@kleverlaan | Crowdfunding strategy | Speaker, author, strategic consultant

Crowdfunding - More than money

Ronald Kleverlaan

!Crowdfunding strategy !Founder Crowdfunding Hub Co-founder & Board Member European Crowdfunding Network !Expert Advisor “Crowd Investing” European Commission

@kleverlaan

ronald@kleverlaan.com

•  Successfully  brought  crowdfunding  into  new  EU  Capital  Markets  Union  •  52  members  from  13  EU  Countries  •  DraBing  a  Crowdfunding  Code  of  Conduct  and  Best  PracEces  for  EU  members    •  Research  about  Crowdfunding  RegulaEons  in  Europe  and  beyond  •  CrowdTuesday  events  though-­‐out  Europe

European Association for Crowdfunding Platforms

Bottom-up promotion and education of Crowdfunding

•  Open  network  -­‐  Easy  to  start  a  local  Hub  in  new  ciEes  •  Hubs  are  run  by  local  stakeholders  from  the  crowdfunding  and  startup  ecosystem  •  Hub  members  organize  free  weekly  Q&A  crowdfunding  introducEon  sessions  •  Hub  members  organize  free  (bi-­‐)monthly  public  events  (50-­‐250  people)  •  Hub  members  organize  CrowdTuesday  events  in  collaboraEon  with  ECN  !

Crowdfunding

@kleverlaan | Crowdfunding strategy

Crowdfunding 2 misconceptions: CROWD & FUNDING

Misconception 1: „Crowd” Not an anonymous crowd, but an involved community

@kleverlaan | Crowdfunding strategy

CrowdCommunity Funding

@kleverlaan | Crowdfunding strategy

Kickstarter - $1,5 billion - 7,7 million backers

@kleverlaan | Crowdfunding strategy

Kickstarter - $1,5 billion - 7,7 million backers

72%

@kleverlaan | Crowdfunding strategy

Kickstarter - $1,5 billion - 7,7 million backers

86%72%

Brand loyalty and local commitment Polare - Management buy-out after bankruptcy

@kleverlaan | Crowdfunding strategy

Customers invest in company 560K by 481 investors

@kleverlaan | Crowdfunding strategy

Renewable energy community Windcentrale - 15.000 investors - 15M euro - 9 wind turbines

@kleverlaan | Crowdfunding strategy

Crowdfunding more than money

marketing broad support

market research customer loyalty

access to additional finance

Misconception 2: „Funding” Funding is only one of the reasons to use crowdfunding

@kleverlaan | Crowdfunding strategy

Marketing 1300 funders - Stadsinitiatief - 4 million euro

@kleverlaan | Crowdfunding strategy

Marketing 1300 funders - Stadsinitiatief - 4 million euro

@kleverlaan | Crowdfunding strategy

Support for local community projects Let citizens choose what projects to receive additional grants

@kleverlaan | Crowdfunding strategy

Market research >1 million euro - 18.000 clients

@kleverlaan | Crowdfunding strategy

Additional finance $2,5 million pre-sales -> VC -> Facebook

@kleverlaan | Crowdfunding strategy

Different types of funding Donations, pre-sales, loans, equity

@kleverlaan | Crowdfunding strategy

ROI = Return on Involvement Financial, material and social returns

@kleverlaan | Crowdfunding strategy

Next steps in crowdfunding New type of businesses & NGOs

@kleverlaan | Crowdfunding strategy

Project-based fundraising Red Cross first large NGO to work with dedicated funding

@kleverlaan | Crowdfunding strategy

Full ownership of 5 local wind turbines >400 members - 18,5 million euro project

@kleverlaan | Crowdfunding strategy

!

Crowdfunding = Community Funding Funding from an involved community

!Crowdfunding = More than money

Marketing, market research, local support !

Crowdfunding campaign = Marketing campaign Not a fundraising campaign

!Crowdfunding transforms business models

Marketing teams formed by fans & investors Co-created and co-funded innovations by the crowd

New ownership structures

Key take-aways@kleverlaan | Crowdfunding strategy

Let’s talk crowdfunding!

Ronald Kleverlaan Crowdfunding strategy !+31 628 254 452 ronald@kleverlaan.com

@kleverlaan

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