The Foundations of a Successful Crowdfunding Campaign


Preparation is key to the success of any crowdfunding campaign. Before launching the campaign, it is essential to do research and plan everything out.

This includes:

    • Determining the target audience and the ideal platform to use
    • Creating a budget and setting realistic goals
    • Developing a promotional plan
    • Building relationships with influencers

Taking the time to plan out the campaign can make all the difference when it comes to achieving success.

Set a realistic goal

When setting a goal for your crowdfunding campaign, it is very important to be realistic. Setting an attainable goal will help you to ensure the success of your campaign. Having a focused, achievable target is also a great way of encouraging people to back you and invest in your project.

It is important to think carefully about what financial resources you need and how much money your backers might be able to contribute. Make sure that you allocate enough resources for all the things that are needed for the project and account for all of them when creating your budget. You can get an idea of how much money you may need by researching similar crowdfunding requirements or talking with people who have done similar projects before.

    1. Research similar crowdfunding requirements.
    2. Talk to people who have done similar projects.

When setting an amount, keep in mind that many crowdfunding platforms collect percentage-based fees from the funds raised on their sites, so make sure these are factored into your calculation as well.

Once you have determined a realistic amount that you would like to raise on the platform, set this as your crowdfund’s goal before launching your campaign. This can help motivate potential backers by showing them what they can help achieve if they support your project!

Establish a timeline

Creating a timeline for your crowdfunding campaign is an essential part of the preparation stage. Depending on the platform you’ve chosen, timelines can be extremely flexible and long, or quite short and restrictive. Knowing exactly when you want your campaign to launch and how long it should last will help you come up with a plan that takes the goals of your project into account.

Prior to launch, create a buzz by reaching out to media outlets, networks, and influencers who are likely to have an interest in what you’re creating. Make sure they know when the campaign will commence and encourage them to share their knowledge with their own audiences. Building public awareness ahead of time will give your crowdfunding effort a boost on launch day!

When deciding on the duration of your campaign, ask yourself what is most realistic based on the resources available to you. If you’re asking people for money, don’t drag it out longer than necessary or else enthusiasm may start to drop off towards the end. Typically two weeks can provide adequate time for goal attainment without wearing down followers before reinforcement materials arrive in backer mailboxes!

At the end of each week during your fundraising period create milestones that celebrate your successes (these could be highlighted in accompanying updates). The feeling of accomplishment is an important part of tapping into additional generosity from current backers or acquiring new interested parties as well.

Plus celebrating achievement will also help keep spirits up throughout what can often feel like an overwhelming experience!

Create a budget

Creating a budget for your crowdfunding campaign is essential for maintaining cost-effectiveness, and for ensuring successful results. There are several factors to consider when plotting a budget, such as the costs of setting up the campaign, marketing expenses and other expenses associated with reaching your goal.

Before creating your budget, it is important to consider the necessary steps you must take in order to successfully execute your campaign. This can range from researching online platforms, such as Kickstarter or IndieGoGo, and gathering resources like email lists or PR contacts. After deciding where and how you will host your project, you should also factor in any fees that may be associated with the platform (like payment processing fees).

Additionally, you should create a crowdfunding marketing plan which outlines strategies required to acquire new backers and reach the target funding goal. These strategies should include promotions on social media sites like Twitter, Facebook and Reddit. It’s essential to plan ahead-of-time how much time & money you’ll need for running advertisements, hosting contests or making use of influencer outreach tactics.

Finally, once all associated expenses have been accounted for (such as fulfillment/shipping cost or outside agency fees), it is important to make sure that an adequate amount of funds remain designated for reward production after meeting the goal – so that supporters get what they are promised in a timely fashion!

Creating a thorough budget allows you to develop an accurate understanding of how much financial support is necessary in order to successfully assemble & manage each part of this puzzle – thus leading on track toward fulfilling your crowdfunding goals!

Research similar campaigns

Before you launch your crowdfunding campaign, it pays to be informed. Take the time to search and research similar campaigns that have already been completed. Ask yourself a few questions during this preliminary stage:

    1. What were the components of a successful campaign?
    2. How was the timing approached?
    3. What did each campaign use as incentives for funders?

Looking at other successful campaigns can provide insight and direction for your own crowdfunding project. By researching what’s already been done, you can systematically identify strategies that will help lead you to success.

After reviewing multiple examples, take notes on what strategies should be implemented for your own campaign. These notes will become your blueprint for creating an effective crowdfunding project with the desired outcome—successful fundraising!

Platform Selection

Choosing the right platform for your crowdfunding campaign is critical. There are a multitude of crowdfunding platforms available, each with different features, costs and user base. It is important to understand what your project needs and find the crowdfunding platform that best suits your project goals, target audience and budget.

Let’s take a look at the different crowdfunding platforms and what they offer.

    • Kickstarter
    • IndieGoGo
    • Seedrs

Choose the right crowdfunding platform

Selecting the right crowdfunding platform is a crucial decision to make when launching a successful crowdfunding campaign. It’s important to be aware that different platforms provide various levels of exposure, services, and fees.

Before selecting a platform, research what other successful campaigns have used and consider the features the platform offers.

Each platform has its own unique features, advantages, and disadvantages that should be taken into account before creating an account on any of them. Here are some of the main things to consider when making your decision:

Fees and services – Most crowdfunding platforms charge commission fees for successful projects. Research which services each platform provides and which fees are associated with them.

Supported countries – Not all platforms work in every country. Consider which countries you will need to reach out to for potential backers and donations, then make sure that the platform you intend to use is compatible with those locations. Additionally, some platforms don’t accept certain currencies or payment types so it’s important to double-check this before running your campaign.

Marketing tools – Many crowdfunding sites provide their own media campaigns or resources designed specifically for user campaigns; however, these can come at an extra fee in addition to commission costs so they should be researched thoroughly before committing. These can be beneficial if you’re looking for additional guidance when running your campaign as some offer analytics tools and social media integration services as well.

When making your choice, consider who you’re targeting with your project – friends and family? A niche audience? Or is it more general? Different platforms have different types of user bases – understanding these differences can help ensure you pick one best suited for promoting your idea or business venture!

Understand the platform’s fees and policies

When selecting the correct platform for your crowdfunding campaign, it is important to understand all of the different fees and policies associated with each platform. Platform fees vary from service to service and can have a major impact on the success of your crowdfunding campaign.

Platform fees typically consist of a fee for use of the platform, as well as transaction fees. Some platforms also charge processing fees which are typically a percentage of each donation that is collected through their website.

Many platforms also offer additional services or features such as marketing tools, reporting and analytics, fundraising coaching, and more; however, these services come at an additional cost.

It is important to read and understand each platform’s fee structure and refund policy so that you can accurately budget for your campaign and minimize any potential surprise charges or refunds along the way. Additionally, understanding the terms of service on each platform is essential in order to ensure that your campaign meets all requirements and complies with any legal or ethical regulations outlined by the platform itself.

Set up your campaign page

Once you decide which platform to use for your crowdfunding campaign, it’s time to start setting up your page. Setting up a page is as easy as creating an account and entering your account details. You should also add information about your project and a description of what the project is all about. Additionally, set up the social media presence of your campaign on Facebook, Twitter and other social channels.

For those unfamiliar with crowdfunding platforms, some considerations to keep in mind include how long each platform wants you to run the campaign and any fees associated with running a campaign on that particular site.

Some specific platform considerations include:

Indiegogo – Indiegogo has some of the lowest fees for running campaigns but charge backers when they launch their campaigns;

Kickstarter – Kickstarter boasts some of the highest success rates and offers great customer support;

GoFundMe – GoFundMe allows users to keep all donations received regardless of whether or not they reach their fundraising goal;

Crowdfunder – Crowdfunder charges no setup fees but has higher than average donation processing fees;

Before launching a crowdfunding campaign, it’s important to carefully consider which platform will work best for you. Each has its own benefits that should be weighed against other factors such as the cost and length of the campaign before you make a choice.

Your Product is the Most Important Thing, Is Your Product Suitable for Kickstarter?

Most people think of crowdfunding as just asking for money, but the real heart of a successful crowdfunding campaign is your product. Your product must meet certain criteria before it can be listed on Kickstarter, so you need to make sure that your product fits within the platform’s guidelines before you launch your campaign.

It’s important to have some clarity on what kind of products are allowed and not allowed on the platform, as this will save you time and energy if your chosen product is ineligible.

Kickstarter prohibits requesting funds for charity, investment opportunities, gaming items or contests; digital content such as music files or videos; items that require the recipient to be 18 years of age or older; projects producing alcohol, drugs and tobacco; personal care or hygiene products such as soap and cosmetics and any other item deemed by Kickstarter not suitable for their platform.

The most important factor when deciding whether your project is suitable for crowdfunding on Kickstarter is whether it aligns with the core values that underpin their platform: creativity, innovation and community.

If a project does fit within this framework then it has a much better chance of being accepted and therefore more likely able to reach its goal funding amount. The team at Kickstarter are usually open to answering any questions you might have related to suitability so do reach out if necessary.


Promotion is one of the key foundations to a successful crowdfunding campaign. You need to be able to spread awareness about your project in order to get the word out and get people to donate. This can be done through various methods such as social media, email marketing, and press releases. Let’s dive in and get into the details and discuss the various ways to promote your crowdfunding campaign.

    • Social media
    • Email marketing
    • Press releases

Identify your target audience

Crowdfunding your project requires that you effectively capture the attention of potential supporters. You will need to identify who is the most likely group of people that would be interested in your product or mission and then find out what motivates them. To boost the odds that you reach your set goal, narrow down how you can reach this particular audience.

Take the time to research who faces a need for for your product or mission, who wants it and has money and/or influence to back it up, and what media platforms, networks, publications and initiatives this audience can be found in. Also define categories such as age range, interests or location.

Once you’ve identified these core characteristics of your potential supporters, brainstorm ways to get their attention through:

    • Search engine optimization
    • Social networks
    • Forums and online communities
    • Newsletters/email campaigns
    • Webinars/Live streaming
    • Press releases
    • Direct mail campaigns

Create a promotional plan

Underpinning an effective crowdfunding campaign is robust and comprehensive promotion. Simply publishing the campaign isn’t enough to ensure success. As such, it’s important to carefully plan and execute a strategy that spreads the word to potential backers. The timing of your promotional activity should match the launch of your campaign – aim for a ‘pre-launch’ period of around 6-8 weeks prior up your launch date.

When crafting your promotional plan there are a few core areas you should focus on:

Develop an email list – An email list allows you to communicate directly with potential backers when the time comes. Clearly state how personal data will be used at all times and provide opt-out options. Moreover, remember that quality of followers is much more important than quantity; think carefully about blog giveaways or competitions as means to acquire said followers.

Establish relationships – Connect with influencers in media, events or networks who can share information about your project with others in their respective circles. Their backing also helps create trust from other potential backers. Engage them (not just ask for favors!) by providing meaningful content, interactive ways for them to learn about you and feedback opportunities on how you can make contributions within their community better aligned with their interests too!

Make use of social media platforms – Create accounts specifically dedicated to running promotions connected directly with the crowdfunding page itself. Also best practice that these platforms allow dialog between Page owners/operators and visitors themselves so they don’t feel like they’re always being ‘sold’ something – instead having engaging conversations around topics related/relevant which makes pages come alive!

Make provisions for press outreach – Leverage existing content pieces (like articles or videos), create materials specific for press outreach initiatives such as one sheets (PDF document briefs), develop Press Release materials which could be easily shared across outlets like Blogger relations teams & Journalists’ circles – all these items will lend more visibility towards funding initiatives over time both offline / online!

Optimize Marketing Collaterals such as Banner Ads & Pay Per Click Buzzwords – Review & update existing visuals on hand; develop eye catching graphics which feature prominently alongside organic search engine results when someone searches for keywords related to ‘your topic’ – this way all viewers get pulled directly into landing pages & meaningfully converted from ‘just interested visitors’ into paying customers!

Leverage social media

Social media is an essential tool for any crowdfunding campaign and it’s important to leverage it effectively. An effective social media strategy should involve creating meaningful relationships with followers who are excited about the project. Building a presence on the social networks that people use to discuss your product or service will help gain traction for your crowdfunding campaign.

Consistently engaging with your followers across multiple social media platforms is key to achieving success and reaching a wider audience. Posting updates, announcing new developments, responding to comments, and answering questions can build trust and help cultivate relationships with potential backers. It’s also important to ensure that messages sent from different accounts (e.g., blog, Facebook page) are consistent in order to create familiarity with your brand. Additionally, utilizing influencers in the space can be useful for increasing visibility of your campaign on social media channels like Twitter, Snapchat or Instagram.

When it comes to promoting a crowdfunding campaign on social media, consistency is key- post regularly and follow up with any interaction you receive as this will demonstrate an appreciation of existing followers and attract potential new customers as well. Utilizing marketing automation tools such as Hootsuite or Buffer can be used to manage timelines across all of your accounts while posting relevant content when appropriate; this is especially beneficial when running multiple donation campaigns simultaneously on different platforms at once.

Keep track of analytics so you can analyze the data supporting the most successful content posted during the time frame of your crowdfunding venture- this will allow you adapt content accordingly in order maximize success!

Reach out to influencers

Reach out to influencers. Influencer marketing is a great way to give your company an extra promotional boost and can bring more attention to your crowdfunding campaign. Influencers are people with a large following in the industry or niche of your product.

Look for influencers who already support related causes, and send them an email with details of your crowdfunding campaign. Offer them rewards like exclusive early access to your products or some kind of monetary incentive in exchange for help promoting your project.

Another option is to send free samples of your product to celebrity influencers whose followers might consider investing in the project, or ask them on social media platforms such as Twitter if they would be interested in helping you reach your fundraising goal. You could also contact key journalists and bloggers who write about crowdfunding campaigns so that their readers know about yours when it launches. Don’t forget to include links to all of these contacts so that potential backers can learn more about them before investing in the project.

In addition, try reaching out directly to potential customers through tactics such as email campaigns and even direct mail if appropriate; however, you should be careful not overstep GDPR guidelines when using anyone’s personal data!


Rewards act as an incentive for people to contribute to your crowdfund as well as a way to show your appreciation for their support. Deciding what to offer your backers as a reward is an important part of your crowdfunding campaign, and can make all the difference in reaching your fundraising goal. Let’s discuss some of the different types of crowdfunding rewards and which ones might work best for your campaign:

    • Digital Rewards such as e-books, music downloads, or custom videos
    • Physical Rewards such as t-shirts, mugs, hats, or other branded merchandise
    • Experience Rewards such as tickets to events or exclusive experiences
    • Unique Rewards such as lunch with the team or a personalized thank-you video

A successful crowdfunding campaign should always offer rewards for your backers. Consider what type of rewards could be beneficial to your campaign and would be attractive to your potential backers.

Offer meaningful rewards

When crowdfunding, offering meaningful rewards that are related to the project is an important step in increasing motivation, excitement and engagement from your potential pledgers. It increases the chances of success for the campaign as it provides incentives and a concrete reason for people to invest.

Rewards should correspond to different tiers of pledges which will help your backers feel encouraged to invest further and share within their networks. Offering physical rewards for higher pledge levels (i.e. merchandise and VIP access) is key to adding more value for larger investors and getting them onboard with your project.

For lower pledge amounts, try offering digital rewards such as exclusive behind-the-scenes footage along the journey, early access, services related to the project (for example a training program or consultation), or anything creative linked to your particular project that adds more personal value (i.e virtual call with a team member).

For those who don’t have financial resources available but want to show their support, they can also be rewarded by being named in special thank-you credits or featured as part of a “thanks wall” dedicated entirely on sharing how generous people have been throughout the campaign.

By creating carefully structured reward packages set upon tiered levels that provide incentives on both large scale pledges and smaller ones alike, anyone who participates in this process can experience meaningful returns for participating in it – no matter what their level of contribution was – thus increasing their sense of ownership and validation towards making your ambitions come alive!

Create a reward tier system

Creating a reward tier system is an important component of your crowdfunding campaign and one that should be fine-tuned, considering the time and cost needed to acquire your products. It’s important to offer something tangible as a reward – no one likes giving away money without anything in return.

Your rewards should be separated into discreet levels or tiers, each offering different types of products, funds, or services. Incentivizing your donors with reward levels that provide increased value or offer exclusive access can help draw more attention and boost support for your campaign. Having different levels also allows supporters to pick rewards that fit their budgets or preferences best.

Examples of potential rewards include:

    • T-shirts with your fundraising logo.
    • Exclusive products not available outside the crowdfunding campaign.
    • Discounts on future purchases or services related to your campaigns product/cause/event.
    • Signed photos of people directly involved in the project/event.
    • Personal thank you messages from either yourself or a key figure involved with the project/event.

Feel free to get creative and come up with unique perks relevant to whatever you’re fundraising for! By designing a well thought-out rewards plan taking into consideration both actual available items as well as intangible value like experiences and recognition, you could take the success of your crowdfunding project to the next level.

Keep track of rewards and shipping

Offering rewards for those who contribute to your crowdfunding campaign is an excellent way to thank people for their support and can help encourage increased donations for certain levels of funding. To ensure your campaign’s success, it is important to keep track of which rewards have been offered, as well as the cost associated with them. This includes shipping costs, which must also be taken into account when calculating your budget and fees.

When creating rewards, it’s important to consider how they will be shipped. Items that need to arrive quickly to meet deadlines should generally be sent via expedited mail service (such as Priority Mail or Express Mail).

However, larger items or higher quantities of items may require alternate methods of shipment. It is important that you factor in the additional costs associated with different types of shipments — such as shipping insurance or signature confirmation — so that you can adequately determine which reward levels are viable options for the campaign.

It is also recommended that you have a system in place where prospective backers can provide their shipping information once they have made a donation. This will make it easier for you to track where each reward should be sent without having to contact each donor individually. Finally, remember that donors should be given an estimated delivery date when they contribute in order to ensure that everyone follows through on their commitments — both financial and logistical.

    • Keep track of which rewards have been offered
    • Factor in additional costs associated with different types of shipments
    • Have a system in place for prospective backers to provide shipping information
    • Give donors an estimated delivery date


Follow-up is an essential component of any successful crowdfunding campaign. It is important to have a plan in place to reach out to existing backers, thank them for their support, and keep them updated on the progress of the project.

Additionally, it is important to have a system to reach out to potential backers who have shown an interest in your project and invite them to contribute. By doing this, you will be able to create an engaged community and increase the chances of successfully achieving your crowdfunding goals.

Thank your backers

When your crowdfunding campaign finishes, be sure to give each of your backers a heartfelt thank you. They’ve put their money on the line and trust that you will bring their vision of your project to life, so sending them a sincere show of gratitude is key.

Writing thank-you emails or letters is a great way to make each backer feel appreciated for their part, as well as remind them about what they get for their investment in the project. 

Still, an impersonal email may not be enough — many creators turn to special events to show true appreciation.

    • Showing off a live preview of your work (if possible)
    • Having an online hangout session
    • Sending out special rewards
    • Hosting dinners or meetups with select backers
    • Offering exclusive access to media and interviews
    • Creating exclusive listservs or online forums
    • Telling personal stories and offering exclusive insights into the trending topics in your field(s).

The more time and energy you can dedicate towards thanking your fans, especially if this is something they have followed since the beginning, can really create lifelong relationships with donors and help build an even more powerful network of support for future campaigns.

Keep backers updated on progress

When your campaign is running, keep your backers up to date with regular progress reports. Transparency and honest updates about the progress of a project are big for crowdfunders. Sharing success stories and highlighting the team behind the product can help to build engagement and trust from potential backers.

You should also share key milestones and successes, regardless of how small they may be. Celebrate them – this helps your backers feel more connected with your project journey and encourages others to get involved in making it happen. For example, you could even tweet when a single reward level sells out or has received a surge in backing! Reassure potential backers that the team is working hard on delivering the product in an expected timeframe, so they can trust that their money won’t go to waste or be subject to delays in shipment.

Influencer marketing can also help make supporters feel reassured that they are backing something worthwhile when it is endorsed by someone they already know or respect in the field (such as an industry expert, trade publication or key investor).

Testimonials from current customers who have used your products before or people who were part of early previews of the project also make great promotional material for your crowdfunding journey!

    • Keep your backers up to date with regular progress reports.
    • Share success stories and highlight the team behind the product.
    • Share key milestones and successes.
    • Celebrate successes to help backers feel connected.
    • Reassure potential backers that the team is working hard.
    • Use influencer marketing to boost trust.
    • Include testimonials from customers and early previews.
    • Monitor your campaign and adjust as needed

A successful crowdfunding campaign is more than just investing in the right platform, setting a realistic goal and having an attractive campaign page. Once the “go live” button has been pressed, it’s important to keep on top of the campaign to ensure that it runs smoothly. This includes monitoring backer activity, responding to comments and queries in a timely fashion and making adjustments when needed.

It’s essential to track your progress towards meeting your goal daily so that you can quickly detect changes in momentum and take corrective action when needed. Fortunately, most major crowdfunding platforms provide comprehensive tracking tools that make it easy to understand engagement levels and financial updates easily. As well as identifying any lagging or stalling in the rate of pledges or pre-orders received, actively monitoring your campaign will also help to identify any unexpected spikes in backing from unforeseen sources – such as an unexpected media review or other influencer endorsement – which could be profitable for you if managed correctly.

Monitoring progress closely also allows you ample time to implement additional strategies designed to counter any slowdown or lulls between backings, such as boosting visibility with new advertising initiatives or offering additional incentives for pledging early – as long as these don’t involve compromising on your quality standards for delivering goods or services! 

Ultimately, keeping a close eye on progress combined with carefully considered interventions throughout can all help contribute significantly towards achieving that all important end goal of meeting (or even exceeding) your funding target.

    1. Invest in the right platform
    2. Set a realistic goal
    3. Have an attractive campaign page
    4. Monitor backer activity
    5. Respond to comments and queries in a timely fashion
    6. Make adjustments when needed
    7. Track your progress
    8. Identify any lagging or stalling in the rate of pledges or pre-orders
    9. Boost visibility with new advertising initiatives
    10. Offer additional incentives for pledging early
    11. Keep a close eye on progress
    12. Make carefully considered interventions

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