Crowdfunding – Community Building

Now is the time to send the influencers on your list an email and asked them for advice about your campaign. Be sure to mention that you read their post/article/book. If you mention that you enjoyed reading it, you will increase the likelihood they will reply to your request. Prioritize your list of influencers and focus on sites and people that are the most active. Read and share information in your topic area to build trust with them before also asking them to support your campaign. Even if you do all the right things, expect about a 10% return rate on your cold contacts. However, with a few good social shares, some campaigns have been able to boost their return rates to 15-20%.

Start sending out emails to your list as you count down to the launch to build momentum. Now is the time to try to get committed backer support prior to your launch date. If necessary, make their pledge contingent on reaching a specific funding level. For example, you might say, “Can I count on you to support us at the platinum level if we raise 20% percent of our goal?” If they are not receptive, ask, “How about supporting us at the gold level?” If necessary, go all the way and ask, “Will you at least support us at the $10 High-Five level?” If you don’t ask, most people will not pledge because this is the point in the campaign where you begin to ask for their pledges. Based on successful campaigns, your goal should be to get about 20% of your target amount in pre-launch pledges from your network.

Another effective way to build a community is to have a launch party. The best launch parties build enthusiasm for the campaign and have a creative twist to make them memorable. Perhaps you can buy a canvas and some paint from an art supply company and encourage everyone at the launch party to contribute to a painting you will post on the blog and giver away as a reward after the campaign. Don’t be afraid to be creative and don’t forget to ask for pledges at the launch party.

Your list of committed backers is different from the ideal backer since your committed backers at this point likely include family and friends. Drew Johnson, a colleague of mine that ran a successful reward-based crowdfunding campaign for TechWears shared the following advice. If he had it all to go over again, he would have scrubbed his look-a-like list when he used a Facebook ad campaign to find backers. Drew had collected a list of about 500 people who signed up at his various demos and craft fairs where he demonstrated and sold his unique TechWears products. His initial thinking was that since the 500 on his list stopped by his booth, engaged with him in a discussion about his product, and were willing to sign-up for his mailing list that they were all potential backers. Unfortunately, many on the list were “tire kickers” who signed his list more out of politeness rather than genuine interest. When he used his list in a Facebook look-a-like ad campaign, the demographic he targeted was not the audience that was actually looking to buy geek-wear as he calls it. In the end, it cost him more money and did not get him the conversion rate he was hoping for from the ad campaign. Therefore, if you plan to use a Facebook ad campaign and use look-a-like list, you should scrub your list to remove those people not likely to be your ideal backer.

What are your plans for building a community for your next campaign?

Note: this post originally appeared at

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