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The Legacee Academy

Work Skills For Individuals & Organizations

Crowdfunding Essentials: What You Must Know To Raise Money (Concentration: Digital Marketing)

  • 05-Oct-2020
  • A 8-Module Online Full Class


  • This is just like taking a regular on-line class at a university. The focus in on expertise, knowing and understanding. sign
  • Individualized instruction — start any time. The focus on skills and the ability to apply theory.
  • Would you like us to make this program available before its normal rotation cycle?

    Learning options include:

    a. Enhance Expertise with Self-Paced Learning. Take your time. You have 30-days.

    b. Grow Skills With a Short Course. — Get the theory down the first week and for the next 3 practice your skills — all in a 30-day time frame.

    c. Full Class. Designed for groups rather than individuals, it’s a practical alternative to courses offered at universities.

    d. Customized. A great option for individuals and groups. Want a learning program that works for you?

    Contact us at

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Image by: Luxamart

The existence of the crowdfunding sites has created a new options for both individuals, social enterprises, and for profit start-ups to raise money free frees them from the the tyranny of bankers (who always require collateral) and investors (who desire excessive returns). Of course, you can still spend 4 months and hundreds of courses on an a business plan. 

Or you can invest the time the real world business model: getting revenues, customers or and following. But to do so, you have to understand the nature of the game, But this course is NOT about equity and debt crowdfunding, it focuses on using reward (preorder) and donations. 

This it is part of a series of classes on how to make crowdfunding work. But like many things, one has to understand that one can have a great site but still not reach your goals because other campaign tools where weak don't work. For example, it's one thing to make a video, it's a whole other thing to make one that converts viewers into backers.

Module 1: Must Know Essentials About the Crowdfunding (Also in Digital Marketing Essentials)

Image by: Luxmart

In the old days, anyone needing money had to beg, pleading to a banker or an investor to please give them money. Most of the time the answer was no. But today, there is another way. If you have an idea for a service or a prototype of a product that needs further develop you can have your backers (future customers) cover the costs. Not only are you getting income, but you are building followers, people who are committed and believe in your success. 

Module 2. Benchmarking Successful (and Unsuccessful) Campaigns

In college, we are supposed to do our individual work and not "borrow" from someone else. However, that's not the way the real world works. WE NEED TO BORROW from others and many others are more than willing to share. Strangely enough, successful people are more than will to share what makes them successful with those who are not. 
Module 3: Must Know Internet Marketing Tools (Also in Digital Marketing Essentials)

Image by: Bizking2u

"If the only tool you have is a hammer, every problem looks like a nail." — Unknown Source

Let's be clear, you must be clear on what internet marketing and social media tools you are going to use. It's best to have these tools well in place before you start you campaign. You can't walk down a long road without shoes. One should expect to build an email list during the campaign, it's best to do it months prior. And just because you have thousands in the list, don't expect that many of them to ding their credit card for you if they haven't bought anything before. This module presents a set of options that you have to go think through to have a fast start when the campaign begins. 

Module 4: Crowdfunding Tools: Digital Advertising — A Way of Reaching Millions in Minutes

The large ad networks such as Google, Facebook, Linkedin and even Amazon are a marketers dream and a privacy nightmare. More than many other social channels, the business model is built on knowing a great deal about users — such that it can be an efficient and effective ad spend for marketers. In the early days, one could still build organic traffic (such as Google allows for); but this is not that easy anymore. Discover both the benefits and the disadvantages and common tricks for using this form of promotion.

Module 5: Crowdfunding Tools: Email Marketing: The Rules of the Game

Every game has its rules, and email marketing has a set of rules one must learn to do it well. Of course, one can just buy a list and sent out 50,000 and hope for the best. However, a wiser person (or a person with not a lot of money) will tend to figure out out to make best use of limited resources, which in most cases include both time and money. 

Module 6: Crowdfunding Tools: Why You Should Use Videos

There has been a shift in marketing. In the old days, everything was text. They images and text were combined. Now, we are seeing away from both to using video. And not the high cost video we see in television, but low cost messaging within the incomes of everyone who has recent smart-phone. 

This model focuses on marketing applications were smart use of streaming video can enhance the brand, capture leads, improve the probability of conversion and close the sale. 

Module 7: The Social Media Landscape 

"The prophet knows no more than ordinary man but he knows it earlier." — Dagobert D. Runes, philosopher, A Book of Contemplation

It's often been said that before you start a journey, you need to have a map or you are forever lost. The social media landscape keeps changing. What worked five years ago is unlikely to work as well today. 

And yet, there are certain landmarks that do not change, that are timeless. Email will always factor into your messaging. A website is of strategic importance. 

This module focuses on the big picture, a strategic roadmap that will will have more details filled in as we go through the class. 

Module 8: Campaign Strategy & PreCampaign Actions Executing the Campaign

Image by lumaxart

Now the hard part—time to walk the walk and talk the talk. Assuming the plan is good (a big assumption), the tools are sharp and ready to cut through the noise, now you have to make sure you are doing the right thing, at the right time. That's a lot of being right. Like many things in life, a good share of your success is based on your plan. If the plan doesn't doesn't work, neither will the campaign. If you want to go on a journey, it's best to have a map or your likely to get lost.  

Let's face it, most people refuse to learn from experience. It teaches them them little that they do not ignore. And so, the school of life is never listened to, the same mistakes are made over and over again. This lack of learning applies to projects, an act in three plays: strategy, execution and lesson learned. It's use is made more important since most individuals and organizations refuse to do it. 

An On-Line Class

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  • Crowdfunding Essentials: What You Must Know To Raise Money (Concentration: Digital Marketing)

About Your Instructor

He Plays These Roles on the Stage of Business: 

  • Founder and Business Owner
  • Professor (Live and Online)
  • Corporate Trainer (Live and Online)
  • ExecutiveCoach
  • Career Coach for Students

Murray Johannsen is founder and President of Legacee and The Legacee Academy where he heads-up the focus on high demand skill-sets not taught well (or at all) by most b-schools. 

These include the major competencies of: skill mastery, digital marketing, and transformational leadership. 

Murray also keeps one foot in the academia by serving as an adjunct professor at UCLA and other universities. 

Finally, he continues to write and publish on major developments in the future of work and 21st Century skills. 

He has a MBA from the University of Iowa and a M.A. in Psychology from Harvard University.

Professor Johannsen's Instructor Bio

Besides having a number of years teaching at universities, Mr. Johannsen runs his own training and development organization focused on skill set's employers are crying for in the areas of: skill mastery; digital, social media and influencer marketing; and leadership skills.  

Unlike most full-time professors, he knows what employers want and what student lack when it comes to getting work (and getting better work). Murray has seen it over and over again; bad resumes and poorly written profiles and interviews that fail to impress. And so designed the course to deliver the verbal and written skills employers want in employees and supervisors.

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