Learn how to plan, launch, and sustain a crowdfunding campaign that brings in support and builds a lasting fanbase for your art.
We’ve all seen it: a scrappy, heartfelt crowdfunding campaign that blows past its goal. And unlike a loan, the money raised through crowdsourcing doesn’t need to be paid back. It’s no wonder so many creative entrepreneurs are drawn to the crowdfunding model!
A well-executed crowdfunding campaign can do much more than help fund a project. Because it runs on social capital — the trust, goodwill, and relationships you build as a small business owner — it can also help you raise your visibility and bring in new supporters who stick around long after the campaign ends. If you’re thinking about kickstarting your own online fundraising campaign, here’s what you need to know.
A successful crowdfunding campaign leverages social capital to boost visibility, attract lasting supporters, and secure project funding.
Step 1: Set Clear Goals
Start with the basics. What are you raising money for? Be specific. Instead of “supporting my art,” try “covering studio rental and printing costs for my upcoming photography exhibit.” Break down how the money will be used. Share why the project matters to you and why it matters now.
Offering rewards can help boost pledges. Think about what would feel meaningful to your audience, such as a signed print or early access to your work. Here’s why having a reward strategy matters.
Choose a funding goal that’s realistic. Factor in platform fees and shipping if you’re offering physical rewards. And consider your timeline. Can you raise the amount you need in the time you have?
Step 2: Choose the Right Platform
Crowdfunding platforms aren't one-size-fits-all. Some are built with specific creative disciplines in mind and offer tools and communities that are uniquely supportive of that work. Here are a few platforms that the creative entrepreneurs we work with have used:
- Seed&Spark is geared toward filmmakers.
- Fractured Atlas supports artists and allows for tax-deductible donations.
- Kickstarter and Indiegogo are open to a wider audience but can be more competitive.
Pay attention to platform fees, campaign requirements, and funding rules. Some are all-or-nothing, and you’ll only get a payout if you hit your goal. Others let you keep anything you raise. And be sure to choose a platform where your ideal supporters are likely to be. That may mean smaller reach but better alignment.
Step 3: Prepare Before You Launch
When it comes to crowdfunding, early traction makes all the difference. Give your campaign the best chance by warming up your audience early. Talk to your community before you launch. Let them know what’s coming and how they can pledge or spread the word.
You’ll also need solid materials to communicate your goals. A short video (filmed on your phone is fine), images that show your work, and a story that’s easy to understand go a long way. Prepare email drafts, social posts, and outreach plans in advance so you’re not scrambling mid-campaign.
Step 4: Keep It Going
Most crowdfunding campaigns start strong, dip in the middle, and then rally at the end. Don’t let the lull catch you off guard. Take a deep breath, then keep your campaign visible with regular updates and reminders.
When campaigns hit a slump in the middle stretch, it's a good time to test new ways of engaging your audience. That might include behind-the-scenes updates, shoutouts to backers, or introducing stretch goals. If you need inspiration, this round-up of strategies can help you regain momentum and keep supporters engaged.
Don’t forget to check in with your campaign supporters. Thank them, share progress, ask them to help spread the word. Some of your best momentum may come from people who already gave. To do that, use a mix of outreach. Email, social media, and live events (online or in person) can all help. Don’t assume people will stumble across your campaign and see your updates.
Step 5: After the Campaign
Trust is built by delivering what you promised. Clearly communicate any delays, and keep people in the loop. Perhaps most importantly, think beyond this one project. Now’s a perfect time to invite supporters to join your mailing list, let them know about new work, and show them how their support helped.
Remember that while access to capital is vital, the relationships you build matter just as much. People who support your campaign tend to stick around. They might become future clients or collaborators, or become loyal fans. Sharing updates during and after the campaign invites them into your process, and that kind of connection can last for a lifetime.
Why? Crowdfunding works because it’s personal. People give when they understand your story and feel like they’re part of something real. When you show up prepared and clear about what you’re building, you give supporters a reason to believe in it and stay with you for what comes next.
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