A Fresh Look at Innovations and Crowdfunding Strategies for Authors
Tanya Nellestein
Kickstarter has long been a dynamic platform for creators to bring their projects to life, and 2024 is no exception. Kickstarter is a crowdfunding platform that empowers creators to turn their ideas into reality by engaging with a community of backers. Creators set a funding goal, select a timeframe for their campaign, and offer a range of rewards to backers based on their level of support, and supporters are only charged if the campaign funds fully.
While the fundamentals of Kickstarter remain a powerful force, recent trends have introduced new possibilities and strategies for authors looking to launch and fund their creative endeavors with the platform. We spoke to Kickstarter gurus Paddy Finn and Anthea Sharp about their 2024 Kickstarter tips and what authors need to know.
Paddy Finn
After finding success as a Science Fiction and Fantasy indie author, Paddy Finn saw another opportunity to build an audience and connect with his readers while funding his projects. Two years later, he’d raised seven figures on Kickstarter. Finn has just launched a Kickstarter masterclass where he shares everything he’s learned about generating funding. Here are his insights and tips for 2024.
On Enhanced Backer Engagement Tools
BackerKit is management software that helps crowdfunded project creators raise additional funds, reach new backers, and solve their fulfillment logistics. It is a suite of tools or add-ons that can manage your pledges and give your backers more opportunities to contribute to your campaign by
- gathering and keeping backer info sorted with surveys,
- creating add-ons that give backers more opportunities to contribute,
- keeping momentum going with a preorder website,
- driving pledges from your community with BackerKit Launch, and
- reaching new backers using BackerKit Marketing.
“I see a lot of creators, including experienced creators, not using BackerKit’s suite of tools to engage with their audience,” Finn says. “That blows my mind. … BackerKit Launch is like email marketing on steroids. BackerKit Pledge Manager creates great cross-selling opportunities. And when you establish yourself in the market, BackerKit Marketing will consider running Facebook Ads campaigns on your behalf.”
On Integrating Drop-Shipping with Your Campaign
“If you run a successful Kickstarter campaign that requires printing one thousand or more books, you might want to consider offset printing instead of print-on-demand,” Finn says. “Instead of shipping all the product yourself, you can hook up with a fulfillment company who’ll do it for you. In fact, if you work with the right people, they’ll take care of everything from the boxes leaving the printer to the packages arriving in your backer’s mail, allowing you to focus on writing without having to deal with packaging or admin. That said, I’ve seen some recent print-on-demand prices compete with smaller offset print runs of one thousand-plus units, so you might need to shop around or wait until you need a bigger lot.”
A fulfillment partner can do all the legwork that goes into getting rewards and perks out on time. Some fulfillment companies worth checking out include Fulfillrite, Easy Ship, Floship, Shipwire, Shipbob, InterFulfillment, and Shipmonk.
On Early Bird Rewards
Early bird rewards are early incentives that encourage backers to support your campaign as soon as it launches. When using this strategy, project creators offer exclusive rewards or discounted prices for a limited number of backers who pledge their support early on, creating a sense of urgency for backers who want to secure these special rewards. It also helps establish a strong foundation of support, which can attract additional backers who are drawn to the momentum and excitement surrounding the campaign.
“Many backers on Kickstarter love collecting limited editions, and making a reward exclusive to your campaign is a great way to convert those people to pledges,” Finn says. He recommends not posting early bird rewards as a separate reward tier for your campaign “because when people see that they missed that tier, it might turn them off. I would recommend instead offering an early bird reward in the body of your campaign. That way you can remove it when the early bird window has passed, and new backers who can’t get it won’t be upset.”
On Backer Involvement in Decision-Making
Don’t be afraid to reach out directly to those funding your campaign. “Backers are all too happy to tell you what they want. We’ve used backer polls to this effect,” Finn says. “They’ve helped us figure out what backers would like us to create next and what they would be happy to pay for certain products.”
Final Thoughts
“I like to tell creators new to Kickstarter to think big but start small. In other words, don’t waste your big idea on your first Kickstarter, where you’re still learning the ropes, because your big idea deserves better,” he says. “Instead, run a small campaign related to that big idea. For example, if you want to fund a new series, run a smaller campaign for a prequel novella or short story collection first. That way you can learn without worrying, and you also build a small following that will boost the big campaign when you get to it.”
Anthea Sharp
Anthea Sharp is a USA Today bestselling author, platform pro, and experienced creator who has successfully run seven book project campaigns on Kickstarter, funding nearly $70,000, plus helped scores of authors set up and launch their own. Sharp has published her lessons learned in her book Kickstarter for Authors and shares her tips for 2024 below.
On Connecting with Backers
“Kickstarter is a naturally interactive place, and many backers love the direct engagement they get to have with creators,” Sharp says. “As well as using regular backer updates, authors are getting clever about finding ways to connect with supporters and get input on their projects while the campaign is in process. I’ve seen authors invite feedback via the comments section on the campaign itself, or via Google surveys or other poll options. … If you’re the type of author who enjoys engaging with your readers, definitely lean into this aspect of running a campaign.”
On Strategic Stretch Goals
“Early bird rewards are a time-honored way to give your campaign a strong launch while rewarding your first supporters who help get your project off the ground,” Sharp says. “Some authors give a slight discount on one or more of their tiers, while others add extra perks or a bonus piece of swag to early backers. There’s no one way to do it, and they’re not required, but as more authors start using Kickstarter, it’s one of many tools you can use to help make your campaign a success.
“Stretch goals, stretch rewards, and backer bonuses are also in the toolbox for keeping your campaign moving, rewarding your backers with extras, and helping sustain the excitement of a project beyond the first few days,” she continues. “My most important piece of advice is to not put your monetary goals for unlocking your stretch goals,” or goals that extend your campaign’s funding goals after your initial benchmark is reached, “in the campaign details until after you’ve hit your funding goal. Especially if this is your first campaign, chances are very good you’re guessed wrong in one direction or the other. It’s always best to wait and see what your funding velocity looks like, and then decide where to set those goals.”
On Social Media
“Definitely plan to post regularly on your social media about your Kickstarter campaign,” Sharp says. “Use a number of different approaches: one day talk about the artwork, the next highlight the bonus goodies, the third do a deep dive about your characters, etc. Provide something interesting and different in each post. Also, if you’re thinking of doing a Kickstarter campaign in the future, start supporting projects now, and post about them to your readers and fans. Warm up your newsletter audience. Make it clear that Kickstarter is a place where creative projects come to life, and supporters get to basically ‘preorder’ the books while directly supporting the author, plus get bonus goodies in the bargain.”
Tanya Nellestein
