Professional Documents
Culture Documents
Every day, the User Research and Campaign Strategist teams at Indiegogo work with real
campaigners and analyze campaign strategies in order to find best practices for running a
crowdfunding campaign. We’ve put together a campaign prep and management calendar and
checklist to set you up for success. Not only will you find day-by-day instructions on how to prepare
for and manage your project, you’ll also find helpful links to additional content that will provide all
the information you need to run a successful crowdfunding campaign – all in an interactive and
printable calendar and checklist!
Most successful campaigners spend months planning their campaigns before actually launching.
We recommend beginning the process at least two months before your launch date – the
minimum amount of time needed to build a community around your idea and create a strong email
list – two key factors in your campaign’s success. Remember that these are general
guidelines; take your time properly preparing and setting yourself up for success. If you have a set
launch date, we recommend starting as early as possible. Ready? Let’s get started!
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reality. Once you have your teammates established, you can invite them to be team members on
your campaign page.
In addition to your core campaign team, you’ll also want to think about who you can invite to help
you with things like your pitch video, product shots, infographics and any other assets that will help
make your campaign page more robust and engaging. Of course, you can always opt to DIY these
things, but you might consider outsourcing to a professional contractor to help ease the workload.
Select a photographer and videographer to use for product shots and your pitch video. You can
also DIY infographics and other engaging graphics, or select a designer to create them for you.
Misfit Shine
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idea to life. Choosing a realistic campaign length will give you and your community enough time to
rally behind your cause and reach your goal. If you’re running a Flexible Funding campaign, you
can also choose to receive funds via credit card if you prefer. You can also design stretch goals so
that you’re fully prepared when your campaign is a success. Then, tell your story on your campaign
page.
Pitch Text
Remember that your campaign and pitch text are your chance to engage the reader and really
explain to them why your campaign is important and why they should contribute. A couple
examples of campaigns with excellent pitch text are Canary and Misfit Shine – check their
campaign pages out for inspiration! Once you’ve settled on your perks, you can also fill them in
and all other campaign draft details.
Pitch Video
Campaigns with pitch videos raise four times more funds than those without, so you’ll want to
maximize your video. Start storyboarding your video by creating a script of all of the stats and facts
you want to include. Think about what product shots, b-roll and interview sequences you’ll need to
film to convey your message. Watch these pitch videos for inspiration, and if you’re running a
hardware campaign, make sure you include these things in the first 30 seconds of your video.
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Press Releases
After writing all of this copy about your project, you should be well-positioned to start writing press
releases for local media outlets. Check out these 7 tips on how to get the media to cover your
campaign and fill out our media outreach worksheet to get started. Use feedback and comments
from your smaller press releases to draft press releases for larger media outlets as well as blog
posts.
Preparing your campaign’s outreach early ensures that you’re effectively managing your time
during the campaign when there are updates to post, comments to reply to and social media to
keep fresh. At the end of this first month of organizing and preparing, are you feeling ready to
launch? Use this email calculator to see if you have enough emails to truly move on to the next
step.
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