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BBQ with Franklin #2: Crowdfunding Success, Challenges, and Next Steps

Learn about the success, challenges, and lessons learned from the crowdfunding campaign for BBQ with Franklin #2, including the strategies used for promotion and the impact of paid advertising efforts.

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BBQ with Franklin #2: Crowdfunding Success, Challenges, and Next Steps

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  1. Hosted by the Community Engagement Council Success, Challenges, and What We Will Do Differently Next Time

  2. Crowdfunding & Promotion Susannah Winslow Membership Director KLRU-TV swinslow@klru.org

  3. KLRU Crowdfunding Campaigns • Four campaigns in three years • BBQ with Franklin (web series) • Admissions on Trial (documentary) • Intergalactic Nemesis (web series) • BBQ with Franklin #2 (2nd season web series and companion to television series launching in May) • $72,000 raised • 500 +/- total donors, only 25% were current donors

  4. BBQ with Franklin #2 • Challenges: • 1 successfully funded campaign – how to do it again? • 2nd Web series was already filmed, but not edited • Television show was already in production • Campaign positioning: • Set a realistic goal, with realistic expectations • Engage the audience with a unique and fun voice • With your support, we can share even more with you sooner. • Give the people what they want! – release video during the campaign to garner excitement

  5. BBQ with Franklin #2 • Launch day raised the most dollars in one day during the campaign, $7,300+ • Promotions: • Email blast to 34,000+ recipients • Social Media via FB, Twitter • Press Coverage: Austin Culturemap, Austin's essential sources for news, events and happenings • People Patter Twitter campaign: Twitter ads for a tailored audience of BBQ lovers

  6. BBQ with Franklin #2

  7. BBQ with Franklin #2 • Other promotions throughout the campaign: • Additional press coverage: Austin Eater • KLRU blog post • Targeted emails to KLRU donors • YouTube Ads • People Pattern Twitter Campaign #2 • Organic influencer outreach via Twitter • Austin Food & Wine Alliance $2,500 challenge match

  8. Value of Paid Advertising Efforts • People Pattern Twitter Campaign #1 • Engagement rate: 4.12% (avg twitter engagement rate between 1% & 3%) • Link clicks: 3,302 • Cost per click: $0.71 • Impressions: 121,792 • Confident it had a significant impact raising over $7k on the first day of the campaign

  9. Value of Paid Advertising Efforts • People Pattern Twitter Campaign #2 • Engagement rate: 4.58% • Link clicks: 995 • Cost per click: $1.50 • Impressions: 33,009 • Dollars raised: $650 • 53% of visitors to the crowdfunding site during the lifetime of the campaign were from the People Pattern Twitter campaigns.

  10. Value of Paid Advertising Efforts • YouTube Ads • Impressions: 22,054 • Cost per view: $0.09 • Link clicks: 145 • Total cost: $335 • Total donations from YouTube domain: $2,981 • YouTube views of the BBQ with Franklin series jumped 60% during the lifetime of the campaign

  11. Crowdfunding has the potential to grow your audience

  12. And in turn, grow your donor base • BBQ with Franklin #2 Donors to date • 29 are active donors • 12 are active major donors • 10 are lapsed donors • 2 are lapsed major donors • 20 donors gave to both the first & second BBQ campaign • 9 donors exclusively given only to these 2 campaigns • 110 first time donors • 29 have attended a KLRU event since the campaign, 2 of those being first time donors

  13. And in turn, grow your donor base • BBQ with Franklin #1 Donors to date • 25 are active donors • 10 are active major donors • 24 are lapsed donors • 1 is a lapsed major donors • 137 first time donors • 45 have attended a KLRU event since the BBQ campaign • 25 gave their first gift to KLRU after the BBQ campaign, and 6 are still active donors today

  14. David Christensen Program Director, opbmusic Oregon Public Broadcasting

  15. Stagepass

  16. opbmusicStagepassGoals $20k crowdfunding goal Produce 10 concerts and at least 20 concert videos At least 50k views in the first year Broaden audience awareness of opbmusic’s curatorial place in the community Experiment with crowdfunding and a new production model that could inform future projects

  17. opbmusicStagepassResults Raised just over $20k Produced 10 concerts and 22 concert videos 61k online views in the first year Successful production model using DSLR cameras and creative control of lighting, design Potential future donors Looking at re-editing for television broadcast

  18. opbmusicStagepassChallenges Concert/video series was a complicated pitch Bands “to be named later” Booking issues Video turnaround time Second Youtube channel to promote alongside existing channel Uncertain best practices for length and format

  19. Emily Martin Lola General Manager, KCOS, El Paso’s PBS Station

  20. Only in El Paso Web Series • KCOS, El Paso’s PBS station • Small station- 10 fulltime employees • First endeavor in a web series • First crowdfunding attempt

  21. Project Overview • Only in El Paso- Web series • Partnership between KCOS, Destination El Paso, and PBS Digital Studios • End product- 10 digital videos (around 5 minutes each) about unique people and places you can find Only in El Paso. • Timeframe- Summer

  22. Campaign Components Needed to raise at least $15,000 to cover costs of project. Wanted to raise at least $20,000 to have some flexibility and actually have some net profit. Matching funds (1:1 Match) from PBS Digital up to $40,000. Platform used: Indiegogo. PBS picked it and have a partnership to reduce some of the processing fees. We had to declare a goal. Must hit goal to reduce fees. Used flexible funding- kept all dollars whether we hit the goal or not. Also meant we had to complete the project and fulfill gifts either way.

  23. Results Explained 3 New Corporate Sponsors @ $2,000 each Of 72 crowdfunded gifts, only 17 were current members. (77% new donors) Mostly local supporters, a few out of towners with El Paso Connections. It didn’t exactly go viral. Excluding sponsorships and match, average gift was $64. Not too shabby.

  24. Shoulda, Woulda, Coulda • What do I wish I would have known, done, had time for, etc.? • Would have done more up front planning of the social media campaign • Wish I would have had options on the platform used- pros and cons to all. • Wish I would have had more time to reach out to solicit initial funders to the campaign would have started with a bigger bang. • Should have known all the challenges to creating a DVD of the series- costs, time, etc. • Would have created some teaser videos to go throughout the campaign.

  25. Andi McDaniel Director, Content Strategy & Innovation Rewire Twin Cities Public Television

  26. Seasons 1 & 2 Season 1: 66,348 views Season 2: 39,968 views Great new relationships with local producers Content got shared; upended old perceptions of TPT Some runaway successes, some duds

  27. Crowdfunding of “Are You MN Enough?” Tried to raise $20,000; only raised $6,184 Timing was based on PBS grant Excited by number of contributors (174) Strategy was to leverage producers’ networks

  28. What We Learned Asked for too much Producers didn’t want to spend social capital Timing was critical Buy-in internally was critical Leverage staff to spur contributions Unexpected benefit: Did more with less $$

  29. Questions?

  30. Thank you Checkout NETA website for future webinars & roundtable discussions Thursdays @ 3PM ET Archive page http://www.netaonline.org/PD-Archive.htm 2015 NETA Conference October 5-7, Grand Hyatt Tampa Bay

  31. BBQ with Franklin #2 https://www.youtube.com/watch?v=vuCuo9cZ3P4

  32. Stagepass https://www.youtube.com/watch?v=X69mT7T65CE

  33. https://www.youtube.com/watch?v=AkGhFr3-zf0

  34. Stagepass https://www.indiegogo.com/projects/opbmusic-stagepass-concert-series

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