If
you've had the desire to create a photography book or set up
a small exhibit, there are more opportunities than ever to
make that dream a reality. Many creative entrepreneurs have
turned to Kickstarter (www.kickstarter.com)
for success. Kickstarter is a crowdfunding site that pairs
projects with potential backers. The categories include
everything from software and gaming platforms to movie and
photography projects to specialty products that are
manufactured and then sold in the marketplace. In fact,
Kickstarter investors backed 10% of the films shown at
Sundance in 2012.
If you
have your own dream project that you'd like to launch, here
are a few tips to help you get started:
Watch
and Learn: One
of the best ways to learn is by backing a project or two and
evaluate them to completion. Most projects can be supported
by $25 or less, which is a small price to pay for an
education. You'll be amazed to see how clearly and how
often the project owner updates investors and how people
respond to progress reports. Chances are you'll be able to
find something that interests you and investing the time in
others will yield gains that will benefit your own project
when the time comes.
Research, Read, Repeat: Here's a perfect opportunity to
surf and call it research. Spend some time reading articles
and interviews on successful Kickstarter campaigns, and more
importantly, research cases where the campaign failed to
reach its funding goals. Oftentimes, in a particular
category such as photography or film, one particular mistake
will show itself repeatedly, which can help guide you away
from that same stumbling block.
Reach
Out: If you've read about someone who has a project in
a similar space and has experienced success, try to locate
that person's contact information. Many people are happy to
answer questions and to help others get campaigns off the
ground. Just make sure to keep your questions brief and to
the point. Many people in the Kickstarter community are
happy to help others get projects off the ground as well as
share their expertise.
Present
Professionally: Your
project page is the first and most influential impression
you will make on potential investors so it pays to put the
time and effort into creating a professional page. Using
video to tell your project's story is powerful but if you're
going to use it, make sure the production is top notch.
Watch videos of successful Kickstarter projects to see what
they have in common.
You don't
need to spend big money to have your page created; it just
means that you'll need to use your best shooting and editing
skills. Take the time to do it right, and if you aren't
comfortable creating the video yourself, ask a friend or
colleague with video skills and offer creation credit on the
page along with a copy of your final product.
Create
a Clear Campaign: Kickstarter backers want to know
specifically what your product is, why they should support
you and what they'll get in return. You'll need to be clear
in explaining why you chose the specific dollar amount
you've requested and how that money will be allocated. Here
is where your expertise will help you gain support - include
your credentials as a photographer and highlight your top
accomplishments. Your CV can give backers the confidence
they need to support you and your project.
Reward
the Right Way: People who pledge to campaigns are
motivated by the product as well as the reward in exchange
for the pledge once the project is completed. Kickstarter
campaigns offer rewards in tiers, so you'll want to think
through what you'll provide as an incentive for each tier.
Kickstarter recently reported that the $25 donation level is
the most popular so consider this carefully as you'll want
to incentivize your backers to give at this level if
possible. Of course, higher pledge amounts are always
welcome but take care in shooting too high too quickly.
Whatever you promise, you'll need to deliver and deliver on
time.
Keep
Communication Open: Nothing
frustrates backers like not being updated on a project's
progress. Be prepared to spend a substantial amount of time
answering questions and explaining your project. This time
investment can be the biggest indicator of whether or not
your project will be successfully funded. If you do reach
your funding goal, this is where the need for regular
communication will become a top priority. Once the money
has been pledged, you'll need to keep a schedule of
communicating updates on your project along with answering
questions from backers. One of the most common issues
reported by frustrated supporters is a lack of
communication. Just because the project has been funded
doesn't make it successful. It's only deemed successful
after you have met your deadlines, finished the product and
delivered the reward to your backers.
Kickstarter has been credited with helping many people bring
their vision to the public. Could it be right for you?
