Guide to Crowdfunding (that's not boring & actually helpful)

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 As recently as 10 years ago, hardly anyone knew anything about crowdfunding—including me.

At the time, I didn't think crowdfunding was important, but that’s because I didn’t understand solution it provides to modern consumers who not only crave good products, but also, good stories.

As I got more involved with digital marketing, people in my network started asking me to consult for their campaigns, and now I’ve worked on three campaigns, and learned quite a bit about crowdfunding.

I put together this guide from the lessons I’ve learned while working on crowdfunding campaigns. I hope you find it not boring, and actually helpful.

— Lily Rothrock


What is crowdfunding?

Modern crowdfunding started in 1997 (according to this brief history of crowdfunding). It’s a way for people and businesses to raise money from large groups of people, or a “crowd.”

The basic idea:

You set up your product, idea, or prototype with a page, talk about it in a video, and convince people that they should pre-pay you to make the thing that you’re showing them happen. The platform you choose handles payments from your audience, and you then deliver the thing you said you were going to do with the money you got.

The goal of the campaign is to reach people who you think would be interested in investing in your project, and convincing them that they want to “back your project,” usually because they receive some kind of value from you doing so.


What are common crowdfunding platforms?

The crowdfunding platforms I see used most often are:

  • Indiegogo

  • Kickstarter

  • GoFundMe


Is crowdfunding relevant to your project?

It depends. I think crowdfunding works best if you have people who trust you and follow you online. Ask yourself:

  1. Do you already do the thing you want to crowdfund for?

    • i.e. If you want to crowdfund for an album, have you already produced one before? Or is it your first?

    • People will think you’re qualified to do the thing you’re trying to do if they see that you’ve already been doing it.

  2. Do you have people online that know about your work and follow you online for that reason?

    • i.e. Would the people who follow you online be surprised if you launched this campaign tomorrow?

If you can answer yes to #1 and #2, then I would move forward with considering crowdfunding as a viable option to raise money for your project.

It’s much easier to get people to trust and back your project if you already do the think you want to start a campaign for, and if you have a significant online following where you talk about your project already.

Also, check out this article on 7 Questions That Will Help Tell You If Crowdfunding Is Right for You.


How much work does it take?

A lot! It’s like having a full-time job to prep, run, and wrap-up a campaign. You have to be willing to put in a lot of up-front work, without any guaranteed pay-off. It’s easy to visualize a campaign going viral and you making more than your goal. But, actually making that happen takes a lot of planning, team-work, emotional processing (I’m serious), and long nights on the computer.


How much time does it take?

A lot. Most of the work is done before the campaign launches. Not only do you need to create the campaign content (i.e. photos, video, copy, descriptions, website, social media posts), but you also want to be prepping your audience so that they are excited and ready to back and share your campaign on launch day. Depending on your campaign, a rough estimate is 1-3 months of prep time, plus 1 month of the actual campaign, then 3-12 months of post-campaign work (again, this really depends on what you’re trying to crowdfund!).


What kind of problem does crowdfunding solve? 

In order to answer this question, I’ll give you an example:

When I worked on the “Prayers for Freedom” Campaign for MaMuse’s 5th album, MaMuse already successfully produced four albums. So, why did they suddenly want to do an campaign for their fifth? Why didn’t they just get a loan and start selling albums?

The simple answer is they not only wanted to raise money, but also share their message and engage with their community.

Their crowdfunding campaign was designed to raise awareness about who they are as musicians and the work they are doing. Creating a campaign content provoked them to dig into themselves, who they are, and what they do. They had the opportunity to highlight their existing collaborations, and through the campaign, they reached new collaborators that resonate with their message and music.

The campaign was not an advertisement to pre-order the album (although pre-orders was the main way the campaign was backed). If that’s all they needed to achieve, they could have set up a pre-order button on their website.

They needed an outlet to share their story (& music) with their existing audience, as well as reach new ones. That’s why they created a crowdfunding campaign.


What are the key parts of a successful crowdfunding campaign?

Let’s break down the MaMuse campaign into its five parts:

  1. Pre- campaign

    The album and campaign was announced with a contest for the album art, followed by an invite for fans to join a water blessing and music video shoot in Oakland. Yes, they were announcing that they were up to cool things, an album was on it’s way, and a campaign would be coming soon. But, they weren’t just saying — “Hey! Give us money!” They were saying, “Hey! We love you and this is our vision and we want you to join with us!” It has a very different feeling than writing, “Hey, we need money to do our thing!”, and that is KEY for success in prepping people for your campaign.

  2. Ramp-up

    Another important strategy they used was that they didn’t go from no contact with fans to bombarding them with emails and social media posts about the campaign. They consciously started sending out 1 email a week so people would get warmed up to their increased online presence.

  3. Launch

    They key for the launch was that people were ready to hear we were live. They knew we had a great video prepared. They were excited to hear the first preview of the album. It’s all about prep, and launch is just hitting “go” and starting the countdown to the campaign close.

  4. The Campaign

    The campaign itself was punctuated by updates that often included a beautiful video of themselves singing a song, which was a beautiful way of sharing about the campaign. We posted the videos to Facebook, which generated a lot of traffic to the campaign page.

  5. Post-Campaign

    Post campaign was all about gratitude and celebration. We made sure to thank everyone, and because MaMuse had just released their album, they planned a tour that started right as the campaign ended. It was a fabulous way to give back to the fans that backed the album!

In this specific situation, crowdfunding not only enabled MaMuse to fund their album, but it also helped them grow their relationship to their audience.

As one of the emails MaMuse sent out during the campaign said,

"We are not independent artists, we are interdependent artists."

~ Margot Leom 


Why do so many campaigns fail? 

There are different ways of doing a crowdfunding campaign. I think that a lot of people try to go for something along the lines of, “I have this great vision, don’t you want to support me?”

The problem is, “Support the Vision!” doesn’t translate to people handing you money. Online, it sounds more like you’re saying, “Help me out! Give me money!”

It doesn’t matter how great your vision is, or how committed you are to serving the greater good. You still have to market yourself in a way that helps people see what your vision actually is, how it will help them if they help you, why you or your team are going to be successful. If you can’t answer those questions in your campaign, it’s not going to be very successful.


What do I consider important in crowdfunding?

Your story! You have to make sure you’ve really got your story dialed. People first and foremost want to know if they can connect with you, and your story is the part they are either going to love or not understand.

Also, get professional photography and videography. Get a copywriter to help you with framing your story, your about me, and your video script. Get a designer to update your website and make campaign graphics. Check all your details, and make sure your timeline is feasible. Hire an admin person to help you respond to emails and post updates.

Or, be prepared to spend a lot of time (and money) learning how to do all those things yourself.


What’s my approach to crowdfunding? 

I realized that my role in working on campaigns is to raise the likelihood of the people who want to back the project to actually back the project.

Conversely, I want to make sure that the ones who don’t want to back the project don’t back the project.

That sounds so simple it’s kinda stupid, but I realize that a lot of campaigns out there use slightly aggressive, or even overtly aggressive marketing tactics in order to get people interested in their campaign.

I’m not interested in tricking people. I’m interested in bringing out the authentic, interesting story that people will naturally connect with and want to support, making sure the whole layout is clear and offers achievable rewards for the person running the campaign, and making the campaign successful!


About Lily Rothrock:

We all have a piece of the new story to share.  I can help you bring your authentic self online, so you reach the people who need your product or service.  

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