Over five years ago, I launched my first Kickstarter campaign, and raised $156,000 to launch Forage Kitchen, and I've been meaning to write about it ever since. Now that the business is open and running seems like a good time to relay my real experience creating and running a campaign in the hopes it will help someone out there to jump over mistakes I made and see what worked for me. If you’re creating a campaign for a product pre-sale, a lot of this won’t apply, but more so for community based projects
I’m sure you’ve all witnessed the meteoric ascent of million dollar projects succeeding. Perhaps, with rose-colored glasses, and stars in your eyes, you imagined yourself achieving the same success for your project. The truth is, while Kickstarter is an amazing platform for product pre-sales, it's only a fairly good platform for everything else.
After my campaign, a lot of people got in touch with me and asked for my advice. Wanting to be optimistic and supportive, I told everyone that I was certain they could do it, and to go for it! Unfortunately, a number of those people haven't had that much success with it, so I have started to be a bit more conservative in my responses.
Before you even think about launching a Kickstarter campaign, here are some things to think about:
First, it's important to understand that Kickstarter is a platform where people whose support you already have will be able to voice that support with their dollars. Rather than expecting to win people over with your campaign, you must build your audience elsewhere and then lead them to your Kickstarter campaign. The good folks at Kickstarter have made this clear in their supporting materials, and I feel it's extremely important.
Unless people are already aware of the product or service you offer, it will be difficult to find support for your campaign. It's highly unlikely that people will find out about your project from the site itself. My campaign was featured for several weeks on the Popular Projects section on the front page, and it was mentioned twice in the Kickstarter newsletter. Neither of these initiatives helped me to gain very much in the way of pledges.
What I found to be the most effective strategy was to reach out to the people in my e-mail database and in my networks on Facebook, Twitter, and other social media. At the time I started my campaign, I had an e-mail list comprising over 40,000 locals, and a social media reach of a further 15,000. I'm not saying it's impossible to succeed without this scale of reach, but it is a factor worth considering when you’re setting your goals. It isn't easy raising money via Kickstarter. I’ve come to think of it as a tool that's more suited to promotion rather than to fundraising.
Think very carefully and objectively about the people whose support you're counting on. Why will they want to support you? Is there a clear and specific need for what you do in your community? Will you be addressing a social issue that affects a great number of people? Are you offering a reward that people truly require or desire? Have you spoken to a lot of people about your idea, and have they expressed their interest in supporting it? Do you have a long list of media contacts who will help to promote your campaign? Is there a huge niche community eagerly anticipating this kind of product, film, space or event? If the answer to one or more of these questions is no, I would advise you to think twice about setting a high Kickstarter goal. The month I spent promoting my Kickstarter campaign was, by far, the most stressful month of my entire life. There are easier ways to raise money. I’m glad I did it, but I never will do it again.
If this rant hasn’t dissuaded you, I can understand that. When I was in your position, nothing would have convinced me that I shouldn't try it. If that's the case, you may be interested in next week's post. I'll be sharing a blow-by-blow account of how I went about it, what I did wrong, and what I did right. Launching a successful Kickstarter campaign requires a fair amount of preparation and support, and I'll be happy to tell you about how it worked for me.
In my next post I’ll give a step by step on what I did for my campaign…
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