Want to start a crowdfunding campaign but not sure where to start? Whether you're a film-maker, a musician, a hardware enthusiast, a budding entrepreneur, or just a person with a great creative idea, we've got you covered. Our guide will take you through the planning, designing, marketing and fulfillment of your crowdfunding campaign.

1. The Crowdonomic
Guide to
crowdfunding
Photo by Ryan Li

2. So#you#want%to%get%started?!
Determining#if#your#idea#is#ready#for#crowdfunding!
Things'to'do'before'you'begin!
Creating)your)campaign!
Perfecting*your*pitch!
Making'a'video!
Setting'a'target'and'campaign'duration!
Creating)and)pricing)your)rewards!
Launching)your)campaign!
Finding&the&best&time&to&launch!
Building(Buzz!
During'your'campaign!
Crafting)a)Marketing)Plan!
Campaign(updates!
Creating)and)keeping)momentum!
Post"campaign!
Fulfilling(Rewards!
In this guide

3. You$can$run$a$campaign$if…!
 You$have$a$clear$and$executable$business$idea$!
 You$are#based#in#Asia!
 Your%project%is%not%a%charitable%cause%or%a%“fund%my%life”%project!
But$are$you$ready$for$
crowdfunding?!
Crowdfunding+success+is+highly+linked+to+the+level+of+commitment+
and$planning$that$you$are$able$to$put$into$running$your$campaign.$
Be#prepared&to&spend&a&lot&of&time&and&effort&on&your&campaign,&
and$don’t$be$shy$about$asking$for$help!$Doing$it$alone$can$be$a$
difficult(journey,(so(try(to(recruit(some(team(members(to(support(
you.%Our%team%at%Crowdonomic%will%also%be%there%to%guide%you%
along&the$way.$!
Things'to'do'before'you'begin!
 Get$a$PayPal$Premium/Business$account!
 Create&a&Crowdonomic&account&and&update&your&profile&with&your&
photo%and%social%media%links.%!
 Get$connected.$You’ll$be$using$social$media$extensively$to$get$the$
word%out%so%make%sure%you’re%already%well%connected%on%various%
social'media'platforms.'You'should'already'be'a'part'of'various'
groups/communities.before.you.launch.your.campaign.!
 Do#your#research.#See#what#you#can#learn#from#campaigns#similar#
to#yours.#!
 Plan,&plan,&plan.&You#should#have#a#clear#goal,#a#proper#execution#
plan%of%how%you%will%use%the%funds%you%receive,%and%a%clear%idea%of%
who$your$target$audience$is.!
 Get$excited!!
So you want
to get started?

4. Perfecting*your*pitch!
• Fill#out#all#the#fields#with%as%many%
details(as(possible.(People(want(to(
know%where%their%money%is%going%and%
whether&you’re&qualified&to&execute&
your%business%idea%successfully,%so%
you$need!to#build#trust#and#be#
transparent.)!
• Tell$a$compelling$story—Let$
supporters(connect(with(you(on(a(
personal)level.)Facts)tell,)but)stories)
sell.%!
• Make%it%visual."Break"up"the"text"
with%some%pictures.%Choose%a%relevant%
and$compelling$campaign$photo$for$
your%project(as(well.!
• Proofread!for$any$spelling$or$
grammar%errors.%Once%you%submit%a%
draft&for&review,&you&can’t&make&any&
more%changes.%!
• Choose&a&descriptive&title&and&be&
specific.(Be#specific#and#avoid#
something*generic*like:*“Please*help*
me#fund#my#new#movie”.#!
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Creating your campaign

5. !
!
!
Tips!
• Keep$it$short$(1"3"minutes)"as"people"are"busy"and"have"short"attention"
spans!!
• When%writing%your%script,%get%straight%to%the%point%and%tell%people%what%pain%
point&your&project(will(solve,(who(you(are(and(the(story(behind(your(
campaign,)as)well)as)what)you’re)going)to)do)with)the)funds)that)you)raise.)
If#you#can,#show#us#the#rewards#too.#!
• Get$as$much$feedback$as$you$can$from$friends$and$family$on$your$script$
before%shooting.%!
• This%is%your%chance%to%connect%with%people%emotionally!%Even%if%you%may%be%
camera"shy,%you%should%try%to%star%in%your%own%video.%Be%genuine%and%be%
yourself!!
• Make%sure%your%video%is%well"lit$and$that$the$audio$is$clear.$!
• Add#some#music,#but#make%sure%you%have%legal%right%to%it.%Check&out:"Vimeo&
Music&Store,"Free$Music$Archive,"Ccmixter,"Soundcloud.!
Make%it%relevant.%Give%people%a%sneak%peek%of%your%project.%If%you’re%
recording)an)album,)show)off)your)musical)talent!)If)you’re)creating)a)film,)
give%a%preview'of'your'cinematography'skills'too!
!
Creating)a)video!
People&prefer&watching&videos&to&reading&text.&But&don’t"think"that"
you$need$to$spend$thousands$of$dollars$to$create$a$good$video;$all$
you$need$is$an$honest$and$personal$message.$There$are$many$free$
tools%available,%and%it’s%possible%to%create%a%compelling%video%even%
with%basic%video%equipment%(like%your%phone!).$You$can$upload$the$
video&directly&on&our&site,&or&embed&a&video&from&Youtube&or&Vimeo.&!
!
Creating your campaign

6. !
!
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!
!
Choosing(your(campaign(duration!
You$can$set$your$campaign$to$be$60$days$and$below.$A$longer$duration$
doesn’t(necessarily(mean(you’ll(be(able(to(raise(more(funds.(If(the(
duration)is)too)long,)it)will)be)harder)to)maintain%discipline%in%promoting%
your%campaign%and%you%might%lose%momentum.%Find%a%length%that%can%
give%you%enough%time%to%achieve%your%goal%but%still%create%a%sense%of%
urgency(for(people(to(back(your(campaign.(!
Setting'a'target!
Create&a&budget.&Remember&to!factor'in'the'cost'of'producing'and'
fulfilling'rewards,'as'well'as'the'administration'and'online'payment'fees.'
If#you#can,#break#down#the#cost#of#how#you#will#be#using#the#funds#raised#
and$add$it$to$your$campaign$description.$People$like$transparency.!
Be#realistic.*Try*to*quantify*your*reach*by*calculating*the*number*of*
people%in%your%personal%network%and%their%potential%reach,%then%multiply%
that$by$the$average$contribution$and$conversion$rate$you$might$expect.$!
!
!
!
!
!
Creating your campaign
For$example:!
Your%personal%network%+%your%friend’s%friends%+%your%social%media%
followers(=(4,000!
You$estimate$that:$$Avg.$contribution$=$SGD$50$and$Conversion$rate"="
5%!
Target'='4,000'x'50'x'0.05'=!SGD$10,000!

7. !
!
!
!
!
You$can$use$the$following$grid!to#help#you#determine#your#target!
Creating your campaign

8. What%are%Rewards?%Rewards!are!products!and!services!that!campaign!creators!
give!to!supporters!in!exchange!for!their!financial!contribution.!Remember!to!be!
creative!but!most!importantly,!responsible.!Supporters!will!expect!that!you!deliver!
the!rewards!responsibly!and!in!a!timely!fashion.!Keeping!in!mind!your!target!
audience,!you!can!use!the!following!grid!to!help!you!determine!your!rewards.!
Designing rewards

9. Do!
 Think!about!your!target!
audience.!What!will!they!find!
appealing!as!a!reward?!
 Offer!something!of!value.!It!can!
be!a!one"of"a"kind!experience!or!
a!highly!customized!version!of!
your!product,!a!pre"order!of!your!
product,!social!recognition,!or!a!
creative!memento.!Be!creative!!
 Ask!around!and!see!if!a!local!
business!is!willing!to!“sponsor”!
your!campaign!by!
complementing!your!reward!
offer.!It’s!a!win"win!situation!as!
you!can!bring!them!new!
customers.!
 Research!similar!campaigns!for!
reward!ideas.!
 Still!lacking!ideas?!Get!
momentum!by!setting!an!early!
bird!price,!limiting!it!to!your!first!
few!supporters.!You!can!also!
offer!multiples!of!your!product!to!
encourage!bulk"buying.!
 Test!your!reward!ideas!with!your!
friends,!family!and!even!
strangers!by!reaching!out!to!
relevant!online!communities.!It’s!
a!good!way!to!get!the!word!out!
about!your!campaign!too.!
!
Don’t!
 Create!overpriced!rewards.!
Would!you!pay!$200!for!a!T"
shirt!with!your!logo?!
 Be!vague!when!you’re!
describing!your!reward.!Be!
detailed,!eg.!state!the!expected!
delivery!date.!
 Forget!to!balance!the!price!of!
a!reward!vs.!the!cost!(and!
time!it!will!take)!of!actually!
fulfilling!it!!Sending!something!
in!the!mail?!Add!in!shipping!
costs.!You!don’t!want!to!be!
using!up!all!your!funds!for!
reward!fulfillment!!
 Offer!too!few!choices.!Have!a!
good!range!of!rewards!under!
$100,!as!most!people!will!
donate!in!this!range.!!
 Overpromise!and!under!
deliver.!Only!promise!rewards!
that!you!are!certain!you!can!
fulfill.!!
!
Designing rewards

10. Before&you&submit&
your%campaign!
So#you’ve#filled#out#all"the"fields,"
uploaded(your(video,(added(your(
rewards'and'you’re'ready'to'submit'your'
project(for(approval.(But(wait!(Once(you(
submit'your'project,'you'can’t&edit!your%
campaign(unless&you&notify&us&directly&
at#admin@crowdonomic.com."So"make"
sure%you%double%and%triple"check%so%that%
everything*is*perfect.*Also,*try*to*get*as*
much%feedback%as%possible%by%showing%
your%campaign%to%others%before%it’s%
published.+Having+your+friends+review+
your%campaign%will%give%them%more#of#a#
sense$of$ownership$in$your$project,$
making'them'more'likely'to'share'it'with'
their&own&social&circles.&!
Choosing(the(right(
time%to%launch!
Once%you%submit%your%campaign,%we’ll%
review&if&it’s&ready&and&notify&you&once&
it’s%published.%If%you%have%a%particular(
date%for%when%you%want%to%launch%your%
campaign,)just)drop)us)a)note)at)
admin@crowdonomic.com."!
!!
Building(buzz!
Leverage'your'existing'network!
Before&your&campaign&is&published,&
you$should$spread$the$word#about#
your%campaign%among%your%inner%
circle&and&encourage&them&to&
contribute*once*your*campaign*is*
live.&You&can&even&plan&a&launch&
party&to&gain&some&instant&traction.&
Your%immediate%network%is%key%to%
getting&momentum&going.&!
Build&your&network&further!
Research(relevant(supporting(
communities*on*Facebook*and*
Linkedin'Groups,'platforms*like*f6s,!
referral&sources,&and&influencers,&
like%bloggers%who%are%relevant%to%
your%campaign.%Try%to%engage%in%
conversations+and+be+a+part+of+the+
community)beforehand.)If)you$join$
groups'just'to'promote'your'project'
immediately)afterward,)you)might)
sound&disingenuous.&!
Launching your campaign

11. Crafting!a!Marketing!Plan!
• Plan!and!schedule!your!marketing!activities!in!advance.!You!can!use!tools!
like!HootSuite!to!schedule!social!media!announcements!in!advance,!like!the!
number!of!days!left!for!your!campaign!or!when!you!reach!a!new!milestone.!
• Draft!outreach!materials!like!a!press!release,!e"mails,!blog!posts,!thank"you!
videos!and!campaign!updates.!Craft!your!messages!according!to!different!
target!audiences!that!you!are!trying!to!reach.!!
• Create!a!list!of!media!sources/bloggers/influencers!you!are!going!to!reach!
out!to!after!your!launch.!Think!about!your!target!market—do!you!know!
where!they!consume!news?!
• Don’t!forget!about!offline!marketing!too.!Research!relevant!networking!
events!which!you!can!go!to!during!your!campaign!to!build!your!network!
even!further.!Asking!people!to!support!your!campaign!face"to"face!is!more!
effective!than!an!e"mail.!Create!meet"ups!with!your!first!supporters,!or!
workshops!to!educate!people!about!your!project.!
!
!
!
Campaign!Updates!
• It’s!important!to!keep!people!updated!without!spamming!them.!You!should!
post!an!update!every!time!you!reach!a!new!milestone.!
• Thank!all!your!supporters!as!soon!as!you!can!and!encourage!them!to!spread!
news!about!your!campaign!through!their!own!networks.!You!should!also!be!
prompt!to!respond!to!any!comments!or!questions!about!your!campaign.!
• Make!it!visual!!Do!mix!up!your!updates!with!photos,!videos!of!your!team,!
your!rewards,!and!more.!People!are!more!likely!to!share!visual!media!on!
their!own!social!channels.!
!
during your campaign

12. !
Creating!and!Keeping!
Momentum!
!
• 70%!of!successful!campaigns!reach!their!target!
within!the!first!10!days.!This!is!why!building!buzz!
even!before!launching!your!campaign!is!really!
important.!Aim!to!raise!at!least!one!contribution!
during!your!first!day.!Having!a!higher!percentage!of!
funding!lends!you!credibility!and!gets!your!campaign!
noticed.!!
• Within!reaching!50%!of!your!target,!there!could!be!
some!campaign!fatigue,!so!craft!your!marketing!plan!
to!build!more!buzz!around!this!point,!for!example!by!
adding!new!perks!or!having!a!video!update.!!
• Keep!looking!for!relevant!groups,!or!even!
organizations!who!can!help!you!spread!your!
campaign.!
• During!the!last!few!days!of!your!campaign,!tell!
people!that!time!is!running!out!and!try!to!build!a!
sense!of!urgency.!
during your campaign

13. Fulfilling!Rewards!
• Keep!supporters!well"informed!
about!the!status!of!the!delivery!of!
their!perks.!Are!you!expecting!any!
delays?!Keep!them!updated.!Are!you!
in!the!process!of!packing!up!rewards!
in!boxes!and!licking!envelopes?!
Take!pictures!and!share!them!with!
your!supporters!!Engaging!
supporters!doesn’t!end!when!the!
campaign!does.!
• Thank!all!of!your!supporters!!
• We’ll!be!sending!you!the!relevant!
contact!information!about!your!
supporters!so!that!you!can!get!in!
touch!with!them!and!fulfill!rewards.!!
• If!you!are!shipping!out!rewards,!
make!sure!to!budget!for!this!in!
advance!and!do!take!note!of!smaller!
costs!that!can!add!up.!!!
!
after your campaign

14. Start your
project!