You might remember 29-year-old millennial woman entrepreneur Avi Loren Fox from her first successful 2014 Kickstarter campaign for the Alpaca Mantle, which was 133% funded--ringing in a total $39,827. Now, after listening to her customers who said, "We want a mantle for summer!" she is back on Kickstarter, this time with her Summer Collection. And, like her previous Kickstarter campaign, this one is on track for success. In the first 12 days, the campaign raised $23,114 of the $44,000 goal.
As Avi approaches the last two weeks of her campaign, she shares her top-3 tips for gaining the exposure you need to successfully fund a project of any size.
The words that follow are all hers.
1. Identify your true believers.
Going into any Kickstarter, it is important to identify your true believers--the family and friends who will show up for you be the first to vote for what you are doing. Make a list of these people! Discuss the campaign with them ahead of time and ask for their support--either as a backer or by sharing the campaign with friends. Your true believers will get the party started, so that others go "Hey, that looks fun, and look how many people already supported this!" and then they want to join the fun too.
2. Strategize referral streams.
According to Tim Ferris, the top-5 most common referral streams to a Kickstarter campaign are 1) Facebook 2) Direct traffic (primarily via email), 3) Twitter, 4) Kickstarter and 5) Blogs. Come up with a strategy for how you are going to get the word out through each of these venues each and every DAY. While Tim wrote this article some time ago, I've noticed that in 2016, the conversion rate from Facebook fell significantly when compared to 2014. After talking with friends who had live campaigns, we realized that this was due to the new algorithms and monetization of Facebook. Not everyone sees what everyone else posts anymore, which really affects grassroots efforts. Takeaway? Understand the different referral streams and not only how they work traditionally, but how they work today in light of a changing internet. And then, be creative and find a way to use that to your advantage. For me, I hosted two launch parties in NYC and Philly for my Summer Collection, which ended up bringing in the majority of funding we have so far.
3. Experiment with magic.
Sometimes, all it takes is a tweet to an editor or influencer to blow up your campaign. While I truly believe you should come up with a practical strategy to gain backers for 100% of your campaign, I also believe that sometimes it takes a little magic to really reach the finish line. Be creative. Think about who you know who might have a friend with a lot of followers who might also LOVE your project or product. Use the compelling photos and video from your campaign to entice people to join your project. Don't be afraid mid-campaign to experiment and try different things to see what works. If you're doing a Kickstarter the second time around, it may be different than the first time. Be open, creative and resourceful.
You got this!