I continue to revisit the Kickstarter Lesson posts I’ve written over the last 7 years in numerical order, highlighting the core elements of each.
Stretch Goals (#11): Most successful Kickstarters include stretch goals for a couple reasons, (a) they encourage backers to pledge more and (b) they encourage backers to share your project with other people. Stretch goes don’t add costs to the backers; rather, they should add value (ideally avoiding budget or timeline overruns). Things to consider include: The “Golden Goose” stretch goal, something that adds significant value to the Kickstarter at an equally significant overfunding percentage. Also how and when stretch goals are revealed, plus different types of stretch goals such as social goals aimed at specific social networking platforms.
Shipping (#12): I have a more up-to-date entry on shipping here, but this was the first. Written from the perspective of a US-based creator, this post covers the basics of domestic and international shipping. This information is very important if you plan to ship rewards by hand, particularly the idea of knowing the cost of shipping beforehand, and for that, creating a product that will fit within a predetermined cost-per-box system, like a USPS flat rate shipping box. But if you plan on shipping a gajillion packages (a “gajillion” is anything over 50, really. Because that’s what it will feel like) I have two magic words for you: Fulfillment Centers.
Explaining Why You Need the Funds (#13): There are many different types of backers and all require slightly different approaches. This post covers the type of backer who wants to know you need their funds, and why. Show these backers that you’re invested in the project and that you know what’s needed to make your project happen. Don’t overwhelm them with numbers, but at a minimum explain why the number you’re aiming for will allow you to complete your project.
The Value of Add-Ons (#14): The heart of the matter is: Some backers want more stuff, and those backers appreciate the opportunity to get that stuff and support you in the process. Add-ons can raise the complexity of budgeting and fulfillment so consider these quick mini-lessons: budget for the minimum bulk threshold, price so your reward levels have clear distinctions, plan for the added labor, and consider the types of add-ons your customers want (but don’t go overboard).
Finishing Touches: FAQ and Preview (#15): The FAQ is a great place to include information some people–but not most people–are curious about. Thus it helps keep your project page as short, sweet, and focused as possible. Many of these “frequently asked questions” can be predicted, and you should pre-write as much of your FAQ as possible. And finally, the Preview. Send out your private preview link to 5-10 tech- and web-savvy friends (or even use Kickstarter’s new partial preview page option to give the public a taste of what’s coming and a chance to get a notification upon launch). It’ll take a few weeks to compile feedback and make revisions, but then you’re ready to launch. Don’t forget Lesson #9 on Timing!
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If you have any questions or thoughts about these topics, feel free to share in the comments.
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