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The best source for news and information about crowdfunding for good.

Crowdfunding for Social Good

Devin D. Thorpe

Devin Thorpe

Shock Top Beer Battles California Drought With Indiegogo

Shock Top beer is challenging the California drought by challenging people to pledge to use less water and to support Indiegogo campaigns that help nonprofits help people there to use less water.

Jake Kirsch, Vice President of Shock Top, explained, “Shock Top is teaming with Indiegogo and a host of California Nonprofits to bring water-saving solutions to a state thirsty for them. Every month Shock top is giving $50-$100k to an inventor to bring a water-saving invention to life, with thousands of products donated for free or low cost in CA.”

Christian Busch, the Head of Marketing at Indiegogo said, “After months of water restrictions across California, water conservation is starting to sink in among California residents, according to a new survey from Shock Top. In fact, a vast majority of Californians (88%) make an effort to conserve water every day, doing so on average five times per day.”

“Nearly all (96%) Californians have done at least something to reduce their water usage, including taking shorter showers (74%), rewearing clothes before washing (48%) or even flushing the toilet less often (48%),” he added.

Busch describes the first campaign on Indiegogo. “To kick off Shock the Drought, Shock Top is investing $100,000 to fund Drop-A-Brick 2.0 – a modern, eco-friendly innovation that sprang from the classic drought tactic of placing a real brick in a toilet’s tank to save water. Shock Top will donate from $50,000 to $100,000 moving forward, on a case by case basis, through the end of the year.”

Visit to learn more.

On Wednesday, August 26, 2015 at 3:00 Eastern (noon Pacific), Kirsch and Busch will join me for a live discussion about the drought and the innovative crowdfunding campaign their using to fight it. Tune in here then to watch the interview live. Post questions in the comments below or tweet questions before the interview to @devindthorpe.

You can download an audio podcast here or subscribe via iTunes.

More about Shock Top:

Twitter: @ShockTop

Founded in 2006 with the release of its signature Belgian White ale, the Shock Top Brewing Co. creates unfiltered Belgian-Style wheat ales for beer drinkers who live life unfiltered. Quality ingredients and creativity drive the Shock Top Brewing team to craft unique twists on beer styles. The Shock Top family includes Shock Top Belgian White, Shock Top Honeycrisp Apple Wheat and seasonally offered Shock Top Lemon Shandy, Shock Top Pumpkin Wheat and Shock Top Pretzel Wheat. For more information, please visit

More about Indiegogo:

Twitter: @Indiegogo

Indiegogo empowers people around the world to fund what matters to them. As the largest global crowdfunding platform, campaigns have launched from almost every country around the world with millions of dollars being distributed every week due to contributions made by the Indiegogo community. At its core, Indiegogo is an open platform dedicated to democratizing the way people raise funds for any project – creative, entrepreneurial or cause-related. The company was launched in 2008 and is headquartered in San Francisco, with offices in Los Angeles and New York. For more information, visit and follow us at and

Jake Kirsch

Jake Kirsch

Kirsch’s bio:

Twitter: @Jake_Kirsch

Jake Kirsch is the VP of Shock Top where he leads strategy for brands including Shock Top. Previously he served other roles with A-B InBev including Global Marketing Director of Corona and Global Innovation Manager. Prior to joining A-B InBev he spent time with Gap Inc. in London and Banana Republic in San Francisco. Jake was graduated from Stanford with a BA in International Relations and Economics. He also has an MBA from Harvard Business School. Out of the office his interests include running, cooking, skiing and travel.

Busch’s bio:

Christian brings a unique combination of experience and knowledge in the areas of digital content, online marketing & advertising and online transactional businesses (e-commerce, marketplaces, subscriptions). During his 14 years of leadership in the sector, Christian has developed deep operational expertise in digital content (video distribution and monetization), marketing (customer acquisition, conversion optimization, retention, CRM), advertising (brand and performance marketing, media selling and buying, real-time-bidding), social media (paid and earned) and transactional businesses (marketplaces, e-commerce and subscription marketing) with a special focus on crowdfunding.

Christian joined Indiegogo in May 2015 as SVP, Marketing and is responsible for overseeing all marketing activities for the company. Prior to working at Indiegogo, Christian was the principal of a boutique consulting firm focusing on online growth (marketing strategy and internationalization) as well as online video (monetization, distribution, Youtube). His clients included Ebay, The New York Times, IAC and Refinery29. Before that, Christian served as SVP Corporate Development (2011-2013) and General Manager, Alloy Digital (2009-2011), where he was responsible for M&A (7 buy-side transactions and one fundraise) strategic direction, marketing, product and technology and managed the P&L for a fast growing team. He also served as General Manager for Takkle, a prominent college recruitment website for high school sports, which was acquired by Alloy in early 2009. Christian has also held senior management roles for Cellfish Media, one of the largest global mobile content providers and for Bookspan, a division of Bertelsmann/Time Warner, where he handled digital strategy and e-commerce for more than 30 web properties with annual revenues exceeding $120MM.

Christian serves on the board of Above Average (Broadway Video’s Youtube studio), the board of Pruftechnik AG and is an active investor in early stage startups. Christian is a frequent speaker at industry events, avid traveler and fluent in English, German and Spanish.

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