In my case, the long-term networking in social media media (especially Twitter and Facebook) was very central to the success of the campaign. On the other hand, it is noted that more than half of the donors were friends and relatives – that is, people who do not have anything to do with my web presence. Neither should therefore be neglected. The third factor was the successful use of media and wider networks, which gave my campaign credibility and boosted the enthusiasm around it.<\/p>\n
1 Campaign Planning<\/h2>\n
The most important thing is a well-planned campaign. This includes, among other things, the number of funders, the funding goal and sub-goals, any events and appearances that are conducted during the campaign such as interviews and performances, and marketing.<\/p>\n
Timing of the campaign<\/h3>\n
It is important to consider what is a good time for your campaign. Things to consider depending on the project can be something such as Christmas and Midsummer, or school holiday weeks. Summer holiday and the holiday season can be a challenge for the campaign, as people have their thoughts elsewhere. Also you might not want to time your campaign at the same time you have an important work project. You should think about it from your own as well as others\u2019 perspective. When would I be most receptive for a fundraising campaign of an acquaintance? \u00a0When do I have the resources to focus on campaigning?<\/p>\n
Duration of the campaign<\/h3>\n
When analysing various campaigns I came to the conclusion that the most duration for a campaign is about 4-8 weeks. The longer the campaign is, the heavier it is – also for the public. Concise and well designed crunch, in general, seems better than a long campaign. The campaign remains a fresh and exciting “game” from beginning to end, and inspires people to follow it through.<\/p>\n
It is also good to note that going through a crowdfunding campaign is mentally a surprisingly cumbersome process, so the longer the campaign goes on, the more resources are needed. The longer the campaign, the greater the risk for it to fall flat. A brief campaign, \u00a0on the other hand, requires considerable planning in advance, and it might seem that it ends before the campaigning even properly begun. Four weeks is perhaps a little short, and more than 8 weeks too long. This is the rule of thumb, which, of course, is flexible.<\/p>\n
Strategy or the timeline, the target amount<\/h3>\n
Well planned is half done, also in crowdfunding. When you know in advance how many euros or funders you need in a day or a week, you are all the time aware how the campaign progresses. Above all, this way you are able to adjust your actions according to how well the campaign is going (“damn, today I have not had to any funders, I should call my cousins, and ask whether they already remembered to tell their friends,” “You know, we are ahead of this week’s goal, so let\u2019s continue the good work! “).<\/p>\n
I figured out that typically the crowdfunding campaigns take the shape of the so-called U-curve: at the beginning and at the end there will be more funding coming in, and at the \u00a0center it is very slow. This means that in the beginning it is important to get all those involved to fund, in order to persuade, at the end the campaign, all those strangers who are hesitating, to also fund. Crowdfunding psychology is easy: people join the crowd of the winner, and they do not want to jump into the losing project. It is therefore important to be able to build that first spike of the U-curve, which again makes the ending another spike. This also makes pre-marketing important, to which I will return later in this text.<\/p>\n
<\/p>\n
In other words, all the friends should be aware of your crowdfunding campaign even before the start of the campaign, so that they could jump in from the day one. If this happens, the start of the U-curve will look like in the graph above, and the campaign gets a cheerful and enthusiastic start, which has a great impact on the general mood of the campaign.<\/p>\n
Target sum<\/h3>\n
In order to know how many friends, relatives and acquaintances you actually need, it is good to determine a target sum. Of course, your target amount should be what you actually need for your project, but it is also good to play a bit with different sums, in order to obtain a realistic picture of what the total can be, and what is even realistic.<\/p>\n
Contrast to what some seem to imagine, crowdfunding is not an ingenious system that grinds you money coming from generous strangers, while you do something else in the meantime. On the contrary, most commonly about 50-67% of the funding comes from those close to the campaigner.<\/p>\n
When we have the target amount, but also some idea of the average funding sum, we can make calculations on how many funders we need, how many of them should be our acquintances, and how much funding should come at any given phase of the campaign.<\/p>\n
Based on an analysis on North American crowdfunding platforms, I made \u200b\u200bthe assumption that the average funding some is around 35 euros. In my own campaign, the average purchase rose even higher in the end, but in other cases, the average purchase may be closer to 20 euros. In this example, I will however use 35 as the average purchase.<\/p>\n
Example: Targets: \u20ac 1000 (“minimum”), \u20ac 2500 (“realistic”) and \u20ac 5000 (the “dream goal”),<\/p>\n
The required number of funders, the average purchase being \u20ac 35:<\/p>\n
\u20ac 1000 \/ \u20ac 35 per person = ~ 30 persons<\/p>\n
2500 \u20ac \/ 35 \u20ac per person = ~ 70 people<\/p>\n
\u20ac 5000 \/ \u20ac 35 per person = ~ 145 person<\/p>\n
If we estimate that \u2154 of funders must be our acquaintances, we will discover this:<\/p>\n
For 1000 \u20ac we need 20 acquintances to fund (plus 10 people via networks\/audience).<\/p>\n
For \u20ac 2500, we need about 45 acquintances to fund (plus 25 people via networks\/audience).<\/p>\n
For \u20ac 5000, we need about 100 acquintances to fund (plus 45 via networks\/audience).<\/p>\n
And when we realistically say that probably only half of the people we ask to fund will want to or are able to participate, the number of acquaintances we need to ask to fund doubles:<\/p>\n
For 1000 \u20ac, we need For \u20ac 2500, we need about For \u20ac 5000, we need about With these numbers now figured out, we can begin to list all our stakeholders. Doing this, it soon becomes clear how many people we really can include. You can again assess and reassess the overall pot, remembering at least half of the campaign’s funding comes from people you know. Myself, I found it difficult to list even a hundred acquaintances, and at the end the campaign did have 108 donors. Average purchase, however, was higher than expected, which is why my goal was exceeded quite briskly.<\/p>\n I first explored what kind of rewards others have had. I wondered what kind of rewards could actually be really cool in my opinion, and what kinds of things I could actually stand behind. I divided my rewards in four categories (you can create your own similar, or different, categories, which helps to see the combination of rewards more clearly):<\/p>\n music (digital downloads, CD, LP)<\/p>\n<\/li>\n prints (sheet music, photographs, a magazine)<\/p>\n<\/li>\n merchandise (fashion designer Camilla Mikama cooperated by creating a t-shirt, a scarf and a 3D-printed piece of silver jewelry)<\/p>\n<\/li>\n immaterial experiences (private singing lessons, song writing sessions, lectures and concerts)<\/p>\n<\/li>\n<\/ol>\n In addition I did the pricing so that there was something in all price categories. If a potential funder would be willing to invest in the project, say, \u20ac 20, but there are only 5 and 25 \u20ac rewards available, they will probably choose the cheaper, and in this case, 15 euros would have been lost. So I made sure people could buy just as big or small a sum that they wished. (It should be noted, however, that there are beautiful exceptions to this rule, with many good campaigns which there is just one reward).<\/p>\n I interpret the average reward issue so, that while 35 euros is the average sum, the most \u00a0commonly acquired rewards are still in the range of 20-25 euros.<\/p>\n I did a campaign in co-operation with fashion designer Camilla Mikama<\/strong>. It is good to think about with whom the campaign could be done together. When the team becomes bigger, the more people there are with a natural motivation to talk about it to their acquaintances.<\/p>\n Moreover, aid is usually necessary, in the least because no one knows how to do everything. Camilla’s beautiful shirts and scarves were more attractive rewards for the campaign as, say, ordinary t-shirts. In addition, I had a graphic designer friend help me with the visuals in the campaign, with the skills as well as the software to do them with.<\/p>\n Moreover, there were other people on my team to help the campaign in both the planning and execution phases. This included someone handling media contacts for me, and booking me to television and radio to talk about my projects, which accentuated the campaign rhythm nicely.<\/p>\n The goal of pre-marketing is to create a sense of anticipation. In addition, the concrete task is to get a good start, that is, as much funding as possible during the first days of the campaign.<\/p>\n It is important to realize that approximately 50 to 67% (ie, closer to two-thirds) of the funders are going to be your buddies. So I listed all my acquaintances according to which of my social groups they belong to, and decided on the best way to approach each group. You should always look at it from the other person’s point of view, and think about the best way to hand the message. My pre-marketing included being active on Twitter and other social media, but also phone calls, e-mails, letters, and sitting with friends at caf\u00e9s. I was honest in all communications, polite, positive, constructive and purposeful. If you are too embarrassed to ask for money for your own project (ie, talk about it and believe in it in public), you should consider if the project is really good enough, and if crowdfunding really is the way in which the project should be funded.<\/p>\n It is good to contact your wider networks already before the campaign starts, although their role becomes more important only as the campaign progresses. With networks I mean, for example, all kinds of media contacts, as well as networks that open up via people you already know.<\/p>\n Any kind of media coverage for the campaign creates credibility, so scheduling, in advance, \u00a0interviews, visits, blog postings, and other similar events as part of the campaign is desirable. Of course, these can emerge out of enthusiasm while the campaign is already on, but they do not appear just by themselves \u2013 someone (ie you or your friends) needs to book them. In my campaign, I can say that the media coverage did not correlate directly to the number of participants in the campaign. A radio or television interview did not transform into any kind of rush of funders. I thought about this afterwards, and came to the conclusion that these appearances where important mostly in terms of convincing those people who already knew about the campaign but were still pondering whether to join. These were mostly friends or my friends, people who knew me from social media, or such friends who first had a negative attitude towards my campaign but who at the end got excited by the campaigns success and ended up joining in. Excitement is contagious.<\/p>\n Personal networks are also extremely important in crowdfunding. It is good to think about what kind of parties could benefit from cooperation, or who could help in some way. My colleague is coaching the figure skating team of her daughter, maybe they would be interested? An old school friend is now the editor of the local paper, what if he could write a story or hint someone else about it? Could I host an exclusive event to my funders in my friends restaurant, if that gave the restaurant nice publicity? Do my friends know about some small companies that could somehow contribute? Ideas are endless, as long as they are not dug up. Ideas are also unique according to each project and to each campaigners networks, so there are no ready-made templates available. If you find the brainstorming difficult, you should browse the web for different mind map and association exercises. Opportunities are endless, as long as they are dug out and brought to discussion.<\/p>\n Finally, I need to point out that a credible presence in social media months prior the campaign was critical to the success. However, how to do that is itself worth another article. Here, it suffices to say that everyone should consider opening up a blog, Twitter account or some other form of engaging with people in the social media. Web is full of hints and tips for this.<\/p>\n I carried out my campaign in accordance to my plans (ie. the U-curve and the calculations). The six-week campaign was divided into three parts, of which the first and last time was to phase when I intended to gather \u2156 of the funding (or the funders: I watched the progress in each category separately); and during the middle, or quiet phase, \u2155 of the funding.<\/p>\n Sunday was selected as the campaign start date, as people would be free, on a good mood, not in a hurry and easy to reach. Over the weekend, I reminded all those acquaintances to whom I had sent a letter or e-mail, about the campaign start-up. I was also active in social media on a daily basis.<\/p>\n I kept up the excitement by reporting about the campaign\u2019s progress in Facebook and Twitter on a daily basis. To those who had already funded I sent a newsletter every two weeks, about the progress of the campaign (here you need to be careful not to overdo it by contacting too much), and here I also let them know about opportunities to help me by telling their friends about the campaign (Again, I was no begging, but offering opportunities to share their enthusiasm, suggesting, for example, sentences such as \u201cIncidentally, I participated in this project, and here is an interview with the signer I supported\u2026\u201d)<\/p>\n I always tried to be positive, inspiring and determined in all my messages. I never apologized. I think the “I’m sorry that I contact” or “campaign may be irritating” implies that I know I am doing wrong or being incorrect, but still behave inappropriately. Instead, I made \u200b\u200bit clear that I do not expect anyone to be involved or that I don\u2019t be offended by refusal, but that this is a great thing and I take my project very seriously and therefore, I hope for help, as I will not make it alone. Also begging is mostly annoying, so boldness and honesty are good to remember through the campaign. It also works in a tight place: “This is a great project, but we are falling behind the target schedule. As little as five euros enables you to participate too, and it would be a very important thing right now. Thank you!”<\/p>\n Six weeks was a long time, and there was time for my feelings to change many times. \u00a0several times. I continued to persevere daily social media updating and contacting people (friends and networks) by email and phone, and I was confident that the slow phase would turns into a successful final stretch, as long as I build the basis in advance.<\/p>\n I knew that many doubters would join only after the target sum would be achieved. For me, it was important to reach that level well before the very last days, so that the marketing would get a whole new level and spirit. People got really into following how much more money we could reach. More and more people became involved, knowing that they were now in the winning team.<\/p>\n At this final phase, a couple of gigs were also booked after a couple of weeks\u2019 negotiation, and these bigger funding sums significantly raised the pot. (It is important to note that there were dozens of small businesses and other interested parties, to whom I offered lectures and concerts during the campaign.)<\/p>\n As with the campaign start date, I also set the end date to be a Sunday. In this way I could concentrate on the end for the whole weekend, and people were laid back and active. Overall, the campaign went well. Plans made in advance were very important, also when expectations and reality were not met (in which case I made fine adjustments and corrections to the plans.)<\/p>\n The most important thing in crowdfunding is a sense of community. Hey, we carried out a project together!<\/em> So it is not a matter of someone to give money to you so that you get to do, but of feeling that we all enable this together. For this reason too it is important to avoid negativity and all forms of passive-aggressive coercion (“if you do not participate then this will not work”) and begging, and instead remembering the importance of your message and staying effective.<\/p>\n As a nice anecdote from my own campaign, it happened that I begun to shout on a daily basis, on Twitter (and also on Facebook ), when I noticed that the pot had increased. I did this as a silly habit, out of sheer joy that I felt, but, surprisingly, people started communicating back to me:<\/p>\n Me: “It is now 1930 \u20ac! Thank you Unknown!<\/p>\n Twitter follower:” Look, again, now it is already \u20ac 1950!<\/p>\n “Me:”Oh, thank you! And hey now it is 1955 \u20ac! “(Someone else has funded in between.)<\/p>\n A distant acquintance,” Well, I went to help the pot over two thousand. I look forward to my singing classes!<\/p>\n ‘The essence of crowdfunding is to ask yourself how could you be creating and managing a campaign that inspires people to join. Few people actually care about the end product or the reward. Above all, people want to be involved on an emotional level, carried out by a story that brings good mood to everyone-<\/p>\n It is very important to be active in social media on a daily basis, and contact people (friends and networks) daily (note: not terrorize). Because campaigning is really really intense, it should not be \u200b\u200btoo long. It makes sense to make up all kinds of events and activities alongside the campaign, which gives you something to talk about (media coverage, events, whatever), and gives the campaign shape and concrete stepping stones. The campaign is best viewed as a game, then it becomes fun and you don\u2019t take yourself too seriously.<\/p>\n Crowdfundig is, at its best, a great way to realize projects, but the lack of understanding of its mechanisms has left many good projects without funding. A good, realistic plan and its determined and happy implementation are the most essential factors for a successful crowdfunding campaign. The way you make use of your contacts and networks, and how you build your community may vary, but not matter what is your style, endurance, daily activity and determination are the cornerstones.<\/p>\n Good luck!<\/p>\n Send a comment for Anni on Twitter @annimattila!<\/p>\n Anni Mattila’s crowdfunding project<\/a> (In Finnish) and her website<\/a> (In English)<\/p>\n <\/p>","protected":false},"excerpt":{"rendered":" Well planned is half done; and the other half is a serious job I made a successful crowdfunding campaign last fall (5012 \u20ac, 108 donors, the average sum about 50 \u20ac), and since then I have been asked about how it succeeded. In this lengthy text I will give some of the main points. In […]<\/p>\n","protected":false},"author":3,"featured_media":5049,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"","meta":{"_acf_changed":false,"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":""},"class_list":["post-5048","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":{"symfony_template":"default"},"mesenaatti_content":{"title":{"raw":"Successful crowdfunding campaignOnnistunut joukkorahoituskampanja","en":"Successful crowdfunding campaign","fi":"Onnistunut joukkorahoituskampanja"},"content":{"raw":" <\/p>\n I made a successful crowdfunding campaign last fall (5012 \u20ac, 108 donors, the average sum about 50 \u20ac), and since then I have been asked about how it succeeded. In this lengthy text I will give some of the main points. In addition to reading this, I recommend googling other articles and analysis of successful projects (worth a study, for example, Amanda Palmer's case).<\/p>\n People would love to have very specific advice, such as how many Facebook updates one should do or if they should do this or that. \u00a0What I think is important are these two things: a good and realistic campaign planning, as well as showing determination and inspiration during the campaign.<\/strong> The way to implement this depends very much on the personality of each person and project.<\/p>\n In my case, the long-term networking in social media media (especially Twitter and Facebook) was very central to the success of the campaign. On the other hand, it is noted that more than half of the donors were friends and relatives - that is, people who do not have anything to do with my web presence. Neither should therefore be neglected. The third factor was the successful use of media and wider networks, which gave my campaign credibility and boosted the enthusiasm around it.<\/p>\n The most important thing is a well-planned campaign. This includes, among other things, the number of funders, the funding goal and sub-goals, any events and appearances that are conducted during the campaign such as interviews and performances, and marketing.<\/p>\n It is important to consider what is a good time for your campaign. Things to consider depending on the project can be something such as Christmas and Midsummer, or school holiday weeks. Summer holiday and the holiday season can be a challenge for the campaign, as people have their thoughts elsewhere. Also you might not want to time your campaign at the same time you have an important work project. You should think about it from your own as well as others\u2019 perspective. When would I be most receptive for a fundraising campaign of an acquaintance? \u00a0When do I have the resources to focus on campaigning?<\/p>\n When analysing various campaigns I came to the conclusion that the most duration for a campaign is about 4-8 weeks. The longer the campaign is, the heavier it is - also for the public. Concise and well designed crunch, in general, seems better than a long campaign. The campaign remains a fresh and exciting \"game\" from beginning to end, and inspires people to follow it through.<\/p>\n It is also good to note that going through a crowdfunding campaign is mentally a surprisingly cumbersome process, so the longer the campaign goes on, the more resources are needed. The longer the campaign, the greater the risk for it to fall flat. A brief campaign, \u00a0on the other hand, requires considerable planning in advance, and it might seem that it ends before the campaigning even properly begun. Four weeks is perhaps a little short, and more than 8 weeks too long. This is the rule of thumb, which, of course, is flexible.<\/p>\n Well planned is half done, also in crowdfunding. When you know in advance how many euros or funders you need in a day or a week, you are all the time aware how the campaign progresses. Above all, this way you are able to adjust your actions according to how well the campaign is going (\"damn, today I have not had to any funders, I should call my cousins, and ask whether they already remembered to tell their friends,\" \"You know, we are ahead of this week's goal, so let\u2019s continue the good work! \").<\/p>\n I figured out that typically the crowdfunding campaigns take the shape of the so-called U-curve: at the beginning and at the end there will be more funding coming in, and at the \u00a0center it is very slow. This means that in the beginning it is important to get all those involved to fund, in order to persuade, at the end the campaign, all those strangers who are hesitating, to also fund. Crowdfunding psychology is easy: people join the crowd of the winner, and they do not want to jump into the losing project. It is therefore important to be able to build that first spike of the U-curve, which again makes the ending another spike. This also makes pre-marketing important, to which I will return later in this text.<\/p>\n In other words, all the friends should be aware of your crowdfunding campaign even before the start of the campaign, so that they could jump in from the day one. If this happens, the start of the U-curve will look like in the graph above, and the campaign gets a cheerful and enthusiastic start, which has a great impact on the general mood of the campaign.<\/p>\n In order to know how many friends, relatives and acquaintances you actually need, it is good to determine a target sum. Of course, your target amount should be what you actually need for your project, but it is also good to play a bit with different sums, in order to obtain a realistic picture of what the total can be, and what is even realistic.<\/p>\n Contrast to what some seem to imagine, crowdfunding is not an ingenious system that grinds you money coming from generous strangers, while you do something else in the meantime. On the contrary, most commonly about 50-67% of the funding comes from those close to the campaigner.<\/p>\n When we have the target amount, but also some idea of the average funding sum, we can make calculations on how many funders we need, how many of them should be our acquintances, and how much funding should come at any given phase of the campaign.<\/p>\n Based on an analysis on North American crowdfunding platforms, I made \u200b\u200bthe assumption that the average funding some is around 35 euros. In my own campaign, the average purchase rose even higher in the end, but in other cases, the average purchase may be closer to 20 euros. In this example, I will however use 35 as the average purchase.<\/p>\n Example: Targets: \u20ac 1000 (\"minimum\"), \u20ac 2500 (\"realistic\") and \u20ac 5000 (the \"dream goal\"),<\/p>\n The required number of funders, the average purchase being \u20ac 35:<\/p>\n \u20ac 1000 \/ \u20ac 35 per person = ~ 30 persons<\/p>\n 2500 \u20ac \/ 35 \u20ac per person = ~ 70 people<\/p>\n \u20ac 5000 \/ \u20ac 35 per person = ~ 145 person<\/p>\n If we estimate that \u2154 of funders must be our acquaintances, we will discover this:<\/p>\n For 1000 \u20ac we need 20 acquintances to fund (plus 10 people via networks\/audience).<\/p>\n For \u20ac 2500, we need about 45 acquintances to fund (plus 25 people via networks\/audience).<\/p>\n For \u20ac 5000, we need about 100 acquintances to fund (plus 45 via networks\/audience).<\/p>\n And when we realistically say that probably only half of the people we ask to fund will want to or are able to participate, the number of acquaintances we need to ask to fund doubles:<\/p>\n For 1000 \u20ac, we need For \u20ac 2500, we need about For \u20ac 5000, we need about With these numbers now figured out, we can begin to list all our stakeholders. Doing this, it soon becomes clear how many people we really can include. You can again assess and reassess the overall pot, remembering at least half of the campaign's funding comes from people you know. Myself, I found it difficult to list even a hundred acquaintances, and at the end the campaign did have 108 donors. Average purchase, however, was higher than expected, which is why my goal was exceeded quite briskly.<\/p>\n I first explored what kind of rewards others have had. I wondered what kind of rewards could actually be really cool in my opinion, and what kinds of things I could actually stand behind. I divided my rewards in four categories (you can create your own similar, or different, categories, which helps to see the combination of rewards more clearly):<\/p>\n music (digital downloads, CD, LP)<\/p>\n<\/li>\n prints (sheet music, photographs, a magazine)<\/p>\n<\/li>\n merchandise (fashion designer Camilla Mikama cooperated by creating a t-shirt, a scarf and a 3D-printed piece of silver jewelry)<\/p>\n<\/li>\n immaterial experiences (private singing lessons, song writing sessions, lectures and concerts)<\/p>\n<\/li>\n<\/ol>\n In addition I did the pricing so that there was something in all price categories. If a potential funder would be willing to invest in the project, say, \u20ac 20, but there are only 5 and 25 \u20ac rewards available, they will probably choose the cheaper, and in this case, 15 euros would have been lost. So I made sure people could buy just as big or small a sum that they wished. (It should be noted, however, that there are beautiful exceptions to this rule, with many good campaigns which there is just one reward).<\/p>\n I interpret the average reward issue so, that while 35 euros is the average sum, the most \u00a0commonly acquired rewards are still in the range of 20-25 euros.<\/p>\n I did a campaign in co-operation with fashion designer Camilla Mikama<\/strong>. It is good to think about with whom the campaign could be done together. When the team becomes bigger, the more people there are with a natural motivation to talk about it to their acquaintances.<\/p>\n Moreover, aid is usually necessary, in the least because no one knows how to do everything. Camilla's beautiful shirts and scarves were more attractive rewards for the campaign as, say, ordinary t-shirts. In addition, I had a graphic designer friend help me with the visuals in the campaign, with the skills as well as the software to do them with.<\/p>\n Moreover, there were other people on my team to help the campaign in both the planning and execution phases. This included someone handling media contacts for me, and booking me to television and radio to talk about my projects, which accentuated the campaign rhythm nicely.<\/p>\n The goal of pre-marketing is to create a sense of anticipation. In addition, the concrete task is to get a good start, that is, as much funding as possible during the first days of the campaign.<\/p>\n It is important to realize that approximately 50 to 67% (ie, closer to two-thirds) of the funders are going to be your buddies. So I listed all my acquaintances according to which of my social groups they belong to, and decided on the best way to approach each group. You should always look at it from the other person's point of view, and think about the best way to hand the message. My pre-marketing included being active on Twitter and other social media, but also phone calls, e-mails, letters, and sitting with friends at caf\u00e9s. I was honest in all communications, polite, positive, constructive and purposeful. If you are too embarrassed to ask for money for your own project (ie, talk about it and believe in it in public), you should consider if the project is really good enough, and if crowdfunding really is the way in which the project should be funded.<\/p>\n It is good to contact your wider networks already before the campaign starts, although their role becomes more important only as the campaign progresses. With networks I mean, for example, all kinds of media contacts, as well as networks that open up via people you already know.<\/p>\n Any kind of media coverage for the campaign creates credibility, so scheduling, in advance, \u00a0interviews, visits, blog postings, and other similar events as part of the campaign is desirable. Of course, these can emerge out of enthusiasm while the campaign is already on, but they do not appear just by themselves \u2013 someone (ie you or your friends) needs to book them. In my campaign, I can say that the media coverage did not correlate directly to the number of participants in the campaign. A radio or television interview did not transform into any kind of rush of funders. I thought about this afterwards, and came to the conclusion that these appearances where important mostly in terms of convincing those people who already knew about the campaign but were still pondering whether to join. These were mostly friends or my friends, people who knew me from social media, or such friends who first had a negative attitude towards my campaign but who at the end got excited by the campaigns success and ended up joining in. Excitement is contagious.<\/p>\n Personal networks are also extremely important in crowdfunding. It is good to think about what kind of parties could benefit from cooperation, or who could help in some way. My colleague is coaching the figure skating team of her daughter, maybe they would be interested? An old school friend is now the editor of the local paper, what if he could write a story or hint someone else about it? Could I host an exclusive event to my funders in my friends restaurant, if that gave the restaurant nice publicity? Do my friends know about some small companies that could somehow contribute? Ideas are endless, as long as they are not dug up. Ideas are also unique according to each project and to each campaigners networks, so there are no ready-made templates available. If you find the brainstorming difficult, you should browse the web for different mind map and association exercises. Opportunities are endless, as long as they are dug out and brought to discussion.<\/p>\n Finally, I need to point out that a credible presence in social media months prior the campaign was critical to the success. However, how to do that is itself worth another article. Here, it suffices to say that everyone should consider opening up a blog, Twitter account or some other form of engaging with people in the social media. Web is full of hints and tips for this.<\/p>\n I carried out my campaign in accordance to my plans (ie. the U-curve and the calculations). The six-week campaign was divided into three parts, of which the first and last time was to phase when I intended to gather \u2156 of the funding (or the funders: I watched the progress in each category separately); and during the middle, or quiet phase, \u2155 of the funding.<\/p>\n Sunday was selected as the campaign start date, as people would be free, on a good mood, not in a hurry and easy to reach. Over the weekend, I reminded all those acquaintances to whom I had sent a letter or e-mail, about the campaign start-up. I was also active in social media on a daily basis.<\/p>\n I kept up the excitement by reporting about the campaign\u2019s progress in Facebook and Twitter on a daily basis. To those who had already funded I sent a newsletter every two weeks, about the progress of the campaign (here you need to be careful not to overdo it by contacting too much), and here I also let them know about opportunities to help me by telling their friends about the campaign (Again, I was no begging, but offering opportunities to share their enthusiasm, suggesting, for example, sentences such as \u201cIncidentally, I participated in this project, and here is an interview with the signer I supported\u2026\u201d)<\/p>\n I always tried to be positive, inspiring and determined in all my messages. I never apologized. I think the \"I'm sorry that I contact\" or \"campaign may be irritating\" implies that I know I am doing wrong or being incorrect, but still behave inappropriately. Instead, I made \u200b\u200bit clear that I do not expect anyone to be involved or that I don\u2019t be offended by refusal, but that this is a great thing and I take my project very seriously and therefore, I hope for help, as I will not make it alone. Also begging is mostly annoying, so boldness and honesty are good to remember through the campaign. It also works in a tight place: \"This is a great project, but we are falling behind the target schedule. As little as five euros enables you to participate too, and it would be a very important thing right now. Thank you!\"<\/p>\n Six weeks was a long time, and there was time for my feelings to change many times. \u00a0several times. I continued to persevere daily social media updating and contacting people (friends and networks) by email and phone, and I was confident that the slow phase would turns into a successful final stretch, as long as I build the basis in advance.<\/p>\n I knew that many doubters would join only after the target sum would be achieved. For me, it was important to reach that level well before the very last days, so that the marketing would get a whole new level and spirit. People got really into following how much more money we could reach. More and more people became involved, knowing that they were now in the winning team.<\/p>\n At this final phase, a couple of gigs were also booked after a couple of weeks\u2019 negotiation, and these bigger funding sums significantly raised the pot. (It is important to note that there were dozens of small businesses and other interested parties, to whom I offered lectures and concerts during the campaign.)<\/p>\n As with the campaign start date, I also set the end date to be a Sunday. In this way I could concentrate on the end for the whole weekend, and people were laid back and active. Overall, the campaign went well. Plans made in advance were very important, also when expectations and reality were not met (in which case I made fine adjustments and corrections to the plans.)<\/p>\n The most important thing in crowdfunding is a sense of community. Hey, we carried out a project together!<\/em> So it is not a matter of someone to give money to you so that you get to do, but of feeling that we all enable this together. For this reason too it is important to avoid negativity and all forms of passive-aggressive coercion (\"if you do not participate then this will not work\") and begging, and instead remembering the importance of your message and staying effective.<\/p>\n As a nice anecdote from my own campaign, it happened that I begun to shout on a daily basis, on Twitter (and also on Facebook ), when I noticed that the pot had increased. I did this as a silly habit, out of sheer joy that I felt, but, surprisingly, people started communicating back to me:<\/p>\n Me: \"It is now 1930 \u20ac! Thank you Unknown!<\/p>\n Twitter follower:\" Look, again, now it is already \u20ac 1950!<\/p>\n \"Me:\"Oh, thank you! And hey now it is 1955 \u20ac! \"(Someone else has funded in between.)<\/p>\n A distant acquintance,\" Well, I went to help the pot over two thousand. I look forward to my singing classes!<\/p>\n 'The essence of crowdfunding is to ask yourself how could you be creating and managing a campaign that inspires people to join. Few people actually care about the end product or the reward. Above all, people want to be involved on an emotional level, carried out by a story that brings good mood to everyone-<\/p>\n It is very important to be active in social media on a daily basis, and contact people (friends and networks) daily (note: not terrorize). Because campaigning is really really intense, it should not be \u200b\u200btoo long. It makes sense to make up all kinds of events and activities alongside the campaign, which gives you something to talk about (media coverage, events, whatever), and gives the campaign shape and concrete stepping stones. The campaign is best viewed as a game, then it becomes fun and you don\u2019t take yourself too seriously.<\/p>\n Crowdfundig is, at its best, a great way to realize projects, but the lack of understanding of its mechanisms has left many good projects without funding. A good, realistic plan and its determined and happy implementation are the most essential factors for a successful crowdfunding campaign. The way you make use of your contacts and networks, and how you build your community may vary, but not matter what is your style, endurance, daily activity and determination are the cornerstones.<\/p>\n Good luck!<\/p>\n Send a comment for Anni on Twitter @annimattila!<\/p>\n Anni Mattila's crowdfunding project<\/a> (In Finnish) and her website<\/a> (In English)<\/p>\n <\/p>\n Vedin l\u00e4pi onnistuneen joukkorahoituskampanjan viime syksyn\u00e4 (5012 \u20ac, 108 rahoittajaa, keskiosto n. 50 \u20ac), ja sittemmin minulta on paljon kyselty miten siin\u00e4 onnistuin. T\u00e4ss\u00e4 pitk\u00e4hk\u00f6ss\u00e4 tekstiss\u00e4 avaan joitakin p\u00e4\u00e4kohtia. T\u00e4m\u00e4n lukemisen lis\u00e4ksi suosittelen googlaamaan niin suomeksi kuin englanniksi joukkorahoitusta k\u00e4sittelevi\u00e4 artikkeleita sek\u00e4 analysoimaan onnistuneita projekteja (kannattaa tutustua esimerkiksi Amanda Palmerin tapaukseen)<\/p>\n Ihmiset haluavat kovasti yksitt\u00e4isi\u00e4 neuvoja, kuten montako Facebook-p\u00e4ivityst\u00e4 pit\u00e4isi tehd\u00e4, tai pit\u00e4isik\u00f6 tehd\u00e4 sit\u00e4 tai t\u00e4t\u00e4 tai tuota. Oleellisempaa mielest\u00e4ni on kaksi asiaa: hyv\u00e4 ja realistinen suunnittelu sek\u00e4 m\u00e4\u00e4r\u00e4tietoisesti ja innostavasti l\u00e4pi viety kampanja<\/strong>. Se, miten t\u00e4m\u00e4n toteuttaa, riippuu paljolti kunkin persoonasta ja projektista.<\/p>\n Omalla kohdallani pitk\u00e4j\u00e4nteinen verkostoituminen sosiaalisessa mediassa (erityisesti Twitteriss\u00e4 ja Facebookissa) oli hyvin keskeist\u00e4 kampanjan onnistumiselle. Toisaalta todettakoon, ett\u00e4 yli puolet rahoittajista olivat yst\u00e4vi\u00e4ni ja sukulaisiani \u2013 siis ihmisi\u00e4, joilla ei ole mit\u00e4\u00e4n tekemist\u00e4 nettipresenssini kanssa. Kumpaakaan ei siis pit\u00e4isi laiminly\u00f6d\u00e4. Kolmantena tekij\u00e4n\u00e4 oli median ja laajempien verkostojen onnistunut k\u00e4ytt\u00f6, joka tuki kampanjaani niin, ett\u00e4 sain uskottavuutta ja lis\u00e4\u00e4 innostusta projektini tueksi.<\/p>\n Kaikkein oleellisinta on hyvin suunniteltu kampanja. T\u00e4m\u00e4 k\u00e4sitt\u00e4\u00e4 muun muassa rahoittajien m\u00e4\u00e4r\u00e4n ja rahoituksen tavoitteet ja v\u00e4litavoitteet, kampanjan aikana tapahtuvat tempaukset ja nostot kuten haastattelut, esiintymiset ynn\u00e4 muut, sek\u00e4 markkinointiin liittyv\u00e4t seikat.<\/p>\n On t\u00e4rke\u00e4\u00e4 pohtia, mik\u00e4 on hyv\u00e4 ajankohta omalle kampanjalleen, ennen kuin sen aloittaa. Huomioitavia seikkoja projektista riippuen voi olla niin joulut ja juhannukset, lasten lomaviikot tai vaikkapa Kalevalanp\u00e4iv\u00e4. Kes\u00e4lomalla ja joulun alla voi olla haasteellista kampanjoida, kun ihmisill\u00e4 on ajatukset muualla. Toisaalta itsell\u00e4 saattaa olla vaikkapa jokin t\u00e4rke\u00e4 ty\u00f6projekti, joten joukkorahoitusta ei kannata aikatauluttaa samalle ajankohdalle. Kannattaa pohtia asiaa niin omasta kuin toisten n\u00e4k\u00f6kulmasta k\u00e4sin. Milloin itse olisin vastaanottavaisin tuttavani joukkorahoituskampanjalle? Milloin minulla on voimavaroja keskitty\u00e4 kampanjointiin?<\/p>\n Analysoituani erin\u00e4isi\u00e4 kampanjoita tulin lopputulokseen, ett\u00e4 yleisimmin kampanjan kesto on noin 4\u20138 viikkoa. Mit\u00e4 pidemm\u00e4ksi kampanja k\u00e4y, sen raskaammaksi se k\u00e4y \u2013 my\u00f6s yleis\u00f6n kannalta. Ytimek\u00e4s ja hyvin suunniteltu rutistus vaikuttaakin yleisesti olevan pitk\u00e4\u00e4 kampanjaa parempi. T\u00e4ll\u00f6in kampanja pysyy virke\u00e4n\u00e4 ja j\u00e4nnitt\u00e4v\u00e4n\u00e4 \u201cpelin\u00e4\u201d alusta loppuun saakka, ja innostaa ihmisi\u00e4 seuraamaan tilannetta pitkin kampanjan etenemist\u00e4.<\/p>\n On my\u00f6s hyv\u00e4 huomioida, ett\u00e4 joukkorahoituskampanjan l\u00e4pivieminen on henkisesti yll\u00e4tt\u00e4v\u00e4n raskas prosessi, joten mit\u00e4 pidemp\u00e4\u00e4n kampanja jatkuu, sen enemm\u00e4n voimavaroja tarvitaan. Mit\u00e4 pidempi kampanja, sit\u00e4 suurempi l\u00e4ss\u00e4ht\u00e4misen vaara on. Lyhyt kampanja toisaalta vaatii huomattavaa ennakkosuunnittelua, ettei se ole ohi ennen kuin ehtii kunnolla alkaakaan. Nelj\u00e4 viikkoa on yleisesti ottaen ehk\u00e4 hieman lyhyt, ja yli 8 viikkoa taas liian pitk\u00e4. T\u00e4m\u00e4 nyrkkis\u00e4\u00e4nt\u00f6n\u00e4, josta voi perustellusti tietenkin joustaa.<\/p>\n Hyvin suunniteltu on puoliksi tehty, niin my\u00f6s joukkorahoituskampanjan kohdalla. Kun etuk\u00e4teen tiet\u00e4\u00e4, kuinka monta euroa tai rahoittajaa p\u00e4iv\u00e4ss\u00e4 tai viikossa pit\u00e4isi saada, on koko ajan tietoinen kampanjansa etenemisest\u00e4. Ennen kaikkea t\u00e4ll\u00f6in pystyy suhteuttamaan omaa toimintaansa sen mukaan, miten rahoituksen ker\u00e4\u00e4minen onnistuu (\u201chitsi, t\u00e4n\u00e4\u00e4n en ole tullut yht\u00e4\u00e4n rahoittajaa, pit\u00e4\u00e4kin soittaa serkuille ja kysy\u00e4, ovatko jo muistaneet kertoa t\u00e4st\u00e4 kavereilleen\u201d, \u201cmeh\u00e4n ollaan edell\u00e4 t\u00e4m\u00e4n viikkoista tavoitettamme, eli ei muuta kuin jatketaan samaan malliin!\u201d).<\/p>\n Selvitin, ett\u00e4 joukkorahoituskampanjoiden rahoitus syntyy useimmiten niin sanotun U-k\u00e4yr\u00e4n mukaisesti: alussa ja lopussa tulee enemm\u00e4n rahoitusta, keskell\u00e4 on suvanto. T\u00e4m\u00e4 tarkoittaa sit\u00e4, ett\u00e4 alussa pit\u00e4isi saada kaikki l\u00e4hipiiril\u00e4iset mukaan, jotta loppukampanjasta ne tuntemattomat ihmiset ja muut jahkaajat vakuuttuisivat siit\u00e4, ett\u00e4 kyll\u00e4 hekin haluavat olla mukana. Joukkorahoituksen psykologia on hyvin simppeli: voittajan kelkassa on kiva olla, h\u00e4vi\u00e4j\u00e4n kelkkaan ei halua kukaan. U-k\u00e4yr\u00e4n ensimm\u00e4inen piikki (eli startti) on siis hyvin oleellinen, jotta loppukiri voisi olla mahdollinen. T\u00e4st\u00e4 syyst\u00e4 my\u00f6s ennakkomarkkinointi on hyvin t\u00e4rke\u00e4\u00e4, johon palaan my\u00f6hemmin t\u00e4ss\u00e4 kirjoituksessa.<\/p>\n Toisin sanoen kaikkien yst\u00e4vien olisi oltava tietoisia joukkorahoituskampanjasta jo ennen kampanjan alkua, jotta he voisivat heti kampanjan ensimm\u00e4isin\u00e4 p\u00e4ivin\u00e4 tulla mukaan. Mik\u00e4li n\u00e4in tapahtuu, U-k\u00e4yr\u00e4n alkup\u00e4\u00e4 saadaan n\u00e4ytt\u00e4m\u00e4\u00e4n tuon yll\u00e4olevan kaavion punaisen k\u00e4ppyr\u00e4n mukaiselta. T\u00e4ll\u00f6in kampanja saa iloisen ja innokkaan startin, mill\u00e4 on suuri vaikutus kampanjan yleiseen tunnelmaan.<\/p>\n Jotta sitten tiet\u00e4isi, paljonko niit\u00e4 tuttuja (ja tuntemattomia) joukkorahoitukseen tarvittaisiin mukaan, on oltava jokin tavoitesumma. Tavoitesumma muodostuu tietenkin projektin budjetin mukaan, mutta lis\u00e4ksi on hyv\u00e4 v\u00e4h\u00e4n leikitell\u00e4 erilaisilla skenaarioilla, jotta voi saada realistisen kuvan siit\u00e4, mink\u00e4lainen summa on ylip\u00e4\u00e4t\u00e4\u00e4n mahdollinen.<\/p>\n Toisin kuin joskus ilmeisesti kuvitellaan, joukkorahoitus ei ole mik\u00e4\u00e4n nerokas systeemi, joka jauhaa rahaa anteliailta tuntemattomilta sill\u00e4 v\u00e4lin, kun itse tekee jotakin muuta. P\u00e4invastoin, yleisimmin noin 50\u201367% rahoituksesta tulee hanketta vet\u00e4vien omilta l\u00e4heisilt\u00e4.<\/p>\n Kun tavoitesumman lis\u00e4ksi viel\u00e4 arvioimme rahoittajien keskiostoksen, voimme tehd\u00e4 erilaisia laskelmia siit\u00e4, kuinka monta rahoittajaa tarvitsemme, kuinka monta heist\u00e4 pit\u00e4isi olla meid\u00e4n tuttujamme, ja kuinka paljon rahaa\/rahoittajia pit\u00e4isi miss\u00e4kin vaiheessa kampanjaa olla ja niin pois p\u00e4in.<\/p>\n Amerikkalaisten joukkorahoituspalvelujen analyyseihin pohjautuen tein oletuksen, ett\u00e4 rahoittajieni keskiostos on 35 euroa. Oman kampanjani kohdalla keskiostos nousi lopulta viel\u00e4kin ylemm\u00e4ksi, mutta toisissa tapauksissa keskiostos saattaa olla l\u00e4hemp\u00e4n\u00e4 20 euroa. T\u00e4ss\u00e4 esimerkiss\u00e4 k\u00e4yt\u00e4n kuitenkin tuota 35 euron keskiostosta.<\/p>\n Esimerkki: Tavoitesummat 1000\u20ac (\u201cminimi\u201d), 2500\u20ac (\u201crealistinen\u201d) ja 5000\u20ac (\u201cunelmatavoite\u201d)<\/p>\n Tarvittavien rahoittajien m\u00e4\u00e4r\u00e4, jos keskiostos 35\u20ac:<\/p>\n 1000 \u20ac \/ 35 \u20ac per hl\u00f6 = ~30 hl\u00f6<\/p>\n 2500 \u20ac \/ 35 \u20ac per hl\u00f6 = ~70 hl\u00f6<\/p>\n 5000 \u20ac \/ 35 \u20ac per hl\u00f6 = ~145 hl\u00f6<\/p>\n Jos arvioimme, ett\u00e4 \u2154:aa rahoittajista pit\u00e4\u00e4 olla tuttujamme, meille selvi\u00e4\u00e4 seuraavaa:<\/p>\n 1000 \u20ac varten tarvitsemme 20 tuttua mukaan (10 henke\u00e4 tulee verkostoista).<\/p>\n 2500 \u20ac varten tarvitsemme n. 45 tuttua mukaan (25 henke\u00e4 tulee verkostoista).<\/p>\n 5000 \u20ac varten tarvitsemme n. 100 tuttua mukaan (45 henke\u00e4 tulee verkostoista).<\/p>\n Kun realisteina viel\u00e4 toteamme, ett\u00e4 luultavasti vain puolet pyyt\u00e4mist\u00e4mme ihmisist\u00e4 haluavat tai voivat osallistua, tuplaantuu listattavien tuttujen m\u00e4\u00e4r\u00e4:<\/p>\n 1000 \u20ac varten tarvitsemme 2500 \u20ac varten tarvitsemme n. 5000 \u20ac varten tarvitsemme n. Selvitetty\u00e4\u00e4n n\u00e4m\u00e4 simppelit numerot voi alkaa listata kaikkia omia sidosryhmi\u00e4\u00e4n ja naapurustoaan. T\u00e4ll\u00f6in k\u00e4y nopeasti selv\u00e4ksi, moniko ihminen ihan oikeasti voisi olla mukana. Sen mukaan voi puolestaan arvioida kokonaispottia, kerran v\u00e4himmill\u00e4\u00e4nkin puolet kampanjan rahoituksesta tulee niilt\u00e4 omilta tutuilta. Itselleni tuotti vaikeuksia kerrytt\u00e4\u00e4 tuttavieni listaan edes sata nime\u00e4, ja loppujen lopuksihan kampanjassani olikin 108 rahoittajaa. Keskiostos oli kuitenkin arvioitua suurempi, mink\u00e4 takia oma tavoitteeni ylittyi suht reippaasti.<\/p>\n Itse k\u00e4vin katselemassa, mink\u00e4laisia vastikkeita muilla on ollut. Mietin, mink\u00e4laiset vastikkeet voisivat oikeasti olla omasta mielest\u00e4ni todella hienoja ja mink\u00e4laisten asioiden takana voisin itse seist\u00e4. Jaoin omat vastikkeeni nelj\u00e4\u00e4n kategoriaan (kategorioita voi luoda omaan projektiin soveltuvasti), mik\u00e4 helpotti kokonaisuuden hahmottamista:<\/p>\n musiikki (digilataus, CD, LP)<\/p>\n<\/li>\n printit (nuotit, valokuvat, lehti)<\/p>\n<\/li>\n merchandise (muotisuunnittelija Camilla Mikaman kanssa toteutettu yhteisty\u00f6, jossa t-paita, huivi ja 3D-printattu hopeakoru)<\/p>\n<\/li>\n immateriaalit (yksityistunnit, laulunkirjoitussessiot, luennot ja konsertit)<\/p>\n<\/li>\n<\/ol>\n Lis\u00e4ksi hinnoittelin vastikkeet niin, ett\u00e4 kaikissa hintakategorioissa oli tuotteita. Mik\u00e4li potentiaalinen rahoittaja olisi valmis satsaamaan projektiin esimerkiksi 20 euroa, mutta tarjolla olevien vastikkeiden arvot ovat 5 ja 25 euroa, luultavasti rahoittaja valitsee sen halvemman ja t\u00e4ss\u00e4 tapauksessa 15 euroa olisi j\u00e4\u00e4nyt saamatta. Pidin siis huolen, ett\u00e4 ihmiset voivat ostaa juuri niin suurella (tai pienell\u00e4) summalla, kuin haluavat. (T\u00e4st\u00e4 startegiasta poikkeuksena omasta mielest\u00e4ni hienosti ja tyylikk\u00e4\u00e4sti toteutettu DJ-kirjan kampanja, jossa vastikkeita oli k\u00e4yt\u00e4nn\u00f6ss\u00e4 vain yksi. Kannattaa k\u00e4yd\u00e4 kurkkaamassa!)<\/p>\n Tulkintani mukaan rahoittajien keskiostos on yleens\u00e4 35 euroa, mutta yleisimmin ostetun vastikkeen hinta on 20-25 euroa.<\/p>\n Tein kampanjassani yhteisty\u00f6t\u00e4 vaatesuunnittelija Camilla Mikaman<\/strong> kanssa. Onkin hyv\u00e4 mietti\u00e4, kenen kanssa kampanjaa voisi tehd\u00e4 yhdess\u00e4. Joukkorahoituksessa on kyse yhteis\u00f6st\u00e4, joten mit\u00e4 useampi ihminen voi luontevasti kertoa siit\u00e4 omille tutuilleen tai asiakkailleen, sen parempi.<\/p>\n Lis\u00e4ksi apu on tarpeen jo senkin takia, ettei kukaan voi osata tehd\u00e4 kaikkea. Camillan kauniit paidat ja huivit olivat paljon oivallisempia vastikkeita juuri minun kampanjaani kuin vaikkapa tavalliset t-paidat. Kampanjan vastikkeiden toteuttamisessa minulla on ollut my\u00f6s apuna graafikkoyst\u00e4v\u00e4, joka hallitsee visuaalisen puolen ja siihen liittyv\u00e4t tarpeelliset tietokoneohjelmat.<\/p>\n T\u00e4m\u00e4n lis\u00e4ksi tiimiss\u00e4ni oli muita ihmisi\u00e4 auttamassa kampanjan suunnittelussa sek\u00e4 sen seurannassa pitkin kampanjaa, sek\u00e4 luomassa mediakontakteja. Minut buukkattiin televisioon ja radioon kertomaan projektistani, mik\u00e4 rytmitti kampanjointia mukavasti.<\/p>\n Ennakkomarkkoinnin tavoitteena on luoda odotuksen tunnetta. Lis\u00e4ksi konkreettisesti sen teht\u00e4v\u00e4n\u00e4 on saada kampanjalle hyv\u00e4 startti, eli mahdollisimman paljon rahoitusta kampanjan ensimm\u00e4isin\u00e4 p\u00e4ivin\u00e4.<\/p>\n On t\u00e4rke\u00e4\u00e4 ymm\u00e4rt\u00e4\u00e4, ett\u00e4 suunnilleen 50\u201367% (eli l\u00e4hemm\u00e4s kaksi kolmasosaa) rahoittajista tulevat olemaan omia tuttujasi. Itse listasin omat tuttuni eri sidosryhmieni mukaan ja kontaktoin heid\u00e4t sopivilla tavoilla. Kannattaa aina katsoa asiaa sen toisen ihmisen n\u00e4k\u00f6kulmasta, ja mietti\u00e4 siit\u00e4 k\u00e4sin paras mahdollinen tapa viesti\u00e4. Omaan ennakkomarkkointiini kuului niin aktiivista Twitteriss\u00e4 ja muussa sosiaalisessa mediassa viestint\u00e4\u00e4 kuin puheluita, s\u00e4hk\u00f6posteja, perinteisten kirjeiden kirjoittamista ja kahvilassa yst\u00e4vien kanssa istumista. Olin kaikessa viestinn\u00e4ss\u00e4ni rehellinen, asiallinen, positiivinen, rakentava ja m\u00e4\u00e4r\u00e4tietoinen. Jos ei kehtaa pyyt\u00e4\u00e4 rahaa omaan projektiinsa (eli kertoa siit\u00e4 ja uskoa siihen julkisesti), kannattaa mietti\u00e4 onko projekti oikeasti tarpeeksi hyv\u00e4 ja onko joukkorahoitus se tapa, jolla projekti oikeasti kannattaa rahoittaa.<\/p>\n Verkostot on hyv\u00e4 kontaktoida jo etuk\u00e4teen, vaikka niiden merkitys korostuukin vasta kampanjan edetess\u00e4. Verkostot voidaan jakaa karkeasti erilaisiin mediakontakteihin sek\u00e4 omien l\u00e4heisten kautta avautuviin mahdollisuuksiin.<\/p>\n Kaikenlainen median\u00e4kyvyys luo kampanjalle uskottavutta, joten haastattelujen, vierailuiden, blogausten ja muiden vastaavien aikataulutus hyviss\u00e4 ajoin osaksi kampanjaa on suotavaa. Toki innostumisen my\u00f6t\u00e4 n\u00e4it\u00e4 voi tulla kampanjan ollessa k\u00e4ynniss\u00e4kin, mutta tyhj\u00e4st\u00e4 ne eiv\u00e4t synny \u2013 joku (eli sin\u00e4 tai yst\u00e4v\u00e4si) ne aina buukkaa. Omasta kampanjastani voin todeta, ett\u00e4 median\u00e4kyvyys ei korreloinut suoraan kampanjaan osallistuneiden m\u00e4\u00e4r\u00e4ss\u00e4. Radiohaastattelun tai televisioesiintymisen j\u00e4lkeen ei tullut mink\u00e4\u00e4nlaista rahoittajarynt\u00e4yst\u00e4. J\u00e4lkeen p\u00e4in asiaa pohdittuani n\u00e4kyvyys mediassa olikin t\u00e4rke\u00e4\u00e4 ennen kaikkea uskottavan mielikuvan luomisessa niille empiville rahoittajille, jotka tulivat mukaan vasta kampanjan loppumetreill\u00e4. N\u00e4m\u00e4 jahkaavat olivat yleisimmin joko tutun tuttuja, seuraajiani sosiaalisessa mediassa tai omia tuttujani, jotka suhtautuivat kampanjaani aluksi negatiivisesti, mutta halusivat lopulta olla mukana voittajan kelkassa. Innostus tarttuu, ja lopulta hekin innostuivat.<\/p>\n Henkil\u00f6kohtaiset verkostot ovat my\u00f6s \u00e4\u00e4rimm\u00e4isen t\u00e4rkeit\u00e4 joukkorahoituksessa. On hyv\u00e4 mietti\u00e4, mink\u00e4laiset tahot voisivat hy\u00f6ty\u00e4 yhteisty\u00f6st\u00e4, tai ketk\u00e4 voisivat auttaa jollakin tavalla. Kollegani valmentaa tytt\u00e4rens\u00e4 taitoluisteluryhm\u00e4\u00e4, olisiko siell\u00e4 kiinnostuneita? Vanha koulukaveri on nyky\u00e4\u00e4n paikallislehden p\u00e4\u00e4toimittaja, voisiko h\u00e4n kirjoittaa jutun tai vinkata asiasta eteenp\u00e4in? Voisinko pit\u00e4\u00e4 yst\u00e4v\u00e4ni ravintolassa eksklusiivisen illan rahoittajilleni, jos h\u00e4n saisi puolestaan mainosta kampanjani kautta? Tuntevatko yst\u00e4v\u00e4ni pieni\u00e4 firmoja, jotka voisivat jotenkin osallistua rahoitukseen? Ideoita on loputtomasti, kunhan ne saa kaivettua esiin. Ideat ovat my\u00f6s ainutlaatuisia omasta projektista ja omista verkostoista riippuen, joten mit\u00e4\u00e4n valmiita malleja ei kannata etsi\u00e4. Mik\u00e4li ideointi tuntuu vaikealta, kannattaa googlata erilaisia ajatuskartta- ja assosiaatioharjoituksia. Mahdollisuuksia l\u00f6ytyy loputtomasti, kunhan ne vain kaivaa esiin ja nostaa keskusteluun.<\/p>\n Loppuun on viel\u00e4 todettava verkostoista, ett\u00e4 vakuuttava presenssi sosiaalisessa mediassa kuukausia etuk\u00e4teen oli oman kampanjani onnistumelle t\u00e4ysin kriittist\u00e4. Sen toteuttaminen on kuitenkin jo toisen artikkelin aihe. Siisp\u00e4 rohkaisen kaikkia luonteestaan ja projektistaan riippuen blogin, Twitter-tilin tai muun vastaavan perustamiseen. Ohjeita ja vinkkej\u00e4 on netti pullollaan!<\/p>\n Toteutin kampanjani suunnitelmieni (eli U-k\u00e4yr\u00e4n ja laskelmieni) mukaisesti. Kuuden viikon kampanja jaettiin kolmeen osaan, joista ensimm\u00e4isen ja viimeisen aikana oli tarkoitus ker\u00e4t\u00e4 \u2156 rahoituksesta (tai rahoittajista, seurasin kumpienkin muodostumista erikseen) ja keskimm\u00e4isen, eli suvantovaiheen, aikana \u2155.<\/p>\n Kampanjan aloitusp\u00e4iv\u00e4ksi valikoitui sunnuntai, jotta ihmiset olisivat vapaalla, hyv\u00e4ntuulisia, kiireett\u00f6mi\u00e4 ja helposti tavoitettavissa. Viikonlopun aikana muistutin henkil\u00f6kohtaisesti kaikkia l\u00e4heisi\u00e4, kenelle olin l\u00e4hett\u00e4nyt kirjeen tai s\u00e4hk\u00f6postia, kampanjan startista. Olin my\u00f6s p\u00e4ivitt\u00e4in aktiivinen sosiaalisessa mediassa.<\/p>\n \u00a0 P\u00e4ivitt\u00e4in pidin yll\u00e4 innostusta kertomalla Facebookissa ja Twitteriss\u00e4, miten kampanja etenee. Jo rahoittaneille laitoin parin viikon v\u00e4lein yleisen infokirjeen projektin etenemisest\u00e4 (tosin pit\u00e4\u00e4 olla tarkkana, ettei liika kontaktointi ala \u00e4rsytt\u00e4\u00e4) ja annoin heille sivulauseissa mahdollisuuden kertoa osallistumisestaan eteenp\u00e4in. (J\u00e4lleen kerran, en anellen vaan tarjoten mahdollisuutta jakaa omaa innostustaan. \u201cOlen muuten mukana t\u00e4mm\u00f6isess\u00e4 aika hauskassa projektissa, k\u00e4yp\u00e4 lukemassa semmoisen laulajan haastattelu\u2026\u201d)<\/p>\n Itse pyrin esiintym\u00e4\u00e4n kaikissa viesteiss\u00e4ni hyv\u00e4ntuulisena, innostavana, vakuuttavana ja p\u00e4\u00e4tt\u00e4v\u00e4isen\u00e4. En pyyt\u00e4nyt miss\u00e4\u00e4n vaiheessa anteeksi kampanjointiani. Mielest\u00e4ni \u201canteeksi, ett\u00e4 otan yhteytt\u00e4\u201d tai \u201ckampanjani saattaa \u00e4rsytt\u00e4\u00e4\u201d antaa s\u00e4vyn, ett\u00e4 tied\u00e4n tekev\u00e4ni v\u00e4\u00e4rin tai olevani ep\u00e4korrekti, mutta k\u00e4ytt\u00e4ydyn silti sopimattomasti. Sen sijaan tein selv\u00e4ksi, etten oleta kenenk\u00e4\u00e4n olevan mukana tai etten loukkaannu kielt\u00e4ytymisest\u00e4, mutta ett\u00e4 t\u00e4m\u00e4 on upea juttu ja otan projektini \u00e4\u00e4rimm\u00e4isen vakavasti ja toivoisin siksi apuja, sill\u00e4 en p\u00e4rj\u00e4\u00e4 yksin. My\u00f6s aneleminen on l\u00e4hinn\u00e4 \u00e4rsytt\u00e4v\u00e4\u00e4, joten reippaus ja rehellisyys ovat hyvi\u00e4 muistaa l\u00e4pi kampanjan. Tiukassakin paikassa se kyll\u00e4 toimii: \u201cT\u00e4m\u00e4 on upea projekti, mutta olemme j\u00e4\u00e4m\u00e4ss\u00e4 j\u00e4lkeen tavoiteaikataulustamme. Jo viidell\u00e4 eurolla voit olla mukana, ja se olisi juuri nyt tosi t\u00e4rke\u00e4 juttu. Kiitos!\u201d<\/p>\n Kuusi viikkoa oli pitk\u00e4 aika ja omat tuntemukset ehtiv\u00e4t vaihdella moneen kertaan. Jatkoin sinnikk\u00e4\u00e4sti p\u00e4ivitt\u00e4in sosiaalisen median p\u00e4ivitt\u00e4mist\u00e4 sek\u00e4 ihmisten (yst\u00e4vieni ja verkostojeni) kontaktointia meilitse ja puhelimitse, ja luotin siihen, ett\u00e4 suvantovaihe k\u00e4\u00e4ntyy onnistuneeksi loppukiriksi, kunhan vain petaan sen ennakkoon hyvin.<\/p>\n Tiesin, ett\u00e4 moni ep\u00e4ilij\u00f6ist\u00e4 tulisi mukaan vasta sen j\u00e4lkeen, kun tavoitesumma on saavutettu. Itselleni olikin t\u00e4rke\u00e4\u00e4 tavoittaa summa hyviss\u00e4 ajoin ennen viimeisi\u00e4 p\u00e4ivi\u00e4, jotta sain markkinointiini aivan uuden vireen ja tason. Ihmiset innostuivat, ett\u00e4 kuinka paljon enemm\u00e4n sit\u00e4 rahaa oikein voikaan kerty\u00e4! Yh\u00e4 useampi tuli mukaan, kun tiesi p\u00e4\u00e4sev\u00e4ns\u00e4 voittavaan joukkueeseen.<\/p>\n My\u00f6s pari konserttia saatiin ly\u00f6ty\u00e4 lukkoon parin viikon neuvottelujen j\u00e4lkeen, joten sain isompia rahoittajia nostamaan pottia vauhdilla. (On t\u00e4rke\u00e4\u00e4 huomioida, ett\u00e4 pieni\u00e4 yrityksi\u00e4 ja muita tahoja, joille luentoja ja konsertteja tarjosin kampanjani aikana, oli kymmeni\u00e4.)<\/p>\n Kuten kampanjan aloitusp\u00e4iv\u00e4, olin my\u00f6s asettanut viimeisen p\u00e4iv\u00e4n kirin sunnuntaille. T\u00e4ll\u00f6in minulla oli koko viikonloppu aikaa tehd\u00e4 loppukampanjaa ja my\u00f6s ihmiset olivat rentoja ja aktiivisia. Kaiken kaikkiaan kampanjani meni hyvin. Ennakkoon tehdyt suunnitelmat olivat t\u00e4ss\u00e4 erityisen t\u00e4rke\u00e4ss\u00e4 osassa, my\u00f6s silloin kuin odotukset ja todellisuus eiv\u00e4t kohdanneet (jolloin osasin tehd\u00e4 hienos\u00e4\u00e4t\u00f6\u00e4 ja korjausliikkeit\u00e4).<\/p>\n Kaikkein oleellisinta joukkorahoituksessa on yhteis\u00f6llisyyden tunteen muodostaminen. Hei, me tehd\u00e4\u00e4n t\u00e4\u00e4 projekti yhdess\u00e4!<\/em> Ei siis ole kyse siit\u00e4, ett\u00e4 joku antaa rahaa sinulle, jotta sin\u00e4 saat tehd\u00e4, vaan ett\u00e4 luodaan tunne siit\u00e4, ett\u00e4 me kaikki teemme t\u00e4m\u00e4n yhdess\u00e4 mahdolliseksi. T\u00e4st\u00e4kin syyst\u00e4 negatiivisuuden ja kaikenlaisen passiivis-aggressiivisen pakottamisen (\u201cjos et osallistu niin t\u00e4st\u00e4 ei tule mit\u00e4\u00e4n\u201d) ja anelemisen v\u00e4lttely ja reippauteen ja asian t\u00e4rkeyteen keskittyminen on hyvin oleellista.<\/p>\n Hauskana yksityiskohtana omasta kampanjastani kerrottakoon, ett\u00e4 aloin p\u00e4ivitt\u00e4in huudella varsinkin Twitteriss\u00e4 (ja my\u00f6s Facebookissa) aina, kun huomasin potin nousseen. T\u00e4m\u00e4 t\u00e4ysin h\u00f6ps\u00f6 ja vilpitt\u00f6m\u00e4st\u00e4 ilosta l\u00e4htenyt viestint\u00e4 johtikin siihen, ett\u00e4 ihmiset alkoivat viesti\u00e4 minulle takaisin:<\/p>\n Min\u00e4: \u201cNyt on jo 1930\u20ac! Kiitos!\u201d<\/p>\n Tuntematon Twitter-seuraaja: \u201cKatsopas uudestaan, nyt se on jo 1950\u20ac!\u201d<\/p>\n Min\u00e4: \u201cOho, voi kiitos! Ja hei nyt on 1955\u20ac!\u201d (Joku muukin oli k\u00e4ynyt rahoittamassa siin\u00e4 v\u00e4liss\u00e4.)<\/p>\n Toinen puolituttu: \u201cNo niin, k\u00e4vin auttamassa potin yli kahden tonnin. Odotan innolla laulutuntia!\u201d<\/p>\n Oleellisinta joukko- eli yhteis\u00f6<\/em>rahoituksessa olisikin siis ymm\u00e4rt\u00e4\u00e4, miten voisin olla luomassa ja johtamassa kampanjaa, joka innostaa ihmiset mukaan. Harvoja todella kiinnostaa se tuote tai vastike. Ennen kaikkea halutaan olla mukana tunnetasolla, toteuttamassa juttua, josta tulee hyv\u00e4 mieli.<\/p>\n On hyvin t\u00e4rke\u00e4\u00e4 olla p\u00e4ivitt\u00e4in aktiivinen sosiaalisessa mediassa, ja p\u00e4ivitt\u00e4in kontaktoida (huom. ei terrorisoida) henkil\u00f6tasolla ihmisi\u00e4, niin niit\u00e4 tuttuja kuin verkostoja. Koska kampanjointi on oikeasti todella intensiivist\u00e4, kampanjasta ei kannata tehd\u00e4 liian pitk\u00e4\u00e4. Kehitt\u00e4m\u00e4ll\u00e4 oheen kaikenlaista muuta toimintaa ja tapahtumaa, josta puhua (median\u00e4kyvyys, tapahtumat, mit\u00e4 ikin\u00e4), luo kampanjalle ryhti\u00e4, ja auttaa my\u00f6s luomaan v\u00e4lietappeja. Kampanjaan kannattaa suhtautua kuin peliin, silloin siit\u00e4 tulee hauskaa eik\u00e4 itse\u00e4\u00e4n ota liian vakavasti.<\/p>\n Joukkorahoitus on parhaimmillaan aivan upea tapa toteuttaa projekteja, mutta ymm\u00e4rt\u00e4m\u00e4tt\u00f6myys sen toimintamekanismeista on j\u00e4tt\u00e4nyt monta hienoa projektia vailla rahoitusta. Hyv\u00e4, realistinen suunnitelma ja sen p\u00e4\u00e4tt\u00e4v\u00e4inen ja iloinen toteuttaminen ovatkin kaikkein keskeisimm\u00e4t tekij\u00e4t onnistuneen joukkorahoituskampanjan l\u00e4pi viemisess\u00e4. Se, miten omia kontaktejaan ja verkostojaan k\u00e4ytt\u00e4\u00e4, ja mill\u00e4 keinoilla oman yhteis\u00f6ns\u00e4 luo, voi vaihdella. Oli tyyli mik\u00e4 tahansa, pitk\u00e4j\u00e4ntesyys, p\u00e4ivitt\u00e4inen aktiivisuus ja m\u00e4\u00e4r\u00e4tietoisuus ovat yhteis\u00f6n rakentamisen kulmakivi\u00e4.<\/p>\n Onnea matkaan!<\/em><\/p>\n L\u00e4het\u00e4 kommenttisi Annille Twitteriss\u00e4 @annimattila!<\/p>\n Anni Mattilan yhteis\u00f6rahoitusprojekti <\/a>ja nettisivut<\/a><\/p>\n <\/p>\n","en":" <\/p>\n I made a successful crowdfunding campaign last fall (5012 \u20ac, 108 donors, the average sum about 50 \u20ac), and since then I have been asked about how it succeeded. In this lengthy text I will give some of the main points. In addition to reading this, I recommend googling other articles and analysis of successful projects (worth a study, for example, Amanda Palmer's case).<\/p>\n People would love to have very specific advice, such as how many Facebook updates one should do or if they should do this or that. \u00a0What I think is important are these two things: a good and realistic campaign planning, as well as showing determination and inspiration during the campaign.<\/strong> The way to implement this depends very much on the personality of each person and project.<\/p>\n In my case, the long-term networking in social media media (especially Twitter and Facebook) was very central to the success of the campaign. On the other hand, it is noted that more than half of the donors were friends and relatives - that is, people who do not have anything to do with my web presence. Neither should therefore be neglected. The third factor was the successful use of media and wider networks, which gave my campaign credibility and boosted the enthusiasm around it.<\/p>\n The most important thing is a well-planned campaign. This includes, among other things, the number of funders, the funding goal and sub-goals, any events and appearances that are conducted during the campaign such as interviews and performances, and marketing.<\/p>\n It is important to consider what is a good time for your campaign. Things to consider depending on the project can be something such as Christmas and Midsummer, or school holiday weeks. Summer holiday and the holiday season can be a challenge for the campaign, as people have their thoughts elsewhere. Also you might not want to time your campaign at the same time you have an important work project. You should think about it from your own as well as others\u2019 perspective. When would I be most receptive for a fundraising campaign of an acquaintance? \u00a0When do I have the resources to focus on campaigning?<\/p>\n When analysing various campaigns I came to the conclusion that the most duration for a campaign is about 4-8 weeks. The longer the campaign is, the heavier it is - also for the public. Concise and well designed crunch, in general, seems better than a long campaign. The campaign remains a fresh and exciting \"game\" from beginning to end, and inspires people to follow it through.<\/p>\n It is also good to note that going through a crowdfunding campaign is mentally a surprisingly cumbersome process, so the longer the campaign goes on, the more resources are needed. The longer the campaign, the greater the risk for it to fall flat. A brief campaign, \u00a0on the other hand, requires considerable planning in advance, and it might seem that it ends before the campaigning even properly begun. Four weeks is perhaps a little short, and more than 8 weeks too long. This is the rule of thumb, which, of course, is flexible.<\/p>\n Well planned is half done, also in crowdfunding. When you know in advance how many euros or funders you need in a day or a week, you are all the time aware how the campaign progresses. Above all, this way you are able to adjust your actions according to how well the campaign is going (\"damn, today I have not had to any funders, I should call my cousins, and ask whether they already remembered to tell their friends,\" \"You know, we are ahead of this week's goal, so let\u2019s continue the good work! \").<\/p>\n I figured out that typically the crowdfunding campaigns take the shape of the so-called U-curve: at the beginning and at the end there will be more funding coming in, and at the \u00a0center it is very slow. This means that in the beginning it is important to get all those involved to fund, in order to persuade, at the end the campaign, all those strangers who are hesitating, to also fund. Crowdfunding psychology is easy: people join the crowd of the winner, and they do not want to jump into the losing project. It is therefore important to be able to build that first spike of the U-curve, which again makes the ending another spike. This also makes pre-marketing important, to which I will return later in this text.<\/p>\n In other words, all the friends should be aware of your crowdfunding campaign even before the start of the campaign, so that they could jump in from the day one. If this happens, the start of the U-curve will look like in the graph above, and the campaign gets a cheerful and enthusiastic start, which has a great impact on the general mood of the campaign.<\/p>\n In order to know how many friends, relatives and acquaintances you actually need, it is good to determine a target sum. Of course, your target amount should be what you actually need for your project, but it is also good to play a bit with different sums, in order to obtain a realistic picture of what the total can be, and what is even realistic.<\/p>\n Contrast to what some seem to imagine, crowdfunding is not an ingenious system that grinds you money coming from generous strangers, while you do something else in the meantime. On the contrary, most commonly about 50-67% of the funding comes from those close to the campaigner.<\/p>\n When we have the target amount, but also some idea of the average funding sum, we can make calculations on how many funders we need, how many of them should be our acquintances, and how much funding should come at any given phase of the campaign.<\/p>\n Based on an analysis on North American crowdfunding platforms, I made \u200b\u200bthe assumption that the average funding some is around 35 euros. In my own campaign, the average purchase rose even higher in the end, but in other cases, the average purchase may be closer to 20 euros. In this example, I will however use 35 as the average purchase.<\/p>\n Example: Targets: \u20ac 1000 (\"minimum\"), \u20ac 2500 (\"realistic\") and \u20ac 5000 (the \"dream goal\"),<\/p>\n The required number of funders, the average purchase being \u20ac 35:<\/p>\n \u20ac 1000 \/ \u20ac 35 per person = ~ 30 persons<\/p>\n 2500 \u20ac \/ 35 \u20ac per person = ~ 70 people<\/p>\n \u20ac 5000 \/ \u20ac 35 per person = ~ 145 person<\/p>\n If we estimate that \u2154 of funders must be our acquaintances, we will discover this:<\/p>\n For 1000 \u20ac we need 20 acquintances to fund (plus 10 people via networks\/audience).<\/p>\n For \u20ac 2500, we need about 45 acquintances to fund (plus 25 people via networks\/audience).<\/p>\n For \u20ac 5000, we need about 100 acquintances to fund (plus 45 via networks\/audience).<\/p>\n And when we realistically say that probably only half of the people we ask to fund will want to or are able to participate, the number of acquaintances we need to ask to fund doubles:<\/p>\n For 1000 \u20ac, we need For \u20ac 2500, we need about For \u20ac 5000, we need about With these numbers now figured out, we can begin to list all our stakeholders. Doing this, it soon becomes clear how many people we really can include. You can again assess and reassess the overall pot, remembering at least half of the campaign's funding comes from people you know. Myself, I found it difficult to list even a hundred acquaintances, and at the end the campaign did have 108 donors. Average purchase, however, was higher than expected, which is why my goal was exceeded quite briskly.<\/p>\n I first explored what kind of rewards others have had. I wondered what kind of rewards could actually be really cool in my opinion, and what kinds of things I could actually stand behind. I divided my rewards in four categories (you can create your own similar, or different, categories, which helps to see the combination of rewards more clearly):<\/p>\n music (digital downloads, CD, LP)<\/p>\n<\/li>\n prints (sheet music, photographs, a magazine)<\/p>\n<\/li>\n merchandise (fashion designer Camilla Mikama cooperated by creating a t-shirt, a scarf and a 3D-printed piece of silver jewelry)<\/p>\n<\/li>\n immaterial experiences (private singing lessons, song writing sessions, lectures and concerts)<\/p>\n<\/li>\n<\/ol>\n In addition I did the pricing so that there was something in all price categories. If a potential funder would be willing to invest in the project, say, \u20ac 20, but there are only 5 and 25 \u20ac rewards available, they will probably choose the cheaper, and in this case, 15 euros would have been lost. So I made sure people could buy just as big or small a sum that they wished. (It should be noted, however, that there are beautiful exceptions to this rule, with many good campaigns which there is just one reward).<\/p>\n I interpret the average reward issue so, that while 35 euros is the average sum, the most \u00a0commonly acquired rewards are still in the range of 20-25 euros.<\/p>\n I did a campaign in co-operation with fashion designer Camilla Mikama<\/strong>. It is good to think about with whom the campaign could be done together. When the team becomes bigger, the more people there are with a natural motivation to talk about it to their acquaintances.<\/p>\n Moreover, aid is usually necessary, in the least because no one knows how to do everything. Camilla's beautiful shirts and scarves were more attractive rewards for the campaign as, say, ordinary t-shirts. In addition, I had a graphic designer friend help me with the visuals in the campaign, with the skills as well as the software to do them with.<\/p>\n Moreover, there were other people on my team to help the campaign in both the planning and execution phases. This included someone handling media contacts for me, and booking me to television and radio to talk about my projects, which accentuated the campaign rhythm nicely.<\/p>\n The goal of pre-marketing is to create a sense of anticipation. In addition, the concrete task is to get a good start, that is, as much funding as possible during the first days of the campaign.<\/p>\n It is important to realize that approximately 50 to 67% (ie, closer to two-thirds) of the funders are going to be your buddies. So I listed all my acquaintances according to which of my social groups they belong to, and decided on the best way to approach each group. You should always look at it from the other person's point of view, and think about the best way to hand the message. My pre-marketing included being active on Twitter and other social media, but also phone calls, e-mails, letters, and sitting with friends at caf\u00e9s. I was honest in all communications, polite, positive, constructive and purposeful. If you are too embarrassed to ask for money for your own project (ie, talk about it and believe in it in public), you should consider if the project is really good enough, and if crowdfunding really is the way in which the project should be funded.<\/p>\n It is good to contact your wider networks already before the campaign starts, although their role becomes more important only as the campaign progresses. With networks I mean, for example, all kinds of media contacts, as well as networks that open up via people you already know.<\/p>\n Any kind of media coverage for the campaign creates credibility, so scheduling, in advance, \u00a0interviews, visits, blog postings, and other similar events as part of the campaign is desirable. Of course, these can emerge out of enthusiasm while the campaign is already on, but they do not appear just by themselves \u2013 someone (ie you or your friends) needs to book them. In my campaign, I can say that the media coverage did not correlate directly to the number of participants in the campaign. A radio or television interview did not transform into any kind of rush of funders. I thought about this afterwards, and came to the conclusion that these appearances where important mostly in terms of convincing those people who already knew about the campaign but were still pondering whether to join. These were mostly friends or my friends, people who knew me from social media, or such friends who first had a negative attitude towards my campaign but who at the end got excited by the campaigns success and ended up joining in. Excitement is contagious.<\/p>\n Personal networks are also extremely important in crowdfunding. It is good to think about what kind of parties could benefit from cooperation, or who could help in some way. My colleague is coaching the figure skating team of her daughter, maybe they would be interested? An old school friend is now the editor of the local paper, what if he could write a story or hint someone else about it? Could I host an exclusive event to my funders in my friends restaurant, if that gave the restaurant nice publicity? Do my friends know about some small companies that could somehow contribute? Ideas are endless, as long as they are not dug up. Ideas are also unique according to each project and to each campaigners networks, so there are no ready-made templates available. If you find the brainstorming difficult, you should browse the web for different mind map and association exercises. Opportunities are endless, as long as they are dug out and brought to discussion.<\/p>\n Finally, I need to point out that a credible presence in social media months prior the campaign was critical to the success. However, how to do that is itself worth another article. Here, it suffices to say that everyone should consider opening up a blog, Twitter account or some other form of engaging with people in the social media. Web is full of hints and tips for this.<\/p>\n I carried out my campaign in accordance to my plans (ie. the U-curve and the calculations). The six-week campaign was divided into three parts, of which the first and last time was to phase when I intended to gather \u2156 of the funding (or the funders: I watched the progress in each category separately); and during the middle, or quiet phase, \u2155 of the funding.<\/p>\n Sunday was selected as the campaign start date, as people would be free, on a good mood, not in a hurry and easy to reach. Over the weekend, I reminded all those acquaintances to whom I had sent a letter or e-mail, about the campaign start-up. I was also active in social media on a daily basis.<\/p>\n I kept up the excitement by reporting about the campaign\u2019s progress in Facebook and Twitter on a daily basis. To those who had already funded I sent a newsletter every two weeks, about the progress of the campaign (here you need to be careful not to overdo it by contacting too much), and here I also let them know about opportunities to help me by telling their friends about the campaign (Again, I was no begging, but offering opportunities to share their enthusiasm, suggesting, for example, sentences such as \u201cIncidentally, I participated in this project, and here is an interview with the signer I supported\u2026\u201d)<\/p>\n I always tried to be positive, inspiring and determined in all my messages. I never apologized. I think the \"I'm sorry that I contact\" or \"campaign may be irritating\" implies that I know I am doing wrong or being incorrect, but still behave inappropriately. Instead, I made \u200b\u200bit clear that I do not expect anyone to be involved or that I don\u2019t be offended by refusal, but that this is a great thing and I take my project very seriously and therefore, I hope for help, as I will not make it alone. Also begging is mostly annoying, so boldness and honesty are good to remember through the campaign. It also works in a tight place: \"This is a great project, but we are falling behind the target schedule. As little as five euros enables you to participate too, and it would be a very important thing right now. Thank you!\"<\/p>\n Six weeks was a long time, and there was time for my feelings to change many times. \u00a0several times. I continued to persevere daily social media updating and contacting people (friends and networks) by email and phone, and I was confident that the slow phase would turns into a successful final stretch, as long as I build the basis in advance.<\/p>\n I knew that many doubters would join only after the target sum would be achieved. For me, it was important to reach that level well before the very last days, so that the marketing would get a whole new level and spirit. People got really into following how much more money we could reach. More and more people became involved, knowing that they were now in the winning team.<\/p>\n At this final phase, a couple of gigs were also booked after a couple of weeks\u2019 negotiation, and these bigger funding sums significantly raised the pot. (It is important to note that there were dozens of small businesses and other interested parties, to whom I offered lectures and concerts during the campaign.)<\/p>\n As with the campaign start date, I also set the end date to be a Sunday. In this way I could concentrate on the end for the whole weekend, and people were laid back and active. Overall, the campaign went well. Plans made in advance were very important, also when expectations and reality were not met (in which case I made fine adjustments and corrections to the plans.)<\/p>\n The most important thing in crowdfunding is a sense of community. Hey, we carried out a project together!<\/em> So it is not a matter of someone to give money to you so that you get to do, but of feeling that we all enable this together. For this reason too it is important to avoid negativity and all forms of passive-aggressive coercion (\"if you do not participate then this will not work\") and begging, and instead remembering the importance of your message and staying effective.<\/p>\n As a nice anecdote from my own campaign, it happened that I begun to shout on a daily basis, on Twitter (and also on Facebook ), when I noticed that the pot had increased. I did this as a silly habit, out of sheer joy that I felt, but, surprisingly, people started communicating back to me:<\/p>\n Me: \"It is now 1930 \u20ac! Thank you Unknown!<\/p>\n Twitter follower:\" Look, again, now it is already \u20ac 1950!<\/p>\n \"Me:\"Oh, thank you! And hey now it is 1955 \u20ac! \"(Someone else has funded in between.)<\/p>\n A distant acquintance,\" Well, I went to help the pot over two thousand. I look forward to my singing classes!<\/p>\n 'The essence of crowdfunding is to ask yourself how could you be creating and managing a campaign that inspires people to join. Few people actually care about the end product or the reward. Above all, people want to be involved on an emotional level, carried out by a story that brings good mood to everyone-<\/p>\n It is very important to be active in social media on a daily basis, and contact people (friends and networks) daily (note: not terrorize). Because campaigning is really really intense, it should not be \u200b\u200btoo long. It makes sense to make up all kinds of events and activities alongside the campaign, which gives you something to talk about (media coverage, events, whatever), and gives the campaign shape and concrete stepping stones. The campaign is best viewed as a game, then it becomes fun and you don\u2019t take yourself too seriously.<\/p>\n Crowdfundig is, at its best, a great way to realize projects, but the lack of understanding of its mechanisms has left many good projects without funding. A good, realistic plan and its determined and happy implementation are the most essential factors for a successful crowdfunding campaign. The way you make use of your contacts and networks, and how you build your community may vary, but not matter what is your style, endurance, daily activity and determination are the cornerstones.<\/p>\n Good luck!<\/p>\n Send a comment for Anni on Twitter @annimattila!<\/p>\n Anni Mattila's crowdfunding project<\/a> (In Finnish) and her website<\/a> (In English)<\/p>\n <\/p>","fi":" <\/p>\n Vedin l\u00e4pi onnistuneen joukkorahoituskampanjan viime syksyn\u00e4 (5012 \u20ac, 108 rahoittajaa, keskiosto n. 50 \u20ac), ja sittemmin minulta on paljon kyselty miten siin\u00e4 onnistuin. T\u00e4ss\u00e4 pitk\u00e4hk\u00f6ss\u00e4 tekstiss\u00e4 avaan joitakin p\u00e4\u00e4kohtia. T\u00e4m\u00e4n lukemisen lis\u00e4ksi suosittelen googlaamaan niin suomeksi kuin englanniksi joukkorahoitusta k\u00e4sittelevi\u00e4 artikkeleita sek\u00e4 analysoimaan onnistuneita projekteja (kannattaa tutustua esimerkiksi Amanda Palmerin tapaukseen)<\/p>\n Ihmiset haluavat kovasti yksitt\u00e4isi\u00e4 neuvoja, kuten montako Facebook-p\u00e4ivityst\u00e4 pit\u00e4isi tehd\u00e4, tai pit\u00e4isik\u00f6 tehd\u00e4 sit\u00e4 tai t\u00e4t\u00e4 tai tuota. Oleellisempaa mielest\u00e4ni on kaksi asiaa: hyv\u00e4 ja realistinen suunnittelu sek\u00e4 m\u00e4\u00e4r\u00e4tietoisesti ja innostavasti l\u00e4pi viety kampanja<\/strong>. Se, miten t\u00e4m\u00e4n toteuttaa, riippuu paljolti kunkin persoonasta ja projektista.<\/p>\n Omalla kohdallani pitk\u00e4j\u00e4nteinen verkostoituminen sosiaalisessa mediassa (erityisesti Twitteriss\u00e4 ja Facebookissa) oli hyvin keskeist\u00e4 kampanjan onnistumiselle. Toisaalta todettakoon, ett\u00e4 yli puolet rahoittajista olivat yst\u00e4vi\u00e4ni ja sukulaisiani \u2013 siis ihmisi\u00e4, joilla ei ole mit\u00e4\u00e4n tekemist\u00e4 nettipresenssini kanssa. Kumpaakaan ei siis pit\u00e4isi laiminly\u00f6d\u00e4. Kolmantena tekij\u00e4n\u00e4 oli median ja laajempien verkostojen onnistunut k\u00e4ytt\u00f6, joka tuki kampanjaani niin, ett\u00e4 sain uskottavuutta ja lis\u00e4\u00e4 innostusta projektini tueksi.<\/p>\n Kaikkein oleellisinta on hyvin suunniteltu kampanja. T\u00e4m\u00e4 k\u00e4sitt\u00e4\u00e4 muun muassa rahoittajien m\u00e4\u00e4r\u00e4n ja rahoituksen tavoitteet ja v\u00e4litavoitteet, kampanjan aikana tapahtuvat tempaukset ja nostot kuten haastattelut, esiintymiset ynn\u00e4 muut, sek\u00e4 markkinointiin liittyv\u00e4t seikat.<\/p>\n On t\u00e4rke\u00e4\u00e4 pohtia, mik\u00e4 on hyv\u00e4 ajankohta omalle kampanjalleen, ennen kuin sen aloittaa. Huomioitavia seikkoja projektista riippuen voi olla niin joulut ja juhannukset, lasten lomaviikot tai vaikkapa Kalevalanp\u00e4iv\u00e4. Kes\u00e4lomalla ja joulun alla voi olla haasteellista kampanjoida, kun ihmisill\u00e4 on ajatukset muualla. Toisaalta itsell\u00e4 saattaa olla vaikkapa jokin t\u00e4rke\u00e4 ty\u00f6projekti, joten joukkorahoitusta ei kannata aikatauluttaa samalle ajankohdalle. Kannattaa pohtia asiaa niin omasta kuin toisten n\u00e4k\u00f6kulmasta k\u00e4sin. Milloin itse olisin vastaanottavaisin tuttavani joukkorahoituskampanjalle? Milloin minulla on voimavaroja keskitty\u00e4 kampanjointiin?<\/p>\n Analysoituani erin\u00e4isi\u00e4 kampanjoita tulin lopputulokseen, ett\u00e4 yleisimmin kampanjan kesto on noin 4\u20138 viikkoa. Mit\u00e4 pidemm\u00e4ksi kampanja k\u00e4y, sen raskaammaksi se k\u00e4y \u2013 my\u00f6s yleis\u00f6n kannalta. Ytimek\u00e4s ja hyvin suunniteltu rutistus vaikuttaakin yleisesti olevan pitk\u00e4\u00e4 kampanjaa parempi. T\u00e4ll\u00f6in kampanja pysyy virke\u00e4n\u00e4 ja j\u00e4nnitt\u00e4v\u00e4n\u00e4 \u201cpelin\u00e4\u201d alusta loppuun saakka, ja innostaa ihmisi\u00e4 seuraamaan tilannetta pitkin kampanjan etenemist\u00e4.<\/p>\n On my\u00f6s hyv\u00e4 huomioida, ett\u00e4 joukkorahoituskampanjan l\u00e4pivieminen on henkisesti yll\u00e4tt\u00e4v\u00e4n raskas prosessi, joten mit\u00e4 pidemp\u00e4\u00e4n kampanja jatkuu, sen enemm\u00e4n voimavaroja tarvitaan. Mit\u00e4 pidempi kampanja, sit\u00e4 suurempi l\u00e4ss\u00e4ht\u00e4misen vaara on. Lyhyt kampanja toisaalta vaatii huomattavaa ennakkosuunnittelua, ettei se ole ohi ennen kuin ehtii kunnolla alkaakaan. Nelj\u00e4 viikkoa on yleisesti ottaen ehk\u00e4 hieman lyhyt, ja yli 8 viikkoa taas liian pitk\u00e4. T\u00e4m\u00e4 nyrkkis\u00e4\u00e4nt\u00f6n\u00e4, josta voi perustellusti tietenkin joustaa.<\/p>\n Hyvin suunniteltu on puoliksi tehty, niin my\u00f6s joukkorahoituskampanjan kohdalla. Kun etuk\u00e4teen tiet\u00e4\u00e4, kuinka monta euroa tai rahoittajaa p\u00e4iv\u00e4ss\u00e4 tai viikossa pit\u00e4isi saada, on koko ajan tietoinen kampanjansa etenemisest\u00e4. Ennen kaikkea t\u00e4ll\u00f6in pystyy suhteuttamaan omaa toimintaansa sen mukaan, miten rahoituksen ker\u00e4\u00e4minen onnistuu (\u201chitsi, t\u00e4n\u00e4\u00e4n en ole tullut yht\u00e4\u00e4n rahoittajaa, pit\u00e4\u00e4kin soittaa serkuille ja kysy\u00e4, ovatko jo muistaneet kertoa t\u00e4st\u00e4 kavereilleen\u201d, \u201cmeh\u00e4n ollaan edell\u00e4 t\u00e4m\u00e4n viikkoista tavoitettamme, eli ei muuta kuin jatketaan samaan malliin!\u201d).<\/p>\n Selvitin, ett\u00e4 joukkorahoituskampanjoiden rahoitus syntyy useimmiten niin sanotun U-k\u00e4yr\u00e4n mukaisesti: alussa ja lopussa tulee enemm\u00e4n rahoitusta, keskell\u00e4 on suvanto. T\u00e4m\u00e4 tarkoittaa sit\u00e4, ett\u00e4 alussa pit\u00e4isi saada kaikki l\u00e4hipiiril\u00e4iset mukaan, jotta loppukampanjasta ne tuntemattomat ihmiset ja muut jahkaajat vakuuttuisivat siit\u00e4, ett\u00e4 kyll\u00e4 hekin haluavat olla mukana. Joukkorahoituksen psykologia on hyvin simppeli: voittajan kelkassa on kiva olla, h\u00e4vi\u00e4j\u00e4n kelkkaan ei halua kukaan. U-k\u00e4yr\u00e4n ensimm\u00e4inen piikki (eli startti) on siis hyvin oleellinen, jotta loppukiri voisi olla mahdollinen. T\u00e4st\u00e4 syyst\u00e4 my\u00f6s ennakkomarkkinointi on hyvin t\u00e4rke\u00e4\u00e4, johon palaan my\u00f6hemmin t\u00e4ss\u00e4 kirjoituksessa.<\/p>\n Toisin sanoen kaikkien yst\u00e4vien olisi oltava tietoisia joukkorahoituskampanjasta jo ennen kampanjan alkua, jotta he voisivat heti kampanjan ensimm\u00e4isin\u00e4 p\u00e4ivin\u00e4 tulla mukaan. Mik\u00e4li n\u00e4in tapahtuu, U-k\u00e4yr\u00e4n alkup\u00e4\u00e4 saadaan n\u00e4ytt\u00e4m\u00e4\u00e4n tuon yll\u00e4olevan kaavion punaisen k\u00e4ppyr\u00e4n mukaiselta. T\u00e4ll\u00f6in kampanja saa iloisen ja innokkaan startin, mill\u00e4 on suuri vaikutus kampanjan yleiseen tunnelmaan.<\/p>\n Jotta sitten tiet\u00e4isi, paljonko niit\u00e4 tuttuja (ja tuntemattomia) joukkorahoitukseen tarvittaisiin mukaan, on oltava jokin tavoitesumma. Tavoitesumma muodostuu tietenkin projektin budjetin mukaan, mutta lis\u00e4ksi on hyv\u00e4 v\u00e4h\u00e4n leikitell\u00e4 erilaisilla skenaarioilla, jotta voi saada realistisen kuvan siit\u00e4, mink\u00e4lainen summa on ylip\u00e4\u00e4t\u00e4\u00e4n mahdollinen.<\/p>\n Toisin kuin joskus ilmeisesti kuvitellaan, joukkorahoitus ei ole mik\u00e4\u00e4n nerokas systeemi, joka jauhaa rahaa anteliailta tuntemattomilta sill\u00e4 v\u00e4lin, kun itse tekee jotakin muuta. P\u00e4invastoin, yleisimmin noin 50\u201367% rahoituksesta tulee hanketta vet\u00e4vien omilta l\u00e4heisilt\u00e4.<\/p>\n Kun tavoitesumman lis\u00e4ksi viel\u00e4 arvioimme rahoittajien keskiostoksen, voimme tehd\u00e4 erilaisia laskelmia siit\u00e4, kuinka monta rahoittajaa tarvitsemme, kuinka monta heist\u00e4 pit\u00e4isi olla meid\u00e4n tuttujamme, ja kuinka paljon rahaa\/rahoittajia pit\u00e4isi miss\u00e4kin vaiheessa kampanjaa olla ja niin pois p\u00e4in.<\/p>\n Amerikkalaisten joukkorahoituspalvelujen analyyseihin pohjautuen tein oletuksen, ett\u00e4 rahoittajieni keskiostos on 35 euroa. Oman kampanjani kohdalla keskiostos nousi lopulta viel\u00e4kin ylemm\u00e4ksi, mutta toisissa tapauksissa keskiostos saattaa olla l\u00e4hemp\u00e4n\u00e4 20 euroa. T\u00e4ss\u00e4 esimerkiss\u00e4 k\u00e4yt\u00e4n kuitenkin tuota 35 euron keskiostosta.<\/p>\n Esimerkki: Tavoitesummat 1000\u20ac (\u201cminimi\u201d), 2500\u20ac (\u201crealistinen\u201d) ja 5000\u20ac (\u201cunelmatavoite\u201d)<\/p>\n Tarvittavien rahoittajien m\u00e4\u00e4r\u00e4, jos keskiostos 35\u20ac:<\/p>\n 1000 \u20ac \/ 35 \u20ac per hl\u00f6 = ~30 hl\u00f6<\/p>\n 2500 \u20ac \/ 35 \u20ac per hl\u00f6 = ~70 hl\u00f6<\/p>\n 5000 \u20ac \/ 35 \u20ac per hl\u00f6 = ~145 hl\u00f6<\/p>\n Jos arvioimme, ett\u00e4 \u2154:aa rahoittajista pit\u00e4\u00e4 olla tuttujamme, meille selvi\u00e4\u00e4 seuraavaa:<\/p>\n 1000 \u20ac varten tarvitsemme 20 tuttua mukaan (10 henke\u00e4 tulee verkostoista).<\/p>\n 2500 \u20ac varten tarvitsemme n. 45 tuttua mukaan (25 henke\u00e4 tulee verkostoista).<\/p>\n 5000 \u20ac varten tarvitsemme n. 100 tuttua mukaan (45 henke\u00e4 tulee verkostoista).<\/p>\n Kun realisteina viel\u00e4 toteamme, ett\u00e4 luultavasti vain puolet pyyt\u00e4mist\u00e4mme ihmisist\u00e4 haluavat tai voivat osallistua, tuplaantuu listattavien tuttujen m\u00e4\u00e4r\u00e4:<\/p>\n 1000 \u20ac varten tarvitsemme 2500 \u20ac varten tarvitsemme n. 5000 \u20ac varten tarvitsemme n. Selvitetty\u00e4\u00e4n n\u00e4m\u00e4 simppelit numerot voi alkaa listata kaikkia omia sidosryhmi\u00e4\u00e4n ja naapurustoaan. T\u00e4ll\u00f6in k\u00e4y nopeasti selv\u00e4ksi, moniko ihminen ihan oikeasti voisi olla mukana. Sen mukaan voi puolestaan arvioida kokonaispottia, kerran v\u00e4himmill\u00e4\u00e4nkin puolet kampanjan rahoituksesta tulee niilt\u00e4 omilta tutuilta. Itselleni tuotti vaikeuksia kerrytt\u00e4\u00e4 tuttavieni listaan edes sata nime\u00e4, ja loppujen lopuksihan kampanjassani olikin 108 rahoittajaa. Keskiostos oli kuitenkin arvioitua suurempi, mink\u00e4 takia oma tavoitteeni ylittyi suht reippaasti.<\/p>\n Itse k\u00e4vin katselemassa, mink\u00e4laisia vastikkeita muilla on ollut. Mietin, mink\u00e4laiset vastikkeet voisivat oikeasti olla omasta mielest\u00e4ni todella hienoja ja mink\u00e4laisten asioiden takana voisin itse seist\u00e4. Jaoin omat vastikkeeni nelj\u00e4\u00e4n kategoriaan (kategorioita voi luoda omaan projektiin soveltuvasti), mik\u00e4 helpotti kokonaisuuden hahmottamista:<\/p>\n musiikki (digilataus, CD, LP)<\/p>\n<\/li>\n printit (nuotit, valokuvat, lehti)<\/p>\n<\/li>\n merchandise (muotisuunnittelija Camilla Mikaman kanssa toteutettu yhteisty\u00f6, jossa t-paita, huivi ja 3D-printattu hopeakoru)<\/p>\n<\/li>\n immateriaalit (yksityistunnit, laulunkirjoitussessiot, luennot ja konsertit)<\/p>\n<\/li>\n<\/ol>\n Lis\u00e4ksi hinnoittelin vastikkeet niin, ett\u00e4 kaikissa hintakategorioissa oli tuotteita. Mik\u00e4li potentiaalinen rahoittaja olisi valmis satsaamaan projektiin esimerkiksi 20 euroa, mutta tarjolla olevien vastikkeiden arvot ovat 5 ja 25 euroa, luultavasti rahoittaja valitsee sen halvemman ja t\u00e4ss\u00e4 tapauksessa 15 euroa olisi j\u00e4\u00e4nyt saamatta. Pidin siis huolen, ett\u00e4 ihmiset voivat ostaa juuri niin suurella (tai pienell\u00e4) summalla, kuin haluavat. (T\u00e4st\u00e4 startegiasta poikkeuksena omasta mielest\u00e4ni hienosti ja tyylikk\u00e4\u00e4sti toteutettu DJ-kirjan kampanja, jossa vastikkeita oli k\u00e4yt\u00e4nn\u00f6ss\u00e4 vain yksi. Kannattaa k\u00e4yd\u00e4 kurkkaamassa!)<\/p>\n Tulkintani mukaan rahoittajien keskiostos on yleens\u00e4 35 euroa, mutta yleisimmin ostetun vastikkeen hinta on 20-25 euroa.<\/p>\n Tein kampanjassani yhteisty\u00f6t\u00e4 vaatesuunnittelija Camilla Mikaman<\/strong> kanssa. Onkin hyv\u00e4 mietti\u00e4, kenen kanssa kampanjaa voisi tehd\u00e4 yhdess\u00e4. Joukkorahoituksessa on kyse yhteis\u00f6st\u00e4, joten mit\u00e4 useampi ihminen voi luontevasti kertoa siit\u00e4 omille tutuilleen tai asiakkailleen, sen parempi.<\/p>\n Lis\u00e4ksi apu on tarpeen jo senkin takia, ettei kukaan voi osata tehd\u00e4 kaikkea. Camillan kauniit paidat ja huivit olivat paljon oivallisempia vastikkeita juuri minun kampanjaani kuin vaikkapa tavalliset t-paidat. Kampanjan vastikkeiden toteuttamisessa minulla on ollut my\u00f6s apuna graafikkoyst\u00e4v\u00e4, joka hallitsee visuaalisen puolen ja siihen liittyv\u00e4t tarpeelliset tietokoneohjelmat.<\/p>\n T\u00e4m\u00e4n lis\u00e4ksi tiimiss\u00e4ni oli muita ihmisi\u00e4 auttamassa kampanjan suunnittelussa sek\u00e4 sen seurannassa pitkin kampanjaa, sek\u00e4 luomassa mediakontakteja. Minut buukkattiin televisioon ja radioon kertomaan projektistani, mik\u00e4 rytmitti kampanjointia mukavasti.<\/p>\n Ennakkomarkkoinnin tavoitteena on luoda odotuksen tunnetta. Lis\u00e4ksi konkreettisesti sen teht\u00e4v\u00e4n\u00e4 on saada kampanjalle hyv\u00e4 startti, eli mahdollisimman paljon rahoitusta kampanjan ensimm\u00e4isin\u00e4 p\u00e4ivin\u00e4.<\/p>\n On t\u00e4rke\u00e4\u00e4 ymm\u00e4rt\u00e4\u00e4, ett\u00e4 suunnilleen 50\u201367% (eli l\u00e4hemm\u00e4s kaksi kolmasosaa) rahoittajista tulevat olemaan omia tuttujasi. Itse listasin omat tuttuni eri sidosryhmieni mukaan ja kontaktoin heid\u00e4t sopivilla tavoilla. Kannattaa aina katsoa asiaa sen toisen ihmisen n\u00e4k\u00f6kulmasta, ja mietti\u00e4 siit\u00e4 k\u00e4sin paras mahdollinen tapa viesti\u00e4. Omaan ennakkomarkkointiini kuului niin aktiivista Twitteriss\u00e4 ja muussa sosiaalisessa mediassa viestint\u00e4\u00e4 kuin puheluita, s\u00e4hk\u00f6posteja, perinteisten kirjeiden kirjoittamista ja kahvilassa yst\u00e4vien kanssa istumista. Olin kaikessa viestinn\u00e4ss\u00e4ni rehellinen, asiallinen, positiivinen, rakentava ja m\u00e4\u00e4r\u00e4tietoinen. Jos ei kehtaa pyyt\u00e4\u00e4 rahaa omaan projektiinsa (eli kertoa siit\u00e4 ja uskoa siihen julkisesti), kannattaa mietti\u00e4 onko projekti oikeasti tarpeeksi hyv\u00e4 ja onko joukkorahoitus se tapa, jolla projekti oikeasti kannattaa rahoittaa.<\/p>\n Verkostot on hyv\u00e4 kontaktoida jo etuk\u00e4teen, vaikka niiden merkitys korostuukin vasta kampanjan edetess\u00e4. Verkostot voidaan jakaa karkeasti erilaisiin mediakontakteihin sek\u00e4 omien l\u00e4heisten kautta avautuviin mahdollisuuksiin.<\/p>\n Kaikenlainen median\u00e4kyvyys luo kampanjalle uskottavutta, joten haastattelujen, vierailuiden, blogausten ja muiden vastaavien aikataulutus hyviss\u00e4 ajoin osaksi kampanjaa on suotavaa. Toki innostumisen my\u00f6t\u00e4 n\u00e4it\u00e4 voi tulla kampanjan ollessa k\u00e4ynniss\u00e4kin, mutta tyhj\u00e4st\u00e4 ne eiv\u00e4t synny \u2013 joku (eli sin\u00e4 tai yst\u00e4v\u00e4si) ne aina buukkaa. Omasta kampanjastani voin todeta, ett\u00e4 median\u00e4kyvyys ei korreloinut suoraan kampanjaan osallistuneiden m\u00e4\u00e4r\u00e4ss\u00e4. Radiohaastattelun tai televisioesiintymisen j\u00e4lkeen ei tullut mink\u00e4\u00e4nlaista rahoittajarynt\u00e4yst\u00e4. J\u00e4lkeen p\u00e4in asiaa pohdittuani n\u00e4kyvyys mediassa olikin t\u00e4rke\u00e4\u00e4 ennen kaikkea uskottavan mielikuvan luomisessa niille empiville rahoittajille, jotka tulivat mukaan vasta kampanjan loppumetreill\u00e4. N\u00e4m\u00e4 jahkaavat olivat yleisimmin joko tutun tuttuja, seuraajiani sosiaalisessa mediassa tai omia tuttujani, jotka suhtautuivat kampanjaani aluksi negatiivisesti, mutta halusivat lopulta olla mukana voittajan kelkassa. Innostus tarttuu, ja lopulta hekin innostuivat.<\/p>\n Henkil\u00f6kohtaiset verkostot ovat my\u00f6s \u00e4\u00e4rimm\u00e4isen t\u00e4rkeit\u00e4 joukkorahoituksessa. On hyv\u00e4 mietti\u00e4, mink\u00e4laiset tahot voisivat hy\u00f6ty\u00e4 yhteisty\u00f6st\u00e4, tai ketk\u00e4 voisivat auttaa jollakin tavalla. Kollegani valmentaa tytt\u00e4rens\u00e4 taitoluisteluryhm\u00e4\u00e4, olisiko siell\u00e4 kiinnostuneita? Vanha koulukaveri on nyky\u00e4\u00e4n paikallislehden p\u00e4\u00e4toimittaja, voisiko h\u00e4n kirjoittaa jutun tai vinkata asiasta eteenp\u00e4in? Voisinko pit\u00e4\u00e4 yst\u00e4v\u00e4ni ravintolassa eksklusiivisen illan rahoittajilleni, jos h\u00e4n saisi puolestaan mainosta kampanjani kautta? Tuntevatko yst\u00e4v\u00e4ni pieni\u00e4 firmoja, jotka voisivat jotenkin osallistua rahoitukseen? Ideoita on loputtomasti, kunhan ne saa kaivettua esiin. Ideat ovat my\u00f6s ainutlaatuisia omasta projektista ja omista verkostoista riippuen, joten mit\u00e4\u00e4n valmiita malleja ei kannata etsi\u00e4. Mik\u00e4li ideointi tuntuu vaikealta, kannattaa googlata erilaisia ajatuskartta- ja assosiaatioharjoituksia. Mahdollisuuksia l\u00f6ytyy loputtomasti, kunhan ne vain kaivaa esiin ja nostaa keskusteluun.<\/p>\n Loppuun on viel\u00e4 todettava verkostoista, ett\u00e4 vakuuttava presenssi sosiaalisessa mediassa kuukausia etuk\u00e4teen oli oman kampanjani onnistumelle t\u00e4ysin kriittist\u00e4. Sen toteuttaminen on kuitenkin jo toisen artikkelin aihe. Siisp\u00e4 rohkaisen kaikkia luonteestaan ja projektistaan riippuen blogin, Twitter-tilin tai muun vastaavan perustamiseen. Ohjeita ja vinkkej\u00e4 on netti pullollaan!<\/p>\n Toteutin kampanjani suunnitelmieni (eli U-k\u00e4yr\u00e4n ja laskelmieni) mukaisesti. Kuuden viikon kampanja jaettiin kolmeen osaan, joista ensimm\u00e4isen ja viimeisen aikana oli tarkoitus ker\u00e4t\u00e4 \u2156 rahoituksesta (tai rahoittajista, seurasin kumpienkin muodostumista erikseen) ja keskimm\u00e4isen, eli suvantovaiheen, aikana \u2155.<\/p>\n Kampanjan aloitusp\u00e4iv\u00e4ksi valikoitui sunnuntai, jotta ihmiset olisivat vapaalla, hyv\u00e4ntuulisia, kiireett\u00f6mi\u00e4 ja helposti tavoitettavissa. Viikonlopun aikana muistutin henkil\u00f6kohtaisesti kaikkia l\u00e4heisi\u00e4, kenelle olin l\u00e4hett\u00e4nyt kirjeen tai s\u00e4hk\u00f6postia, kampanjan startista. Olin my\u00f6s p\u00e4ivitt\u00e4in aktiivinen sosiaalisessa mediassa.<\/p>\n \u00a0 P\u00e4ivitt\u00e4in pidin yll\u00e4 innostusta kertomalla Facebookissa ja Twitteriss\u00e4, miten kampanja etenee. Jo rahoittaneille laitoin parin viikon v\u00e4lein yleisen infokirjeen projektin etenemisest\u00e4 (tosin pit\u00e4\u00e4 olla tarkkana, ettei liika kontaktointi ala \u00e4rsytt\u00e4\u00e4) ja annoin heille sivulauseissa mahdollisuuden kertoa osallistumisestaan eteenp\u00e4in. (J\u00e4lleen kerran, en anellen vaan tarjoten mahdollisuutta jakaa omaa innostustaan. \u201cOlen muuten mukana t\u00e4mm\u00f6isess\u00e4 aika hauskassa projektissa, k\u00e4yp\u00e4 lukemassa semmoisen laulajan haastattelu\u2026\u201d)<\/p>\n Itse pyrin esiintym\u00e4\u00e4n kaikissa viesteiss\u00e4ni hyv\u00e4ntuulisena, innostavana, vakuuttavana ja p\u00e4\u00e4tt\u00e4v\u00e4isen\u00e4. En pyyt\u00e4nyt miss\u00e4\u00e4n vaiheessa anteeksi kampanjointiani. Mielest\u00e4ni \u201canteeksi, ett\u00e4 otan yhteytt\u00e4\u201d tai \u201ckampanjani saattaa \u00e4rsytt\u00e4\u00e4\u201d antaa s\u00e4vyn, ett\u00e4 tied\u00e4n tekev\u00e4ni v\u00e4\u00e4rin tai olevani ep\u00e4korrekti, mutta k\u00e4ytt\u00e4ydyn silti sopimattomasti. Sen sijaan tein selv\u00e4ksi, etten oleta kenenk\u00e4\u00e4n olevan mukana tai etten loukkaannu kielt\u00e4ytymisest\u00e4, mutta ett\u00e4 t\u00e4m\u00e4 on upea juttu ja otan projektini \u00e4\u00e4rimm\u00e4isen vakavasti ja toivoisin siksi apuja, sill\u00e4 en p\u00e4rj\u00e4\u00e4 yksin. My\u00f6s aneleminen on l\u00e4hinn\u00e4 \u00e4rsytt\u00e4v\u00e4\u00e4, joten reippaus ja rehellisyys ovat hyvi\u00e4 muistaa l\u00e4pi kampanjan. Tiukassakin paikassa se kyll\u00e4 toimii: \u201cT\u00e4m\u00e4 on upea projekti, mutta olemme j\u00e4\u00e4m\u00e4ss\u00e4 j\u00e4lkeen tavoiteaikataulustamme. Jo viidell\u00e4 eurolla voit olla mukana, ja se olisi juuri nyt tosi t\u00e4rke\u00e4 juttu. Kiitos!\u201d<\/p>\n Kuusi viikkoa oli pitk\u00e4 aika ja omat tuntemukset ehtiv\u00e4t vaihdella moneen kertaan. Jatkoin sinnikk\u00e4\u00e4sti p\u00e4ivitt\u00e4in sosiaalisen median p\u00e4ivitt\u00e4mist\u00e4 sek\u00e4 ihmisten (yst\u00e4vieni ja verkostojeni) kontaktointia meilitse ja puhelimitse, ja luotin siihen, ett\u00e4 suvantovaihe k\u00e4\u00e4ntyy onnistuneeksi loppukiriksi, kunhan vain petaan sen ennakkoon hyvin.<\/p>\n Tiesin, ett\u00e4 moni ep\u00e4ilij\u00f6ist\u00e4 tulisi mukaan vasta sen j\u00e4lkeen, kun tavoitesumma on saavutettu. Itselleni olikin t\u00e4rke\u00e4\u00e4 tavoittaa summa hyviss\u00e4 ajoin ennen viimeisi\u00e4 p\u00e4ivi\u00e4, jotta sain markkinointiini aivan uuden vireen ja tason. Ihmiset innostuivat, ett\u00e4 kuinka paljon enemm\u00e4n sit\u00e4 rahaa oikein voikaan kerty\u00e4! Yh\u00e4 useampi tuli mukaan, kun tiesi p\u00e4\u00e4sev\u00e4ns\u00e4 voittavaan joukkueeseen.<\/p>\n My\u00f6s pari konserttia saatiin ly\u00f6ty\u00e4 lukkoon parin viikon neuvottelujen j\u00e4lkeen, joten sain isompia rahoittajia nostamaan pottia vauhdilla. (On t\u00e4rke\u00e4\u00e4 huomioida, ett\u00e4 pieni\u00e4 yrityksi\u00e4 ja muita tahoja, joille luentoja ja konsertteja tarjosin kampanjani aikana, oli kymmeni\u00e4.)<\/p>\n Kuten kampanjan aloitusp\u00e4iv\u00e4, olin my\u00f6s asettanut viimeisen p\u00e4iv\u00e4n kirin sunnuntaille. T\u00e4ll\u00f6in minulla oli koko viikonloppu aikaa tehd\u00e4 loppukampanjaa ja my\u00f6s ihmiset olivat rentoja ja aktiivisia. Kaiken kaikkiaan kampanjani meni hyvin. Ennakkoon tehdyt suunnitelmat olivat t\u00e4ss\u00e4 erityisen t\u00e4rke\u00e4ss\u00e4 osassa, my\u00f6s silloin kuin odotukset ja todellisuus eiv\u00e4t kohdanneet (jolloin osasin tehd\u00e4 hienos\u00e4\u00e4t\u00f6\u00e4 ja korjausliikkeit\u00e4).<\/p>\n Kaikkein oleellisinta joukkorahoituksessa on yhteis\u00f6llisyyden tunteen muodostaminen. Hei, me tehd\u00e4\u00e4n t\u00e4\u00e4 projekti yhdess\u00e4!<\/em> Ei siis ole kyse siit\u00e4, ett\u00e4 joku antaa rahaa sinulle, jotta sin\u00e4 saat tehd\u00e4, vaan ett\u00e4 luodaan tunne siit\u00e4, ett\u00e4 me kaikki teemme t\u00e4m\u00e4n yhdess\u00e4 mahdolliseksi. T\u00e4st\u00e4kin syyst\u00e4 negatiivisuuden ja kaikenlaisen passiivis-aggressiivisen pakottamisen (\u201cjos et osallistu niin t\u00e4st\u00e4 ei tule mit\u00e4\u00e4n\u201d) ja anelemisen v\u00e4lttely ja reippauteen ja asian t\u00e4rkeyteen keskittyminen on hyvin oleellista.<\/p>\n Hauskana yksityiskohtana omasta kampanjastani kerrottakoon, ett\u00e4 aloin p\u00e4ivitt\u00e4in huudella varsinkin Twitteriss\u00e4 (ja my\u00f6s Facebookissa) aina, kun huomasin potin nousseen. T\u00e4m\u00e4 t\u00e4ysin h\u00f6ps\u00f6 ja vilpitt\u00f6m\u00e4st\u00e4 ilosta l\u00e4htenyt viestint\u00e4 johtikin siihen, ett\u00e4 ihmiset alkoivat viesti\u00e4 minulle takaisin:<\/p>\n Min\u00e4: \u201cNyt on jo 1930\u20ac! Kiitos!\u201d<\/p>\n Tuntematon Twitter-seuraaja: \u201cKatsopas uudestaan, nyt se on jo 1950\u20ac!\u201d<\/p>\n Min\u00e4: \u201cOho, voi kiitos! Ja hei nyt on 1955\u20ac!\u201d (Joku muukin oli k\u00e4ynyt rahoittamassa siin\u00e4 v\u00e4liss\u00e4.)<\/p>\n Toinen puolituttu: \u201cNo niin, k\u00e4vin auttamassa potin yli kahden tonnin. Odotan innolla laulutuntia!\u201d<\/p>\n Oleellisinta joukko- eli yhteis\u00f6<\/em>rahoituksessa olisikin siis ymm\u00e4rt\u00e4\u00e4, miten voisin olla luomassa ja johtamassa kampanjaa, joka innostaa ihmiset mukaan. Harvoja todella kiinnostaa se tuote tai vastike. Ennen kaikkea halutaan olla mukana tunnetasolla, toteuttamassa juttua, josta tulee hyv\u00e4 mieli.<\/p>\n On hyvin t\u00e4rke\u00e4\u00e4 olla p\u00e4ivitt\u00e4in aktiivinen sosiaalisessa mediassa, ja p\u00e4ivitt\u00e4in kontaktoida (huom. ei terrorisoida) henkil\u00f6tasolla ihmisi\u00e4, niin niit\u00e4 tuttuja kuin verkostoja. Koska kampanjointi on oikeasti todella intensiivist\u00e4, kampanjasta ei kannata tehd\u00e4 liian pitk\u00e4\u00e4. Kehitt\u00e4m\u00e4ll\u00e4 oheen kaikenlaista muuta toimintaa ja tapahtumaa, josta puhua (median\u00e4kyvyys, tapahtumat, mit\u00e4 ikin\u00e4), luo kampanjalle ryhti\u00e4, ja auttaa my\u00f6s luomaan v\u00e4lietappeja. Kampanjaan kannattaa suhtautua kuin peliin, silloin siit\u00e4 tulee hauskaa eik\u00e4 itse\u00e4\u00e4n ota liian vakavasti.<\/p>\n Joukkorahoitus on parhaimmillaan aivan upea tapa toteuttaa projekteja, mutta ymm\u00e4rt\u00e4m\u00e4tt\u00f6myys sen toimintamekanismeista on j\u00e4tt\u00e4nyt monta hienoa projektia vailla rahoitusta. Hyv\u00e4, realistinen suunnitelma ja sen p\u00e4\u00e4tt\u00e4v\u00e4inen ja iloinen toteuttaminen ovatkin kaikkein keskeisimm\u00e4t tekij\u00e4t onnistuneen joukkorahoituskampanjan l\u00e4pi viemisess\u00e4. Se, miten omia kontaktejaan ja verkostojaan k\u00e4ytt\u00e4\u00e4, ja mill\u00e4 keinoilla oman yhteis\u00f6ns\u00e4 luo, voi vaihdella. Oli tyyli mik\u00e4 tahansa, pitk\u00e4j\u00e4ntesyys, p\u00e4ivitt\u00e4inen aktiivisuus ja m\u00e4\u00e4r\u00e4tietoisuus ovat yhteis\u00f6n rakentamisen kulmakivi\u00e4.<\/p>\n Onnea matkaan!<\/em><\/p>\n L\u00e4het\u00e4 kommenttisi Annille Twitteriss\u00e4 @annimattila!<\/p>\n Anni Mattilan yhteis\u00f6rahoitusprojekti <\/a>ja nettisivut<\/a><\/p>\n <\/p>"}},"_links":{"self":[{"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/pages\/5048","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/comments?post=5048"}],"version-history":[{"count":1,"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/pages\/5048\/revisions"}],"predecessor-version":[{"id":18842,"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/pages\/5048\/revisions\/18842"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/media\/5049"}],"wp:attachment":[{"href":"https:\/\/mesenaatti-cms-2026.karolina.io\/en\/wp-json\/wp\/v2\/media?parent=5048"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}20<\/del> 40 people we know<\/p>\n45<\/del> 90 people we know<\/p>\n100<\/del> 200 people we know<\/p>\nDesigning the rewards<\/h3>\n
\n
Partners and team<\/h3>\n
2 Pre-marketing<\/h2>\n
Your close circles<\/h3>\n
Networks<\/h3>\n
3 Campaign<\/h2>\n
Beginning<\/h3>\n
<\/p>\n
Center<\/h3>\n
Final Spurt<\/h3>\n
4.Community<\/h2>\n
Well planned is half done; and the other half is a serious job<\/h2>\n
1 Campaign Planning<\/h2>\n
Timing of the campaign<\/h3>\n
Duration of the campaign<\/h3>\n
Strategy or the timeline, the target amount<\/h3>\n
<\/p>\n
Target sum<\/h3>\n
20<\/del> 40 people we know<\/p>\n45<\/del> 90 people we know<\/p>\n100<\/del> 200 people we know<\/p>\nDesigning the rewards<\/h3>\n
\n
Partners and team<\/h3>\n
2 Pre-marketing<\/h2>\n
Your close circles<\/h3>\n
Networks<\/h3>\n
3 Campaign<\/h2>\n
Beginning<\/h3>\n
<\/p>\n
Center<\/h3>\n
Final Spurt<\/h3>\n
4.Community<\/h2>\n
Hyvin suunniteltu on puoliksi tehty;
\nja se toinen puoli tehd\u00e4\u00e4n hiki hatussa t\u00f6it\u00e4<\/h2>\n1. Kampanjan suunnittelu<\/h2>\n
Kampanjan ajankohta<\/h3>\n
Kampanjan kesto<\/h3>\n
Strategia eli aikajana + tavoitesumma<\/h3>\n
<\/p>\n
Tavoitesumma<\/h3>\n
20<\/del> 40 tuttua mukaan.<\/p>\n45<\/del> 90 tuttua mukaan.<\/p>\n100<\/del> 200 tuttua mukaan.<\/p>\nVastikkeiden suunnittelu<\/h3>\n
\n
Yhteisty\u00f6kumppanit ja tiimi<\/h3>\n
2. Ennakkomarkkinointi<\/h2>\n
Oma l\u00e4hipiiri<\/h3>\n
Verkostot<\/h3>\n
3. Kampanja<\/h2>\n
Alku<\/h3>\n
<\/p>\n
Keskikohta<\/h3>\n
Loppukiri<\/h3>\n
4. Yhteis\u00f6llisyys<\/h2>\n
Well planned is half done; and the other half is a serious job<\/h2>\n
1 Campaign Planning<\/h2>\n
Timing of the campaign<\/h3>\n
Duration of the campaign<\/h3>\n
Strategy or the timeline, the target amount<\/h3>\n
<\/p>\n
Target sum<\/h3>\n
20<\/del> 40 people we know<\/p>\n45<\/del> 90 people we know<\/p>\n100<\/del> 200 people we know<\/p>\nDesigning the rewards<\/h3>\n
\n
Partners and team<\/h3>\n
2 Pre-marketing<\/h2>\n
Your close circles<\/h3>\n
Networks<\/h3>\n
3 Campaign<\/h2>\n
Beginning<\/h3>\n
<\/p>\n
Center<\/h3>\n
Final Spurt<\/h3>\n
4.Community<\/h2>\n
Hyvin suunniteltu on puoliksi tehty;
\nja se toinen puoli tehd\u00e4\u00e4n hiki hatussa t\u00f6it\u00e4<\/h2>\n1. Kampanjan suunnittelu<\/h2>\n
Kampanjan ajankohta<\/h3>\n
Kampanjan kesto<\/h3>\n
Strategia eli aikajana + tavoitesumma<\/h3>\n
<\/p>\n
Tavoitesumma<\/h3>\n
20<\/del> 40 tuttua mukaan.<\/p>\n45<\/del> 90 tuttua mukaan.<\/p>\n100<\/del> 200 tuttua mukaan.<\/p>\nVastikkeiden suunnittelu<\/h3>\n
\n
Yhteisty\u00f6kumppanit ja tiimi<\/h3>\n
2. Ennakkomarkkinointi<\/h2>\n
Oma l\u00e4hipiiri<\/h3>\n
Verkostot<\/h3>\n
3. Kampanja<\/h2>\n
Alku<\/h3>\n
<\/p>\n
Keskikohta<\/h3>\n
Loppukiri<\/h3>\n
4. Yhteis\u00f6llisyys<\/h2>\n