With so many people invested in her recovery, [Turner] can’t shake the feeling that she’s on the hook to heal . . . .”
The parallels aren’t entirely surprising, but notice that, even when the first people who will be viewing the pitch for cash are your own friends and family, sheer neediness and desperation remain a turnoff. Hope sells, as does the chance to be part of the solution.
For more information on nonprofit uses of crowdfunding, see Nolo’s new article, “Using Crowdfunding to Raise Money for Your Nonprofit.”