How To Make a Kick-Ass Kickstarter Campaign
Embossed leather waiting for bosslady Lindsey to turn it into her first set of clutches (and Kickstarter rewards).
When Lindsey Mortensen was looking to launch her crisp, structured handbag line, Larsen & Lund, she had a full-time job, bills to pay, and no access to outside investment. Her solution? Figure out how to run a rockin’ Kickstarter campaign. Here’s everything Lindsey learned so that you can do the same if you’re so inclined.
YOU GOTTA SEND THOSE EMAILS
“One of the things that helped the most was emailing ALL (seriously, all!) of my friends for support. Social media helped as well, but emailing really seemed to be the most effective. Even if they were friends or acquaintances I hadn’t kept up with, I was really touched by how many people just wanted to support me and what I was doing. I think that’s something that’s true for everyone. Don’t underestimate the people in your life, even if they’re far-removed.”
Before she could start crowdfunding, Lindsey had to start sketching.
VIDEO HAS THE BEST VALUE
“The video component is very important and should be given a lot of weight. I spent a lot of time looking at videos of Kickstarters that performed well and met their goals. The most successful ones identified a problem, proposed a solution, and then identified why the solution was unique. I tried to incorporate that structure as much as I could.”
IT TAKES A VILLAGE
“I had some friends—people in the entertainment industry—who had done things on Kickstarter, so that’s what got the idea off the ground. I felt pretty overwhelmed at the prospect of doing it because it was just totally outside my wheelhouse. But my husband had just helped a friend work on his Kickstarter, so he pitched in. And a friend of mine is a very talented film director who was generous enough to spend his weekend shooting and editing all of the footage for my video.”
Workin’ hard for her backers’ money!
GO ABOVE AND BEYOND YOUR GOALS
“After reaching my goal of $4,000 in less than 48 hours, I added a stretch goal so I could purchase an industrial sewing machine. It showed that even though I had reached my initial goal, there were still reasons for people to continue to support the campaign. Even if it seems totally crazy that you would hit your funding early, make sure you have a plan in place to raise as much as you can.”
PROVIDE INCENTIVES—ONES YOU KNOW YOU CAN DELIVER
“Instead of asking backers to blindly support me and my campaign, I essentially took pre-orders for three products: an earbud case, a small clutch, and a large clutch. It was important that people felt that they weren't just being charitable but that they were purchasing a beautiful product and supporting me. I also knew that I needed to offer distinct tiers of support. Not everyone would want to or be able to give $110, so I gave people the option to back for either $5, $20, $75, or $110. I also made sure I had the materials and the time to produce those products by the promised deadlines—you don’t want to leave people waiting around and wondering why they gave you their money.”