11 July 2014 | 22 Comments
I almost exclusively write about Kickstarter on this blog, which isn’t quite fair to the wide variety of other crowdfunding platforms out there. I write about Kickstarter because that’s what I know and use, but there are plenty of other great options out there too. In the US, IndieGoGo is at the top of that list (Alexa ranking of 1,884 compared to Kickstarter’s 727) and I think Ulule is the biggest in the EU (Alexa: 12,809).
Today I want to specifically highlight IndieGoGo because they’ve added a very clever innovation to their project pages that solves the #1 mistake I see creators make: Confusing potential backers with rewards between the $1 participation reward and the core reward (see post here).
There are two problems that arise when you put secondary rewards between the $1 participation reward and the core reward:
- You create an unnecessary barrier to entry. Reward levels should be clear, focused, and as few in number as possible. When a potential backers looks at your project page, they’re asking themselves, “What is this project all about? What are they trying to create?” The answer should be your core product, and they should be able to figure out that answer within seconds.
- Secondary rewards distract you from your core competency. If you have t-shirts, coffee mugs, postcards, etc to create and send out in addition to the actual product you’re trying to make, those secondary rewards are getting in the way of you doing what you set out to do in the first place. Plus, selling 5 t-shirts isn’t going to make or break your project.
This is where IndieGoGo comes in.
Recently, author Patrick Rothfuss and his Worldbuilders organization launched a one-week crowfunding campaign to support impoverished communities around the world. When I heard about the campaign, I checked it out, and this is what I found (see image).
Right there at the top of the reward side bar is the core reward. IndieGoGo enabled Worldbuilders to “feature” one reward and put it before any of the other information.
The cool thing, especially for a project like this (a project in which there is no core product, but rather an overarching mission), is that it enabled Worldbuilders to have a bevvy of smaller rewards. You can’t see them in the screenshot, but there are rewards in the following amounts: $5, $12, $18, and $20. But the focus remains on the $25 reward.
This is an awesome innovation. It doesn’t really change my stance on those two points I mentioned above, but if a project creator really wants to include secondary rewards, this is a great way to solve the problem from the backer perspective.
The other cool thing is that you get to choose what the “featured” designation is. It might be the core reward, or it might be the “best value” reward, the one you really want backers to get. On Kickstarter I recommend using the word “complete” at the beginning of the reward to guide backers towards that level.
What do you think about this innovation? Is this something you’d like to see on Kickstarter, either from your perspective as a backer or a creator?