chapter 13

Optimizing Your Campaign Page

The Ultimate Guide to Crowdfunding takes a different approach to advising you on your crowdfunding campaign. This guide brings you the tips from people who know crowdfunding best – the experts who have run great campaigns and crowdfunding sites themselves – and presents raw data collected from a sample of some of the 15 most funded projects on both platforms.

What Kickstarter Advises

Your Kickstarter project title should be simple, specific, and memorable, and it should include the title of the creative project you're raising funds for. Imagine your title as a distinct identity that will set it apart ("Make my new album” isn’t as helpful or searchable as “The K-Stars record their debut EP, All Or Nothing"). Avoid words like "help," "support," or "fund." They imply that you're asking someone to do you a favor rather than offering an experience they’re going to love.

Your short description appears in your project’s widget, and it’s the best place to quickly communicate to your audience what your project is about. Stay focused and be clear on what your project hopes to accomplish. If you had to describe your project in one tweet, how would you do it?

What Indiegogo Advises

When putting together your pitch materials, make them easy for contributors to digest. Instead of explaining your campaign in huge blocks of text, visualize as much of your information as possible. Use charts, infographics, and timelines to present your budget, schedule, or a product comparison.

On average, campaigns launched on a Monday or Tuesday raise 14% more in the first week than campaigns launched on all other days of the week.

What the Experts Advise

“One really striking thing I noticed was that there was a direct correlation between the length of the Kickstarter page and the amount of funding. So we put up a lot of content, while trying to stay very substantial. Give people a lot to latch on to.” - Bill Trammel, Catan Boards.

“We spent almost three to four months preparing it. We considered a lot of things, and wanted to prepare for marketing something that is radically new. At the time we had fairly basic prototypes, and we wanted to re-create the truest experience possible of what our product is like.” - Mariquel Waingarten, Hickies.

“Anything you see big companies do you can probably do yourself, and maybe even better because your technology is newer.” - Noah Dentzel, NOMAD.

“The top portion of the page should give a reader a very clear understanding of what the product is, what problem it solves, how it compares to other products on the market, and why it’s important to them. Visitors should not have to read the entire campaign page to understand these things. The rest of the page can be dedicated to details and commonly asked questions for supporters who want more information.” - Adam Sager, Canary.

The Data

Product Amount raised Platform # of visual assets Number
of words
3Doodler  $2,344,134  Kickstarter 14
ARKYD  $1,505,366  Kickstarter 23
Canary  $1,961,862  Indiegogo 18  4024
Emotiv Insight  $1,643,117  Kickstarter 19  3687
GravityLight  $399,590  Indiegogo  8 1876
Kano  $1,522,160  Kickstarter  37  3500
Kreyos  $1,502,828  Indiegogo  40  4302
Misfit Shine  $846,675  Indiegogo  12  1944
Pebble  $10,266,845  Kickstarter  10  2093
Pono Music
 $6,225,354  Kickstarter 14
Robot Dragonfly
 $1,140,975  Indiegogo  43  2632
Scanadu Scout  $1,664,574  Indiegogo  11  2626
SCiO  $1,774,489  Kickstarter 28  4165
StickNFind  $931,870  Indiegogo 16  2249
The Dash  $3,390,551  Kickstarter 25  241

This is a sample from some of the largest design and technology projects. Note: Even the campaign page with the fewest number of visuals and the fewest number of words is pretty long. For reference, one page single-spaced is about 500 words. The shortest campaign here would be four pages single-spaced, while the longest campaign is about 14 pages. The visual assets are high-quality too.

Start taking great photographs, learn some design, and bring out your inner writer.

Next chapter

14. Optimizing Outreach and Engagement

4 min

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