25 April 2017 | 21 Comments
In this series, I highlight some of the interesting choices made by recent crowdfunders regarding their project’s reward levels, stretch goals, and overall campaign design (the projects themselves, not the content or product). This isn’t an endorsement or promotion.
- 110% Money-Back Guarantee: In one of the most bold, audacious strategies I’ve seen in a long time, Karma Games is offering a 110% money-back guarantee to backers who pledge to Clans of Caledonia within the first 3 days of the campaign (then 105% for days 4-7 and 100% for all other backers). So if you pledge $42 to get a copy of the game during the first 3 days and you decide to request a refund or return your game, you get $46! As early-bird strategies go, I think this is a really creative way to inspire backers to pledge for a copy of the game as soon as they hear about it, and backers who miss out on the “early bird” don’t lose anything.
- Stretch Goal Paths: Big thanks to Daniel Zayas for sharing this with me, because it’s a brilliant and thematic way to engage backers. ThunderGryph Games is letting backers (or anyone, really) vote on BoardGameGeek for different stretch goal paths. Each path ends the same way (with a big, exciting stretch goal), which then begins a new ballot, and the little goals that aren’t along the selected path may show up on other paths later. On top of all that, for each vote there’s one path that has a KS exclusive item, so backers can choose if exclusivity is important to them or not.
- Pricing Strategy: I was really curious how Roxley Games would offer two different versions of Brass on the same campaign. Both Lancashire and Birmingham are heavy Euro games with mid-range price tags ($59 USD)–would they end up with backers heavily choosing one over the other? Not so much, due to a very clever pricing strategy that Gavan implemented. There are separate $59 (+ shipping) reward levels for both Lancashire and Birmingham, AND there’s a $99 (+ shipping) reward level for BOTH games. It’s as close to a no-brainer price as you can get, as indicated by the 5,711 current backers at the $99 reward level (technically it’s $132 CAD, but I’m American, so I only see things in USD). I think $99 is becoming a real sweet spot for combo/collector’s rewards.
I’d love to hear your thoughts in the comments on the projects mentioned in this post, as well as any other recent crowdfunding techniques that have inspired you.
Also, just a quick note that I’m a contributor to The Dice Tower’s new bi-weekly “Crowd Surfing” segment (first episode here). I’ve been filming 2-minute videos in which I discuss key aspects of many of my Kickstarter Lessons, and I’ll post them on older entries at some point.