The Kickstarter Handbook

Key Takeaways

1. Kickstarter revolutionizes creative project funding

"Kickstarter is one of those rare so-crazy-it-just-might-work ideas that did in fact work."

Crowdfunding redefined: Kickstarter emerged as a groundbreaking platform that allows creators to directly fund their projects through public support. This model bypasses traditional gatekeepers and funding sources, democratizing the creative process.

Diverse projects succeed: The platform has funded over 20,000 projects across various creative fields, including:

• Films and documentaries
• Music albums and tours
• Innovative product designs
• Art installations
• Books and publishing ventures

Cultural impact: Kickstarter has become a significant force in indie arts funding, rivaling established institutions:

• Third-largest publisher of indie graphic novels in the US
• Funded 17 films at the 2012 Sundance Film Festival
• Expected to fund $150 million in creative projects in 2012, surpassing the National Endowment for the Arts budget

2. Success hinges on smart goal-setting and reward planning

"Setting backer rewards and their corresponding dollar amounts is the most important decision you will make in a Kickstarter campaign."

Strategic goal-setting: Creators must carefully calculate their funding target to cover:

• Project costs
• Reward fulfillment expenses
• Kickstarter and Amazon payment fees (typically 8-10% of total funds raised)

Reward structure matters: Successful campaigns offer a range of compelling rewards at various price points:

• $1-$5: Entry-level rewards to encourage wide participation
• $10-$100: Core rewards, often including the project's main product
• $100+: Premium rewards for high-level backers

Balance is key: Creators must avoid overcommitting to costly or difficult-to-fulfill rewards, while still offering enough value to attract backers. Consider:

• Production and shipping costs
• Time and effort required for personalized rewards
• Limiting availability of certain reward tiers to manage demand

3. Compelling videos and storytelling drive campaign momentum

"Backers love pressing Play."

Video is essential: By 2011, 80% of Kickstarter projects included a video, becoming a crucial element for success. Effective videos:

• Introduce the creator and showcase their passion
• Demonstrate the product or project in action
• Convey the project's unique value proposition

Storytelling techniques: Successful campaigns craft a compelling narrative around their project:

• Explain the problem being solved or need being met
• Share the creator's journey and motivation
• Paint a vision of what the project will achieve

Keep it authentic: While production quality matters, authenticity and genuine enthusiasm often resonate more with backers than slick, over-produced videos.

4. Building a supportive crowd is crucial for campaign success

"One hard truth of crowdfunding is that you'll have to supply your own crowd."

Leverage existing networks: Successful creators tap into their personal and professional connections:

• Friends and family
• Professional colleagues
• Social media followers
• Fans of previous work

Expand your reach: Look beyond immediate contacts to find potential backers:

• Identify communities interested in your project's niche
• Engage with relevant online forums and groups
• Collaborate with influencers or complementary creators

Cultivate relationships: Throughout the campaign, engage with backers and potential supporters:

• Respond promptly to comments and questions
• Provide regular updates on project progress
• Show appreciation for backers' support

5. Media coverage can make or break a Kickstarter campaign

"Few things kick-start a Kickstarter campaign more reliably than a positive mention in a popular blog or prominent news outlet."

Strategic media outreach: Creators should plan their media strategy before launching:

• Identify relevant blogs, news sites, and journalists in their field
• Prepare a compelling press release and media kit
• Time outreach efforts to coincide with campaign milestones

Leverage social media: Use platforms like Twitter, Facebook, and LinkedIn to:

• Share campaign updates and milestones
• Engage with potential backers and influencers
• Amplify media coverage when received

Create newsworthy angles: Go beyond simply promoting your campaign by:

• Highlighting unique or innovative aspects of your project
• Tying your campaign to broader trends or current events
• Sharing personal stories or behind-the-scenes glimpses

6. Campaign duration impacts success rates

"The projects that had given themselves the most time to reach a funding goal had reached their goal least often."

Optimal campaign length: Kickstarter's data suggests that shorter campaigns are often more successful:

• 30 days is recommended as the ideal duration
• Campaigns longer than 60 days have lower success rates

Urgency drives action: Shorter campaigns create a sense of urgency that motivates backers to act:

• Reduces procrastination among potential supporters
• Maintains campaign momentum and excitement

Funding patterns: Most campaigns follow a U-shaped funding curve:

• Initial surge of support from early backers
• Mid-campaign lull in pledges
• Final push as deadline approaches

7. Post-campaign fulfillment challenges require careful planning

"Success has snuck up on some Kickstarter campaign creators, and the results aren't always pretty."

Scale appropriately: Be prepared for various levels of success:

• Have contingency plans for exceeding your goal
• Consider setting limits on certain reward tiers

Anticipate logistics: Plan ahead for fulfillment challenges:

• Manufacturing and quality control
• Packaging and shipping (especially international)
• Customer service and communication with backers

Budget wisely: Account for all potential costs:

• Production expenses may increase with higher volumes
• Shipping and handling can be a significant expense
• Consider using fulfillment services for large-scale projects

8. Learning from failure is key to Kickstarter success

"Learning from failure is a reality of the creative process, a productive part of invention and entrepreneurship."

Analyze unsuccessful campaigns: Common reasons for failure include:

• Unrealistic funding goals
• Lack of pre-launch preparation and audience building
• Poor project presentation or unclear value proposition
• Insufficient marketing and outreach efforts

Iterate and improve: Many creators find success on their second attempt by:

• Adjusting funding goals to more realistic levels
• Refining their project concept and presentation
• Building a stronger support network before launching
• Improving their marketing and outreach strategies

Failure can lead to opportunity: Even unsuccessful campaigns can provide valuable:

• Market feedback on your project or product
• Connections with potential supporters or collaborators
• Lessons that inform future entrepreneurial efforts

Last updated: August 21, 2024

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