Loudsauce Crowdfunds Advertising That Matters

Social media and mobile technologies make it easier than ever for cause-based companies and organizations to deliver their message.

But most of these outlets require people to "opt in" to recieve updates and invites. This means that for the most part, organizations with the ability to catalyze social and environmental change end up preaching to the choir.

The people who really need to hear, read, and see these messages are those who would never sign up for a newsletter about economic inequality or watch a YouTube video about climate change.

That's what makes Loudsauce such a unique player in the crowdfunding market.

Unlike Kickstarter, which focuses on funding individual creative projects, and IndieGoGo, which caters to "anyone with an idea," Loudsauce was designed specifically to transform the medium of advertising from one that primarily drives consumption to one of civic participation.

"Loudsauce came from experience in the social sector and frustrations because much of that work is invisible," said Loudsauce co-founder Colin Mutchler during a panel discussion at SxSW Eco last week. 

Mutchler says Loudsauce took its cues from the mainstream advertising industry, which has made a science out of changing behavior and getting people to support one brand over another.

In this way, Loudsauce can almost be considered a second-stage crowdfunding service: it gets people to help not just in the early stages of a socially responsible project, but then to help amplify these projects and get them out into the mainstream consciousness.

Here's one example of a succesful campaign:

Other Loudsauce successes include running a commercial about the Story of Stuff during an episode of Hoarders (potentially reaching 2 million people and resulting in 40,000 visitors to the Story of Stuff website) and helping Uniting NC, a nonprofit that works to build understanding and respect for immigrants in North Carolina, place two billboards that celebrate community diversity.

Right now there's a Loudsauce campaign to place a commercial about the Occupy Wall Street movement on cable television during some of the most popular shows. It's collected almost half of its $5,000 goal in just 24 hours!

Crowdfunding is often motivated by a desire to be involved in something worthwhile, and to feel the pride of giving to a good cause, says Mutchler. We’re shaping what things are worth by spending our money in this way.

By not only funding these ideas, but funding the mechanisms that amplify them to the national and global community, we increase the value of progressive causes and make them accessible to those who need to hear their message the most.

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Other entries in Crowdfunding Nation, Shareable's week-long series on crowdfunding:

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