As well as including some wonderful anecdotes about the Japanese printing industry presented as mini-stories, Craig also tells us a lot about the process he went through to successfully complete the project, primarily using the website Kickstartup.com. He also talks about the concept of micro-seed capital, a useful new term to remember.
With Kickstarter, people are preordering your idea. Sure, they’re buying something tangible — a CD, a movie, a book, etc — but more than that, they’re pledging money because they believe in you, the creator. If you take the time to extrapolate beyond the obvious low-hanging goals, you can use this money to push the idea — the project — somewhere farther reaching than initially envisaged. And all without giving up any ownership of the idea.
This — micro-seed capital without relinquishment of ownership — is where the latent potential of Kickstarter funding lies.
Another useful area he touches upon is Pledges. Craig examined the amounts potential buyers would be most willing to donate and found that the sweet spot was between $25-100. In his own project $65 had the most donations. It’s important to carefully define the upper and lower limits of the campaign in order to give people perceived value when considering how much to contribute. It’s also important to keep the number of options low (below 5). Simplicity is key.
Promoting the campaign involved a mixture on online social media, including specialised contacts on a mailing list and a moderate use of Twitter:
Ashley Rawlings, Art Space Tokyo’s editor and co-author, and I promoted the Kickstarter project using three primary resources:
* Twitter and Facebook
* Our vast personal mailing lists of contacts in the art and design world
* Online media: a number of top art and design blogs and magazines
Our promotional strategy went something like this:
* A steady rhythm of informative Twitter and Facebook updates
* Mailing list blitzes at the start and the end of the fundraising period
* A gentle progress update to the mailing list mid-way — a great chance to highlight any particularly impressive media coverage
* Seeking relevant online media postings about the project throughout the timeline
There are a lot more fascinating insights in the post, so do go over there to give it a read in full.