So You Want to Run a Kickstarter?

This past year has been turbulent to say the least; with the number of ups and downs, I still can hardly tell whether I’m standing on my head or on my feet. However, one of the most notable ‘ups’ was that I ran a successful Kickstarter. Then I ran another one. And then one more! In fact, in the past ten months I ran three successful Kickstarter campaigns and collectively raised over $35 000 USD for an Old Norse phrasebook, a Viking-themed card game, and an anthology of historical fiction. This does not make me a Kickstarter expert by any stretch of the imagination, but I have learned a few things and I hope to pass on a bit of insider knowledge here for crowd-funding hopefuls considering this route to publication.

"[In] the past ten months I ran three successful Kickstarter campaigns
and collectively raised over $35 000 USD for an Old Norse phrasebook,
a Viking-themed card game, and an anthology of historical fiction."

I have an idea. Should I run a Kickstarter?

If any creator was to ask me this question, I would ask them three questions in return:

• Are you willing to do a lot of assertive promotional, networking, and publicity work?
• Do you have (or have access to) video editing and graphic design tools?
• Is your presence on social media significant (let's say at least 1000 followers on a social media platform) or do you have a considerable following within any other kind of large (think 100 000 or more) community?
  

  

If you answered yes to these three questions then I think your idea is probably viable for a Kickstarter campaign. (Note: ‘viable’ does not guarantee success.) If you answered no to any one of these three questions I would strongly discourage you from pursuing funding through Kickstarter. Instead, I would suggest that you pitch your idea to publishers who can handle the items above while you focus solely on the creative aspect of the project.

"If you answered yes to these three questions then I think your idea
is probably viable for a Kickstarter campaign."

When should I start working on the Kickstarter?

I think there is a misunderstanding of timelines when it comes to Kickstarters for new creators. Way back in the day, the idea of pitching a project, getting it fully funded, then working on it for six months to two years while backers wait patiently may have been an option. These days, you want to have a fully finished product (be that a game, book, album, etc.) as you will be competing with very polished products for attention and for funds. My suggestion would be to complete the ‘idea to reality’ stage first, make sure it really is as awesome as you were hoping it to be, and then begin to prepare for a Kickstarter campaign launch.

" My suggestion would be to complete the ‘idea to reality’ stage first, make sure it really is as awesome as you were hoping it to be, and then begin to prepare for a Kickstarter campaign launch."

I would budget about 5-15 hours a week for pre-campaign work (designing graphics, recording the video, networking, securing promotions, getting feature spots on podcasts or in relevant publications, developing publicity materials, recruiting followers on the pre-launch page, etc.) for about three months before the campaign and then 15-25 hours per week during the campaign. Any work you complete before the campaign will be very much appreciated by your future self during the mid-campaign madness. I highly suggest working with a partner (or a team) on this as that is a lot for one person to handle while remaining somewhat sane.

What funding goal should I set for my Kickstarter?

This is highly dependent on what the product is, but in general you obviously want to cover the cost of printing or production. Be sure to get a quote for this before you set your funding goal and do not just ballpark your costs. If you’ve never worked with a printer or a manufacturer before then do your homework early in the planning stages. I had friends who funded their board game on Kickstarter then received copies from the manufacturer overseas, 30% of which were defective. They were on the hook to cover thousands of dollars of re-printed games out of pocket; it was either that, or lose the significant following they had built upon Kickstarter over several successful projects.

Additional expenses, which can be significant, include Kickstarter’s 5% fee, warehousing and distribution, and any costs related to fulfillment management services. Typically it is understood that backers will be charged shipping (be very careful if you plan on including shipping in the backer price) and most creators, even small ones, will use a fulfillment manager such as CrowdOx to help with post-campaign delivery. I would highly recommend that another buffer of at least 5% be added to the funding goal to cover any unforeseen expenses related to the campaign.

"I would highly recommend that another buffer of at least 5% be added to the funding goal to cover any unforeseen expenses related to the campaign."

Of course, there is also the whole issue of your being paid for the creative work you have done. I would suggest using the Kickstarter to fund the production costs or the print run then pay yourself through post-campaign sales. For example, if you fund a print run of 2000 copies of a book and you have 800 backers, then there are 1200 copies that can be sold post-campaign. Not everyone would agree with me on this, but consider the fact that you are paying Kickstarter 5% of your ‘creator’s fee’ if you raise those funds through the platform.

I just launched my Kickstarter! Time to sit back and let the pledges roll in?  (Spoiler Alert: The answer is no.)

No amount of pre-campaign preparation can prepare you for the rush, the thrill, and the terror of your campaign launching on Kickstarter. You are baring your soul, your dreams, and your ambitions to a nebulous universe of interconnected intelligent entities surfing across the vast expanse of the web. When the campaign begins, it is time to start pushing harder than ever to reach new audiences, network with influential people around the topic of your project, and follow up with media features you set up during the pre-campaign.

During my third campaign we were fortunate to be selected as a ‘Project We Love’ by Kickstarter. Our campaign was featured on the ‘Project We Love’ page and we were given access to a promotional badge which helped us stand out. Only 8-9% of all Kickstarter projects are selected to be in this category so it is a significant achievement; however, there is no process to apply for this status as projects are selected using a secret process that happens behind closed doors.

"During my third campaign we were fortunate to be selected as a ‘Project We Love’
by Kickstarter. Our campaign was featured on the ‘Project We Love’ page
and we were given access to a promotional badge which helped us stand out."

However, if you look at the current ‘Projects We Love’ page you can identify some themes in terms of which projects are getting selected. While not every project might fit into this category, consider tweaking your campaign page to try and catch the eye of a Kickstarter administrator. Note that your campaign might be live for several days before you receive notice that your project has been chosen as a ‘Project We Love’ and such a designation does not guarantee success.

My Kickstarter is live and it is not doing very well. Should I pay for advertising?

This is, unfortunately, an all too common experience, especially for first time creators. Overall, only 38% of projects on Kickstarter reach their funding goal by the end of the campaign. Creators need to be prepared for the worst-case scenario but should not sit back once the campaign begins. The energy of the campaign, especially in the first few days, will be key to either its success or its failure.

It is very common to have a mid-campaign plateau and that is nothing to panic about. The spike of pledges in the first few days and the rush of backers who had been following the project or holding back in the final hours are like riding an extreme roller-coaster, but this middle section can feel like trudging through a desert of despair. At this stage, if the project has not yet funded many may feel immense pressure to pay for advertising in a desperate attempt to reach more people.

"The spike of pledges in the first few days and the rush of backers who had been following the project or holding back in the final hours are like riding an extreme roller-coaster, but this middle section can feel like trudging through a desert of despair."

I would caution against paid advertising in general. If you have a background in SEO analytics or marketing then maybe you can turn this to your advantage. However, paid advertising will never, in my opinion, be able to match personal recommendations. Having an influential podcaster, author, or academic personally share your project and encourage people to back it is more authentic than paid advertising and will attract the kind of loyalty that these projects need to succeed. People need to believe in the project like you do, and that sense of communal excitement is difficult to generate without personal recommendations. Besides, there are plenty of people ready to take your money with baseless promises of Kickstarter success, but once they are paid your money is gone, gone, gone.

My Kickstarter is funded! Now what?

Ah! You’ve reached that enviable state for which so many have striven. However, there is still much work to be done in finalizing the production of your campaign, fulfilling orders, and staying in touch with backers. One thing I was surprised to learn is that many of the pledges bounce, sometimes upwards of 10% of all pledges; Kickstarter has no way of securing these funds if the payment information is not current and backers do not update their details before the funds go through. This is not too much of an issue for campaigns that significantly overfund, but if you barely make it over the line at, say, 102% funded on a $9000 goal, you may end up with only 95% funding once all the funds come through. This is yet another good reason to build in a bit of buffer in your original funding goal.

"One thing I was surprised to learn is that many of the pledges bounce,
sometimes upwards of 10% of all pledges..."

Last, but not least, if you begin creating projects through Kickstarter you are likely to continue with future campaigns that expand on your series, universe, or game. While answering mountains of backer questions, wrestling printers to meet your promised deadlines, and interacting on social media, remember that these amazing people who backed your project may be interested in backing future projects, provided you’ve shown yourself to be reliable and professional. Keep backers up to date and inform them of delays in fulfillment or any other items relevant to the campaign.

"...remember that these amazing people who backed your project may be interested in backing future projects, provided you’ve shown yourself to be reliable and professional."

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All of this is really just scratching the surface of the wild and wonderful world of crowdfunding; if you are interested in learning more I encourage you to check out the extensive collection of posts by Stonemaier Games or to send me an email through my contact form for more specifics on any of the topics above. Keep making the world a little bit more awesome with everything you create!

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