The Meetup Minutes

Big thanks to Stuart Chater from Recircle Recycling for sharing his insights on the marketing behind a successful crowdfunding campaign.
Watch Recording ↗


Recircle were looking to raise £500k as part of their product development to create a prototype for their closed loop recycling solution.

They opted for Crowdcube and had to find 40% before it could go live on the platform. They spent around 8 weeks warming up their social media communities and 6 weeks promoting the crowdfunder, which went live in June 2019.

Read more below to find out what worked and tips to follow.

Key Takeaways

01. Know your audience

Understanding the audience was key for Stuart. He knew he could find people who cared about the environment through social media channels and ads but it was making them commit to a donation that was the hard part.

By taking the time to understand the audience, it helped dramatically when it become the time to ask. Persuading people into a donation because you share the same interests and passions was a big part in the number of donations they recieved.

02. Do your research

Stuart shared a number of ways that help with finding out more about your audience and what they care about. Whether it was searching through Reddit and ranking the content by the most popular to using BuzzSumo to find trending topics.

Whatever the method, a good amount of desk research goes into learning more about your audience and how you can use this for your campaigns.

Recommended Resources: BuzzSumo, Reddit, Stuarts Trend Finding List


03. Creating the campaign

Knowing your resources available and budget plays a big role here. Another key bit of advice that Stuart recomendded was to match different messaging and content formats to the different stages the reader and potential donater is at.

Matching your content to an awareness, consideration and action phases was a key part of the campaign structure that worked well for Recircle Recycling.

When promoting content on social media, Stuart recommends to make it 'thumb stopping' a term used to make the point about standing out in the newsfeed. Be disruptive with your images and videos to make sure people pay attention to what you have to say.

Recommended Newsletters: Genius Steals (Strategy), Julian Cole (Strategy)  Mark Pollard (Strategy),  We Are Social (Social Media)

The Secret Sauce

Just like most social media platforms, consistent engagement is what rewards profiles. This is no different on Crowdcube.

The more people you have that keep going on and donating the better the campaign will perform on Crowdcube feeds and marketing channels. They push you higher up on their feeds and showcase you to more people, increasing the chances of you raising your funds.

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