Success? It’s about the Project. People need to connect with it. It’s about the Image you present. You got to have interesting photos and a video that captures people’s imagination. You should have a great network of friends and peers who will support you. You should have meaningful rewards. You need to really work it. Promote it. You need to have marketing momentum going into the Kickstarter Campaign and pre-set milestone achievements to accelerate the connections throughout the campaign. You got to do all of this and then make the magic happen. Or at least some of it very well.
“Millions of people visit Kickstarter every week, but support always begins with people you know. Friends, fans, and the communities you’re a part of will likely be some of your earliest supporters, not to mention your biggest resources for spreading the word about your project.”
Kickstarter
The Keys to a Successful Money-Raising Kickstarter Campaign
The Project
Your project needs to capture the attention of possible supporters. It should be clear and make sense. People need to “get it” and “get inspired by it” from its name and its brief description. Kickstarter is a platform for creatives, so it should be original and authentic. It can’t be a me-too project. It’s good to be timely to what’s going on in the world or classic but fresh to stand above the noise of all thats going on.
“Kickstarter is specifically for creative projects in the following categories: Art, Comics, Crafts, Dance, Design, Fashion, Film & Video, Food, Games, Journalism, Music, Photography, Publishing, Technology, and Theater. Make an album, write a book, create an immersive theater experience, score a film — you name it. “
Kickstarter
The Pre-Launch
Get everything set and ready to move before the launch. Create your visual assets and make your plan. This includes your text, video, photography and more. Be sure to make each of them personal. Tell a compelling story of why you are passionate about your project. Present the idea in a way that makes it something others would want to support. Put yourself in the shoes of your target audience. Present the plan to friends and mentors. Listen to what they say. Rework it as necessary. Ask them for their support of your Kickstarter campaign – both financially and with social marketing. Let them know specifically how they can help to make your launch and the overall campaign a success.
Start the PR campaign in advance, so that supportive press can sync with your campaign. Have your marketing support, outside advertising and social media campaigns all set up to go with the Kickstarter launch.
On your social media, do a pre-launch. Let your community know that something interesting and exciting is coming. Let your supporters know that it is important to you.
And don’t forget, it “takes a village”, or actually a team. Kickstarter campaigns are demanding of time and resources. You probably are good at some tasks and not others. Build a support team that covers the basis. Campaigns with a support team are 90% more likely to reach or surpass their campaign goals.
The Rewards
Create Rewards that mean something. That supporters will feel good about. Make sure they make sense relative to the financial commitment your are requesting. And above all else, make sure you will be able to deliver the Rewards as promised.
The Launch
If you got prepared with the pre-launch, the launch should be smooth. Make sure your team and support marketing is in sync. Review key items with your team and supporters and then go!
it’s recommend that you try to raise 30% of your goal in the first 48 hours of your campaign. Most campaigns that eventually hit their goal have strong launches, and the best way to launch with momentum is by sharing your campaign with a strong email list and supporters.
Engage, listen and respond. The more you engage your audience, the more likely they are to spread the word about your campaign. This collaborative dynamic is essential to the success of your campaign.
Maintaining Momentum
Keep the momentum going by sharing updates, getting referrals and having supporters post and comment. Have them make testimonials. Give supporters incentives to get referrals. As exciting new rewards as you go. Also keep listening and responding. And keep seeking outside partners and support. It’s never too late to connect your campaign with like-minded individuals and organizations who can help propel its success.
Remember the Community wants to support good project!
“Millions of backers agree — helping to create something new is exciting. People love peeking behind the creative curtain and directly supporting the creative process. In fact, 13.9 million people have pledged more than $3.39 billion to bring Kickstarter projects to life over the years.”
Kickstarter
Ending Strong
Do a countdown of days to the end of the campaign. Set last minute goals. Create a sense of urgency by letting your community know time is running out to contribute. Thank your supporters and ask them new incentives to help reach beyond your goals. Have some exciting new rewards in the final week.
Post Campaign – Staying Connected
Make sure you deliver your rewards as promised. Listen to any and all feedback. Keep your supporters happy and help them feel included in the success of the campaign. Be sure to thank everyone and maintain contact. Their support will be essential to your next campaign.
Robert Rissé, 16 January 2021
GSV|connect 