How to run the perfect Indiegogo/Kickstarter crowdfunding campaign.

How to run the perfect Indiegogo/Kickstarter crowdfunding campaign.

Pre-Launch Setup


It’s time to prepare for your big launch!

Before you create your pitch, make sure to check out some prior campaign pitches. Take note of how the more successful projects created their pitches. This is one of the most important parts of your project. The pitch should be professionally executed because it is generally the first time users will find out who you are, what you do and what your project is all about. Make it as effective and informative as you can. Sometimes, a pitch can be quirky and off the wall, while sometimes a pitch can be serious. Use the tone that suits your project, but make sure that it is interesting enough to grab the audience’s attention.

Creating a Video

We strongly recommend that all campaigns have a short and compelling video. You must grab the attention of your audience within the first 10 seconds. If they weren’t interested in the first 10 seconds, they won’t suddenly become interested. They will close out your video and move on to the next one. Try to keep your video length between 2 to 3 minutes long, and make sure your tone is genuine and that the audio is clear.

Who you are, what you are doing and why you need funds, should all be explained in the pitch. Explain why this project is so important and anything else that could convince them to offer their support. Pitches do not need to be professionally made unless you are intentionally trying to showcase your videography skills (for example, if your project involves making a movie, the video pitch should look professional).

Even if you need the funding for a project that is not related to video development, it is just as important to make sure the video quality looks and sounds good. If you do not have a video camera, you can use an app on your smart phone.

The Project Description

The project description is just as important as the project pitch. If potential backers are willing to contribute their money, they will want to review as much information as they can about your project.

Here are two important elements to consider when you are developing your project description:


Who You Are & Team Profiles:

Create a short and interesting biography of your past work experience, your personal passions, who you will be working with, their background, and any other information your audience might be interested in knowing about the people who will be working on the project.

What is the Purpose of Your Project:

Let the contributor know all of the important information about the project. Be transparent and give them all of the details. The contributors are investors, not competitors who want to steal your idea. If you don’t plan on being transparent, crowdfunding is not the right avenue for your project. Make sure to mention how your funds will be spent. Contributors have the right to know their funds are not being used for expensive dinners and vacation.

Final Prep before Going Live


Use Eye-Catching Headlines and Images:

Catch the user’s eye right away. Make sure you have compelling images and headlines, so that your audience wants to continue reading and make a contribution to your campaign.

Be Personable:

Don’t be entirely technical. Connect with your audience on a personal level. Describe why you’re passionate about the campaign and why they should be too.

Be as Descriptive as Possible:

The more information that your audience has about your goals, the higher the chance you will earn their donation.

Express Your Gratitude:

Never act like you deserved the funding. Let users know that you are thankful for their help whether it’s a contribution or a positive comment. Always be appreciative and humble.

Double Check for Errors:

Ask a few different people to read over your writing, check your images, and scan the page to make sure it is visually appealing.

Prepare for Going Live:

Create a clear plan for going live. How you execute your project post-launch is crucial to success, so you will need to be prepared. Don’t forget you only have a limited time to reach your funding goal.

Marketing & Advertising are Crucial:

You have to raise awareness to people who would be interested in contributing funds and sharing your project with others. If people don’t know about your project, how can they contribute to it?

Use Social Media:

Social Media is the secret weapon of successful people. Not just in work, but in life. If you’re uncomfortable or unsure on how to approach your social media platforms, ask a professional to help strategize your social media strategies and help you manage them for you.

Keep Users Updated:

Make sure that you are constantly updating your audience with the current status of your project. Investors want to be a part of your inner circle and know how their money is being used.
Show Your Thanks: After the goal is met, an important step is thanking everyone who shared, contributed, or participated in the project

Prepare Your Perks in Advance:

You don’t want your contributors waiting on perks to be distributed, so prepare them ahead of time.

Interact & Engage Users:

It’s very important that you are constantly engaging your users and potential investors. You need to build credibility before someone will be willing to contribute funds to your project. Don’t expect people to look at your campaign and blindly invest without any effort on your part.

Tap Into Your Network:

Utilize your friends, family, colleagues and anyone else who may be interested in your venture. If you own a business, tell your loyal customers about your project. Ask them to help spread the word and let them know how important this project is to you. You may feel uncomfortable at first, but there is nothing wrong with asking for a small donation. Your friends and family want to see you succeed just as much as you do. They usually represent the first 10% – 30% of a crowdfunding project’s contributions.

Anthony Palm

Founder & Senior Consultant at LC Media

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