Adam Chapnick of Indiegogo shares insights on the art and science of a million-dollar campaign
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- Create engaging video
- Identify exciting perks
- Set up tight deadlines
- Make it a team effort
- Share your campaign on social media
- Start a PR roll out
Following up on Adam's advice I looked at their blog section. I found out in this Indiegogo page, that campaigns that take the key 6 actions raise 8 times more money than campaigns that don't. After reading a couple of their articles, which include analysis and case studies, it's clear that there is an art to creating a successful campaign which is helped by learning the science behind why people do what they do! The blog reveals helpful stats, but also provides insights into human behaviour. What keeps people's attention, but also sustained it enough to want to give money and be a part of your project?
How to run a successful campaign
From Indiegogo's blog, here's more details on the six actions to a successful campaign.
What do these six actions have in common? They show that you are committed to your campaign and are investing time and effort to ensure it succeeds! Here is some advice on how to approach taking these six actions:
- Have a Pitch Video: Secret to a great pitch video? Show your face, tell your story, show what your money is going towards, have a call to action, and share your passion (but keep it under three minutes)!
- Offer Three or More Perks: Good perks are creative and generous. The two most essential perk amounts are the $25 perk and the $100 perk. For $25 a funder can explore the solar system, get a DVD and a personalized thank you note, or be immortalized on a brick in a community theater. For $100 contributors get invited to a Damien Rice and Chad Urmstrom concert and a Venetian artist designed t-shirt, 20lbs of pasture raised sustainable meat and an invitation to a Barbecue festival, or a t-shirt, hat and autographed poster.
- Update Every Couple of Days: Use updates to showcase progress, say thank you, keep your audience engaged, offer new perks, and share some press you’ve received. Post updates to your facebook, and e-mail them to people who haven’t contributed yet.
- Post 5 or More Media to Your Gallery: Media can include videos, picture images, or artwork and can be sent out via updates. Media builds an emotional connection between campaign and the funders and provides context for the campaigner’s motivations and commitment. Be sure to share your media on social media platforms too!
- Link to Your External Pages: If you have a personal website, Facebook page, Twitter feed, or YouTube channel, put the link on your campaign. Complimenting your campaign page with external online assets builds credibility, and enables you to tell a more robust story. It also helps you share your campaign more broadly and rapidly.
- Keep Your Campaign Less than 60 Days: Having a shorter campaign improves your buzz and virality. People are less likely to put off contributing if there is a sense of urgency about your campaign. Things to keep in mind regarding deadlines: How much time do you and your team have to run the campaign? How much money do you need and when will you need the money? What is the schedule of your outreach strategy?