This short presentation provides advice and guidance on how best to run a rewards based crowdfunding campaign. The 5 key phases of the campaign are outlined and examples are given of how campaigns have worked in the past.

1. 1
Crowdfunding
The Five Phases of Crowdfunding Campaigns

2. ‘‘
THE PRACTICE OF
FUNDING A PROJECT OR
VENTURE BY RAISING
MONEY FROM A LARGE
NUMBER OF PEOPLE
WHO EACH
CONTRIBUTE A
RELATIVELY SMALL
AMOUNT.
OXFORD DICTIONARY
‘‘
2

3. 4 Types of Platform
3
Backers donate to good
causes without respecting a
return.
Donations
Equity
2. 4.
Entrepreneurs offer shares
in their businesses to
investors in return for
funding.
Peer-to-peer
3.
Operates in a similar way to
a bank where platform
determines risk and rate of
interest.
Rewards
1.
Similar to pre-ordering
goods as campaigner
pledges to do something in
return for backing.

4. 4
The 30%Rule
64% of Kickstarter campaigns fail (36% succeed).
Those that fail generally raise a fraction of their target (0-20%). As
such if your campaign manages to raise over 30% it has a 90%
chance of succeeding.
Data taken from 213,161 failed Kickstarter campaigns.
22%
62%
10%
4% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
0% 1%-20% 21%-40% 41%-60% 61%-80% 81% - 99%

5. 5
Campaign Breakdown
Day to Day
On average 28% of the funds raised during a campaign will be raised in
the first 3 days.
On average 66% of funds raised during a campaign will be raised in the
first and last week (very little gets raised in the middle). The spike at the
end is due to a mixture of psychology and campaign marketing.
For more stat’s on campaigns check out Sidekick.
0%
2%
4%
6%
8%
10%
12%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

6. 5 Phases of Crowdfunding: Timeline
INITIAL PLAN
1-2 Weeks
Audit existing crowd,
assets and set out
timescales.
CREATE ASSETS
2 Months
Create assets necessary
for campaign including
video, copy, photography
and media kit.
In practice this is done in
tandem with the building
support phase.
BUILD SUPPORT
2 Months
Grow your crowd as
much as possible prior to
launch.
LAUNCH & RUN
1 Month
The campaign will typically
run for 25 to 40 days on a
rewards platform.
POST CAMPAIGN
1-24 Months
Delivering the reward
and keeping backers
updated.

7. 7
Phase 1
The Initial Planning of the Campaign

8. Select Platform
8
All or Nothing
36% Project Success Rate
Mainly Flexible Funding
10% Project Success Rate
Either Method
21% Success Rate

9. Outline Rewards:
House Party
1. PDF version of comic £3
2. Print version of comic £10
3. Signed comic + second comic (I’m on fire) £35
4. Signed comic + original page £55
5. All of the above + original sketch £200
6. Stretch Goal: 10 Pages of Original Artwork.
Might also want to consider early bird discounts on
products to get that initial support driving your
campaign.
9
Rachel Smith’s “House Party”
Raised £5,234 from 252 backers

10. 10
Add 20%
To Your Target
For Fees,
Credit Cards & Postage

11. Interesting
Facts
11
£3,766Average raised on Kickstarter (Median)
30Days
Average campaign
length
9
Average number of
rewards
59,996
Tuesday &
Wednesday
because
you get 3
working
days
Best Day’s to
Launch
$25
Most popular pricing
level
63%
Most successful category
is DANCE.
Film & Video is the most popular category for campaigns

12. 12
Feedback:
Survey Monkey
Before launching into your campaign it’s worth surveying your
crowd to make sure that they want what you’re offering. Survey
Monkey is a free and easy to use tool which will allow you to get
the feedback you need.

13. 13
Phase 2
Create the Required Marketing Collateral

14. 14
Construct Narrative
• Idea
• Elaborate (Examples)
• Goal
• Reward
• Call to Action
Think about your campaign as a story
and how best to tell it.

15. The Sales Process
The first thing marketing collateral does is
gets us known. It should be easy to
understand what we are offering and who
we are offering it to.
Know
Next we want the backer to like us and our
products. This is especially important in
crowdfunding where backers are buying
into the entrepreneurs journey.
Like
Now that the backer likes us, it’s important
that they trust us. This is achieved through
providing evidence such as video’s of the
prototype, awards, testimonials.
Trust
If the backer knows, likes and trusts you
then they will probably buy. Although it’s
still important to have a clear call to action
when it comes to closing the sale.
Buy
15

16. 16
Nimble
Video 1:58 (Average 3:04)
1,893 backers pledged £34,757.
Know Know
Like Trust
Trust Buy

17. 17
Think about using
infographics to tell
your story.Nimble

18. 18
Phase 3
Build & Organize Your Crowd

19. Organising Contacts
19

20. The Power of Email
Email enjoys a click through rate of between 2% & 4%
whereas social media only manages 0.3% to 0.7% so
email is the most important method.
Use a free email marketing service like MailChimp to
distribute to your mailing list and monitor opening
rates and responses.
MailChimp also allows you to create sign-up forms and
post on your website.
20
Social Media should be used to build up a
mailing list not replace it.

21. Organising Social
Media
Hootsuite allows you to manage your
social media. You can choose when to
post and across multiple platforms
saving time.
21

22. 22
LAUNCH ROCK KROWDSTER BUZZSUMO

23. 23
Phase 4
Launch & Run

24. Campaign Calendar
Social media and email correspondence
should now be arranged and any key
events pencilled in.
What else can be done?
24

25. 25
Launch:
Thunderclap
Thunderclap is an App that allows users to post content on other
peoples social media accounts (with their consent).
The idea is that a post can be made across 100 or more accounts
all at once increasing the chances of that post trending
throughout social media.

26. 26
Periscope
Think about live streaming a Q&A
session during the campaign to attract
more interest

27. 27
Phase 5
Success!
Now Make Good on Your Promises

28. Update Backers:
Geco Hub
It took 14 months to deliver Geco Hub with backers
being updated 39 times.
Delay’s are to be expected with around 96% of
products on Kickstarter arriving late.
The average project delay is 7 months but backers tend
not to mind too much if they are kept updated
frequently.
Part of the appeal of Kickstarter is that you get to
witness the journey
28
Simon Lyon’s “Geco Hub”
Raised £25,106 from 339 backers.

29. 29
It took 14 months to
deliver Geco Hub so
backers were updated
39 times
Geco Hub

30. Shipping: BackerKit
30

31. 07872 945611
steve@gambit-consulting.co.uk
@gambit365
Steven Lyons / gambit365