How to launch a successful Kickstarter Campaign at minimal cost (step by step process)

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Video Link — https://www.youtube.com/watch?v=_ZgyPkKnKfw

In September of 2021, my business Grace to Cultivate LLC. (gracetocultivate.com) launched a successful Kickstarter Campaign. This campaign (which can be seen at this link — https://bit.ly/3MdkZL2 ) raised over $3,000 for the initial startup cost of the business. This total exceeded the goal of raising $2,000 in 49 Days. (August 12, 2021 to September 30, 2021)

The aforementioned link only displays the digital givers. (35 Backers who gave $2,177) However, the fundraising process showed me that several of the patrons preferred giving off the digital platform. (or to me directly) This is due to the fact that Kickstarter and other digital platforms take a percentage commission if the fundraising goal is successfully reached. The final sponsorship amount was approximately $3150 and approximately 40 backers in total.

This blog will interact with the fundraising process. In my experience, many people have ventures that would be greatly improved through digital fundraising. However, the process of digital fundraising is typically not common knowledge or experience. The goal of this blog post is to provide a step by step process in how to raise money through digital services like Kickstarter.

1. First, understand that ultimately you are not your fundraiser. — Your ability to fund-raise is not intrinsically tied to your inherent value or worth. As a Christian, I believe that the triune God created every person in the Imago Dei (in the image of God). I believe that my ultimate value is tied to how God sees me, not through my ability to perform or achieve my goal. An understanding that we are not our work helps with the anxiety that often accompanies achievement.
2. The majority of the fundraiser happens behind the scenes. - The big misconception of digital fundraisers is that posting the fundraising link is the only effort that is needed. I would infer this works for some people. However, It has been my experience in both digital and in person fundraising that extra steps are often needed. Consider the metaphor of a sports team. The Kickstarter page or fundraising website page is like a team’s score board. The steps listed below are like a team’s practices, conditioning, strategy and recruitment.
3. Reverse engineer your fundraising goals. — Start with your fundraising goal then strategize in reverse order. I have even found it helpful to try to over raise your initial target. If you are raising $1,000, plan for $1,500. If you are raising $2,000, plan for $3,000. Your minimum goal is your stated and promoted goal. However, I have found it helpful for your work ethic goal to exceed your stated goal. If you are unable to hit your work ethic goal you will “fail” and hit your promoted goal. It’s a win-win.
4. Create a realistic “per person” goal based on the math.- Start by asking the simple question, “How much would I pay if a friend approached me with a similar project?” Then ask (based on a general estimate), “How much do I think a large percentage of my donors have the capacity and or willingness to give?” These questions help you determine your asking goal. My asking “per person” goal was $25. My total fundraising goal was $2,000. This means that I needed to get at least 80 people to give me an average of $25.
5. Consider contacting at least four times (4x) your “per person” patron goal. I found that for every four to five people that I contacted about one actually gave. So this means that if I am trying to get 80 people to give I need to be reaching out to about 320 to 400 people. I have even found it helpful to include the “per person” amount in the ask. My ask is influenced by a fundraising training given by Tracie Warren of the Impact Movement. I generally end my vision cast by saying… “…Would you be interested in backing me at $25 or some other amount?”
6. Create an individual contact list based on actual acquaintances. — Now that we know that our target contact list is about 400 people I have found it helpful to put them all in the same place. A blank sheet of paper, phone notebook or Google Docs will all work. One at a time start writing down the name of people in which you would be willing to connect. I start with the people that I feel would “take my call or respond to my email” if I sent them correspondence. I then extend my list to my social media connections and distant acquaintances.
7. Write your individual contact list down on a document or spreadsheet. — After you have collected your “first 400” organize them on a spreadsheet. On column one write their name. Column two write how you will contact them (ie. phone, email, LinkedIn, etc). Column three write down what happened when you tried to contact them. (ie. Gave, pledged by the deadline, declined, They asked for a call back Friday, bad number, etc.) In column four, write down all of the gift amounts. Excel has options that make it easy to add your gift totals. This column will also make it easy to identify everyone that you will need to send thank you cards , thank you gifts and or thank you calls.
8. Write a brief vision cast (300 words or less) that includes a direct link to your digital fundraiser. -The reason for a brief vision cast is that it will help you organize your thoughts for all 400 people. You can use it as a flexible template for your in person and phone call pitches. It can also be used as the exact email, LinkedIn message or text that is sent to potential donors.

Here is an example of my vision cast.

“Hey (insert name), How are you doing? I am just reaching out to see if you would be interested in helping me launch my business called Grace to Cultivate LLC (gracetocultivate.com). We are an imagination brand that from a posture of gratitude use storytelling, ideation and investment for the greater good. The throughline in all of our products, services and digital content is helping the next generation work “smarter and not just harder.” I just launched a Kickstarter to raise $2,000 in start-up capital for this business before September 30, 2021. My hope is receiving the patronage of 80–100 backers that will contribute $25 or some other amount towards this start up goal. This is a for profit business so a person is not donating as they would with a charity. Rather any contribution would be like a payment for a product or service. The KickStarter link includes an itemized list of the startup cost and a detailed description of how each contribution reward tier leads to a different outcome. Will you support this Kickstarter? If so, submit your pledge contribution here. This link includes a more detailed description of the campaign. — https://www.kickstarter.com/projects/gracetocultivate/launch-cost-for-grace-cultivate-llc-gracetocultivatecom?ref=user_menu Thanks for your consideration.”

The link above also includes an itemized list of the items being requested. Every once in a while a backer may ask “exactly what startup costs are they investing in?” I found this list to be helpful.

9. Think of inexpensive ways to thank your patrons. — One of the reasons many creatives use Kickstarter to launch their products and services is because they can receive partnership without giving up equity in your company. This article by Kickstarter explains what a “backer” can expect to receive. (https://help.kickstarter.com/hc/en-us/articles/115005047953-What-do-backers-get-in-return-) Even though backers don’t receive equity they can get other great gifts and prizes. I found that many backers just wanted a public or private thank you. I also found it helpful to promise products and services that were equal in value to (or less than) the backers donation. This is an example of inexpensive gifts that were given. https://www.kickstarter.com/projects/gracetocultivate/launch-cost-for-grace-cultivate-llc-gracetocultivatecom?ref=user_menu

10. Launch the official Kickstarter. — Now that the bulk of the behind the scenes preparation is done it’s time to launch the Kickstarter. By God’s grace this Kickstarter was completed in about two months. However, it’s good to set a realistic time goal when launching a digital campaign. As a good rule of thumb I would encourage a period longer than your contact period. If I were doing it again I would set a timetable that would give me enough time to contact all 400 people at least once. Then I would leave enough room afterwards for a pay period or two so that your potential backer could designate their resources.

11. Contact each individual potential patron. (Call, Text and or Email) — I jokingly use the word “Boomclickity!” to describe the sound the phone makes when you call each of your individual potential patrons. There are no shortcuts. This is what helps you reach your overall fundraising goal. I would recommend contacting each person within a week or two of officially launching. One reason you try to connect early is that many patrons may want to connect several times prior to giving. Another reason is that many people need time to adjust their budgets. The people that are compelled to give often know other people that give. If you do not hit your goal immediately feel free to thank the active givers during the timespan of the fundraiser. Moreover, ask them if they can refer you to other people that may be willing to patronize your campaign.

12. Last but not least, you don’t control the outcome of the fundraiser. However, you can make sure your fundraising efforts are front and center in the mind of your prospective patrons by applying #1–11.

PS — Here is a brief TikTok video that I recorded right after I completed the fundraiser. While the above blog post focuses on the fundraiser preparation process. This Tik Tok video describes the lessons learned from the end result. — https://www.tiktok.com/t/ZTd7t5XXe/?k=1

For more follow me on Twitter as @zachdmiddleton and or check out my Linktree Account — https://linktr.ee/Gracetocultivate