最有看点的互联网金融门户

最有看点的互联网金融门户
国际资讯

众筹开启“自助多元时代”

这个月的早些时候,加州大学伯克利分校在就业信息栏中发布了一份工作,招聘一名众筹项目经理。这份工作需要一名众筹专家,协助上线和管理一个新的而且尚在发展之中的校园众筹平台,以及指导用户成功进行融资活动。

许多个人和组织正从知名第三方众筹平台抽身,选择在自己的网站上进行小额或捐赠融资活动。广泛使用的工具(即“白标众筹软件”)保证了这些自行举办的众筹活动能够顺利进行。使用这种独立方法进行融资的项目包括罗伯茨公司(Roberts Space Industries)的“明星公民”游戏(Star Citizen game)(融资4800万美元)、Lockitron(融资220万美元)以及Tile(融资260万美元)。

虽然自助式融资有些劣势,比如没有来自其他众筹活动的交叉支持者,但是随着技术方案的丰富,使用这种即插即用的白标选择好处也在不断增加,而且通过一点即付广告和Facebook赞助帖子这一方法也变的易于接触大众。

这些帖子通常出现在Facebook推送消息之中,作为“预定”超酷消费产品的先机。当用户点击广告,他们将会被引导回一个嵌入在公司网站的“自助”众筹活动。对于那些希望接触自己网络之外客户的企业家来说,将自助活动和Facebook赞助帖子结合起来是一个有效的方法。

自行主持众筹活动,无论是由一个大学、非营利组织还是个人创业者来进行,都能具备以下优势:

(1) 节约融资总额4%-9%的平台使用费。

(2) 设置并且能够调整融资期限。

(3) 品牌控制。

(4) 保持公司网站通信量。

(5) 建立能够直接联系的支持者群体。

当组织或者个人已经拥有可以依靠的群体(跟随者、会员、客户、学生和校友)或者公司或组织准备好通过市场建立这样一个群体时,自助方法运行效果最佳。 当选择一个白标解决方案时,需要比较开销(装配费用、委任许可或一次性费用)、特征集、定制化程度等标准以及可能获得的支持。一些解决方案能提议众筹,运行30分钟甚至更短时间就能筹集足够资金。一些处于增长阶段的白标选项包括Crowdtilt、Launcht和Crowd Engine。

五月,YouTube宣布增加众筹功能,使视频制作者能在网站上从粉丝手中直接融资。这一功能将使艺术家们为其唱片和巡回演出直接从粉丝手中募集资金,而无需在传统众筹平台上进行一个单独的融资活动。这对于音乐家来说是个理想的选择,这个新功能也有助于企业家和投资者招徕支持者。

而YouTube的竞争对手Vimeo则为众筹者提供了自己的优势。今年的早些时候,Vimeo建立了一个50万美元的小型基金来支持众筹制片人。制片人只要成功募集资金1万美元(在Kickstarter、Seed&Spark或Indiegogo上融资)就有机会获得资金和市场支持——以及一个Vimeo专业账户——作为交换Vimeo即付独家数字播放窗口的条件。 

额外的活动支持主要来自Linkedin众筹论坛、免费聚会和在线研讨会,参与者都是待业活动管理者和市场众筹活动经验丰富的公共关系公司。随着众筹行业不断成长,这个生态系统正在为企业家们提供多种多样的新渠道来获得融资活动的大部分资金。

Earlier this month the University of California, Berkeley posted a job on its career board for a crowdfunding project manager. The post advertised for a crowdfunding expert to help launch and manage a new campus-wide crowdfunding platform under development and guide users to execute successful fundraising campaigns.

More individuals and organizations are moving away from the well-known third-party crowdfunding platforms and are opting to host their perk- or donation-based fundraising campaigns on their own websites. Widely available tools (called white-label crowdfunding software) allow these self-hosted campaigns to thrive. Projects using this independent approach for raising capital have included Roberts Space Industries’ Star Citizen game (which raised $48 million), Lockitron ($2.2 million) and Tile ($2.6 million).

While the self-serve approach has downsides, such as no cross-pollination of backers from other campaigns, the benefits of using these plug-and play-white-label options are increasing as the technology solutions proliferate and it becomes easier to reach a crowd via pay-per click advertising and Facebook-sponsored posts.

These posts usually appear in a Facebook feed as an offer to “preorder” a cool consumer product. When users click on the ad, they are often led back to a “self-serve” crowdfunding campaign embedded on the offering company's website. Combining a self-hosted campaign with sponsored posts on Facebook has proved to be an effective approach for entrepreneurs wishing to reach backers beyond their own networks.

Self-hosting a campaign, whether it's done by a university, nonprofit or a solo entrepreneur, can result in the following advantages:  

(1) Saving the platform fee of 4 percent to 9 percent of the monies raised  

(2) Setting and being able to adjust the duration of the fundraising

 (3)  Controlling the branding  

(4)  Keeping the traffic on the company website  

(5)  Building a pool of backers with whom the company can be in direct contact

The self-serve approach works best when the organization or individual has an existing crowd to be leveraged (followers, members, customers, students and alumni) or if the company or organization is prepared to build one through marketing.

When selecting a white-label solution, compare criteria such as costs (set-up expenses, commission-based licenses or one-time fees), feature sets, degree of customization allowed and support offered. Some solutions can have the crowdfunding proposition up and running in 30 minutes or less. A handful of the growing number of white-label options include Crowdtilt, Launcht and Crowd Engine.

You Tube announced in May that it is adding a crowdfunding feature, allowing video creators to raise money from fans directly on the site. This feature will allow artists to gain support for their CDs or tours directly from fans without having to run a separate campaign on a traditional crowdfunding platform. Although ideal for musicians, this new feature can be tapped by entrepreneurs and inventors to pitch backers as well.

YouTube rival Vimeo offers its own benefits for crowdfunders. Earlier this year Vimeo established a $500,000 kitty to support crowdfunded filmmakers. Filmmakers with successful campaigns of at least $10,000 (raised on either Kickstarter, Seed&Spark or Indiegogo) have the opportunity to obtain money and marketing support -- as well as a Vimeo Pro account -- in exchange for an exclusive digital-distribution window through Vimeo On Demand.

Plus campaign support is arising via Linkedin crowdfunding forums, free meetups and webinars, campaign managers for hire and PR companies with experience in marketing crowdfunding campaigns. As the crowdfunding industry grows, an ecosystem is offering entrepreneurs a variety of new ways to gain the most out of their funding campaigns.


用微信扫描可以分享至好友和朋友圈

扫描二维码或搜索微信号“iweiyangx”
关注未央网官方微信公众号,获取互联网金融领域前沿资讯。

发表评论

发表评论

您的评论提交后会进行审核,审核通过的留言会展示在下方留言区域,请耐心等待。

评论

您的个人信息不会被公开,请放心填写! 标记为的是必填项

取消

互联网金融狂潮简史

秋源俊二 1天前

[未央研究]本周互联网金融回顾 | 2017年第46周

未央研究 1天前

他的模式全球风靡,却在中国水土不服?

一本财经 2天前

蝶变与重生:大变革下的金融科技创新风口

孟永辉 11-16

未央今日播报:天津下发互金消费者权益保护指导意见 东盟六国建立金融科技产业联盟

未央研究 11-15

版权所有 © 清华大学五道口金融学院互联网金融实验室 | 京ICP备17044750号-1