Crowdfunding Workshop Report "Communication Tips Seminar in Kamaishi"

◆ What is the "Communication Tips" Seminar?

This time, I participated in the " Communication Tips " seminar, which Dentsu Inc. has been holding for 11 years as a social contribution activity for NPOs and social entrepreneurs. It is a workshop where instructors, primarily Dentsu Inc.'s creative staff, use original materials to teach tips for effectively communicating and gaining understanding of each organization's activities as part of their public relations efforts. To date, it has been held over 100 times across the nation, with participants exceeding 4,200 (as of March 2014). For this "Communication Tips in Kamaishi" session, we consulted in advance with local intermediary support organizations, the "@Rias NPO Support Center" and the "Iwate Collaboration and Reconstruction Center." We decided to focus on "crowdfunding" as a practical theme for gathering empathy and cooperation in public relations activities. I participated as one of the instructors.

 

◆ Essence of "Communication Tips"

At the seminar, Yoshinobu Yokoo, Senior Creative Director at Dentsu Inc.'s Creative Planning Division 1, first explained the fundamental concepts of "Communication Tips" that are also applicable to crowdfunding. Drawing on his own experience, he introduced the essence of these communication tips, sharing numerous anecdotes.

Particularly crucial for crowdfunding was his explanation that the most vital step in communicating effectively is to clearly define the fundamental elements of your organization: "Where do we come from? Who are we? Where are we going?"—referencing the title of Gauguin's famous work. He emphasized the importance of clarifying why your group exists, who you are, and what you aim for, sharing this with your team, and communicating it consistently to the outside world.

 

□ Why do you need to raise funds through crowdfunding?
□ Who are you, the one raising funds?
□ What do you want to do once the funds are raised?

 

If even one of these fundamental questions remains unanswered, you will never raise funds. Most successful crowdfunding campaigns share common traits: the creator uses their real name and displays their photo, shares their personal background and story connected to the fund, and clearly states how the funds will be used. This approach builds both trust and empathy.

 

◆ Crowdfunding: Let's Try Planning a Project Workshop

This seminar featured the first "Crowdfunding Exercise" (workshop) in the "Communication Tips" series. First, we analyzed several examples from "READYFOR"—a crowdfunding service featuring many disaster relief campaigns—using the "communication techniques" perspective gained in the seminar's first half. Next, we distributed a "Crowdfunding Template" and asked participants to envision what kind of project their own organization might launch. They first brainstormed individually, then collaborated in groups to fill out large sheets of paper.

A wide variety of funding project ideas emerged