25 May 2015 | 24 Comments
Do you trust me?
Every element of a Kickstarter project either gains or loses a potential backer’s trust. If you earn that trust, you have a backer who will support the project. No trust, no backers.
Trust on crowdfunding projects is conveyed by:
- art and graphic design
- funding goal
- reasonable reward prices compared to components
- delivery date estimate
- clear, concise, typo-free descriptions on project page
- third-party reviews
- reasonable shipping
- well-conceived stretch goals and achievements
- interesting, informative project updates on a semi-regular basis
- previous creation experience
- number of projects backed
- money-back guarantee
Many of those are vague concepts, so today I thought I’d illustrate them using a few current Kickstarter projects. I haven’t been solicited by any of these creators to mention their projects here. Also, I’m not saying that everything about these projects are good examples of gaining trust.
This graphic-novel project that explores the idea of “What if everyone in the world could fly of their own volition” has two specific aspects that earned my trust.
First is this paragraph near the top of the page, which shows the amount of time that has gone into the project, the fact that it’s complete but not already published, and the precise page count.
Second is this image, which showcases the art and hints that the creator is exploring the full potential of the concept:
MIITO is an induction-based way to heat the exact amount of water you need for a cup of tea, coffee, hot cocoa, etc. The project page is really well done, but here are two highlights that earned my trust:
First, the project video is nearly perfect (other than being a bit long). It’s polished, professional, and uses visuals and audio to help you trust that MIITO is something worth backing.
Second, there’s a lot of helpful information on the project page, but none is better than the following list. I think the key here is that MIITO isn’t bashing other ways of heating water–rather, it’s explaining why their product can and should replace your current method.
The Swamped board game project page does a great job at building trust. One of the elements that stands out is the list of quotes from third-party reviewers. I like that I’m able to read the quotes quickly and easily on the project page, and I can click through if I want to read more.
Similar to that section, the Swamped project page also offers quotes from backers of the company’s previous Kickstarter project. This type of anecdotal information resonates more than quantitative data:
Can you think of a recent example of a specific way a crowdfunding project earned your trust?