Story provided by Indiegogo –
Strengthen your campaign by focusing your idea, establishing a feasible timeline, and creating a great pitch with compelling perks.
1. Focus your idea
What you are trying to achieve by running a campaign? Successful campaigners take their big idea and break it down into meaningful chunks that they can share as concrete objectives with their audience.
Campaign: Mission Cheese
Their big idea was to open a new restaurant, but their Indiegogo campaign objective was to install glass refrigerators and cabinets.
Campaign: The Horror Short, Black August
Their big idea was to make a film, but their Indiegogo campaign objective was to finance equipment rentals, food for the crew, and postproduction.
Campaign: The Tasmanian Forest Campaign Hub
Their big idea was to save the Tasmanian Forest, but their Indiegogo campaign objective was to pay for the first four months of rent in a shared office space in Tasmania’s capital city, Hobart.
2. Think beyond the money
Before creating your campaign, you started growing your community. Think about how those people can help you achieve your big idea in the long term, even after your campaign is over.
For example, your community can:
- Establish the foundation of your new company’s user base.
- Become beta testers or evangelists.
- Share excitement for your campaign and attract media attention.
- Validate your product with the market.
Aside from money, determine other needs your community may be able help you with. Prioritize those needs and communicate them during your campaign.
3. Establish a timeline
When should your campaign begin?
The best date for your campaign to start is when you are completely prepared and ready to start. Don’t rush it.
Once you’re ready, consider launching on a Monday or Tuesday to help you gain momentum through the week. On average, campaigns launched on a Monday or Tuesday raise 14% more in the first week than campaigns launched on all other days of the week.
|Avoid launching during a major holiday. People are more likely to contribute when at their computers during a regular workweek.|
How long should your campaign be?
We encourage campaigners to set a campaign length of 40 or fewer days for the following reasons:
- Momentum: Your campaign should be long enough that you have time to build interest and reach your audience, but not so long that it becomes background noise.
- Engagement: The longer the campaign, the harder it is to continue to keep your audience engaged, excited, and contributing.
- Urgency: Seeing that a campaign has just a few days remaining creates a sense of urgency for potential contributors, motivating them to act now, rather than later.
- Resources: Take into account that you’ll be closely managing the campaign through its duration; you may not want to dedicate 60 days to it.
Also, make sure to factor in the amount of time that it will take for your funds to be disbursed following your campaign. Learn more about disbursements.
4. Pitch your idea
Your pitch is your first impression with your audience, and the single most important part of your campaign.
When putting together your pitch materials, make them easy for contributors to digest. Instead of explaining your campaign in huge blocks of text, visualize as much of your information as possible. Use charts, infographics, and timelines to present your budget, schedule, or a product comparison.
If at all possible, use a video for your pitch. Campaigns that use video raise 115% more money than campaigns that do not, so use a video to more effectively deliver your pitch.