Launching a successful Kickstarter campaign requires a ton of different skills.
Strategic planning. Marketing and promotion. Supply chain management. People skills. The list goes on!
In this guide, we’ve compiled a list of every single tip we can think of to help you increase your odds of Kickstarter success.
We’ll cover everything from setting realistic funding goals, to building a strong social media presence, to creating compelling campaign pages, and much more.
Pre-Launch Preparation
Most of your Kickstarter success is baked in long before you hit the launch button. It’s because of this that you need to focus on research, setting realistic goals, and building up an initial support base.
Below, you will find some specific tips on how you can do that.
#1: Choose the right platform (it might not be Kickstarter!)
Kickstarter is the biggest crowdfunding platform. But it’s not the only one.
Kickstarter is ideal for film, music, and games. So it’s great for those needing all-or-nothing funding to avoid insufficient capital.
Indiegogo performs well in the tech, fitness, and home products niches, plus it offers flexible funding. That is, you don’t have to reach 100% of your goal in order to raise capital.
Then there’s Gamefound, which is a growing alternative to Kickstarter for board game creators.
Make sure you choose the platform that best fits your project’s needs. That might very well be Kickstarter – but don’t just pick it because it’s the first name that comes to mind!
#2: Set a realistic funding goal
Set a goal too low and you won’t be able to fulfill your promises. Set a goal too high and you lower your chances of funding.
Calculate the minimum amount needed to create your product, considering all costs, including production, shipping, and marketing. Setting a realistic goal helps you attract more backers and also helps you deliver on your promises.
Once you figure out the minimum amount you need – don’t go too far beyond that. Stay in the Goldilocks zone.
#3: Research campaigns – both successful and unsuccessful
You need to understand what makes other campaigns successful. Go to Kickstarter and look at campaigns. Find successful and unsuccessful ones and learn as much as you can about why they have or haven’t succeeded.
There’s no reason to create plans completely from scratch. There’s also no reason to duplicate others’ mistakes!
Pay extra close attention to the campaigns that line up most with your niche.
#4: Line up your earliest backers
Build initial support by reaching out to friends, family, and contacts before launching. Early backers can help create momentum, attracting more support as a result.
Personal connections are often the first to pledge, so their support can be critical in the initial stages of your campaign.
Few people want to be Backer #1. But if Mom wants to put $100 in, you don’t have to deal with that problem.
#5: Create a pre-launch landing page
Collecting email addresses is one of the best ways to stay in touch with potential backers so you can start marketing early. Gathering emails means that you can tell a huge group of people when the campaign is live.
One way you can convince people to provide their email is to build a landing page. On the page, you can tease your project and encourage visitors to sign up for updates.
This is one of the most effective ways to build stream for projects before they launch.
#6: Build a strong social media presence
Social media helps you connect with potential backers, creating a community around your project before you launch. Share behind-the-scenes content, updates, and teasers to build excitement.
Think about the platforms where you are going to be most likely to find potential backers. Prioritize using platforms first instead of spreading yourself thin over too much channels.
#7: Set up email marketing
We touched on this in #5, but it’s so important that it bears repeating. Build an email list so you can notify potential backers about your launch and provide updates.
Regularly communicate with your subscribers, providing exclusive insights and early access to your campaign. This is traditional wisdom because, when combined with other smart marketing tactics, it can be very effective!
#8: Prepare press releases for media outreach
Get your project featured in relevant media and blogs. Draft compelling press releases and pitch them to bloggers, journalists, and influencers in your industry. Early media coverage can help build credibility and then attract more backers to your campaign, increasing your chances of success.
#9: Engage with the Kickstarter community
Join forums and groups to network and gather support. Participate in discussions, share your project updates, and seek feedback from experienced creators. When in doubt, look for Facebook groups, LinkedIn groups, and certain subreddits.
#10: Plan your logistics
Before you announce a launch date, make sure you have a plan for production, shipping, and fulfillment to avoid delays. You also need to do some detailed logistics planning to make sure you can deliver rewards on time, maintaining backer trust.
Consider partnering with reliable suppliers and shipping companies to streamline the process. Don’t forget to make a budget too!
Campaign Page Setup
Your campaign page needs to give people great reasons to back your project. That means have high-quality visuals, clear copywriting, and all the information backers need to feel like they can trust you.
Here are some tips on how you can make a campaign page for the ages.
#11: Create a captivating campaign video
Your campaign video is going to be one of the first things that people notice when they see your campaign. Make sure you use high-quality visuals and audio. Your video needs to have a strong narrative as well as a clear call to action.
You want to introduce your product, show people why they should back it, and tell them what to do next. It’s an easy way to increase the number of pledges you see. The vast majority of successful campaigns, after all, have videos!
#12: Design a visually appealing campaign page
Your campaign page needs to look beautiful. That means using lots of high-images and breaking up the sections of your page with easy-to-read headers for maximum skimmability.
Every bit of text you use needs to serve some function. You need to provide a lot of information, but not at the expense of good looks. Appealing pages lead to increased pledges!
When in doubt, look at what the most financially successful campaigns in your niche are doing.
#13: Write an excellent campaign page
Clearly explain your project, its benefits, and how backers’ funds will be used. People need to know exactly what they’re buying, why it’s great, and what makes it different from all the other products.
Every line of text you use needs to help potential backers understand your vision and the value of their support. Use straightforward language, because that’s the best way to keep your copy clear and avoid confusion.
#14: Make your unique selling proposition (USP) immediate and clear
Use an eye-catching headline and concise summary to grab attention. Clearly state what makes your project unique and why backers should support it. A strong USP can differentiate your campaign from others.
This is extremely important because Kickstarter is a noisy marketplace, and unless your USP is super clear, you’ll blend into the crowd.
#15: Add a detailed FAQ section
Address common questions and concerns to build trust. Cover topics like reward fulfillment, project timeline, and risks involved.
Pro tip: write your FAQ in advance so you can copy and paste it into your campaign page right after you go live.
#16: Take and use great product photos
Use images that show your product in use and resonate with your audience. High-quality photos can make your product more relatable and appealing, helping potential backers envision it in their own lives. Visual storytelling is a powerful tool to enhance your campaign.
Even if you’re on a shoestring budget – buy a few lamps and get some bright LED bulbs. This will dramatically improve your picture quality, even on an older model iPhone.
#17: Provide detailed product specifications
If your product is technical, make sure you provide all the information you can. The more specific you can be, the better.
When in doubt, make sure customers know how big the product is, how much it weighs, and what materials go into making it. This will help backers feel like they are making an informed purchase as a result.
#18: Share your journey and story
Personalize your campaign by sharing your background and the creation process. Let backers know who you are, why you created this project, and the challenges you’ve faced. This connection builds trust and makes your campaign more relatable and engaging.
People buy products. But they back creators.
Marketing and Promotion
If you launch your Kickstarter, but don’t tell anyone about it, you probably won’t fund. You need to have a killer marketing and promotion plan if you want to succeed on Kickstarter.
Because marketing is so important to success, we’ve compiled a list of marketing tactics that might work for you.
#19: Use Facebook and Instagram ads
Meta, which includes Facebook and Instagram, remains one of the best advertising systems in the world. It’s also one of the most approachable.
With Facebook and Instagram ads, you can target your audience and make sales while your campaign is live. Facebook’s robust targeting options allow you to reach specific demographics, increasing the likelihood of attracting backers who are interested in your project.
#20: Collaborate with influencers
Partner with relevant influencers to promote your campaign. Because the right influencers can reach a large audience and lend credibility to your project.
Choose influencers who align with your project’s niche and values. That way, you can be sure their followers are likely to be interested in your campaign, enhancing its visibility and appeal.
Influencers don’t necessarily have to be social media stars, mind you. They can also be TV and radio professionals, reviews with well-read blogs, or even local community organizers. The point is that you want to find people who know people.
#21: Use multiple marketing channels
Don’t rely on one marketing channel for success. Use social media, email marketing, and online ads to reach your target audience in as many places as possible.
Every marketing platform has unique benefits that can enhance your campaign’s visibility. A multi-channel approach will help you make sure you catch potential backers wherever they are online.
#22: Run pre-launch ads
You can use Facebook, Instagram, Google, and other ad platforms before you launch your campaign. As long as you have a landing page and a way to collect emails, it’s actually best practice to generate as many leads as you can before launching. That way, you can dramatically increase the odds of day 1 success.
#23: Engage in online communities
This is similar to the advice on engaging with the Kickstarter community.
Join forums and groups to network and gather support. Participate in discussions, share your project updates, and also seek feedback from experienced creators. When in doubt, look for Facebook groups, LinkedIn groups, and certain subreddits.
Reward Strategy
Your campaign is only as good as your rewards. That’s because rewards are what get people to take action in the first place!
With that in mind, here’s how you make sure your rewards are doing their fair share of the heavy lifting.
#24: Offer great rewards
This is a simple tip, but it’s so important. Make sure backers like your rewards before you launch your campaign. If you don’t get an enthusiastic response to your rewards, then you should probably delay your launch date until you do.
#25: Set strategic reward tiers
On Kickstarter, the structure of your reward tiers can make or break your campaign. Create tiers that not only offer tangible value but also enhance the Kickstarter experience.
Start with a low-entry “Thank You” tier that allows backers to show support without a significant financial commitment.
Then your mid-level tiers should offer the core product plus unique add-ons that aren’t available post-campaign.
For high-level tiers, consider offering limited edition items or experiences that tap into the exclusivity that Kickstarter backers often seek, like signed prototypes or an invitation to an exclusive launch event.
#26: Include early bird specials
Create a sense of urgency with limited-time offers. For example, you could provide early bird specials which incentivize backers to pledge early, helping build momentum for your campaign. This can help push you over the funding goal early on in the campaign.
#27: Provide exclusive rewards
Offer unique items or experiences that aren’t available outside of Kickstarter. Exclusive rewards add value and entice backers to support your campaign at higher levels. These can be limited edition products or special experiences related to your project. Exclusivity makes your campaign more attractive and can drive higher pledge amounts.
#28: Use bulk packages
Encourage larger pledges with discounted multi-unit rewards. Bulk packages provide better value and can increase the average pledge amount. As an added bonus, offering bulk options helps reach your funding goal faster by encouraging bigger pledges.
#29: Offer behind-the-scenes content
Engage backers with exclusive insights and updates. Share behind-the-scenes content that showcases your project’s development, challenges, and successes. Part of the appeal of Kickstarter and similar platforms is the chance to feel like you’re “in on something” early in its development – so take advantage of this!
Campaign Management
You can’t just launch your campaign at 9 in the evening. Nor can you launch it, forget about it, and check back in 30 days later. You need to be hands-on about how you manage your Kickstarter campaign.
Here are some tips on how you can do that effectively.
#30: Launch at the right time
Time your launch for maximum impact. Pick the right launch month, day of the week, and time of day. It needs to line up with your audience’s availability and interest.
When in doubt, Tuesday or Wednesday is a good day to launch. Choose a reasonable launch hour like 9, 10, or 11 in the morning eastern time. Don’t launch between mid-November and mid-January. And lastly, avoid major holidays.
#31: Engage with backers
Respond promptly to comments and messages to build a strong community. Answer questions, acknowledge feedback, and keep the conversations going. Remember: this is part of what makes Kickstarter appealing. Backers have a direct line to the people making the things they want!
#32: Provide regular updates
Keep backers informed about progress, challenges, and successes. Regular updates build trust and maintain interest. Share milestones, production updates, and any hurdles you’re overcoming.
In general, you should be sending a Kickstarter update at least once per week during the campaign. Then after the campaign, it’s a good idea to send an update at least once per month. More is often advisable, depending on your situation.
#33: Thank your backers
Show appreciation and acknowledge support throughout the campaign. Regularly thank your backers through updates, comments, and personal messages.
This advice may seem basic. But when gratitude is absent, it’s noticeable, not to mention off-putting.
#34: Address challenges transparently
Be honest about any issues and how you plan to resolve them. In fact, backers expect Kickstarter campaigns to be a little chaotic.
It’s for that reason that being open about unexpected challenges and even mistakes can go a long way toward keeping trust.
#35: Monitor and adjust your strategy
Stay flexible and make necessary changes to your campaign based on feedback and performance. Part of what makes Kickstarter such a good launch platform is that backers will be vocal about what they like and don’t like. That makes it easier to know when to pivot.
Post-Campaign
Launching a campaign is fun. Funding successfully is even more fun.
But what do you do after the funds clear?
At that point, you’re on the hook to keep your promises. But there’s a lot that goes into that. Here is what you need to do next.
#36: Fulfill your promises
Yes, it’s obvious, but it’s necessary. Ship rewards on time and keep your promises.
This is harder to do than you think. Most Kickstarters ship late, so if you manage to ship yours out on time, you’ll make a good impression.
Do this well and it will help build your credibility, keep your backers happy, and lay the groundwork for future success.
#37: Continue engaging with your community
Keep backers updated even after the campaign ends. Regular communication helps maintain the community you built during the campaign.
Share updates on product development, future plans, and any new projects. That way, you can keep in touch with the people you worked so hard to find in the first place!
#38: Launch a dedicated website
Use the momentum to continue promoting your product and attract new customers. A dedicated website allows you to showcase your product, provide updates, and also sell directly to new customers.
Kickstarter campaigns draw a lot of attention. You can use the visibility and community from your campaign to kickstart your eCommerce operations too.
#39: Create a newsletter
If you’re spending money collecting email addresses, you shouldn’t just email them once and then let the leads slip through your fingers. Keep backers and potential customers informed about your journey and future projects with regular updates.
Newsletters are a classic form of ongoing communication that can help you build a loyal community over time. Plus, it keeps your audience invested in your success.
#40: Seek feedback
Use your Kickstarter surveys – as well as any direct message conversations you have going – as a chance to understand what worked and what can be improved.
Gathering feedback from backers will help you understand your campaign’s strengths and areas for improvement. Then you can use this information to help you launch even better campaigns in the future!
Additional Tips
Kickstarter, both as software and as a cultural entity, is pretty complex. Some of the tips and tricks on how to use it don’t fall into a neat category. But you still need to know them!
Here is all the advice we can think of that doesn’t neatly fit into one of the previous categories.
#41: Use Kicktraq
Kicktraq is a cool website that’s been around for almost as long as Kickstarter. You can type in any Kickstarter URL and check out its funding data and a bunch of other stats. When you research other campaigns, this can help you get a feel for how their funding process went. For example, did they fund quickly or steadily over the course of weeks?
#42: Set stretch goals
Stretch goals motivate backers to continue pledging even after the main goal is met. While not required, they’re considered a tradition on Kickstarter.
If you decide to set stretch goals, clearly communicate what additional funds will be used for, such as enhanced features or extra rewards, to maintain excitement and support. And, of course, make sure you can actually ship your stretch goals!
#43: Create a sense of urgency
To some extent, the time-limited nature of Kickstarter campaigns already creates a sense of urgency. If you want to dial it up a little more, consider offering limited-time offers like early birds or rewards with limited quantities. This can encourage backers to pledge earlier and help boost campaign momentum.
#44: Proofread meticulously
Typos are bad. Check your spelling and grammar. Make sure there are no mistakes.
Yes, this is an obvious tip, but it’s so important. Putting effort into quality control shows people you care.
#45: Use a professional editor
If you can swing it, consider hiring an editor to polish your campaign materials. A professional editor can enhance the clarity, coherence, and overall quality of your content. They’re also more likely to catch typos that you miss.
#46: Optimize for mobile
Kickstarter is a bit unusual in that it’s common for creators to put most of their content inside of images rather than plain text. This advice flies in the face of traditional advice when it comes to mobile usability.
However, what you can do is make sure you check your campaign page on your phone. All the text needs to be clear and legible. Ideally, it shouldn’t take forever to load as well, although your ability to influence that is somewhat limited by Kickstarter’s page editing software.
#47: Include testimonials
If you have endorsements from early supporters or industry experts, share them on your page. Like with any other kind of product launch, testimonials can build credibility and trust with potential backers.
Highlight positive feedback and quotes that emphasize the value and quality of your project, because that will make it more appealing to prospective backers.
#48: Highlight previous successes
If applicable, mention past successful projects to build credibility. Showing your track record of successful projects can reassure backers that you can and will deliver on time. Also highlight key achievements and positive outcomes from previous campaigns to instill confidence in your current project.
#49: Be authentic and personal
Let your personality shine through in your campaign materials. Authenticity helps build a connection with backers.
Share your passion, vision, and the story behind your project in a genuine way. Personal touches can make your campaign more relatable and engaging.
#50: Invest in basic equipment
Use tripods, microphones, and proper lighting for a professional video. High-quality videos enhance your campaign’s appeal. Basic equipment like a stable tripod, clear audio from a microphone, and good lighting can significantly improve the production value of your campaign video, making it more persuasive.
You would be surprised how inexpensive quality equipment is on Amazon and other online stores can be. A $50 microphone and $40 tripod and ring light can go a long way. And if that doesn’t work – check with your local library, as many now have on-site recording rooms.
Because of how easy it is to create quality videos these days, you don’t have an excuse not to!
#51: Follow up with surveys
Gather backer feedback to improve future campaigns. Surveys are an effective way to understand backers’ experiences and gather insights for improvement.
Use this feedback to refine your approach, address any issues, and enhance future projects. Engaging backers in this way also shows that you value their input.
#52: Maintain momentum post-campaign
Keep the excitement alive with continuous marketing and engagement. After your campaign ends, continue to promote your product and engage with your backers.
Use social media, email updates, and your website to keep your audience informed and involved. Sustained engagement helps build a loyal community and drives ongoing interest in your project.
Crowdfunding is not just a way to get one high-profile success. If you use it properly, you can set up a business for the long run.
Final Thoughts
It takes a lot of different skills to succeed on Kickstarter. This long list is evidence of that fact!
But don’t let the overwhelming size of this article scare you off the platform. Kickstarter is a proven way for upstart entrepreneurs to get noticed for a simple reason: because it’s a great place to try new ideas. Modern-day Kickstarter is a great place to build an audience, and lay the foundation for a lasting business.
Kickstarter success is not just about your launch day. It’s about everything you do leading up to it and everything you do after it. You don’t have to do everything perfectly – just focus on making something people want and being thoughtful in the way you get it to them!
