From Best Foot Forward to Failures: Six Good Ideas About Kickstarter

Velociraptor! Cannibalism! : The three decks

With Velociraptor! Cannibalism! approaching 800% funding, I’ve started to receive a bunch of questions from fabulous creative types about fundraising, marketing, and how to get where we are. It’s a tough question to answer, because everyone’s situation is different. What might work for a quirky, funny, board game might not work for a folk band, and the things that make an art show skyrocket to success might fall flat with a dance troupe.

Velociraptor! Cannibalism! : Eggs!

I’m always happy to weigh in, and to let people know what I’ve learned, and give advice about what’s worked for me and what I’ve seen work, but I thought I’d go ahead and share six general “good practices” that I’ve learned about creating a Kickstarter campaign.

1. A Good First Impression. Think about your Kickstarter page as you showing up on a date. You want to make the best impression possible in those first few minutes. That means your front image should look great, you should have some nice photos, and your video should be the best that you can make it. Is your audio hard to listen to? Is your video blurry? Is your image fuzzy? Craft your project to make a great first impression.

2. Be Clear: People often skim, miss things, and forget stuff. Be as clear as possible to help people to understand.

3. Explain who you are: People often understand and remember people better than ideas. With Kickstarter, it’s vital that your supporters are introduced to the person behind the project. Lay out your credentials, your passion, your goals.

4. Get Help: If you are terrible at making video, get help. If you need someone to look at your writing? Get help. If you need an artist to help your work shine? Get help. There are very few creators that are excellent artists, musicians, video editors, audio editors, writers, marketers and fundraisers all at once. It’s okay to barter, buy and beg for help.

5. Think Like A Supporter: Look at your campaign from an outside point of you, as if you are considering support. Do you want to contribute to this campaign? What makes you break out your wallet?

6. Study the Failures: Look at the campaigns that have failed, ideally, the campaigns that are really close to yours. Designing a card game? Look at card game flops. Starting a dance troupe? Look at campaigns where the dance never happened. Compare these campaigns to your own campaign.  Looking at a campaign with beautiful art, but undesirable rewards might clue you in to how important rewards are. A campaign with a beautiful video but terrible audio might make you look twice at your own.