How do you run a crowdfunding campaign? Kickstarter and Indiegogo both take a lot of hard work, and that’s never been truer than in 2019. There’s good news though. Planning ahead, step-by-step lessens the burden and greatly increases your chances of success! Here is your must-have crowdfunding campaign checklist.
Ideally, you should begin planning your launch 2-3 months in advance. Below are the steps you need to plan out: pre-launch page, content creation, page setup, and post-launch. As for your budget, you should put aside about 20% of your estimated campaign goal.
(Pre-funding) Put Together a Team
According to Indiegogo, campaigns run by 2 or more people receive 94% more funding. Why? Running a successful crowdfunding campaign requires more than creating a Kickstarter page. Press releases, email marketing, branding, graphic design, content creation, community outreach and feedback, and shipping require more than one set of ideas!
(Pre-funding) Details, details, details
Reading the fine print is imperative. If you are launching on Kickstarter, the category you register your product under might have requirements specific to just that section. Failure to comply or simply overlooking something small and simple could delay your launch and hurt potential sales.
If you’re not sure which platform to use, check out our guide on the key differences between Kickstarter and Indiegogo here.
(Pre-funding) Make a Pre-Launch Page
Create a pre-launch page and promote it anywhere and everywhere you can afford to! One great strategy is to make a series of social media ads targeting your key demographic and directing them to a landing page where you can collect their email. This way when your launch date comes you can tap into a community of people already interested in your product.
An email marketing push just before or as your crowdfunding page launches can help generate the kind of momentum you need to get bumped up to the front page of Kickstarter.
What elements should you include on your pre-launch page? We find that our most successful crowdfunding ventures start with a very simple pre-launch page. Simple, clear images or video and text work best. Always include an e-mail list so when you do launch your page you can reach out to people who are already interested.
You made your landing page, right? Now you have a whole rooster of emails from potential backers. You will want to keep in touch with these backers leading up to your launch and throughout your campaign.
Use the emails as a way to share important updates, information on new stretch goals, talk about your milestones, new partnerships, and potential opportunities.
Leading up to your Kickstarter campaign you should always actively seek out new opportunities. That means attending events, seeking out potential partnerships, applying for awards and tradeshows. Also, these are all updates that you can include in your backer management email updates.
Content Creation and Page Set-Up
We strongly advise you to hire a content writer. Spellcheck is great, but a professional writer will be able to provide copy that is compelling and delicately incorporates SEO keywords. The bottom line is that poorly designed and poorly written campaign pages do not get funded. Don’t believe us – head over to Kickstarter and take a look at the difference between the top funded pages and the pages that receive no attention.
A professional writer can create a press kit for you complete with a CEO Q & A and digital brochure for your company, something we like to call the Fast Facts. The chance of a journalist paying attention to your company is much higher when you present a cohesive and professional press kit. Why? It actually makes their job a lot easier too. Pointing out your products most exciting features and explaining your inspiration and vision for the company
The same thing goes for your visuals unless you are a design expert, you should hire a professional. There are a lot of cool and easy things you do on Canva for yourself, but your primary design assets, especially your brand logo and identity should be done professionally.
Launching your page does not end signal the end of work on your campaign. You will need to conduct media outreach to draw attention to your campaign (refer to backer management). You need to figure out how you will deliver your product and keep your promises to your backers in advance. That means figuring out production and shipping.
Running a crowdfunding campaign is not nearly as simple as it may appear. In many ways, it has the intensity of a blitz and the delicacy of an orchestra.
Here is a quick checklist of the action items you need to prepare for your page:
- Landing page setup
- Email & customer acquisition
- Graphic design
- Product photography
- Organic social media reach out and management
- Video creation
- Press outreach
- Paid advertising
If you’re preparing for a big pitch and need some help with the script and presentation, get in touch with us at G3 Partners.