Launching a Joint Marketing and Community Growth Fund

A Joint Marketing Fund (JMF) is a shared treasury, typically managed via a multi-signature wallet like Safe (formerly Gnosis Safe), used by two or more Web3 projects to pool resources for mutual growth. This model moves beyond simple co-marketing agreements by creating a transparent, on-chain escrow for funds dedicated to shared initiatives. Common use cases include funding joint content creation, sponsoring hackathons, running co-branded airdrops, or hiring shared community managers. By locking capital in a neutral, programmable account, partners align incentives and build trust, ensuring that marketing budgets are used efficiently and accountably for the benefit of all involved communities.

The technical foundation of a JMF is a multi-sig wallet. For Ethereum and EVM chains, Safe is the standard, allowing you to define a set of signers (e.g., one representative from each partner project) and a threshold (like 2-of-3) required to approve a transaction. This setup prevents any single entity from unilaterally draining the fund. Initial funding is done by each partner sending an agreed-upon amount of stablecoins (USDC, DAI) or the network's native token to the Safe's address. All transactions—deposits, approvals, and payouts—are immutably recorded on-chain, providing full transparency to both teams and their communities.

Effective governance is critical. Before deploying the Safe, partners should ratify a simple off-chain agreement outlining the fund's purpose, contribution amounts, approval process, and dispute resolution. A common practice is to use a transaction policy within the Safe's module settings, which can restrict payments to pre-approved recipient addresses or set spending limits. For more complex logic, such as releasing funds based on milestone completions, you can integrate with smart contract modules like Zodiac's Reality Module for oracle-based execution. The key is to automate governance where possible to reduce operational friction while maintaining necessary security checks.

To launch a fund, start by creating a new Safe on the Safe Wallet app for your chosen network (e.g., Arbitrum, Optimism for low fees). Add the public addresses of all partner signers and set the confirmation threshold. Once deployed, share the Safe address so partners can fund it. Use the Safe Transaction Builder to create proposals for expenditures, such as paying an influencer or a development bounty. Signers review and approve proposals directly in the Safe interface. For recurring expenses, consider using a streaming payment tool like Superfluid, which can be configured to pull funds from the Safe automatically, reducing administrative overhead.

Transparency and reporting are major advantages of an on-chain JMF. You can use blockchain explorers or treasury management dashboards like Llama to generate real-time reports on the fund's balance and transaction history. This visibility builds trust with both partners and the broader community. When the campaign concludes, any remaining funds can be redistributed to contributors proportionally via a multi-sig transaction or reinvested into a subsequent initiative. By leveraging programmable treasury infrastructure, projects can execute sophisticated, trust-minimized marketing partnerships that are more scalable and accountable than traditional Web2 methods.

A joint marketing and community growth fund is a shared treasury pool, typically managed via a multi-signature wallet or DAO smart contract, used by two or more projects to finance collaborative initiatives. Before deploying capital, the participating entities must achieve consensus on the fund's primary purpose. Common objectives include co-branded content creation, shared event sponsorship, joint liquidity mining campaigns, or funding a dedicated community manager for the collective ecosystem. Clear goals prevent misaligned spending and ensure all contributions drive toward a shared North Star metric, such as combined Total Value Locked (TVL) or cross-protocol user acquisition.

The legal and operational framework is a critical, non-technical prerequisite. While many Web3 collaborations operate on a goodwill basis, formalizing terms in a Memorandum of Understanding (MOU) can mitigate risk. This document should outline contribution amounts (e.g., each project commits 50 ETH), spending authority (defining signer roles and approval thresholds), a dispute resolution mechanism, and a clear wind-down process. For on-chain governance, projects often use Gnosis Safe with a configurable multi-signature scheme, requiring M-of-N approvals for any transaction, ensuring no single party controls the shared treasury.

Technical setup begins with choosing and funding the treasury vehicle. A Gnosis Safe on Ethereum or a compatible L2 like Arbitrum or Optimism is the standard for its security and flexibility. The founding members must agree on the native chain for the fund, considering transaction costs and the primary community's location. The initial capital deposit should be executed in a transparent, verifiable manner, often via a publicly announced transaction from each project's official treasury address. This act serves as both a operational step and a trust-building signal to both communities.

Establishing transparent reporting is essential for maintaining community trust. Decide on a regular cadence (e.g., bi-weekly or monthly) for publishing a fund report. This should include the current treasury balance, a breakdown of expenses with on-chain transaction IDs, and metrics tied to the fund's objectives, such as engagement rates from a co-hosted Twitter Space or new user referrals tracked via custom referral codes. Tools like Dune Analytics or Flipside Crypto can be used to create public dashboards that visualize this data, providing ongoing accountability to all stakeholders.

A joint marketing and community growth fund is a dedicated pool of capital, typically in a stablecoin like USDC, managed by multiple stakeholders to finance shared promotional activities, content creation, hackathons, and bounty programs. Unlike a single-entity budget, it uses a multi-signature (multi-sig) wallet for governance, requiring approval from a predefined majority of signers (e.g., 3-of-5) for any transaction. This structure ensures transparency, reduces single points of failure, and aligns incentives among participating projects, DAOs, or ecosystem partners. The fund's rules are codified in a simple on-chain agreement or an off-chain charter.

The first step is defining the fund's scope and governance. Key parameters must be agreed upon by all participants: the total funding amount and contribution schedule, the list of authorized multi-sig signers representing each party, the approval threshold (e.g., 3-of-5), and the types of eligible expenses. Common expenses include paid social media campaigns, influencer partnerships, community ambassador rewards, and technical documentation grants. Establishing clear guidelines upfront prevents disputes and ensures funds are used effectively for mutual growth.

Next, deploy the multi-sig wallet and fund it. For Ethereum and EVM chains, Safe{Wallet} (formerly Gnosis Safe) is the standard. Using its interface or SDK, you create a new Safe with the agreed-upon signer addresses and threshold. Once deployed, each participant sends their portion of the capital to the Safe's unique address. All subsequent transactions—whether paying an invoice to a marketing agency or streaming rewards to a content creator—require the necessary number of signers to propose and confirm the action via their connected wallets, creating a verifiable on-chain record.

For recurring expenses like monthly retainers or contributor rewards, consider using token streaming protocols for superior efficiency and transparency. Instead of making lump-sum transfers, you can set up a continuous stream using Sablier or Superfluid. For example, a SablierLockupLinear stream can pay a community manager 1000 USDC linearly over 30 days. This provides real-time vesting, reduces administrative overhead, and allows for immediate cancellation by the multi-sig if terms aren't met. Streams turn static budgets into dynamic, accountable tools.

Ongoing governance is managed through proposal and voting cycles. A signer proposes a transaction in the Safe interface, detailing the recipient, amount, and purpose. Other signers review and sign. For larger strategic decisions—like changing the fund's charter or adding new signers—a formal off-chain vote using Snapshot or an on-chain vote via a DAO tool like Tally can be held before the multi-sig executes the result. This layered approach combines efficient day-to-day operations with democratic oversight for major changes.

Best practices include maintaining a public ledger or forum post detailing all proposals and transactions, conducting regular treasury reports, and setting up event listeners for real-time alerts on fund activity. By leveraging multi-sig security, the precision of payment streams, and transparent governance, projects can build trust and execute collaborative growth strategies effectively. The technical setup is straightforward, but the lasting value comes from the aligned community effort it enables.

A multi-signature (multi-sig) wallet is a smart contract that requires multiple private keys to authorize a transaction, such as transferring funds or executing a contract call. For a collaborative fund, this setup is non-negotiable for security and governance. It ensures no single party can unilaterally control the treasury's assets. The industry standard for this is Safe{Wallet} (formerly Gnosis Safe), a battle-tested, audited protocol deployed across Ethereum, Polygon, Arbitrum, and other EVM-compatible chains. Its modular design and extensive tooling make it the optimal choice for managing shared capital.

Before deployment, the founding members must agree on key parameters: the signer addresses (the Ethereum wallets of each party), the signature threshold (e.g., 2-of-3, 3-of-5), and the target blockchain network. The threshold is critical; a 2-of-3 setup offers a balance between security and operational efficiency, while a 4-of-5 configuration provides higher security for larger treasuries. These parameters are immutable once the contract is deployed, so consensus is essential. You will need the signers' public addresses (starting with 0x) and a wallet like MetaMask connected to the desired network.

Deployment is done via the Safe{Wallet} web interface. Navigate to the app, connect your wallet, and click "Create new Safe." You will be guided through a three-step process: naming your Safe, adding the owner addresses, and setting the confirmation threshold. Review the estimated deployment gas fee, which is a one-time cost paid by the deployer. After confirming the transaction in your wallet, the Safe contract will be deployed. Save the newly generated Safe address—this is the official treasury address where all initial capital will be sent.

Once deployed, the Safe exists as a smart contract at your new address. The next critical step is funding the treasury. Send the agreed-upon initial capital (in ETH or the network's native gas token) from a signer's wallet to the Safe address. You can verify the balance directly within the Safe dashboard. For managing ERC-20 tokens (like USDC, DAI) for operational expenses, you will need to initiate a transaction from within the Safe to add them as assets. All subsequent spending proposals will be created and signed within this dashboard, enforcing the multi-signature logic you configured.

A well-defined proposal is the cornerstone of any successful on-chain initiative. For a joint marketing fund, this document must clearly articulate the strategic objectives, scope of work, and expected outcomes. Key components include a detailed budget breakdown (e.g., 40% for influencer campaigns, 30% for content creation, 20% for community events, 10% for analytics tools), a clear governance model for fund allocation, and measurable KPIs like community growth targets or engagement metrics. This proposal is typically drafted as a Markdown document in a project's governance forum, such as a Commonwealth or Discourse thread, to solicit community feedback before the formal on-chain vote.

The funding framework determines how capital is collected, secured, and disbursed. The most secure and transparent method is to use a multi-signature (multisig) wallet controlled by elected representatives from each participating DAO or project. Tools like Safe (formerly Gnosis Safe) are standard for this purpose. Funds are typically pooled from each party's treasury via a governance-approved transfer. The proposal should specify the exact Ethereum Request for Comment (ERC-20) token for contributions (e.g., USDC, DAI) and the smart contract address of the multisig. All transactions from this treasury require a predefined threshold of signatures (e.g., 3-of-5), ensuring no single party has unilateral control over the shared resources.

For recurring expenses like monthly retainers or subscription services, consider implementing streaming payments via protocols like Sablier or Superfluid. This allows funds to be dripped to service providers in real-time, aligning payment with work completion and allowing for immediate cancellation if terms aren't met, which is more efficient than bulk transfers. The proposal must also define an accountability and reporting structure. This often includes mandatory monthly transparency reports published on-chain or in governance forums, detailing expenses against the budget and progress toward KPIs, with all transactions publicly verifiable on a block explorer like Etherscan.

A Sablier stream is a smart contract that continuously transfers tokens from a sender (the fund) to a receiver (a partner) over a defined period. Unlike a lump-sum payment, this creates a predictable cash flow. For a marketing fund, this aligns incentives by paying for ongoing work and results. You'll need the recipient's wallet address, the total payment amount, the token (e.g., USDC, ETH), and the stream's start and end timestamps. The funds are locked in the Sablier contract and released on a per-second basis.

To create a stream, you interact with the Sablier V2 protocol. The core function is createWithDurations from the LockupLinear contract. You must first approve the Sablier contract to spend the tokens from your treasury. Here's a basic JavaScript example using ethers.js and the official SDK:

javascriptCopy
import { SablierV2LockupLinear } from '@sablier/v2-core';
import { ethers } from 'ethers';

// Initialize contract & signer
const provider = new ethers.providers.Web3Provider(window.ethereum);
const signer = provider.getSigner();
const sablierContract = new ethers.Contract(SABLIER_ADDRESS, SablierV2LockupLinear.abi, signer);

// Approve tokens first
const tokenContract = new ethers.Contract(USDC_ADDRESS, ERC20_ABI, signer);
await tokenContract.approve(SABLIER_ADDRESS, TOTAL_AMOUNT);

// Create stream parameters
const params = {
  sender: treasuryAddress,
  recipient: partnerAddress,
  totalAmount: ethers.utils.parseUnits('10000', 6), // 10,000 USDC
  asset: USDC_ADDRESS,
  cancelable: true, // Allows cancellation by sender
  transferable: false, // Recipient cannot transfer stream
  durations: {
    cliff: 0, // No cliff period
    total: 30 * 24 * 60 * 60, // Stream duration: 30 days in seconds
  },
  broker: ethers.constants.AddressZero, // No broker fee
};

// Create the stream
tx = await sablierContract.createWithDurations(params);

Key parameters require careful consideration. Setting cancelable: true allows the fund managers to stop the stream if partnership terms are violated. The cliff duration can be set to a period (e.g., 7 days) where no tokens stream until after the cliff passes, useful for probationary periods. The transferable flag should typically be false for partnerships to prevent the stream from being sold. You can fund streams with any ERC-20 token; stablecoins like USDC are common for predictable budgeting. Always test stream creation on a testnet like Sepolia first.

Once live, both parties can monitor the stream. The recipient can withdraw their accrued funds at any time by calling withdraw on the stream ID. The sender or recipient can query the stream's details—such as the remaining balance and withdrawn amount—using the getStream function. For transparency, you can embed a Sablier URL (e.g., https://app.sablier.com/stream/<chain-id>/<stream-id>) in your fund's dashboard, providing a real-time, verifiable view of the payment stream for all stakeholders.

Integrating Sablier transforms fund management from periodic manual transactions into an automated, trust-minimized process. It reduces administrative overhead and builds trust with partners through transparent, real-time vesting. For multi-recipient funds, you can programmatically create streams in a loop from a funded smart contract wallet. This setup is ideal for recurring grants, influencer partnerships, or any collaborative growth initiative where continuous alignment of incentives is critical.

Effective ROI measurement requires defining clear Key Performance Indicators (KPIs) that align with the fund's objectives. For a marketing fund, these typically include user acquisition cost (UAC), lifetime value (LTV), and community engagement scores. On-chain, track wallet interactions like new unique addresses, transaction volume generated, and protocol-specific actions (e.g., staking, swapping). Off-chain, integrate data from social platforms (Discord, Twitter) and marketing campaigns using tools like Google Analytics 4 or specialized Web3 analytics platforms such as Dune or Nansen.

To automate data collection, set up a pipeline that aggregates on-chain and off-chain data. Use a node provider like Alchemy or Infura to query blockchain events related to your campaign. For example, you can listen for Transfer events to a specific campaign wallet or filter transactions that interacted with a promoted smart contract. Combine this with off-chain data using a backend service that pulls from API endpoints for your chosen social and analytics platforms. Store this unified data in a time-series database for analysis.

Implement a dashboard for real-time monitoring. Using a framework like Grafana or a custom React app with charting libraries, visualize the aggregated KPIs. A critical technical component is calculating the Return on Marketing Spend (ROMS). The formula is: ROMS = (Incremental Value Generated - Marketing Spend) / Marketing Spend. 'Incremental Value' must be defined; for a DeFi protocol, this could be the fee revenue from new users or the increase in Total Value Locked (TVL) attributable to the campaign.

For attribution, implement UTM parameters for all campaign links and consider using on-chain referral or affiliate smart contracts. These contracts can log a referrer's address when a new user performs a specific on-chain action, directly tying acquisition to a source. Ensure your analytics model can handle multi-touch attribution to understand the full funnel, from initial social media impression to final on-chain transaction.

Finally, establish a reporting cadence and iterate. Use the data to conduct cohort analysis and A/B testing for different marketing strategies. The insights gained should directly inform the allocation of the fund's capital, shifting resources towards the highest-performing channels and community initiatives. This creates a data-driven feedback loop essential for sustainable growth.