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Launching a
Kickstarter campaign is easy. You just have to sign up to the site, go to the
projects page, and input your data. Done. Kickstarter launched.
Now, getting a
Kickstarter campaign to succeed is an entirely different thing. There was a
time, years ago, when most half-decent projects would get funded. Crowdfunding
was new, and people were jumping in like crazy.
Years later,
that’s not the case. There have been far too many scams or poorly managed
projects that fail. Too many entrepreneurs have promised much more than they
can deliver for the price.
And most people who once liked the site have by now
invested in too many projects and seen too few of them become reality.
So today, if you
want to run a successful campaign, you need a lot of planning. Here are some
things you should do if you intend on succeeding.
Make sure your project will
work with Kickstarter
Here’s the deal:
If you launch a Kickstarter campaign with a certain goal, you better deliver
once the goal is met.
Many Kickstarter projects fail because, in their desire
to call their project “funded,” creators greatly underestimate costs.
At times,
they flat-out lie about the costs, setting unrealistically low funded goals and
hoping they’ll attract investors that way. Don’t do that.
Of course, a project with a huge funding goal will have a much harder time getting funded.
This will be so not only because of the higher monetary requirements, but also
because people are wary of helping fund very expensive projects.
The thing is,
projects that are huge don’t belong on Kickstarter. Reporting a much lower cost
for the project than you know it will cost will only doom it to failure.
If you
think you won’t be able to obtain your required funds through Kickstarter, then
don’t do Kickstarter. Or do it only after you’ve secured another funding
source.
Set specific goals and a
timeframe
While in the
past people could get a Kickstarter funded with just some exciting text, that’s
not so these days. Or, at least, not unless you’re a renowned figure in your
field. But if you were, you wouldn’t be here.
A large number
of scams and failed projects mean that people who might be interested in
helping fund a project are generally wary.
A project description promising a
lot without ever explaining how it will be done, or who will do what is just
begging to not be funded.
Show you’ve started working and
have a team ready
Look, we
understand your idea for a dinosaur-shaped crib with robotic diaper changer
plus a make-up station is novel. But we won’t help fund it unless we know it’s
likely to happen.
Therefore, we
need to see that some work is done. There must be some design documents.
Sketches. Perhaps an early render or, even better, a prototype. Let us know you
know what you’re doing and have already created at least part of it.
Also, let us
know who you are, and who you’re working with. Don’t come as a one-man
enterprise seldom will project flourish under a single person.
Show us you
have the talent and experience to deliver, both within yourself and in those
you work with.
Pick your rewards and stretch
goals – but make them realistic
Funding rewards
and stretch goals are thrilling for those giving you money. Knowing that they
will receive something once the project launches, or that the continued
community support means the project will now contain even more features, is
always exciting.
You know what
isn’t exciting? Not delivering on your goals. Or worse, not even delivering on funding
rewards.
If you promise me dinner in Las Vegas with Michael Jackson, you
better already have a necromancer hired to raise him from the grave – because else
I’m suing you.
Don’t come later telling me you can’t deliver because
necromancer fees are too high.
Last Words
It might sound
basic, but plenty of projects can’t deliver on their rewards because they set
them too low.
We know you’re excited, but perhaps delivering a hardcover
artbook printed in a glossy paper with a slipcover for $5 is not really going to
be possible.
Make sure the amount you ask for rewards can cover the cost of said rewards plus a donation.
If for every $10 you’re donated you have to spend $12, then perhaps you’re
promising too much or asking too little.
Oh, and while
we’re talking about not letting rewards be more expensive than donations, also
make sure there’s some money left for proper funding afterward. And calculate
your funding goals considering the cost rewards will have.
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