How To Create A Killer Kickstarter Campaign

For those who don't know, Kickstarter is a form of online crowdfunding. If you are seeking smaller investments from a large number of  backers, crowdfunding is a great place to start. Whether you are looking to raise money for your new lawn care business, or your Off-Broadway theatrical production, Kickstarter and other crowdfunding sites are a great tool to reach a network of potential backers you otherwise wouldn't. 

In my experience, there are 5 steps to creating a solid campaign. I've listed them below. Feel free to share these tips with anyone looking to start a Kickstarter campaign of their own. 

I. GATHER YOUR TEAM & DECIDE ON PRESENTATION / MANUFACTURING

Long before you create a Kickstarter campaign, it’s crucial that you establish who is on your team. Potential supporters or backers will want to know all of the details about the business or project, including the team. Once you have formed your team, you can get to work. If you offer products or services, decide how you want to present / sell them. Whether it’s through your own e-commerce website, Etsy, or another platform, be sure to have a solid understanding of the different options before creating your campaign. If you have products that require manufacturing. Start seeking out potential manufacturers ASAP. Once you land on a manufacturer, they can help you determine costs and create a budget for your materials.

II. DETERMINE YOUR COSTS 

After you establish your team and how you want to sell your products / services, you get to embark on the thrilling task of determining costs for your business (Overhead, Accounting, Subscription Services, Manufacturing, Production, Shipping etc.) These costs will determine the goal you set for your campaign. Once you and your team have decided on a goal, you can determine the different “tiers” or payment levels for your campaign. Kickstarter requires every campaign to have tiers and offer tier rewards. Tier rewards are a great way to boost engagement and push people to purchase. The most popular tier on Kickstarter is $25 dollars. This price is where people feel most comfortable spending. Consider making this your first tier and tier reward. For $25 dollars, maybe these folks get pre-sale access to your latest products or automatically receive free shipping on their first purchase. You know your audience best. It’s important to establish tier rewards that you are 100% able to commit to. Keep your costs low and offer as much “free stuff” as possible. 

III. PRODUCE A VIDEO 

Have you heard the phrase coined by Simon Sinek “People don’t buy what you do, they buy why you do it?” The whole purpose of your Kickstarter campaign is to get backers to buy in. This is your first impression. Make sure the video not only captures details about your business / project, but WHY you are creating it. Keep it short and succinct. You want to capture the attention of your audience with a visually pleasing video that showcases your passion for the project. Be sure to record in a well lit space and keep the video around 90 seconds. 

IV. SHARE YOUR CAMPAIGN 

This is arguably the most important step. You could have the most fabulous Kickstarter page on the planet, but it means little to nothing if you don’t share it. Kickstarter campaigns are designed to be shared. Send the link to your friends, family, former bosses, colleagues, anyone you think would be interested in supporting your show. You would be surprised how many people want to contribute in your immediate circle alone. Once you’ve shared with your circle, blast the link via social media. If your business / project doesn’t have a Facebook or Instagram page, consider making one right before you launch your Kickstarter. The more information you can give your potential backers the better. Keep sharing until your goal is met. 

V. FULFILL TIER REWARDS & PROVIDE UPDATES

Once your project is fully funded, you have a responsibility to fulfill all the tier rewards you promised. Make sure you have updated contact information for all backers. If the reward requires shipping, you don’t want to accidentally send to the wrong address and have to pay postage twice. Ensure all addresses are up-to-date prior to sending rewards. You can do this by posting a quick Google Form on the page asking for all updated addresses. 

At this stage in the game, backers are going to be curious about 

• a. Progress of the project 
• b. When they get their reward

Supporters like to feel part of the process. Keep them in the loop and offer “behind-the-scenes” info they wouldn’t otherwise get. Pictures of new products, your office, or the team are a great way to keep your backers engaged. Let backers know when you start shipping or sending rewards and provide a contact e-mail to reach out to with any questions. 

WOO-HOO! Once you have sent all rewards to backers, you have completed a successful Kickstarter campaign.