Foundr Magazine Podcast | Learn From Successful Founders & Proven Entrepreneurs, The Ultimate Startup Podcast For Business

Simon Griffiths sat down for what he believed in and, it turned out, parking it on a toilet was an epic marketing win for a good cause. Griffiths and the team behind Who Gives a Crap toilet paper employed a clever stunt in which they livestreamed their co-founder sitting on a toilet until they reached their crowdfunding goal, and it worked. The company gives half of its profits to charity to increase access to toilets and sanitation in developing countries. But it takes more than a good cause and a good marketing ploy to have a successful crowdfunding campaign. The team also relied on thorough preparation and consistent messaging to blow away their goal. Griffiths and his co-founder Jehan Ratnatunga did a first take on their video in January 2012, hoping to launch soon after. But they realized that it wasn’t quite what they wanted, so they went back and tried again, even taking the time to get advice from an ad firm in Melbourne. The video wasn’t the only thing they had to prepare. The team wanted to be sure