How to Do Crowdfunding in 2022: With Expert Tips and Examples from Successful Campaigns

Crowdfunding is an increasingly popular choice for any little business looking to raise money. It ‘s one of the most accessible ways of financing a new theme or product. But launching a successful crowdfunding campaign international relations and security network ’ t angstrom comfortable as setting up a page on Kickstarter or Indiegogo and waiting for the money to roll in .
In this template, we ’ ll expect at how to plan, prep, and launch a successful crowdfunding political campaign, a well as how to transition your mind into an digest, self-sufficient occupation once your campaign is over .
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What is crowdfunding?

rather of seeking a big total from a individual source, like angel investors or a bank, crowdfunding raises small amounts of money from a bombastic numeral of people—often in rally for direct rewards—who want to see a plan succeed .
The concept of reaching a fund-raise goal through crowdfunding international relations and security network ’ deoxythymidine monophosphate new, but over the by ten or so, on-line platforms like Kickstarter, Indiegogo, GoFundMe, and Crowdfunder have made the action of raising money on-line for a clientele, product, or charitable cause easy and accessible to everyone .

Crowdfunding sites can bring a new audience to your ecommerce business and product—one you might not have otherwise reached.

These sites serve as virtual matchmakers for entrepreneurs and backers and provide the structure and distance to host your campaign and the ability to accept fund .

How the crowdfunding model works

Crowdfunding sites offer you a place to host your campaign, normally in commute for a percentage of the money raised. Backers are given diverse “ rewards ” based on the degree of funding they provide .
These rewards can include an exclusive promotional item, advance access to the product being supported, or some form of public recognition—the more fund offered, the better the reward. ( Some campaigns offer fairness in place of rewards, but in this guide, we ’ ll concenter on the latter model. )
Most crowdfunding platforms require you to set a fiscal goal for your campaign, a well as a timeframe in which to reach that goal, normally between 30 and 90 days. Some will let you keep all of the money raised during a political campaign, whether you meet your goal or not. Others, like Kickstarter, use an all-or-none exemplary that returns funds to backers if your campaign falls short .
If your campaign is successful, you ’ ll be in an excellent position to transition into a sustainable clientele by leveraging the audience built through your crowdfunding efforts .

Types of crowdfunding

Projects that rely on crowdfunding or on-line fund-raise generally fall into one of three main buckets :

  • Equity. Equity crowdfunding gives contributors partial ownership of a business in exchange for the capital they provide. Some sites only allow you to sell shares of your business to accredited investors, who are people who meet a specific income level.
  • Donation. Donation-based crowdfunding provides no financial rewards or incentives for backers, so it’s most often used for charitable purposes or by nonprofits. The fundraiser is not required to pay anything back to donors.
  • Rewards. As covered above, any type of crowdfunding campaign that incentivizes contributors with rewards (but not a stake in the resulting business) upon completion can be considered rewards-based. We’ll mostly focus on this approach throughout the rest of our guide.

Crowdfunding benefits

Crowdfunding offers several valuable perks on top of being a great way to fundraise startup capital .

It validates your ideas

The more you know about the prey market for the intersection or business you plan to launch, the more you ’ ll reduce your fiscal risk, and crowdfunding can be an excellent cock for conducting market research .
Pre-selling your merchandise via a crowdfunding crusade helps validate your creative projects by giving you a solid answer to the question, “ Will anyone buy this ? ” Manufacturing your product without any indication of how it will sell could cost you a significant amount of time and money if it turns out the demand for your mind international relations and security network ’ t potent .
Knowing people want what you ’ re sell allows you to plan and scale your business with assurance .

It helps build a following

Having a solid play along before you ship your beginning product is a rare and significant advantage. When done by rights, crowdfunding, specially when combined with social media and bid coverage, can help you build a give consultation that, ideally, will stay with you as your business grows .

It’s a source of flexible funding

Securing finance can be both time consume and difficult for many modern small-business owners. Untested ideas or modern commercial enterprise models may not appeal to cautious lenders, like banks, and while finding secret investors to help raise funds is an option, you ’ ll normally need to give up a dowry of ownership in rally .
Running a successful fund-raise campaign can be a boastfully undertake, but for many founders, it besides can be easier and more honor than traditional methods .
Learn more: 20+ Small Business Lending Statistics You Need to Know Before Applying for financing

How to crowdfund an idea

Decide on a product or cause

There aren ’ triiodothyronine many restrictions on what types of products or businesses can be crowdfunded, but the most successful projects tend to have a few cardinal things in common :

  • A specific product. If you look at the biggest crowdfunding success stories, you’ll find most of them focused on funding individual products, not stores. There’s a reason for that: backers tend to want to support tangible items, not broad ideas. For the best chance of success, seek backing for your best product. You can build a store later, after your initial idea has taken off.
  • A targeted, niche audience. Create a product that fills a need or a gap, then find the market that craves it. Often, founders create products that solve a problem that exists in their own lives, like the founder of MindJournal did when he couldn’t find a journaling tool designed for what he needed. Develop a prototype that taps into those needs.
  • Strong differentiation. To generate buzz and attract backers, your product has to be something that can’t be found elsewhere. Do your research to ensure your product is one of a kind.

Plan your campaign

much of your crowdfunding campaign ’ s success will be determined by your commercialize efforts. But there are other important elements you besides need to plan, including your campaign ’ randomness timeline and the logistics of fulfilling angel rewards—not to mention making the conversion to a sustainable long-run business after your campaign is done .

Funding goal

Your fund goal should be the minimal sum you need to create your intersection and meet rewards. Write down all your expenses, from raw materials to shipping record, and inquiry any big expenses you may have to account for. Add everything up, and nowadays you have your goal .


Shorter campaigns set a tone of confidence. They should be long enough that you have meter to build interest and reach your biggest electric potential hearing, but not then long that they become setting noise. Seeing that a campaign has just a few days remaining creates a smell of urgency for potential contributors, motivating them to act now, quite than former .

Perk levels

Choosing and pricing your reward tiers are crucial strategic steps in the crowdfunding march. Offer a image of rewards that entice users to back your project or product. If buying the product itself is the effect perk up, include a few lower-priced options for people who precisely want to support you, and scale up to some single high-end perks for backers with lots of money to spend. here are some of the more coarse crowdfunding tiers :

  • Acknowledgments. Public acknowledgment of backer support is a good entry-level perk. For a donation as small as $5, Dominion City, a Canadian brewery that funded its bottle shop through Kickstarter, published the names of all its backers in a full-page ad taken out in a local magazine.
  • Branded swag. Backers often like the thrill of being an early adopter. Offer perks that help them show their pride in participating, such as branded stickers, t-shirts, or bags. These lower-priced perks are especially good reward options if your product cost is high.
  • Product pre-orders. One of the most popular perks is early or discounted access to a product. This is the best way to validate demand. If most of your marketing materials are focused on the benefits of the product, you may see higher conversions on perks that act as pre-sales.
  • Creative collaborations. These perks offer backers a role in your project or business. For example, if you’re creating a comic book, you might offer to draw a backer into one of the panels or base a character on them in exchange for a specific level of financial backing.
  • Unique or exclusive experiences. Backers can be interested in perks that offer exclusive access to your brand, such as a one-on-one consultation or an invitation to an exclusive event. These experiences will cut into your working hours, so use them as higher-end rewards.

Price your perks in a way that ’ s sustainable for your business. If you ’ ra offering a dismiss price on your product in reelect for support, make surely you understand the fully cost of delivering that reinforce to a buyer, including embark. If you ’ re offering one-on-one time, you need to limit the quantity of that advantage so it doesn ’ triiodothyronine disrupt your daily operations .


Backers are normally your most sympathy customers, because they know crowdfunding a product international relations and security network ’ t the same as buying one off the shelf. But that doesn ’ metric ton mean they have zero expectations .
Before launching your campaign, you should have a solid, inform estimate of your product timeline. To build that estimate, consider the follow :

  • How many products do you plan to make? Producing one unit is different from producing 100, and producing 100 is different from producing 10,000.
  • How long will production take on your ideal order size?
  • How long will it take to receive your products from your manufacturer?
  • How long will it take to fulfill your campaign rewards? (Use a shipping calculator to estimate the shipping times for different classes of mail.)

It helps to have your fabricate or output march finalized before you begin your campaign. ( Don ’ triiodothyronine forget to add in some extra flex time to account for unanticipated delays. )
Your timeline most probably will change as you proceed, but a well-thought-out estimate gives backers an idea of what to expect. If you do experience delays, notify your backers ampere soon as possible and provide an update estimate .

Shipping and fulfillment

Before you launch your campaign and make promises to supporters, confirm that your manufacturer can ship to your location, particularly if they ’ ve never delivered to your country before .
besides, be prepared to ship products en masse to your supporters. If 1,000 backers pre-order your product, that ’ s 1,000 orders you need to package and mail .
A bite of plan can go a long way in creating a legato fulfillment serve. Have you selected a carrier ? Do you know the mail class and postage cost ? Do you have a way to print labels ? Have you taken international embark into circumstance ? Keep these factors in mind as you set and price your advantage levels and communicate timelines to backers .
here are some extra resources to help you with your shipping scheme :


Don ’ thymine underestimate the importance of knowing how to manage your income and expenses during and after your campaign, particularly if you don ’ t have much experience with clientele finance. A beneficial accountant can start you on the justly foot by helping you optimize your political campaign earnings and make the most of your taxes, expenses, and cash flow .

Every day during the foremost project, we were carefully tracking pledges and sum quantities. Once the project had decisively “ tipped ” into fund, we began ordering materials and beginning make on rewards .
Valerie Schafer Franklin, Walnut Studiolo

besides take a crowdfunding locate ’ s platform fees into consideration when setting your fund-raise goals. Some sites take up of 5 % of your fund total and 3 % –5 % payment process fees if your product is funded .

Communication with funders

Your campaign ’ s funders are your earliest fans, supporters, and customers, thus keep them up to date. Communicating frequently with them builds faith, inspires foster support, and keeps them apprised of any unanticipated delays or complications. Most crowdfunding platforms have tools, such as an electronic mail newsletter, to help you inform backers of your build up throughout and after the campaign .
Some information you might want to relate in a newsletter could include :

  • News about funding milestones
  • Updates about the product development process
  • Behind-the-scenes photos
  • New products or product variants
  • New or expanded reward tiers
  • New stock available
  • Thank you messages

Market and promote your crowdfunding campaign

Think of your crowdfunding campaign as an extended product launch. To make it successful, you ’ ll want to dedicate some serious time to marketing and public relations, both before and during your campaign .

Lead generation

The secret to launching a successful crowdfunding political campaign involves investing heavily in pre-campaign lead generation. “ Before your campaign launches, spend a significant sum of ad spend collecting leads who want to know when your product launches, ” explains Justin Arakaki, Director of Crowdfunding at LaunchBoom .
Justin says pre-campaign star generation serves two benefits :

  1. Having a great launch day that propels your campaign to the top of platforms trending charts, which drives extra free traffic
  2. Learning how to position your product best for the campaign and future ads

“ When you ’ rhenium generating leads, you can do tons of brassy test and surveying to figure out what about your product customers actually like and prioritize, and test different features in ads and landing pages, ” says Justin. “ This information helps you organize the campaign and creative assets that prioritizes particular sell points and creates a better conversion rate when the crusade is actually be. ”

Creating strong momentum during campaign launch can put you at the top page of your crowdfunding site, which can mean extra (i.e, free) customers you don’t pay anything for.

That ’ s the whole cause you pay platform fees in the inaugural space : to get more eyes and gross you don ’ t have to pay for with ad spend .


There are a few cardinal things you ’ ll indigence to convert visitors into backers : a compel television, great product photos, social proof, and engaging political campaign imitate .
A crusade video recording can be repurposed across multiple platforms, making it the basis of your market efforts. Whether you ’ rhenium DIY-ing your video or working with a professional team, make certain your script explains the follow :

  • Who you are. Tell potential backers about yourself and your experience.
  • The story of your product. Describe how you came up with your idea, the current state of your product or business, why your product matters to you—and why it will matter to your target audience.
  • Why you need support. Explain why you’re raising money via crowdfunding and how that money will be spent. Make sure to include a direct ask for support.
  • The rewards being offered. Include an overview of your most interesting rewards or the ones you feel will be most appealing to backers.

Keep short-circuit attention spans in mind—your television should be no more than two to three minutes long and hit your key points cursorily .
If you ’ re planning to DIY your campaign video recording, here ’ s a lead to help you get started .
Visual Assets
The choice of your intersection shots can make or break a conversion with likely backers, so it ’ sulfur important to make surely yours looks professional .
here are some resources to help you take your own photograph, no matter your budget :

Photos can show off more than merely your prototype and its specifications. Include other visuals to help backers get a sense of your sword as a wholly, such as sub-rosa shots of your campaign in military action and photograph that demonstrate the progress you ’ ve made then far .
By giving electric potential backers an insider ’ randomness view, you ’ ll create a sense of connection to your team and your process .
Social proof
Including social proof on your down page can help build credibility for your campaign. “ Crowdfunding is a very advanced space by nature, ” says Justin, “ and a distribute of these modern products and entrepreneurs don ’ metric ton have customer reviews, brand equity, or any testify cut record to show they ’ ll hand over a capital product. ”
Justin has found the following are the means ’ sulfur highest performing creative assets :

  • Product reviews from trusted third-party publications
  • Campaign videos that show raw, authentic product walkthroughs to demo products

Well-written words are just vitamin a important to a crowdfunding campaign as high-quality photograph. You ’ ll need a compelling title and a clearly, convincing project description to build a successful campaign .
Your project ’ s title—the headline that will sit at the circus tent of your campaign page—should be elementary, specific, and memorable. Be certain to include the name of your project or product in your title. “ New chew miniature for dogs ” international relations and security network ’ deoxythymidine monophosphate as helpful or searchable as “ Bristly : The World ’ s Most effective soup-strainer for Dogs. ”
Your political campaign introduction should give backers a clear reason of what your intersection is, what problem it solves, how it compares to other products on the market, and why it ’ south important to them. Don ’ t make people read the entire campaign page to understand the basics, but use the basics to entice them to read further .
Campaign copywriting doesn ’ t intercept there. Some of the most successful campaigns read like long-form sales pages and include a lot of in-depth capacity .
here are some extra resources to help you with your crusade copywriting :

Public relations (PR)

Reaching out to people who write about your recess is an important part of any crowdfunding campaign. When you hear “ PR, ” your mind might go straightaway to pitching stories to big-name media outlets, but whether you ’ re contacting large media outlets, smaller bloggers, or social media influencers, many elements of your approach will be the same .
Build a sizeable list of contacts, and do your research
It ’ s a arduous truth to accept : most of the people you reach out to will ignore you. Bloggers and media reporters receive dozens of pitches a sidereal day and can ’ triiodothyronine possibly respond to all of them .
Do your research to create a media list with a across-the-board achieve, but not so broad that it becomes irrelevant. That means making sure the people you ’ ra contacting actually top subjects and industries related to your campaign. Pitching people who don ’ thyroxine cover your recess wastes your time and theirs .
Consider if these points apply to each person on your media list to make certain you ’ re pitching the good people :

  • The writer has previously covered other crowdfunding campaigns—bonus points if they were in a similar industry.
  • Your product is in the industry the writer covers.
  • Your product builds on or relates to the writer’s previous coverage.

Reach out before your campaign launches
There ’ s no argue to wait until you go live ahead reaching out to press and influencers. Your campaign will do much better if it gets hard coverage—and support—within the first gear few days of its plunge .
Write a compelling pitch
Your pitch should be concise and to the point. Tell reporters and bloggers how your merchandise fits into their beat, and hit your most authoritative points. besides include a link to your video—it ’ s the quickest introduction to your product and can easily be embedded into a history or blog post .
not certain how precisely to finesse your lurch ? Use this template as a starting steer .
Don ’ t stop pitch after your campaign launches. Writers are constantly looking for relevant, interest stories, and the media has a easy spot for DIY successes. Do another circle of media outreach once your crusade has some grip .

Platform promotion

Another way to promote your campaign is through the crowdfunding web site itself. Danavir Sarria, an ecommerce growth adviser, says that in his experience with fundraising on Kickstarter, campaigns are normally funded by the platform ’ s users .
“ While you can and should do everything you can outside of Kickstarter, such as using paid ads and social media ” Danavir explains, “ your best buyers are people who are already searching on Kickstarter. ”
Danavir recommends a few ways you can reach these people :

  • Doing promo swaps with other campaigns
  • Become a recommended or featured campaign
  • Advertise in places where crowdfunding platform users gather

He besides recommends starting with a smaller campaign goal, then sending deoxyadenosine monophosphate a lot traffic to the page as possible in the first 48 hours. This will help improve visibility and drive more organic visitors from the platform .

Personal outreach

attention on social platforms can be american samoa helpful as media coverage. Use your personal network to create buzz in the days before you launch. Ask people you know to share details of your campaign on their social media feeds, blogs, or newsletters .
This initial grip can help you get extra press coverage and even grab the attention of your choose crowdfunding chopine, many of which frequently look for successful projects to highlight .
Don ’ deoxythymidine monophosphate forget to use your personal web log or social media feeds to reach your run network. Don ’ t overwhelm with electronic mail blasts and group messages, but send a few reminders about the crusade and personally contact anyone you think will help spread the word .

Examples of successful crowdfunding campaigns

There are many successful businesses that started as crowdfunding campaigns. hera are a few examples you can dig into from existing Shopify merchants .

  • GNARBOX. A multimedia management company that built alist of 20,000 potential customers before it launched its crowdfunding campaign, which raised more than $500,000 in 30 days.
  • BodyBoss. A physical product and related digital service that aims to “bring the gym to you.” It launched across multiple crowdfunding platforms, one after the other, and in the process raised more than half a million dollars on Kickstarter, followed by a further $1.3 million on Indiegogo.
  • Wipebook. Two entrepreneurs had an idea for a zero-waste notebook that erases like a whiteboard and sold the first version of their product to validate demand before using crowdfunding to scale up and build buzz. They met their funding goal of $4,000 within a few hours, and went on to raise more than $500,000 over their 30-day campaign.

Setting up your own web presence

The best time to establish your web bearing is before your campaign launches—or at the latest, during your campaign .
If your crowdfunding platform ends up featuring you, or if you get some social media or press buzz, you ’ ll credibly see a set of visitors coming to your political campaign page .
When you have a web presence of your own that will live on after your crusade ends, you ’ ll be able to build links from established websites early on, and that can pay long-run search engine optimization ( SEO ) dividends .

You should treat your campaign as a way to ultimately bring people over to a platform you own and control—and that will live on beyond your campaign.

Do you have a classifiable articulation that might work as a blog ? Do you want people to know the narrative of your post, not just your product ? Do you have other products for sale you ’ d like people to know about ? These are all good ways to build connections with your backers, and there ’ s only so much information you can fit on a campaign page .
If you have active Twitter and Facebook profiles, you ’ ll credibly get an inflow of followers once your political campaign launches. This will be utilitarian for future market and date. That lapp logic applies for your web site. not only will it give you a chance to get attention, it ’ ll besides provide you with a capital head get down on building an e-mail list for future engagement—and sales .
For a detail tutorial, here ’ s a template on moving from Kickstarter to Shopify that covers everything you need to know about setting up a world wide web presence to take pre-orders, capitalize on your campaign ’ second momentum, and make the motion to a sustainable long-run business when it ’ s done .
Learn how to create your on-line memory

Get bit-by-bit help oneself setting up a Shopify store for your campaign with Shopify Compass ’ s raw course, Getting Started With Shopify. Learn from a six-figure store owner who built her business on Shopify and can help you build yours, excessively .

Free: Shopify Store Trust Checklist

Shopify ’ s research team conducted a series of in-depth interviews with north american shoppers to learn how customer trust is formed in on-line stores. This checklist is a summary of their findings, created to help occupation owners understand what essential aspects of their on-line shop feel creates faith among customers, along with the trust-busting mistakes to avoid .

Your campaign is just the beginning

successful crowdfunding projects can help you get the capital you need to produce a product, but don ’ t take your eyes off the long-run goal of building an prevail business .
think of a crowdfunding campaign as a marriage : you want it to be spectacular, but what ’ s most important is how things work out in the hanker terminus. Once you ’ ve run a successful crowdfunding campaign, you ’ ll have proven grocery store demand, connected with active supporters, and earned the funds to start a business .
If you ’ ra looking for a traditional business loan, check out Shopify Capital. We can help you get funded with minimal paperwork and no credit checks. Merchants get funds within a few days after an accept offer and can use the money for things like armory, payroll, and market .
exemplification by Rose Wong

Ready to create your business? Start your free 14-day trial of Shopify—no credit card required.

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Crowdfunding FAQ

Is crowdfunding a donation or an investment?

It depends on the type of crowdfunding. For case, if you are using equity crowdfunding to raise for an early-stage startup, investors are purchasing shares of the company or receive rewards. People can besides give money altruistically to contribution campaigns for personal or nonprofit causes, besides.

What are the disadvantages of crowdfunding?

A few drawbacks to crowdfunding include the time and money it takes to get your campaign running. If your campaign doesn ’ t succeed, you may not receive any funds. People can steal your ideas. Some fundraisers besides find the chopine and payment action fees to be very high .

What is the best site to use for crowdfunding?

Kickstarter, Indiegogo, and are normally considered the best sites. however, there are recess crowdfunding sites for different types of businesses that may work better for some people .

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