How to create a crowdfunding campaign ?
Creating a crowdfunding campaign means setting it up effectively so that it will attract interest from people that will fund it. There will be rules and guidelines on the crowdfunding website regarding what you may or may not do, and suggestions based on campaigns that were successful on the website in the past. It is definitely worth spending the time to review these before you get started. Aside from that there are four general areas that you need to think about when getting your campaign set up. These are title, text, photographs and video.
Find a good title for your campaign
It cannot be emphasised strongly enough how important your title is. The title is the part of your campaign that will pique the interest of potential funders (or not) and these few words are what will encourage the backers to participate in your project through attracting them in the first place. Get these few words wrong, and you’ll find it difficult to get donations. From your title, it must be very clear what your project is all about and why you are doing it. It should be very easily understandable, so that anyone could look at it and understand what your project is all about. This is easier said than done, and playing around with the wording to get it right is the best advice here. Don’t make the project title mysterious – people do not have time for that. Keep it clear and to the point. This is what will attract the most attention.
Write a clear project description
Similarly your project description (text) should be clear to the reader as well. It should elaborate somewhat on what it is you are trying to do, but at the same time, backers do not have time to read an essay on your plans. Keep it concise and relevant to what they need to know. If you are able to format the text in any way and break it up with bullet points and subtitles then do so, because that will make it easier for users to read, because they will be able to scan the text and get the gist of your project very quickly. If they have to read long paragraphs of text they will be likely to click away, so this should be avoided where possible. Again, don’t have potential backers guessing about what you are doing. It should be very obvious to anyone that reads your project description why you are looking for funding. Try and pick out the unique features of your specific project that may make it stand out from the crowd, and focus on those. Consider what the value of your project is and make this clear to the audience that you hope will be reading your text. Ask yourself, “What value will my project add to the world and why?” and include this in the description.
Think about the visuals
What visual imagery are you going to use ? Photographs are vitally important. People are much more attracted to items online that have photographs than those that do not. The reason is simple – it makes the information stand out and appear more interesting to the target audience. People are naturally visual creatures so appealing to this is very appropriate. Photographs add a visual appeal that can draw backers in to looking at your page in a way that text and headlines are less able to.
In setting up a campaign, Shannon Whitehead argues that you need “The 3 V’s” which are explained to be:
3. Visual “Appeal”
We’ve already covered the value and the visual appeal. Video is the third V that your campaign needs to have to make sure that it is set up in such a way that it will attract people to it. People love videos online. The success of YouTube is testament to this. The importance of video to crowdfunding is high. Get a video and you’ll attract backers, or don’t and you will be less likely to do so. The video may not necessarily be able to be posted on the crowdfunding website itself but you can use it for marketing purposes to attract people to look at your campaign. The video needs to entertain as well as draw people into your project. Once you have these elements in place your campaign should be set up ready to go.
Paula Newton is a business writer, editor and management consultant with extensive experience writing and consulting for both start-ups and long established companies. She has ten years management and leadership experience gained at BSkyB in London and Viva Travel Guides in Quito, Ecuador, giving her a depth of insight into innovation in international business. With an MBA from the University of Hull and many years of experience running her own business consultancy, Paula’s background allows her to connect with a diverse range of clients, including cutting edge technology and web-based start-ups but also multinationals in need of assistance. Paula has played a defining role in shaping organizational strategy for a wide range of different organizations, including for-profit, NGOs and charities. Paula has also served on the Board of Directors for the South American Explorers Club in Quito, Ecuador.