Crowdfunding PR vs Advertising

The Showdown in Crowdfunding Promotion: Crowdfunding PR vs. Crowdfunding Advertising

Welcome to the crowdfunding case study of the century!

In this corner — crowdfunding advertising in the form of Facebook Ads, Google Ads and other forms of paid advertisement.

And in this corner – crowdfunding publicity as applied through press releases, media outreach and social media promotion.

[ DING! ]

Crowdfunding PR comes out swinging! Woosh! Wham! Bam! BOOM! Crowdfunding marketing is reeling! They don’t know what hit them!

But we do.

Crowdfunding publicity packs a powerful punch that nobody sees coming until it hits.

Case in point: This press release we fired off: The People’s Horse Gets Down & Derby in Louisville, Kentucky

Critical statistics:
Launch date: May 6th, 2016 24 hours before The Kentucky Derby.

Here’s the scorecard:

Crowdfunding Publicity

Over 15,000 people clicked to read that press release in 72 hours. And that press release leads people right to the crowdfunding campaign – AND the client’s official website. That’s TWICE the traffic potential for those who are counting which is just not possible with crowdfunding advertising. One ad. One click. Done.

How much would you have to pay Google for 15,000 clicks on a Google Ad advertising a crowdfunding campaign? The low end average for Google Cost-Per-Click is $1.00 per click. That’s $15,000.
(Source: Wordstream)

How much would it cost to advertise on Facebook in the same 72 hours? Since Facebook doesn’t run on a cost-per-click basis, our crowdfunding advertising calculations are a little different. Follow these screen shots with me:

fb_derby1

fb_derby2

Looking over the above two screen shots you would need to spend $1,000 per day on Facebook ads and even then reach just a fraction of the 6 million+ people who indicated interest in the three subjects listed – horse racing, The Kentucky Derby OR thoroughbreds.

OK so $1,000 per day x 3 days = $3,000 dollars.

If you feel the $1,000 daily figure is arbitrary and too high then feel free to cut that in half to $500 per day for promoting a crowdfunding campaign in the same time period in this case study.

NOW HERE’S THE THING. How many actual clicks would you get from Facebook in 72 hours? 15,000? I seriously doubt it. Facebook can’t generate that kind of click-through activity in just three days. You’d get lots of people seeing your ad over the course of 3 days and, granted, you’d get a decent amount of crowdfunding traffic. But you wouldn’t get 15,000 clicks. It’s highly unlikely you’d even get 15,000 views. And a view is irrelevant and worthless when it comes to crowdfunding campaigns.

But wait. Here’s the clincher. Not only did 15,000+ people read our press release, it was picked up by CNBC and Forbes magazine getting the attention of thousands (tens of thousands??) of OTHER people beyond our ability to track via statistics…

CNBC: Crowdfunding campaign lets anyone in on a racehorse
Forbes: Crowdfunding Comes Up With 3 Surprising Examples

Price of being featured by CNBC and Forbes? Priceless. Seriously. You COULDN’T buy this kind of media coverage at ANY price. It’s not for sale.

We admit to having a very serious advantage in this boxing match; we write epic, effective press releases that grab attention and persuade people to read them. Writing outstanding copy that captures interest at this level is like a Jedi power.

The winner of the “promoting a crowdfunding campaign” battle? Crowdfunding PR. Hands down. First round knock out. The other guy never even had a chance.

Oh – and just to make this an even more stunning victory for crowdfunding publicity — the client didn’t pay a penny extra for this press release. It was included in the crowdfunding promotion package he signed up for. He paid us only $699. And we won’t even talk about all of the social media promotion we scored for him too.

The crowds cheer… everyone’s going wild….

“Wait a minute. That’s a press release for crowdfunding for a race horse! The day before the Kentucky Derby! Of COURSE it would get a lot of action! Let’s see another example!”

Sounds like a rematch. OK. You asked for it…

Let’s look at a press release about a young Jewish girl from Matawan, New Jersey crowdfunding to raise funds for a new series of Jewish programs in Montpellier in the South of France. That’s about as off-the-beaten-track as you can get. Here’s Sarah’s press release. We published it on Friday May 13th – exactly one week after our Kentucky Derby press release.

And in the same 72 hour time frame here are the statistics of Sarah’s press release…

sarah_stats

Just about 2500 clicks in three days time and we don’t have spellbinding subject matter here. We have a young lady from a little town in New Jersey. She’s an ordinary young woman with a non-profit crowdfunding project geared towards a decidedly niche audience in another country. Relative to the Kentucky Derby press release, her press release did very well.

Here’s the scorecard: Dollar for dollar crowdfunding PR is the #1 way to promote a crowdfunding project. In terms of raw traffic and eyeballs, the money spent on crowdfunding advertising doesn’t even come close. Then factor in the extended publicity potential (CNBC, Forbes, etc.) and it’s clear that crowdfunding PR is the champion of crowdfunding promotion. Hands down.