The keys to a successful Kickstarter: emulate, ask for help, plan, and above all, communicate. On Saturday at 2:30PM, the Digital Media Track hosted “Kickstart to Finish: Crowdfunding for Digital Creators” in the Hilton Galleria 7. Moderator Dennis Lee Robinson, known for his werewolf comics, was joined by bestselling author Katie Cross, Kickstarter’s Head of Publishing Oriana Leckert, and publisher Bryce O’Connor of Wraithmarked Creative. Between them, the panelists had raised millions of dollars in crowdfunded projects on Kickstarter and they shared practical advice for creators eager to launch their own campaigns.
To begin the panel, Robinson talked about how starting a project on Kickstarter can feel intimidating, so how do you “tackle the beast”? How do you plan it? Cross described how a member of her team read a couple books on doing a Kickstarter campaign and studied other campaigns, analyzing what she liked and didn’t. Cross then worked with the team member to determine what fit her brand and they shared the campaign they put together with others to get inputs before they went live. Cross also talked about how she carefully calculated production costs and set realistic goals. After it ended, Cross created a standard operating procedure for her Kickstarter campaigns, developing a repeatable checklist so that her assistant could develop her campaigns.
Leckert encouraged would-be creators to back existing campaigns to learn firsthand from others. She also recommended people ask what success looks like for their project. Are they running a campaign for a new book? A special edition? Then balance what you need with what you can realistically deliver.
After the plan is in place, Robinson asked panelists about best practices and tips for when your campaign is live. Transparency and communication were recurring themes. “Talk to your backers,” O’Connor emphasized. “If there are problems, and there will be, let them know. Tell them the truth and they’ll understand.” Leckert added that Kickstarter backers are forgiving, as long as you communicate.
Robinson noted that most campaigns follow a familiar pattern: an early surge, a quiet middle stretch, and a final spike. Leckert recommended having a promotional plan, including pre-planned communication activities for the campaign to keep momentum going and so that you are not spending the whole time just asking people to buy your stuff. Robinson discussed how he writes werewolves comics, so for his campaigns, he created a goofy werewolf character and does a quirky new video each campaign with that character.
A question from the audience regarded the need to grow your social media before trying Kickstarter. Leckert noted that “Kickstarter is designed to have an amplifying effect.” Cross revealed that fifty percent of her backers came directly from her email list. Social media and podcasts can help you find backers. O’Connor pointed out that the Reddit communities can help you find your people. Whatever your campaign, there are subreddits with people who like that topic. Personal connection also matters. Robinson spoke about cultivating his newsletter as a trusted space: “Readers told me mine was the only one they read because they could tell I cared.”
