A Round-up of Crowdfunding Campaigns & News in February 2025

Posted on by Clive Reffell
Main image for a blog by Clive Reffell, independent crowdfunding adviser

This round-up shows the flexibility of crowdfunding for a wide range of users. They include organisations that were asking for donations, selling equity, and encouraging people to invest in community shares.

First, did you know women-led crowdfunding projects outperform men’s by success rate in achieving funding, with 20% shorter campaign completion times.

Equity Crowdfunding

Established in 2009, the made-to-order and sustainable fashion brand Wolf in Sheep’s Clothing (WISC) closed its equity crowdfunding campaign after beating its £150,000 target by 7%. The money will be used for marketing costs and new machinery.

The Smart Container Company is offering equity through crowdfunding to raise funds and accelerate the development of its smart beer kegs. IoT blockchain technology enables tracking their location and checking the temperature the contents is stored at. By February 28 the company had raised 112% of its £150,000 target with 22 days left to tun. EIS benefits (Enterprise Investment Scheme) are available for investors who are UK taxpayers.

JNCK Bakery offers low-sugar, nutritionally enhanced cookies, and recently launched in 550-plus stores across the UK. In February the fmcg startup closed an equity crowdfunding round after raising more than £260,000 to further accelerate growth.

Equity crowdfunding by Reality Games raised £1.56m to further develop an immersive geolocation and augmented reality version of the classic Monopoly board game. Players can explore their own city, trade virtual properties, and compete in global challenges.

UK healthtech startup MultiplAI Health is developing an AI and RNA-based screening test to detect earliest stage cardiovascular and complex diseases. By February 28, with 8 days left to run, MultiplAI Health had reached 71% of its £300,000 target to accelerate commercialising as a lab-developed test in the U.S. market.

Vegan fashion startup Immaculate Vegan, founded in 2019, raised £183,375 through equity crowdfunding from 114 investors. Its target was £150,000 to expand its women’s offering, build newer men’s, home, kids, beauty and pets categories, plus accelerate US customer growth.

A new night train service called “European Sleeper” has crowdfunded for a number of years and in total has raised over €5.5m from over 4,000 backers. The Sunday Times reported on one of its pilot journeys from Brussels to Venice, complete with passengers sleeping in refurbished carriages that are 50 or more year old.

Not at all such good news for investors in Gunna Drinks. The Grocer reported that the collapse of the premium soft drinks brand had left crowdfunding investors particularly angry. They hadn’t even been told the founder and CEO had stepped down last November. “Why are we always the last to know?” complained one exasperated backer.

On a happier note, two guys in Salford who have been friends since school launched The Salford Rum Company in 2018 with £5,000 of savings. Their premium rum rivals luxury gins, and they quickly raised over £314,000 from a round of equity crowdfunding. This has already beaten their £250,000 target and as from February 28 there’s still 26 days left to invest.

P2P Lending Through Bonds

British luxury home decor, wallpaper and lifestyle company, the B-Corp House of Hackney, is crowdfunding to raise £2 million by issuing fixed-interest bonds through Triodos Bank UK. It wants to buy out existing private equity shareholders and pursue its ESG commitments with more vigour. By February 28 it had raised just over £308,000 with 28 days left to run. Looks like it’s going to be a tough call. 

Donations and Rewards Crowdfunding

Bramley Baths is an Edwardian heritage treasure in Leeds, and its fundraisers gave themselves until the end of February to raise the final balance of its community shares crowdfunding target of £350,000 to repair and restore the roof, while also installing new energy-saving features. By the time the crowdfunding project closed at 5pm on February 28 it had raised £374,360 from 531 investors in 140 days.

Community shares are an opportunity for people to champion a local organisation or community asset through financial investment. Community shares are unique to co-operatives and community benefit societies, and they can’t be sold to anyone else. Also, no matter how many shares anyone buys, each shareholder gets just one vote when it comes to making decisions.

A group of anaesthetists (doctors trained in anaesthesia) claim the General Medical Council has blurred the distinction between Doctors and Associates. They are crowdfunding to afford legal action against the GMC. It had raised £176,927 by February 28, and was scheduled to run for a further 30 days.  

Aptitude Health & Fitness, a gym in Cheshire that launched during Covid, has gained permission to triple its size in new premises. In February the founder launched a crowdfunding campaign to raise £30,000 to meet some of the costs and also strengthen user loyalty. By February 28 he had raised over £17,600 with 16 days remaining.

The owners of Devon-based Sharpham Cheese, Greg and Nicky Parsons, hope their round of reward-based crowdfunding will raise £65,000 to enable them to invest in renewable energy, water recycling and new cheese making equipment.

Coming soon

In April I’ll be covering the EU-Startups Summit in Malta for Crowdsourcing Week and BOLD Awards. Two days of networking, inspiration, and learning includes 15 selected startups pitching to a panel of VCs and angel investors for funding. Find out more at https://eu-startups.com/summit/

In the meantime, if you have ideas and plans for using crowdfunding that you’d like to discuss with an impartial and independent crowdfunding adviser, please get in touch by email to [email protected].

An Amazing Range of Businesses Used Crowdfunding in September

Posted on by Clive Reffell

The diversity of businesses I found using crowdfunding in September demonstrate the flexibility and versatility of this alternative source of finance. They included organisations asking for straight donations, businesses offering rewards for donations, and businesses offering equity to prospective new shareholders. The sums involved ranged from £3,000 to £1.25 million. Success has been varied – some might have been popping champagne corks while others might have to look in the mirror and answer some tough questions. I wonder if any will enter the crowdfunding category of the BOLD Awards?

Straight Donations

Cumbria Wildlife Trust had raised 80% of what is needed to buy and protect a 3,000 acre wilderness of Skiddaw Forest in the Lake District. It launched a crowdfunding campaign to raise the final £1.25 million from the general public, and it had reached 85% of this target at the time of publishing this blog. A closing deadline is not visible on their project.

Strongly featured in the news in late September, AFC Wimbledon had to call off their game against Newcastle United when heavy rain caused a sinkhole to appear in their pitch. A crowdfunding page quickly gave the club’s supporters a chance to make donations, and it was great to see Newcastle United chip in with £15,000. As of September 30, the total raised had reached almost £123,000.

A Portuguese association for travel agents is asking for donations towards possible legal costs. They want to start an action against Ryanair for what they claim is “abusive commercial or legal practices.” Some may wish them “good luck.”

Rewards for Donations

A young entrepreneur in Leighton Buzzard has developed a refreshing mist spray with built-in sunscreen. Her financial target on Kickstarter was for £3,000 worth of pre-orders, though her personal aim of reaching 1,000 pre-orders before Christmas will go a lot further to providing product validation to develop her Beame business further.

Tilted Axis Press hopes to raise £75,000. Faced with cuts in arts funding, this independent London-based businesses needs to plug a gap to continue publishing translations of books written by Asian and African authors. It is offering signed copies of newly published titles and will continue to add more rewards throughout the campaign. However, it is progressing slowly and has reached only just over £8,000, though there are 27 days left for people to get behind it.

Pilgrim Brewery in Reigate is offering a range of rewards in a bid to raise £50,000 to buy new brewing equipment. This is the first stage of a complete overhaul that will see them demolish the existing brewery and build a new one to put the equipment in. In the meantime they will be able to keep brewing. The product rewards on offer (some are in the image below) represent discounts of 15% to 20% off their normal taproom bar prices. Here are some further examples of crowdfunding used by breweries.

Equity Crowdfunding

Pro Espresso beat its £110,000 target quite comfortably and raised £151,814. It’s a subscription business that allows members to enjoy top quality coffee at home. The business is supported by an espresso machine manufacturer.

Not so positive are the results for the upmarket Embers Camping holiday company. They had reached 71% of their £200,001 target with just two days left. Perhaps the recent torrential rain and flooding brought home to people what a precarious investment it could be.

No such worries for the chocolate drink specialist Knoops. They had reached their £1 million target within two days of the project being thrown open to the public. This is never a case of just good luck, it is always due to good planning and hard work in the earlier stages.

Fermtech is an Oxford-based startup that produces a zero-carbon protein that adds taste to plant-based foods. With just four days left to run they had raised £364,000, 5% above their £325,000 target for 10.82% of the company’s equity.  

MPower is a Swiss-based company hoping to raise £1 million for 9.89% equity in the business. MPower raises money from retail investors in Europe, and lends it to lower and middle income earners in Africa, plus small and medium size businesses, to acquire solar panels and electrical appliances. Access to an energy source and equipment can transform lives and accelerate the growth of a small business.

Within each of these three forms of crowdfunding, there are some similar basic rules that apply to being successful.

  • Do not go public until you have some guaranteed support that means your crowdfunding will begin with a bang and not a whimper.
  • Keep supporting your crowdfunding project on social media, and by email if you have a database of addresses.
  • Plan each stage of the project and prepare plenty of image and video content in advance.

You can follow me on Twitter to see my updates and comments on crowdfunding projects as I post them. I am an independent crowdfunding advisor with no formal ties to any particular platforms.

BOLD Awards is an international annual award programme for 33 categories of digital industries and the technology that powers them. Crowdfunding is one of the categories. Projects entered into this category should be able to demonstrate the steps taken to invite others to support their cause and help raise funding, though the winner will be a crowdfunding campaign that also delivered much more than just funding. Entries that are at least started before October 17 will miss a €100 increase in the entry fee, and they can be updated any number of times before the final deadline in December. The award ceremony for the BOLD Awards sixth edition is a black-tie event in Lisbon on 28th March 2025. Enter now – and I hope to see you there!

How Do Money, Innovation, And Democracy Make Rewards Crowdfunding Work?

Posted on by Clive Reffell

Reward-based crowdfunding platforms such as global giants Indiegogo and Kickstarter are wildly popular around the globe. Every year, people use these platforms to transfer billions of pounds/euros/dollars to help artists deliver creative productions and content, and for entrepreneurs to develop new products and services. Though what can explain why and how rewards crowdfunding works, what motivates people to give their money?

The money is not given as charity donations. The backers obtain no financial benefits, there are no legal guarantees that their money will be used as originally described, and there are no reimbursement options. These unfavorable conditions led two American academic authors – Andre F. Maciel (University of Nebraska—Lincoln) and Michelle F. Weinberger (Northwestern University) – to ask why do so many people contribute to crowdfunding. In short, what makes reward-based crowdfunding so successful? The answers are enlightening, and are transferable to equity crowdfunding.

Key findings of why crowdfunding works

The two authors collected qualitative data from crowdfunding consumers, producers, and platforms to reveal the sociocultural underpinnings of this funding model. They found that a major part of why crowdfunding works is that platforms do more than create a technical infrastructure for consumers to transfer money to producers: they also create a mythological foundation.

Through storytelling, platforms cast crowdfunding as a route to create a more democratic society in which ordinary people (rather than banks or wealthy investors) can decide and finance the products that should exist in the market. Consumers then gladly gift their money to entrepreneurs and artists fundraising on these platforms, financing their innovation ideas interest-free. In many instances, they don’t usually receive any tangible return on their investment beyond something like a mug or a T-shirt.

Transactions replaced by social contracts

A second part of why crowdfunding works is that instead of a legal contract, crowdfunding platforms establish with consumers a “social contract” based on noble collective goals and intangible returns.

Backing a crowdfunding project comes with risks, and project backers do not receive the same protections as people buying an item from Amazon, eBay, or anywhere else.

Kickstarter gives a warning to potential project backers: “Unlike sellers on eCommerce sites, creators on Kickstarter do not automatically breach their contract with backers if they do not fulfill their rewards or provide users with a full or partial refund.” Similarly, reward-based crowdfunding backers have no recourse if creators fail to pursue or complete the innovative ideas that were their reason for asking for money.

Intangible rewards

However, in exchange for their financial gifts to support market democratisation, these project backers derive four unique forms of intangible value. 

  1. They get to express their tastes by selecting the innovations that they deem worthy of existing in the market—an opportunity that stands out from their conventional experiences as mass consumers elsewhere. This opportunity is even more significant because their tastes are often niche, patterning the immaterial value of “individualistic democratisation.” 
  2. As producers provide updates on their projects’ progress, consumers relish peeking behind the scenes of the entrepreneurial journey, acquiring the immaterial value of “insider knowledge” in their oft-niche areas of interest. 
  3. Consumers derive excitement from betting some money on the ideas of typically unknown producers. When these producers fulfill their projects and send their supporters some reward -typically symbolic tokens and an early version of the crowdfunded project – these consumers experience a “reciprocity thrill.” 
  4. Finally, crowdfunding consumers derive the immaterial value of “vicarious success”: the experience of getting a flavour of the glow of successful entrepreneurship while taking on little risk.

Reward-based crowdfunding’s main limitation

Beyond the consumer/project backers risks, the academic authors also articulate another important limitation of reward-based crowdfunding. 

For creators, reward-based crowdfunding finances many projects that would not receive bank loans or venture capital for lacking a clear profit potential, a trading history, or due to limited ambition.

Crowdfunding as an alternative means to support the creators tends to attract a specific segment of consumers: well-educated professionals involved in industries focused on producing knowledge, technology, and entertainment. These consumers tend to support projects they deem “cool.” They channel money to innovations that match their tastes, hardly ever picking projects based on the potential to broadly enhance social equality or welfare. 

Campaigns in areas such as music, film, publishing and games are more likely to succeed. Crowdfunding does finance many types of projects, but not as democratically as it first seems. 

Key takeaways

Crowdfunding has become a recognised and accepted branch of the digital economy. It is not used only by upcoming entrepreneurs and artists. Universities, museums, churches, and media organisations (including Wikipedia and The Guardian newspaper) regularly run campaigns to raise money from large numbers of people to create and enhance their market offerings. 

The Guardian newspaper part-funds itself through crowdfunding
The Guardian prefers to use crowdfunding whilst its competitors are behind a paywall

As such, this new research on why crowdfunding works is timely in three main ways: 

  • It sheds light on the consumer appeal of the crowdfunding model; 
  • it brings into relief the role of platforms in shaping the meanings of the digital economy; 
  • and it calls into question these businesses’ egalitarian claims.

Fuller research findings were published in the Journal of Consumer Research, and a version of my article first appeared for Crowdsourcing Week, where I began writing content on aspects of crowd finance in 2016.

I am an independent crowdfunding adviser, with no attachments to any specific platforms. Please contact me with an email to [email protected] to find out if I can help you with any ideas you may have of using crowdfunding. To search my blogs for other content you may find useful use the Search facility at the top right of the page.

Crowdfunding’s popular for food and drink brands and restaurants

Posted on by Clive Reffell
Food and drink crowdfunding examples October 2023

Of the crowdfunding campaigns and related news I noticed in October there was a high proportion that were food related. This includes startup food brands and restaurants. Entrepreneurs and startup founders in these sectors have identified that as well as raising funds to invest in the business, well planned and executed crowdfunding also represents good marketing.

Crowdfunding for food and drinks brands can stimulate trial, prompt consumers to ask for them in their local outlets, and increase brand loyalty among existing users who can become investors. New shareholders can also become valuable customers in a virtuous circle that gives crowdfunding backers a strong motivation to become brand advocates and ambassadors.

Similarly, crowdfunding used by restaurants can bring forward consumer demand and have them pay now for meals they will enjoy at a later date. From burger and coffee chains to Michelin-starred restaurants, it provides customers with a talking point to recommend a favourite place to go to friends and colleagues. Perks such as limited places for cookery lessons, or even meals prepared by chefs in crowdfunding backers’ own homes can deliver a wow-factor to make the backers feel special, and once again give them a talking point.

Crowdfunding backers also have the chance to get to know about the people behind startup food and drink brands, and restaurants, and maybe identify with their broader aims from an increasingly ESG or community asset perspective.

Crowdfunding by Restaurants

Chefs Lewis Dwyer and Andy Aston opened their independent Michelin Star restaurant called Hiraeth in Cowbridge, Wales, last November after raising £30,000 of reward-based donations through crowdfunding. They now need new premises after the landlord unexpectedly decided to sell the property.

Chef Merlin Labron-Johnson had already beaten his £125,000 crowdfunding target with 10 days left to run. He was raising money to relocate his farm-to-table restaurant Osip 2.0 in Somerset. His crowdfunding went on to achieve £166,261 from 464 backers to help bring this project to life. As perks, he offered branded restaurant crockery, chocolate cookie tasting sessions, hampers of mixed goodies, lunch and dinner at the restaurant for groups up to eight people, and home cooked meal for fifteen, and tickets for an exclusive opening night party.

Equity crowdfunding by London-based Honest Burgers’ closed after raising almost £3m. The casual dining restaurant group soundly beat its £1m target, raising £2,905,631 from 3,456 investors. It will now open further restaurants and launch a new quick-service burger.

Founded in Barcelona in 2020, startup coffee chain GoodNews is soon launching a round of equity crowdfunding after three previous seed and Series A funding rounds, which have already raised €15m (£13m). Good crowdfunding can be good marketing and attract loyal customers.

Startup founders Florin Grama and Felix Ortona Coles met while working at St Barts restaurant in London’s Smithfield Market area. In October they began reward-based crowdfunding to raise £20,000 for the final pieces of equipment they needed to open their Tarn Bakery in Highgate. Perks include classes to make croissants, sourdough pastry and pasta. By October 29 they had reached £15,242 with eight days left to run.

Crowdfunding by food and drink startups

With the growing demand for minimally processed and natural plant-based food, Tempeh brand Better Nature has launched another round of equity crowdfunding as part of a £1 million-plus raise to drive retail growth for its meat alternative range across the UK and Europe.

Hertfordshire-based SRSLY Low Carb has signed an agreement with a food distributor that services leading supermarket chains in all 50 US states. To support global growth, SRSLY is embarking on a seven-figure equity investment round which includes a round of equity crowdfunding in November with a minimum target of £500,000.

Earlier this year, craft beer maker Gipsy Hill Brewing in southeast London launched the world’s first carbon-negative beers, achieved without relying on carbon offsets. A new crowdfunding campaign in November will help them accelerate their climate-positive agenda. The brewery ran its first equity investment round in 2022, in which 581 investors joined its community and invested £865,149, 130% above Gipsy Hill’s target.

A former City analyst founded the Cheesegeek food marketplace platform in 2017 to connect artisan cheesemakers with consumers. Edward Hancock now hopes his equity crowdfunding campaign in November 2023 will raise £150,000 so he can start a forum for cheese fans, with investors invited to develop a new variety.

French plant-based food brand La Vie closed its equity crowdfunding in October with 2,691 backers investing €2.1 million. La Vie, whose UK headquarters are in London, used the Crowdcube platform which through its Barcelona office is authorised to run crowdfunding campaigns throughout the EU as well as in the UK. La Vie’s multi-award-winning plant-based alternative to bacon is available in 13 European countries. The brand claims to have so far saved over 90,000 pigs and 2 million tonnes of CO2.

Considering crowdfunding?

If you are thinking about running crowdfunding, and in any sector, not just crowdfunding for food brands, the most common mistake is to not allow enough time for preparatory work. This can include building larger networks of followers, and for those considering equity crowdfunding the platforms will require you to have lead investors prepared to guarantee a minimum of 30% of your target raise.

I am an independent crowdfunding strategist and adviser, unattached to any particular crowdfunding platforms. Please get in touch for objective advice and insights into your plans, and maybe hands-on support if you decide you want it. Send an email to [email protected] to get started.

How do you balance crowdfunding risks and returns?

Posted on by Clive Reffell

Crowdfunding risks and returns follow the same rules as any other investment. Higher returns mean exposing money to more risk. This is certainly true in crowdfunding, whether you want to raise money for your business or on a personal basis. I wrote an article for my client BOLD Awards on this topic, which looks at the risks and returns involved in reward, debt, and equity crowdfunding. I included some examples, plus a little personal experience.

Debt crowdfunding platforms, also known as peer-to-peer lenders, generally experience an average default rate of 1 to 10%. Equity crowdfunding mainly, though not exclusively, involves backing startup businesses. On average, 50% of them fail in their first three years, and only 1 in 10 succeeds beyond ten years. Investors seek higher returns from buying equity than from providing capital for loans.

Reward-based crowdfunding, which does not involve buying equity in or lending to a startup, carries its own risks. It swiftly developed from rewarding backers with a gesture of appreciation for a donation to a project or an appeal. In many instances it has become a quasi-sales channel where the donation is effectively the purchase price of a product, and the product happens to be the reward that is provided. Even though this may sound like a straightforward transactional arrangement, it can carry risks if the product on offer is still in the development stage. It is definitely not the same in timescale or consumer protection as ordering an item from Amazon.

The rest of the article goes through the balance of crowdfunding risk and return for each of reward-based crowdfunding; debt crowdfunding (aka peer-to-peer lending): equity crowdfunding; and crowdfunding to buy fractionalised ownership of tangible assets, such as art, luxury cars and watches, rare whisky, and so on. It is over at the Bold Awards site, please use this link to continue reading: https://bold-awards.com/crowdfunding-risks-and-returns/

How to use reward-based crowdfunding for more than raising business finance

Posted on by Clive Reffell
Reward based crowdfunding does more than raise money

In five years as a strategic crowdfunding adviser, I have seen and heard hundreds of pitches from start-ups that wanted backers to either order their new product or take a stake in their business. It’s given me valuable insights to share with anyone considering using equity or reward based crowdfunding for business purposes. This is an article first published by Enterprise Nation in their ‘Learn Something’ series: https://www.enterprisenation.com/learn-something/how-to-use-crowdfunding/

The simplest form of crowdfunding asks us to make online donations through platforms such as GoFundMe or JustGiving to a worthy cause, or to someone who needs help to get through a personal difficulty. Despite the number of small businesses pleading for help recently to tackle Covid-related problems, this form of crowdfunding is not particularly viable for a start-up business.

In this article I focus on reward-based crowdfunding. Among many other benefits, reward-based crowdfunding can provide proof of concept and generate pre-paid orders for goods that may not yet even exist. A follow-up article will cover equity crowdfunding, in which private companies raise funding through offering  investors an opportunity to become part-owners in the business.

Reward-based crowdfunding

This is the sort of crowdfunding that runs on Kickstarter and Indiegogo (US platforms that operate internationally), and the UK’s Crowdfunder platform, for example. Kickstarter alone has hosted over half a million projects. Just 38% of them were successful, raising over $5.1bn. Over half (54%) of the successful projects raised between $1,000 and $10,000. The overall average amount raised is $2,580.

It may not sound enough to launch a business, and although results can’t be taken for granted, a professional approach can significantly outperform these average figures. It’s not luck that divides the winners from the losers, it is hard work and careful planning. For anyone prepared to do that, it can be truly life changing.

De-risking the first production run 

Project owners create content that compellingly displays and explains the benefits of their new product(s). This information is hosted on reward-based crowdfunding platforms, which also process pre-payment from people who place orders for the item(s). They understand they are not ordering something from Amazon or eBay that will be delivered quickly.

Under a commonly used ‘all-or-nothing’ model, the value of pre-orders needs to reach a minimum financial target, by a set date, before there is an obligation to deliver anything. Given the costs of an initial production run and the volume of goods that would be produced, project owners can set a price per unit and calculate a breakeven point.

If the target is reached, the crowdfunding platform advances the pre-payments and production goes ahead. If the target is not reached the money is returned, and the project owner can return to the drawing board. This real-life research programme saves anyone from being left with production cost debts and a stock of unwanted items.

Projects sometimes fail to hit their target because the marketing effort was inadequate. Perhaps the project owner just didn’t tell a big enough crowd of the right sort of people. The marketing has to be as professional as financial plans and projections.

In a scenario where finished products do already exist, it is also possible to use rewards-based crowdfunding without setting a minimum target. This is the ‘keep-it-all’ model, and all orders must be shipped, regardless of the total number. This model applies to most of the projects on the Indiegogo platform, and that is the major difference between Kickstarter and Indiegogo.

Added benefits beyond raising money

Crowdfunding can test demand and build a customer pipeline

I met a textile designer/market stallholder at Greenwich Market who makes and sells her own clothing range. Niki Pearson was crowdfunding to raise the money to buy fabrics and anything else needed for her next collection of hand-illustrated, ethically made scarves and accessories.

Reward based crowdfunding does more than raise money

The rewards for people who backed her project were priority delivery and product discounts. The crowdfunding was both covering some production costs and lining up some confirmed orders.

If Niki hadn’t gained enough support, she would have been able to create some different designs and try again.

Corporate crowdfunding

Even international corporations use reward-based crowdfunding. Coca-Cola used it to distribute a limited amount of mineral water from Switzerland direct to consumers. This meant it had buyers’ contact details and could ask them for product feedback. It used crowdfunding as a product research exercise.

Crowdfunding to verify ‘proof of concept’ 

Have you seen a recent TV commercial for People’s Energy? It is a relatively new renewable energy supplier, with a stated aim to return 75% of profits to its customers. This could disrupt the energy supply market, though a business model like this hasn’t been attempted before. Who would invest long-term in a business dedicated to giving away 75% of its profits?

In 2017, People’s Energy raised almost £500,000 through a reward-based crowdfunding project. Over 2,000 backers donated the money to help the business meet early set-up costs. It was repaid in 2018, and those early supporters will enjoy discounted energy bills for as long as they remain a customer.

The crowdfunding success provided ’social evidence’ that People’s Energy was based on credible principles, and helped to impress institutional investors. The number of customers before the TV advertising campaign had grown to over 40,000.

Reward-based crowdfunding can generate impact investment

In a recent UK project on Kickstarter, with a £13,000 minimum target, a surfer/marine activist/clothing entrepreneur was offering t-shirts made with seaweed fibre to both highlight his original clothing range and to promote action against ocean pollution. It taught me that an acre of underwater seaweed can absorb 20 times more CO2 than an acre of forest. Good crowdfunding is good marketing.

Crowdfunding to validate a product innovation

In 2016, a reward-based crowdfunding project on Crowdfunder tested demand for toilet tissue made from bamboo rather than paper. Bamboo grows very fast, with three crops a year. Massive volumes in China are simply left to rot, making it a very sustainable product. It is also naturally stronger, softer and more hygienic than paper tissue.

Reward based crowdfunding does more than raise money

After exceeding an initial target of £10,000 of orders, and based on positive user feedback, the founders of this startup had the confidence to order more supplies and it quickly became a top seller on Amazon.

The Cheeky Panda’s products are now available in major supermarkets; it has beaten global, market-leading brands to win international awards; and in June 2020 it broke its £10m monthly sales barrier. The Cheeky Panda has also run three rounds of equity crowdfunding, which is the topic of my next article.

My role as a strategic crowdfunding advisor

If you’ve been using the hyperlinks in the article you’ll have seen what a number of crowdfunding projects looked like online. Many crowdfunding users fail to realise they are seeing just the tip of an iceberg, and that so much preparation work is invisible below the water line.

For regular examples of other crowdfunding projects you can follow me on Twitter, and for insights in to successful crowdfunding techniques there are further articles on my website. When you’re ready, please get in touch to discuss your own project: [email protected].

Vital Steps To Achieve Massive Reward Crowdfunding Success

Posted on by Clive Reffell
Narek Vardanyan, CEO of The Crowdfunding Formula

In five years, Narek Vardanyan, CEO and co-founder of The Crowdfunding Formula, built the world’s largest agency (in Armenia) that specialises in supporting entrepreneurs who want to launch new and innovative products, and generate high level pre-orders through crowdfunding. The TCF agency is far removed from asking friends and family members to support a modest Crowdfunder, Kickstarter or Indiegogo project. In the past three years they have worked on 13 projects that raised over $1 million of product orders, and that’s the level of ambition they want to work with.

There are plenty of lessons to learn from understanding their almost indiustrialised process of preparing for and executing a reward crowdfunding project, many of which also apply to equity crowdfunding.

How to secure The Crowdfunding Formula’s engagement

TCF uses a simple scoring system, and a project has to score at least 4 out of a possible 6 to be considered.

How To Prepare for High Level Reward Crowdfunding Success

To achieve this rating it’s clear a product must be aimed at a B2C mass market for TCF to become involved.

Beyond the scoring system, a project leader should have a core team of around five people to share the workload, an ambition to achieve at least $1 million worth of pre-orders, and a prototype that’s at least 85% complete.

How and what to prepare in a pre-launch period

Thorough preparation in the run up before a reward crowdfunding project goes live is absolutely vital to provide a foundation for success. This work is never seen in the project content finally visible to the public on a crowdfunding platform, and remains a challenge to many who aspire to be an innovative entrepreneur.  

Prototype

TCF’s team of experienced operatives can identify a host of issues to double-check and pressure test, including sourcing materials and components, manufacturing to regulatory standards in different countries, and supply chain and fulfilment reliability. Some projects have started as long as a year later than originally planned in order for the prototype to be acceptable.

Start to build a crowd of backers

Work here focuses on three elements:

  • Growing a base of early-adopter subscribers who are interested enough to sign up through a landing page, or join a Facebook group, and not only back a project but maybe also add their voice to the marketing efforts. Opportunities to earn perks with limited availability can make them feel special and identify strongly with a project’s ultimate success.
  • Creating a network of influencers, bloggers, journalists and editors of off- and online media who will review and rate a product.
  • Building a stockpile of images and video content.

The question of “How many subscribers are needed?” relates to the item unit price. Once a crowdfunding project goes live, potential backers of high ticket items will need more reassurance than for lower price items, and thus need to see an early and convincing level of support.

How To Prepare for High Level Reward Crowdfunding Success

How to reach and motivate subscribers

TCF can set up a chatbot, a VIP Facebook group, and other social media pages such as Instagram and a ‘regular’ Facebook page. They will create subscriber subsets who will respond better to different types of communication content, and devise a raft of bonuses to keep them all involved during the pre-launch period. You need them to place their orders as soon as the crowdfunding project goes live to give it momentum. Asking them to refer friends can also be very effective.

How to collect and communicate with influencers

Manual searches to first establish the identities of relevant influencers, and to then find contact details, are too slow and time consuming for a project that aims to raise $1 million. The TCF team have the skills to use automated services. Whether you’re going to use a marketing agency to support your project, or handle it all yourself, these are some of the list-building tools that are available.

  • Nymeria enables users to quickly find a person’s email address on supported sites like LinkedIn and GitHub.
  • RocketReach finds email, phone and social media details for over 250 million professionals.
  • Prophet is an advanced search tool available from the Chrome Web Store. Has 30,000 users.
  • Email Hunter extracts and auto saves email addresses from website pages as you visit them.
  • Lead IQ, primarily designed as a tool for sales teams, similarly extracts contact data from web pages and LinkedIn.
  • Voila Norbert has built up a massive database of B2B email addresses which they will examine to meet customer requests. 
  • Anymailfinder uses job title search to find your ideal contacts if you don’t even know their name.
  • Leadgibbon can add email addresses to a list of contact names and domains.
  • PhantomBuster is great for finding contact data in social media profiles.

Having created a group of influencers, reminding them about your project and keeping them informed of progress is also handled better through automation. Mailshake is an email outreach software and sales engagement platform that helps you send emails from Gmail and G Suite, and Streak extension is another CRM system for Gmail users. Others are available.

PR tips on what to say

Have product samples available to send to influencers for them to review, and put the most important information in an email in a P.S. Use articles about your product in retargeting ads, and embed tracking pixels in your emails to enable effective follow up.

Let them know you are available if they want to make a video that features you or your product, offer them special perks if they place an order, and ask if they can make any contact lists available to you.

Remember, all this is done in a pre-launch period before your crowdfunding project goes live. Much of it equally applies to equity crowdfunding, where the challenge is to build crowds of influencers and potential retail investors.

How to set a reward crowdfunding target

Narek’s advice is you should set it as low as possible in order to be able to report a fantastic level of overfunding and look to be a sensational success. Nobody else has to know the real aim is at least $1m, or whatever your own target is.

The minimum goal for an “All or Nothing” crowdfunding project should be the breakeven point where pre-orders cover the first minimum production run. It is important to also allow for the following:

  • Any level of profit you feel your team’s efforts deserve.
  • Fees charged by the crowdfunding platform, which will include an element covering transaction costs (credit/debit card, bank transfer fees, PayPal). In total, about 10%.
  • Packaging and delivery costs of the products, plus any applicable tariffs related to countries you are going to ship to.
  • Costs you are going to incur to run the crowdfunding project, such as video production, photography, maybe launch events, product samples, Facebook and other social media advertising, legal services and charges, IP protection, and the  fees charged by a support agency.

Under the terms of “All or Nothing,” if your project fails to meet the minimum goal the backers are not charged the money they pledged, there are no platform fees to pay, and you don’t have to manufacture the product. The manufacturer, however, may still want some level of payment if they had set aside some production time in their schedules. Consider this in your negotiations with them to begin with. Overall though, if you fail to reach the minimum target you can go home to think again without having incurred a great debt.

The Crowdfunding Formula charges 25% of the money raised.  This may seem a lot, though consider what they help each client with, the other benefits of crowdfunding beyond generating sales income. 

How To Prepare for High Level Reward Crowdfunding Success

This article was first published, by me, for Crowdsourcing Work, where my role is Content & Marketing Partner. I am in regular contact with team at The Crowdfunding Formula – what do you want to ask? Email me at [email protected].

International Lessons on Achieving Crowdfunding Success

Posted on by Clive Reffell
  • A typical timing plan for an equity crowdfunding project

My work with Crowdsourcing Week as a content marketing creator and as an independent crowdfunding advisor has brought me in to contact with crowdfunding experts and thought leaders from around the world. We have talked about reward crowdfunding, equity crowdfunding, and crowdfunding being used by major corporates. I’d like to share some recent insights.

Lessons from 10 years of Crowdfunding in Europe

Christin Friedrich, CEO of the Innovestment platform in Berlin, is also Chair of the European Crowdfunding Network.

Top Insights to Successful Equity Crowdfunding

Key lessons learned at the ECN include the realisation that at whatever stage of a company’s growth, in addition to raising money, successful crowdfunding involves, builds and strengthens communities. Though in an increasingly competitive environment this requires expert communication skills.

An equity crowdfunding project should make it clear what it is asking for; what the organisation raising the money hopes to achieve; and who will benefit. Any funder can go on to become a customer, an advocate, or a supplier. So keep communicating after the crowdfunding closes, share news about your progress through achieving milestones or report on KPIs.

As well as improved professionalisation of all aspects of the process, regulations are adapting to crowdfunding being a global practice. Funds need to flow freely to encourage cross-border financing, though authorities have to be aware of laundering. European harmonisation through the ECN will ease cross-border payments from outside the EU – including the UK.

Evolving best practices in Reward Crowdfunding

New Zealander Nathan Rose is a crowdfunding strategist and author, his latest book is about reward crowdfunding. Across several years he has been able to track changes to what used to be, and what are now, the key factors for rewards crowdfunding success.

Crowd-building and effective communication strategies have definitely changed over the years. For example, these days, many more successful projects have used paid-for social media advertising.

Though project owners should not rely on purely virtual contact – he recommends getting out to events and meet influential people in person. Though beware of trade shows where more people are likely to be like yourself, looking for investment, rather than be potential backers.

PR efforts to crowdsource media coverage remain a valid activity, though not for the reasons you might expect. A published article is unlikely to generate much traffic to a crowdfunding project, though a collection of media logos is a strong endorsement of the viability of a project once site visitors see them.

Nathan also warned of a classic error. He still comes across project owners who calculate the production cost of the rewards they will supply, and set a donation value without checking  the fulfilment costs to deliver the items. Seemingly successful projects can then sometimes incur a loss for the project owner, or are simply abandoned leaving many disappointed backers.

  • Nathan Rose’s latest book on crowdfunding

Tips for startup founders on running Equity Crowdfunding

Cheryl Campos, Director of Growth and Partnerships at the US equity crowdfunding platform Republic. Cheryl provided the article’s main image on a general timing plan for an equity crowdfunding project.

Before accepting an investment opportunity to put to its network of half a million investors, Republic uses four important criteria to evaluate startups: “The 4 Ts.”

Team
A startup funder has to have prior career and industry experience that adds up to a set of skills and expertise that can give investors confidence. But few investors will back a one-man (or woman)-band, and want to see a credible management team already in place, a team that has bought in to the founder’s vision of the startup business and have the ability to make a solid contribution.

Traction
Evidence of traction includes a passionate and engaged user base. Perhaps this has been achieved by an earlier round of rewards crowdfunding?

Technology
Is the startup’s product range superior to competitors? Or maybe their technology to make their products is superior, delivering a cost advantage. Are they following the sector’s traditional business model, or have they developed breakthrough innovations to shake up the established incumbents?

Terms
The terms a startup offers investors can vary, based on different methods of estimating a company valuation and with different classes of preference or voting shares, for example. It could make it harder to reach a financial target if crowdfunding backers receive poorer terms than other investors.

Corporate use of Crowdfunding

Esben Bistrup Halvorsen, Co-founder and CEO of Danish platform Lendino, gave a Crowdsourcing Week webinar some examples of major corporations using reward crowdfunding.

Sony has a co-creation and crowdfunding platform called First Flight, which operates within Japan only. It encourages entrepreneurial “Challengers” to propose ideas and suggestions for new products and services and allows them to canvass for input and support among a community of Sony fans and early adopters.

Fleshed-out ideas that have withstood this crowd’s scrutiny can then go on to a reward crowdfunding stage to check for demand to actually acquire the product or use the service. Where response from Sony’s First Flight crowd is strong enough to warrant investment, Sony makes the products and services available. Who knows, someone may come up with the best idea since the Sony Walkman!

Thinking about your own Crowdfunding?

In this most recent stage of my marketing career I’ve immersed myself in crowdfunding for the past six years. The crowdfunding projects you see hosted on any of the crowdfunding platforms are like looking at the 10% of an iceberg that’s visible above the water level. If you want to know the full extent of what has to be prepared to achieve success, let’s have a call. In the first instance please send an email to [email protected].

Crowdfunding does more than raise money

Posted on by Clive Reffell
Crowdfunding does more than raise money

I was recently asked about crowdfunding by the founder of a startup business that makes a range of non-alcoholic wine.  There was nothing confidential in my reply, so I thought I’d share it with you.

You’re absolutely right that crowdfunding can be a more time consuming way to raise money compared to perhaps a VC investment or an angel investor. Yet there are other benefits that go way beyond the money it raises.

For example, VCs were queueing up to invest in Chapel Down (the celebrated English sparkling wine maker) when in 2014 they launched their equity crowdfunding campaign. Beyond raising £3.9m in three weeks, their CEO Frazer Thompson told me that crowdfunding had generated 1,500 brand advocates who would spread positive word-of-mouth, buy Chapel Down products at every gift-giving opportunity, and create sampling opportunities by stocking their wines (now beers as well since they built a brewery with some of the money they raised, and gin too) both at home and in their company drinks cabinets. Priceless!

Crowdfunding creates a virtuous circle whereby customers can become shareholders and shareholders become customers. I’m caught up in it myself as an investor in a craft brewery and a gin maker. If “my brands” are available,  why drink others? Shareholders catapult themselves right up the brand loyalty ladder.

Hop Stuff Brewery started five years ago when it raised £58,000 through offering 34% of equity. It’s now valued at over £25m, with products stocked in Wetherspoons (which encourages lower than regular cost product trial), Tesco and Majestic Wine; it has a growing chain of beer and pizza outlets; and international sales and franchise brewing agreements.  Hundreds of their 1,000+ investors from three rounds of crowdfunding on Crowdcube attended an “Investor Fiesta” event at their new brewery back in August.

A network of investors can be used for research purposes and to ask for ad hoc assistance such as help recruit staff,  recommend suppliers, volunteer their own services, and so on. At the Hop Stuff event I heard a fellow investor volunteer to use his contacts to help sort out supplies of CO2, which if you remember was in short supply in the summer.

Crowdfunding does more than raise moneyEven if it’s not a main aim of the crowdfunding, it could find you an angel investor. This happened to some people I know who started a business making tissues from bamboo. To begin with, all they wanted was an initial £10,000 of orders through rewards crowdfunding to provide validation they weren’t wasting their time. A backer was impressed with what he saw and stepped forward to invest, which allowed the founders to greatly speed up product development and company growth. So do eveything as professionally as possible.

They were a top-seller on Amazon very quickly. Within three years the company founders raised £500,000 in October 2018 for 10% equity on the Seedrs crowdfunding platform  – they had a business valued at £5m!

Their latest news is The Cheeky Panda tissues are now stocked in Tesco and Morrisons; in the summer they signed a £1m corporate investment deal that valued them at £20m; and right now they are running a second round of equity crowdfunding for existing investors in which they are offering 5% for £1m.

Good crowdfunding is also good marketing. I call it an ultimate direct marketing campaign. There’s a start date, an end date, lots to do, and if you fail to hit target you don’t raise any money. Naturally there are risks, though by breaking a crowdfunding campaign down in to component parts each potential risk can be addressed and minimised. I’ve created a Seven Stage Assessment to check if a business is ready to start crowdfunding, and identify areas that need to be addressed before going public.

My approach is more from a marketing angle, since that’s what I’ve always done. I am not a finance expert and not qualified to give financial advice. Though I can provide an experienced layman’s assessment on how appealing any offer may be to the public. I do have a post-grad diploma from the Institute of Direct and Digital Marketing and a Professional Diploma in Management from the Open University Business School.

One vital tip is that crowdfunding should not begin until you have done enough personal pre-selling for 30% of the financial target to fly in to your crowdfunding campaign within the very first few days. This applies whether you’re trying to generate product orders or offering equity. This gives immense confidence to other backers who don’t know and haven’t met you, and creates valuable momentum. So if you have a target of £200,000 your pre-selling should reach a guaranteed support level of £60,000 in the bag before you start crowdfunding in the public eye (ideally more to allow for dropouts).

Early success is newsworthy and hard-working PR will generate media coverage to add to your early momentum.  On the other hand, crowdfunding without pre-selling is like shovelling quicksand – hard work and you get nowhere.

How much it costs and how long it will take depend on:

  • how well your business rates against my Seven Stage Assessment
  • how much work has to be done to become investment-ready
  • of that, what can be done internally and how much has to be outsourced
  • including how enthusiastic and good you are at using social media – and “it’s ok, my kids use Facebook, they can help” isn’t good enough
  • success rate of using PR to secure media coverage
  • how long it takes to drum up support to reach the first 30% of your target.

If you have no social media networks to drive people to your crowdfunding project it may first require months of work to build some. Or months to accumulate impressive media coverage you’ll be able to refer to, or both, ideally.

Outsourcing support and input can even begin with the pitch document. A 30-chart deck may be very thorough but it’s too much for a potential equity investor to wade through with enthusiasm. Most look for the first reason they can give themselves as to why not to invest so they can move on to the next opportunity. Simply having to spend too long to get a feel of an opportunity is a good enough reason to discard it right away.

Don’t forget the taxman. Many retail investors prefer businesses to be registered with HMRC under EIS and SEIS agreements. These Enterprise Investment Schemes allow tax-paying investors to claim valuable rebates of up to 50% of the cost of their investment, and shelter capital gains from CGT. Under SEIS a company founder can invest up to £100,000 in their own business and claim a refund. Make sure you understand and take advantage of these benefits for yourself and your backers.

To close, what you see online when people and organisations run crowfdfunding campaigns is like the tip of an iceberg visible above the waterline.  Invisible under the water is a vast amount of planning and preparation, and a fair amount of stress. It’s not impossible to run a crowdfunding campaign alone if you’re tough and resiliant enough, though most people need some help and support, be it technical or emotional or anything else. This comes either from a team of willing supporters who between them provide all the necessary skills required to achieve your success, or you need a budget. Most times it’s a bit of both. If you want to talk about your ideas that could transform your life please get in touch, [email protected].

10 Tips on Reward Crowdfunding from a Tech Startup

Posted on by Clive Reffell
10 Tips on Reward Crowdfunding from a Tech Startup

Hribarcain is a newly founded UK technology company that was launched on the crowdfunding platform Kickstarter in 2016. After starting in a small design studio in Bristol their first product launch was “Magno, The World’s First Magnetically Controlled Pencil.” They then developed a range of titanium pens and expanded internationally to provide products to thousands of customers worldwide, raising over £250,000 in revenue. As an SME marketing and crowdfunding specialist I was keen to meet the company founders at a recent networking event and hear more of their story.

Co-founders Ashley Hribar-Green and Matthew Aston Cain are British entrepreneurs with a wealth of experience in product design engineering. After working for one of the largest technology companies in the world (Dyson), Ashley and Matthew launched Hribarcain to pursue their dream of designing products that challenge convention as a result of ground breaking innovation. In this case it began with a range of magnetically controlled propelling pencils with a subsequent brand extension in to pens.

10 Tips on Reward Crowdfunding from a Tech Startup

Rewards crowdfunding allowed Hribarcain to promote their products direct to end-user buyers without first needing retail distribution agreements. They also used Indiegogo in 2018 for a campaign with US dollar pricing, whereas their Kickstarter campaigns have been priced in UK pounds.

Matthew already had previous experience from using reward crowdfunding on Kickstarter to generate orders for his range of Astoncain minimalist watches with top quality components and functions at a reasonable price. At a recent networking event in London organised by Masterclass Crowdfunding, he happily shared 10 top tips based on his seven years’ experience of using reward crowdfunding.

1.      Have a clear and concise video that runs under 2 minutes – it’s your business card. This is his advice after sometimes using longer running videos.

2.      Advertising – use some! Let people know you’re crowdfunding

3.      At the close of the project don’t simply just fulfill the reward item orders, up-sell to the buyers. In Magno’s experience it can add a further 15% sales income

4.      Make your pricing attractive, reduce it to create urgency within the limited time period of your crowdfunding project, maybe to 50% of RRP

5.      Possess a clearly defined USP (Unique Selling Proposition) to stand out from competitors

6.      Use quality photography in your crowdfunding project. It will help to enhance the image of your product or service and reassure people you’re serious about what you’re offering them

7.      Only use quality, reliable manufacturers who won’t cut corners and reduce the value of your items

8.      Price in a minimum 50% margin to allow for mistakes and to afford some marketing (see Point 2)

9.      Consider fulfillment delivery costs right at the start of selecting reward items and maybe opt for smaller, lighter ones, or at least smaller packaging to meet postal rate sizes

10.  Find other crowdfunding project owners who have complementary products, such as matching up pen makers and notebook suppliers, or maybe cooler boxes and food and drink providers, and agree to co-promote each other’s products to your respective networks.

10 Tips on Reward Crowdfunding from a Tech StartupAll of these are great pieces of advice, though there’s also a lot more to consider. If you are considering using reward crowdfunding yourself then please get in touch via [email protected] for us to meet, either in person in London or maybe on Skype, and discuss your ideas and how to effectively plan for success. You can also follow me on Twitter, @Cliveref.