How to create a successful Kickstarter campaign

By Lisa Goldsberry

34841101_s-3With help from PR, you can be sure you have what it takes

Kickstarter is the go-to source for businesses that want to take a creative idea and make it a reality. Numerous companies have found success for their projects on the site, but many more have failed.

If you’ve been considering Kickstarter for one of your company’s initiatives, you definitely want to be among the group of success stories. However, first you need to know what makes a great Kickstarter campaign; PR can help.

Before the campaign

Kickstarter is a crowdfunding platform that allows businesses to raise funds for creative ideas or projects with help from everyday people. You provide information on your project and what it can do, and if backers are interested, they give money to help you bring your idea to fruition. The process itself sounds simple enough but, in reality, it’s not so easy.

You should begin by learning all you can about Kickstarter and have a detailed plan for accomplishing your goal. Remember that you only have about 30 days to reach your funding goal, so base your strategy on that timeline.

Research has shown that shorter projects tend to have the highest success rates, possibly because this demonstrates that you have confidence in your idea. Oh, and it doesn’t hurt to have a really awesome project that people will love.

It will also help to promote your upcoming campaign before the launch. Get everyone you know to talk about it – friends, family, neighbors and business associates. PR can assist you with blogging, developing social media campaigns and garnering media attention to create buzz.

Running a successful Kickstarter campaign

Think hard about your budget. This can be what makes or breaks a campaign. You want potential backers to see that you have thought everything through and to understand what their contribution will do to help you bring your idea to life. Since you only get the money if you hit your funding target, it is crucial to select this number carefully.

Keep backers engaged. As with any gift, givers expect some kind of thanks. You can offer small rewards or provide regular updates on your progress. Once your project is complete, you might also want to give backers something special, such as a tour of your facilities. You can be either simple or creative with your thanks, but remember to budget for them.

Generate passion for your project. Statistics tend toward greater success when businesses connect emotionally with potential backers. Do this by telling your unique story, including any hardships and failures that brought you to your current point. Creating a dynamic, thought-provoking video for your project designed to capture attention is the best way to achieve this objective.

Stay connected with your audiences. You can send individual thank-you notes and solicit feedback. It’s important to remember that these are the people who have already shown interest in your product and may be willing to help spread the word about your campaign. They are also potential future customers.

Get help from PR. To run a successful Kickstarter campaign, you’ll need to tell your story, build relationships with your target audiences and publicize your efforts. These are all the things that PR does best.

Axia Public Relations can help you promote all aspects of your campaign with targeted communications to key stakeholders and potential backers. We can also help you create a terrific video to get results. Contact us today to learn more about our special projects services.


Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr

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Topics: Public Relations, Featured

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