Launching a crowdfunding campaign is a lot easier said than done. It takes a lot of effort before the launch, during the campaign and even after funding is complete. Despite the fact that crowdfunding has been around for almost two decades, there are still many misconceptions about what makes a successful campaign, so before you launch your crowdfunding campaign, make sure you have all your facts straight. Joel Hughes, Head of UK and Europe at Indiegogo, debunks the five most common crowdfunding myths.
Myth #1: A good idea is enough to get you funded
Reality: Having an interesting idea is often just the tip of the iceberg when it comes to crowdfunding success. There are thousands of active campaigns for all sorts of gadgets and products across multiple crowdfunding platforms at any given moment.
To reach your goal, you need to develop a plan of action to spread the word about your campaign. Don’t restrict this just to your immediate network of friends and family. Make sure that everyone and anyone knows about it. There are tons of ways to spread the word including social media channels, direct emailing, LinkedIn networking events, and more. If you combine a few of these methods you’ll reach more people, so mix it up!
Myth #2: The work starts when the campaign starts
Reality: Crowdfunding requires hard work long before launch. You can’t just post a description of your project on the campaign page and expect backers to be willing to invest. You need to have all your ducks in a row before you launch.
We recommend beginning work on the campaign at least two months before your official launch date. This is the minimum amount of time needed to create a strong email list and build a community around your idea – two essential factors in your campaign’s success. Use this time to do your research, have a schedule, gather a strong team, define roles, and line up all your assets before your launch. If you prepare well in advance, you’ll be able to work in an efficient manner for the duration of your campaign.
Myth #3: It’s all about the money
Reality: A successful campaign isn’t about just reaching your funding goal. Crowdfunding offers more than just a boost in finances. It’s a great way to validate your idea and generate some buzz.
Crowdfunding is changing how entrepreneurs and innovators are bringing products to market. It is enabling thousands of innovators to generate brand awareness and facilitate a larger conversation with backers and potential customers, all while still in the product development process.
Myth #4: All crowdfunding platforms are the same
Reality: There are a wide variety of platforms that you can choose from, so you need to understand the nuances between them in order to identify which one is best for your project. Choosing the right crowdfunding platform is important to the success of a crowdfunding campaign in converting people who view your campaign into backers.
Be sure you research what each platform offers, including fees, flexibility, customisation and support to help you run a successful campaign. Depending on your product, there may be some platforms that are more appropriate than others. Another factor to consider is the fundraising model each platform uses as there are several available, including rewards, equity, donation, hybrid, and lending.
Myth #5: A big social following is required to be successful
Reality: Social media is a great way to spread the word about your crowdfunding campaign, however, it’s not the only way.
The fundamental key for effective outreach is engagement. When planning your outreach strategy, keep your request as personalised as possible in order to increase the chance of a contribution. Email, for example, is often a more effective way of reaching contributors because it’s direct and personal. Avoid sending mass ‘BCC emails’ and instead send individually tailored messages. Whilst this might take more time, it’s likely to result in more contributions.
Regardless of your assumptions about starting a business, the most important thing to remember is that crowdfunding is much more than a months’ long campaign to reach a funding goal. It can also be used to raise awareness amongst consumers and for market validation. There are a plethora of factors to take into consideration before launching a campaign such as who’ll be part of your team, what incentives you’ll be offering your backers and how you’ll be building your database of contacts. Once you have your assets all lined up and you’re ready to go. It’s time to click the ‘launch’ button and dispel the crowdfunding myths once and for all.