16 April 2013
We’re closing in on the end of the Kickstarter Lessons needed during a Kickstarter Project, but there’s one more I wanted to mention before delving into the final week and final 48 hours: micro goals.
The other day I was listening to Richard Bliss’ amazing podcast about Kickstarter, Funding the Dream. He was interviewing Natalya Faden, the creator of a game called Torn Armor, which was about to finish its successful run on Kickstarter at the time of the recording.
What you may not know about Torn Armor if you look at its final rake of $67,742 is that it almost didn’t get anywhere close to its goal. I had my eye on the project for quite a while, but I didn’t realize what turned things around until Richard brought up the reason on his podcast.
No mystery here: Torn Armor became successful because of micro goals.
By “micro goals,” I mean that Natalya started posting updates on Kickstarter, Facebook, and elsewhere asking people to help the project reach certain arbitrary thresholds. These weren’t stretch goals–they were micro goals leading up to funding.
Here are a few examples of micro goals:
- If you’ve raised $9,000, encourage people to help you reach $10,000.
- If you have 239 backers, encourage people to help you reach 250.
- If you have 453 Facebook Likes, encourage people to help you reach 500.
Why do these work? Two reasons:
- They give people a reason to act now. It’s really easy to click the “remind me” button on Kickstarter and forget about the project for 30 days. Every time a backer does that, you’re losing a person who could be an active advocate of your project, someone who genuinely feels passionate about your dream. The more reasons you can give people a reason to act now, the better.
- They are achievable. Focus on the word “micro.” You aren’t asking people to help you jump from $2,000 to $20,000. That’s too big of a gap. Give people the satisfaction of achieving something in the short term, like unlocking a new level in a video game.
As Torn Armor proved, these micro goals slowly but surely added up. They gave forward momentum to a floundering project.
Now, keep in mind that this is not an excuse to spam people on social networks. People will tune you out if you stop adding value to their Facebook feed. Fortunately, the value is built into the micro goals. Have you ever been the 100th backer of a project, or the person to help the project reach a milestone? It feels good, doesn’t it? Give people the opportunity to feel that too.
Have you seen a project effectively use micro goals?
Next: The Final Week