Kickstarter is getting pretty hard to ignore. In 2011 alone, creatives used the crowdfunding platform to raise nearly $100 million for projects that ranged from feature-length films and industrial design products to print magazines and pop-up restaurants. Over 11,000 projects successfully met their funding goals. So how can you use Kickstarter to get your creative endeavor off the ground?To create a simple reference guide, we rounded up lessons learned from some of our favorite Kickstarter projects — Scott Wilson’s TikTok+LunaTik watches, Dan Provost and Tom Gerhardt’s Glif iPhone stand, Edward Boatman’s Noun Project, and more.
1. Tell your story (from the heart).
“Story is everything. Let me back up. Your story is everything. People aren’t so much getting behind the idea as they are getting behind your passion to produce it… It HAS to have heart,”says Nathaniel Hansen, an indie filmmaker who has raised over $350,000 on Kickstarter to date. People aren’t going to give you money because you think it would be cool to get paid to make a movie or design a magazine. You need to convince people with a purpose, a larger vision, or — at the very least — a lot of passion. Explain why the world needs your project now.
2. Decide on a number.
8. Fundraise like it’s a full time job.
Ryan Koo tracked the hours he spent working on his $125,000 Kickstarter campaign. Over 6 weeks, they added up to 345 hours, which averages out to 8 hours a day. That may not be necessary for a less ambitious project, but devoting time to working on your campaign each day will make it that much more likely to succeed. Spend some time designing a polished newsletter with some exciting plugs for your project and updates on the campaign. Write guest posts and offer to do interviews for blogs. Keep your campaign from hitting a slump by adding an exciting new reward part-way through.
9. Involve your backers.
In describing his relationship to the backers of his book The Shape of Design, Frank Chimero says, “When a backer gets this book in the mail, I don’t want them to come to it fresh. I want them to have a backlog of thoughts, memories, and emotions attached to it. I want there to be a personal story behind it before the spine gets cracked.”
People support projects on Kickstarter because they want to be a part of making an idea happen. In many ways, regular updates and thank yous are just as valuable as tangible rewards. Send personal emails. Create a backers-only page with special outtakes, photos, and updates just for them. Show them you care, and the goodwill will go far.