[fundraising] Info from real vegan cheese campaign

[Marc Juul]

There are at least two things indiegogo can do for your campaign:

* Featuring your campaign in their email newsletter
* Featuring your campaign on the front page

Real Vegan Cheese triggered both of these. Additionally they were saying to
let them know if we got picked up by Reuters (we didn't) and it sounded
like that might trigger something more from them.

While these can be triggered automatically, we were in communication with
indiegogo personnel about what it would take to become featured so it was
more of a conversation than hitting some hidden automatic trigger. Here's
some of what matters for them in deciding (it's pretty much what you'd
expect):

* Amount of money raised per time (and potentially in total)
* Number of people contributing
* Number of comments on the campaign
* Number of substantial updates on the campaign per time
* Adding new perks during the campaign
* Adding and reaching stretch goals
* Amount of attention by news media

We had a perk that was "Ask a biohacker" where we'd create video responses
to science questions and post them as updated. This was awesome because it
allowed us to fulfil some of our perks before the campaign were done _and_
use them as nice video campaign updates. There is such a thing as too many
campaign updates so we did campaign updates with 2-3 meetings at a time.

We had a standard presolicitation email that we sent out to members of the
press and similar folk that people already had some personal relationship
with. They were all customized to varying degrees. Here's our form:

https://docs.google.com/document/d/1hXxFQfnq4b-LA2TYinsKNVOz4yJd0FNvl8v12uIUY6Q

Here's our press release that went out at the beginning of the campaign:


https://docs.google.com/document/d/1MY1KPotb56e06HqNyYoZUreRH7b9vgKBmE5Bib-Cfa0

-- 
marc/juul
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