Money Pros: How to make the most of your crowdfunding campaign 

Money Pros: How to make the most of your crowdfunding campaign 
Film director Spike Lee launched a Kickstarter campaign to help fund his next feature film. (Charles Sykes/Charles Sykes/Invision/AP)

The Money Pros are standing by to take your questions.

Q. I am looking to raise money for a project on a crowdfunding site. What advice can you give me that will produce the best possible outcome?


A. Start by doing extensive research and planning. Look at campaigns that have both succeeded and failed. What pitches, promotions, and rewards have resonated, and which have tanked?


Keep your pitch clean, concise and simple. Grab viewers' attention immediately and describe your idea in 20 seconds or less.

Make sure your project stands out. Highlight one to three key features or unique benefits in all your messaging and materials.

You should explain quickly and concisely why this project needs undertaking, why now, and why you're the right person or team for the job.


Be prepared to do lots of work. Expect to present a four- to six -week marketing campaign. You'll want to stockpile videos, screen shots and announcements, and secure support from partners weeks in advance.

Don't forget to create an engaging reward system. Beyond physical merchandise, you can also offer personalized benefits, advance access, or once-in-a-lifetime experiences. Think about what fans really want or need.

When it comes to pricing, start small and increase to higher budgets offering bigger benefits. Give your potential backers a menu of choices.

Before launching, also take a second to stop and review your plans, making sure everything's prepared and in place.


Remember, once the campaign launches there will be plenty of work to do: Listen to fans, respond to their reactions, and adjust outreach strategies or rewards accordingly.

Once your campaign is completed, don't forget to thank and update your contributors. No one wants to see you succeed more, and all can help you continue to spread the word about your projects and products.

Scott Steinberg

Steinberg, a professional speaker, is the author of the "Crowdfunding Bible."
