If you’re new here, crowdfunding is exactly what it sounds like: getting a crowd (your friends, professional contacts, fans, even strangers) to fund your project, whatever it may be.
While anything can be crowdfunded, it’s a strategy usually best-suited to creativity: off-beat, exciting projects that would be passed over by big investors for being too risky. But circumventing the big money guys has its rewards too: the freedom with product, content, and/or editorial that artists need, and that big sponsors usually don’t provide.
Set a timeline. Successful crowdfunding takes effort, and perhaps more time than you might think. Entrepreneurs are busy people: if you only have limited time, it’s better to spend it when it will be most effective. Saving your big marketing efforts for the end, when creating a sense of urgency (a countdown, etc.) will get people excited to contribute at the last minute.
Think carefully about your target markets. Then, make the effort to communicate – really communicate – with your circles. Especially when funding a design product or music platform, don’t assume you can just circulate a link and the money will start pouring in.
Beyond posting announcements on social media groups frequented by members of your target markets (which people are momentarily annoyed by and then forget), you’ll need to send personal e-mails, to friends, family, professional contacts, with information about the project, the video, and a personal note about how much it would mean to you if they were to donate or even pass the message along.
Explain how it works. These messages should also include information about what exactly their donation would entail – with a special emphasis on the rewards.
People are just now getting acquainted with crowdfunding, so you can’t assume everyone will know what it means to give. Offer personalised rewards for everything, and make sure people know that their donations means a free reward before they even visit the page. Shoot a short, beautiful video that tells a personal story.
Your product isn’t personal to people, but your story might be. The point is to have something people can watch quickly, and will be impressive and enjoyable enough for them to click share, at the very least.