Background
In 2013, St. Louis' nonprofit, independent radio station KDHX approached the final, public phase of their first-ever capital campaign: a four million dollar project to relocate to a new studio space. The decision was made to have this Kickstarter focus on a specific part of the overall goal: funding the building's proposed Magnolia Cafe and music venue, dubbed The Stage. With a paid staff of only 15, I was on the front line creatively (as director of marketing and communications and head of social media), to help make this the most successful "non-gaming" Kickstarter in St. Louis history.
In 2013, St. Louis' nonprofit, independent radio station KDHX approached the final, public phase of their first-ever capital campaign: a four million dollar project to relocate to a new studio space. The decision was made to have this Kickstarter focus on a specific part of the overall goal: funding the building's proposed Magnolia Cafe and music venue, dubbed The Stage. With a paid staff of only 15, I was on the front line creatively (as director of marketing and communications and head of social media), to help make this the most successful "non-gaming" Kickstarter in St. Louis history.
Challenges
Donor fatigue (this was the third public ask of the year), organizational inexperience with "all or nothing" crowdfunding campaigns, small staff dependent on volunteer network, limited budget, convincing audience to get on board with first major move and station upgrade in its 25 year history.
Donor fatigue (this was the third public ask of the year), organizational inexperience with "all or nothing" crowdfunding campaigns, small staff dependent on volunteer network, limited budget, convincing audience to get on board with first major move and station upgrade in its 25 year history.
Kickstarter Videos -- Scripting and Plotting
Animated Kickstarter Video: The video is one of the most important deliverables in any Kickstarter campaign, and the KDHX Kickstarter was no different. The KDHX audience is a fiercely loyal and devoted listenership with a keen eye for bullshit, a love of all things authentic and local, and a low tolerance for anything cookie-cutter and corporate. After First Punch Films in St. Louis agreed to animate my script at a discounted rate, animation was chosen as the video's medium. I approached the script in the same way I did with all copywriting for KDHX: an authentic tone, respect for its 25 year history, and highlighting the "realness" and diversity of the station and its listeners.
The video also had to sell our audience on moving away from a space with real history, to a shiny new building with brand new gear. I avoided language such as "state of the art equipment," which would alienate a fanbase built on scratchy vinyl and underdog music. Instead I chose language around "growing stronger," positioning the new building as a larger megaphone for the little guy. "A beacon of artistic independence in the heart of Grand Center" was the new rally cry. It was also very important that the KDHX brand didn't come across as "selling out." KDHX DJ Fred Friction, an authentic and trusted "warts-and-all" voice for the station, was chosen as the right guy for the narration. I think he nailed it.
Live Action Videos: The week before the Kickstarter launch, it was decided KDHX would need more social content to lean on throughout the week, rather than sharing the Kickstarter video over and over. With no budget, no time, no actors, and no direction other than to "make seven funny videos," I plotted and directed these scripted/improved shorts in the style of ESPN's Sportscenter spots. Some worked and, hey, some didn't. An environment like KDHX sometimes allows you to run everything up the flagpole.
The videos topped 2,696 total views when completed. Highlights:
Additional responsibilities
• Strategically seeding video content on social media and engaging with local/national musician advocates for additional campaign support and conversation. Key example: @NekoCase
• Strategically seeding video content on social media and engaging with local/national musician advocates for additional campaign support and conversation. Key example: @NekoCase
• Establishing tone and copy across all KDHX brand channels, social media platforms, newsletters,
targeted email outreach and mailings
• Securing local earned media around project
• Acting KDHX press and PR contact
Results
•$58,520 of $50,000 goal was reached under deadline
•$58,520 of $50,000 goal was reached under deadline
• Secured earned media around project. Key stories:
--KDHX St. Louis Launches Kickstarter Campaign to Build Venue – Must See Video [TheTop22.com]
--KDHX hopes new building will be a destination for the arts [KSDK]
--KDHX St. Louis Launches Kickstarter Campaign to Build Venue – Must See Video [TheTop22.com]
--KDHX hopes new building will be a destination for the arts [KSDK]
•Local STL marketing blogger Nicole Hudson also noted:
--"Their campaign video articulated why they are different, why they are valuable, what they add to the
landscape of St. Louis and its music scene."
-- "[KDHX] articulated their project clearly and tied it in succinctly with everything that they are ... they
focused the project on The Stage. The public part. The part that those supporting it would get to use."
focused the project on The Stage. The public part. The part that those supporting it would get to use."
--"They treated it like a campaign. It had a strategy. It had commercials. It had a PR effort.
It wasn't just a daily drone of "donate now!" it was a conversation, it was fun, it had an event -- it
gave its advocates something to engage with and tools to engage others in their behalf."
--"They partnered. For prizes, commercial appearances, events and shout outs, they called upon
some of their community to be part of the DNA of the project."
