The Ultimate Kickstarter Checklist: From Idea to Funded Campaign

Launching your first Kickstarter campaign is an exhilarating journey that can propel your innovative idea into reality. In the famous words of Buzz Lightyear, “To infinity and beyond!”

However, the path from concept to funded project is paved with challenges and crucial decisions. That’s why we’ve created this comprehensive Kickstarter checklist, drawing on our extensive experience as a crowdfunding marketing agency and insights from our in-house experts.

In this guide, we’ll take you through every stage of your crowdfunding journey, from pre-launch preparation to post-campaign success. Whether you’re a first-time creator or looking to refine your crowdfunding strategy, this checklist will help you navigate the complexities of Kickstarter and set you up for success.

Pre-Launch: Laying the Foundation for Success

1. Market Research and Idea Validation

Before diving into campaign creation, it’s crucial to understand your market and validate your idea. But first, here’s a joke for you:

Q: Why did the crowdfunding campaign for a time machine fail?

A: They couldn’t find any future backers! 🤣

“In crowdfunding, your decisions can either make or break your campaign. In the initial stage of a crowdfunding campaign, campaigners make many important decisions as they research their target audience, competition, and pricing to build a strategy that works.

Well-thought-out research can help you make informed decisions, develop effective strategies, and ultimately achieve success in your campaigns.

Prelaunch takes this to the next level since it provides data-driven insights on your specific target audience, helping you conduct market research and gather pricing data specifically for your product.” – Mushegh Hakobyan, TCF Crowdfunding Project Manager.

Comprehensive Market Research

Market research is essential to your KS success. And even though it’s a lot to squeeze into one section of an article, we’ll give you the headlines. For a more detailed outlay of how to conduct market research, read this article.

Identify your target audience

• Create detailed buyer personas
• Analyze demographics, psychographics, and behavior patterns
• Use tools like Facebook Audience Insights or Google Analytics for data-driven insights

Analyze similar products and campaigns

• Study successful and failed campaigns in your niche
• Identify key features, pricing strategies, and marketing tactics
• Use Kickstarter’s search function and third-party tools like Kicktraq for in-depth analysis

Utilize market trend analysis tools

• Google Trends: Track interest over time
• SEMrush: Analyze keyword trends and competitor strategies
• Statista: Access industry reports and statistics

Conduct primary research

• Create surveys using tools like SurveyMonkey or Google Forms
• Organize focus groups (virtual or in-person)
• Conduct one-on-one interviews with potential backers

Pro tip: The best way to conduct comprehensive market research is to use a comprehensive concept validation platform (i.e. one-stop-shopping) like Prelaunch. It’s one of the best places to test your idea, clearly define your audience, gather customer insights, conduct in-depth interviews, and cluster all that data together in one dashboard so you can focus on what matters most – making the best decisions for your product’s success. 

Idea Validation Techniques

Create a landing page

• Use platforms like Unbounce or Leadpages
• Include a compelling product description and email sign-up form
• Track visitor-to-signup conversion rates

Use pre-campaign testing platforms

• Prelaunch.com: Test product concepts and gather feedback both via landing page analytics as well as interviews, surveys and focus groups.

Engage with online communities

• Join relevant subreddits, Facebook groups, and forums
• Share your concept and gather feedback
• Be active and provide value to the community beyond just promoting your idea

Prototype testing

• Create a minimum viable product (MVP)
• Offer beta testing to early supporters
• Gather and analyze user feedback systematically

2. Build Your Prototype

A working prototype is essential for demonstrating your product’s viability and attracting backers. It will also come in handy when you develop marketing materials like tutorials, demos and other visuals. Remember, realy photos always invoke more trust than rendered images. This is something TCF always preaches when we work with creators. 

Just don’t be like that one creator who tried to crowdfund a “Silent Blender.” Their prototype worked perfectly – it made no noise because it didn’t blend anything! Needless to say, their smoothie dreams got a bit… chunky.

Start with a basic prototype

• Use rapid prototyping techniques like paper prototypes or digital mockups
• Focus on core functionality rather than aesthetics at this stage

Iterate based on feedback

• Implement a systematic feedback collection process
• Prioritize improvements based on user impact and feasibility
• Document each iteration for potential use in your campaign story

Leverage 3D printing for physical products

• Use services like Shapeways or Sculpteo if you don’t have access to a 3D printer
• Create multiple versions to showcase color options or feature variations

Create a compelling prototype journey

• Document the evolution of your prototype with photos and videos
• Share behind-the-scenes content to build authenticity and trust
• Consider creating a time-lapse video of your prototyping process for your campaign page

3. Assemble Your Team

Successful campaigns often have a dedicated team behind them. At TCF, we call this the dream team. In fact, we’re proud to be able to allocate one dedicated team for each project we take on. Based on our experience, here’s a deeper look at some key roles we recommend you cover if you’re not outsourcing to an agency:

Project Manager

• Oversees the entire campaign process
• Ensures all tasks are completed on time
• Coordinates between team members and external partners

Marketing Specialist

• Develops and implements the marketing strategy
• Manages social media campaigns and ad spend
• Analyzes campaign performance and adjusts tactics accordingly

Content Creator

• Produces compelling copy for the campaign page, updates, and marketing materials
• Creates or oversees the creation of images and videos
• Ensures consistency in messaging and brand voice across all platforms

Community Manager

• Engages with potential backers across various platforms
• Responds to comments and questions promptly
• Builds and nurtures relationships with influencers and media contacts

Fulfillment Coordinator

• Plans the logistics of reward fulfillment
• Researches and liaises with manufacturers and shipping partners
• Develops a timeline for production and delivery post-campaign

At TCF, we believe success in crowdfunding starts with assembling a strong team that drives the campaign forward. At the very least, your team should include a project manager, designer, digital advertiser, and copywriter.

The project manager oversees all campaign aspects, from developing the launch strategy to meeting deadlines and coordinating team members. A digital advertiser is essential for reaching the right audience through targeted ads, while designers create visuals and campaign page that resonate with your target audience and introduce the product in the most compelling way. The copywriter ensures your campaign message and email marketing align with your brand and appeal to your audience.

Early in the campaign, the efforts of this core team help generate a crucial initial wave of support, creating momentum as the campaign launches.

To 10x your success, expand your team to include specialists in social media, influencer marketing, public relations, content creation, and sales. Assigning clear roles in these areas allows your team to scale more effectively than a smaller group could manage alone.

Collaboration and communication are essential for the team to work efficiently. Regular check-ins, whether daily stand-ups or weekly meetings, keep the team aligned on progress, address any challenges, and adjust the campaign strategy as needed.

Finally, the most effective teams are adaptable and data-driven. As the campaign progresses, analyze metrics like backer engagement, conversion rates, and traffic sources to fine-tune your approach. Flexibility is key—unforeseen challenges, such as production delays or backer inquiries, often arise in crowdfunding. A team that can quickly pivot to address these issues will build trust with backers and boost the chances of meeting or exceeding your funding goals. 

4. Develop Your Pricing Strategy

Pricing is another critical point that can make or break your campaign. Here’s how to approach it:

Remember, if you price your revolutionary “Cat Translator” too high, you might only attract customers with 9 lives to spare. On the flip side, price it too low, and you’ll be stuck listening to Mrs. Whiskers complain about her dinner being 3 minutes late for eternity. Finding that purr-fect price point is key!

Calculate production costs

• Factor in materials, labor, overhead, and shipping
• Consider economies of scale for different production volumes
• Include a buffer for unexpected costs (typically 10-20%)

Analyze competitor pricing

• Create a pricing matrix of similar products
• Identify where your product fits in terms of features and quality
• Determine if you want to compete on price or differentiate based on value

Assess perceived value

• Conduct surveys to gauge what potential backers would be

Assess perceived value

• Conduct surveys to gauge what potential backers would be willing to pay
• Consider the unique features or benefits that justify your price point
• Factor in the “early adopter” premium for innovative products

Implement psychological pricing techniques

• Use charm pricing (e.g., $99 instead of $100)
• Create a sense of exclusivity with limited early-bird tiers
• Offer bundles or add-ons to increase average pledge amount

Plan your reward tiers strategically

• Offer a low-cost tier for supporters (e.g., $5 for a thank you)
• Create a “sweet spot” tier that offers the best value for most backers
• Include premium tiers for super fans or businesses (e.g., bulk orders)

5. Build Your Community

A strong community is the backbone of a successful campaign. Here’s how to cultivate one:

Create a compelling landing page

• Use tools like Leadpages or Unbounce for quick setup
• Clearly communicate your unique value proposition
• Include an engaging signup form with a strong call-to-action
• Offer an incentive for signing up (e.g., early-bird access, exclusive content)

Leverage social media platforms

• Choose platforms where your target audience is most active
• Create a content calendar for consistent posting
• Use a mix of content types: product teasers, behind-the-scenes, user-generated content
• Engage with followers by responding to comments and running polls or Q&As

Join and contribute to relevant online communities

• Identify forums, subreddits, and Facebook groups in your niche
• Provide value by sharing expertise, not just promoting your product
• Build relationships with influential community members
• Share your journey and ask for feedback on your idea

Host virtual or in-person events

• Organize webinars or live Q&A sessions
• Participate in relevant trade shows or meetups
• Consider hosting a pre-launch party for local supporters

Implement an email marketing strategy

• Segment your list based on engagement and interests
• Create a drip campaign to nurture leads up to launch day
• Personalize emails to increase open and click-through rates

Case Study: YASHICA Vision’s Community-Building Strategy

YASHICA, a legacy brand in photography, partnered with The Crowdfunding Formula (TCF) to launch their first night vision device, YASHICA Vision, on Kickstarter.

 

Challenge

Build a engaged community to support the crowdfunding campaign and drive sales.

Strategy

1. Two-Step Lead Generation

• • Step 1: Capture general interest through subscriptions
  • Step 2: Convert engaged subscribers to VIPs with a small reservation fee

2. Personalized Email Marketing

• • • Segmented subscribers and VIPs
    • Tailored content: Product-specific for subscribers, insights for VIPs
    • Achieved 60-80% open rates and 5-12% click-through rates

3. Dedicated Social Media Presence

• • Created a separate account for YASHICA Vision
  • Focused on night vision technology discussions

4. Transparent Communication

• • Introduced team members through videos
  • CEO and marketing manager created personal introductions
  • Addressed community concerns directly

5. Backer Engagement

• • Conducted surveys with incentives (free SD card reader)
  • Created FAQ videos based on common inquiries

Results

• Secured over $300,000 in contributions within the first 3-4 days
• Attracted 1500+ backers by day 8
• Achieved over $1 million in total funding

Key Takeaway

By fostering a sense of community through personalized communication, transparency, and active engagement, YASHICA successfully built trust and enthusiasm around their product, driving significant support for their crowdfunding campaign.

6. Create Your Campaign Page

Your campaign page is your pitch to potential backers. Here’s how to make it compelling:

Craft a captivating campaign video

• Keep it under 2 minutes for optimal engagement
• Start with a hook in the first 5-10 seconds
• Clearly explain the problem your product solves
• Showcase your prototype in action
• Include testimonials if available
• End with a strong call-to-action

Design high-quality images and GIFs

• Use professional photography or high-quality renderings
• Create infographics to explain complex features
• Show your product in various use cases
• Include lifestyle images to help backers envision using your product

Write clear, concise copy

• Start with a compelling headline that summarizes your value proposition
• Use short paragraphs and bullet points for easy scanning
• Tell your story: What inspired you? Why are you passionate about this project?
• Clearly outline the problem you’re solving and how your product does it
• Address potential concerns or objections

Structure your reward tiers

• Offer 5-8 tiers with a range of price points
• Make each tier clearly differentiated and valuable
• Consider early bird tiers to encourage early backing
• Include estimated delivery dates for each tier

Create a comprehensive FAQ section

• Anticipate questions about your product, shipping, timeline, etc.
• Update this section as new questions arise during the campaign

Maga Ghazaryan, TCF Crowdfunding Campaign Manager, shares her top tips for crafting a compelling crowdfunding campaign page:

Focus on Key Benefits: Start by identifying your primary benefits and features. These should be the first things you communicate to your audience.

Address Pain Points: Keep your customer’s pain points in front of you and offer clear solutions. Your product should be the answer they’ve been looking for.
Consistent Messaging: Define your positioning and stick to 1-2 main messages on the page. Too many different messages can confuse visitors. Save varied messaging for your advertising and other promotional channels.

Structured Information: Give a clear definition of your product in the first section. Then, list benefits and features in detail, starting with primary ones. Cover all topics your customers will want to learn about.
Build Credibility: Add trust seals and credibility components throughout the page. Don’t hesitate to showcase media coverage, review videos, or anything else that builds trust. Even simple stats like ‘XXX+ backers’ or ‘Shipping worldwide’ can make a big difference.

Streamline Perks: Keep your perk strategy clear and concise. Aim for up to 6 perks if possible. This makes it easier and quicker for backers to decide.

7. Set Up Your Pre-Launch Page

Utilize Kickstarter’s Pre-Launch Page feature to build anticipation:

• Craft an attention-grabbing headline and subheadline
• Write a brief, engaging project description
• Upload a eye-catching feature image or video
• Set a tentative launch date to create urgency
• Encourage visitors to sign up for launch notifications
• Consider offering exclusive early-bird rewards for subscribers
• Share your pre-launch page across all your channels

8. Develop Your Marketing Strategy

Plan your promotional efforts well in advance:

Identify key marketing channels

• Social media: Choose platforms based on where your audience is most active
• Email marketing: Plan a sequence of emails leading up to and during the campaign
• Content marketing: Create blog posts, videos, or podcasts to showcase your expertise
• PR: Develop relationships with journalists and bloggers in your niche
• Paid advertising: Consider platforms like Facebook Ads or Google Ads

Create a content calendar

• Plan out posts for each platform in advance
• Include a mix of promotional and value-adding content
• Schedule teasers and countdowns leading up to launch

Plan influencer partnerships

• Identify influencers in your niche with engaged audiences
• Reach out early to build relationships
• Offer exclusive previews or samples of your product
• Consider affiliate arrangements for ongoing promotion

Prepare cross-promotions

• Connect with other creators in complementary niches
• Plan joint live streams or social media takeovers
• Offer bundle deals with compatible products

Develop press materials

• Create a press kit with high-res images, product specs, and your story
• Write a compelling press release
• Prepare a list of targeted media contacts

Expert Insights from TCF: Innovative Marketing Tactics for Crowdfunding Campaigns

Based on our best practices, we’ve put together some cutting-edge strategies to elevate your crowdfunding campaign:

Leverage AI for Marketing Efficiency: Don’t neglect AI tools—make them work for you. Use AI for copywriting, content creation, or brainstorming overall marketing strategies. It can significantly cut down your time and provide fresh perspectives.

Pro Tip: Engage with ChatGPT to brainstorm ideas or even request a full marketing strategy for your campaign. This can jumpstart your planning process and offer innovative approaches you might not have considered.

Create Transparent, Non-Promotional Video Content: Craft unique, engaging video content that showcases your product in action. Use real-world scenarios or entertaining storytelling methods to demonstrate how your product solves problems in a creative way.

This approach builds trust and allows potential backers to envision the product in their own lives, increasing the likelihood of support.

Implement Augmented Reality (AR) Previews: For tangible products, offer an AR experience where potential backers can preview your product virtually using their phones. This adds a futuristic touch and lets them experience your product before it’s in their hands.

AR previews not only set your campaign apart but also increase engagement and confidence in the product, potentially boosting conversion rates.

By incorporating these innovative tactics, you can create a more immersive, trustworthy, and efficient crowdfunding campaign that resonates with modern backers.

Launch: Maximizing Your Campaign’s Potential

1. Kickoff with a Bang

Execute your launch announcement plan

• Send your launch email to your entire list
• Post across all social media channels
• Activate any planned influencer partnerships
• Submit your press release to relevant media outlets

Host a launch event

• Consider a virtual livestream event to showcase your product
• Invite early supporters, influencers, and media contacts
• Do a live Q&A session to engage with potential backers

Leverage your network

• Personally reach out to friends, family, and professional contacts
• Provide them with easy-to-share content about your campaign

2. Maintain Momentum

Post regular updates

• Share progress towards your funding goal
• Provide behind-the-scenes glimpses of your team and process
• Address frequently asked questions
• Announce any press coverage or notable backers

Engage with your community

• Respond to comments and messages promptly (aim for within 24 hours)
• Host AMAs (Ask Me Anything) sessions on Reddit or social media
• Create backer-only updates to make supporters feel special

Introduce stretch goals

• Plan these in advance, but reveal them strategically
• Make sure each stretch goal adds value for backers
• Use stretch goals to maintain excitement throughout the campaign

3. Optimize Based on Data

Utilize Kickstarter analytics

• Monitor traffic sources to see which marketing efforts are most effective
• Analyze conversion rates for different reward tiers
• Track daily pledge amounts to identify trends

Use third-party tools

• BackerTracker: Predict funding trajectory and optimize strategy
• Kicktraq: Get detailed analytics and projections

Adjust your strategy based on performance

• Reallocate marketing budget to high-performing channels
• Modify reward tiers if certain ones are underperforming
• Adapt your messaging based on backer feedback and questions

A/B test different elements

• Try different email subject lines to improve open rates
• Test various ad creatives and copy on social media
• Experiment with different calls-to-action on your campaign page

4. Navigate the Mid-Campaign Slump

Combat the common mid-campaign slowdown with these strategies:

Launch a new marketing push

• Release a major update or announcement
• Reach out to media outlets for mid-campaign coverage
• Increase ad spend on your best-performing channels

Introduce time-limited offers

• Create a 24-hour flash sale on popular reward tiers
• Offer a special add-on for a limited time
• Collaborate with another creator for a limited cross-promotion

Engage your community for support

• Challenge your backers to help hit a specific goal (e.g., “If we hit X% in the next 48 hours, we’ll unlock this new feature”)
• Encourage backers to share the campaign with their networks
• Host a backer appreciation event or giveaway

Post-Campaign: Turning Success into Sustainability

1. Celebrate and Thank Your Backers

Post a heartfelt thank-you update

• Share your genuine excitement and gratitude
• Highlight key moments from the campaign
• Include a personal message from your team

Share your plans moving forward

• Outline next steps in the production process
• Provide an estimated timeline for fulfillment
• Discuss any stretch goals that were reached and how you’ll implement them

Keep the excitement going

• Share teasers of the production process
• Highlight backer stories or testimonials
• Create anticipation for the product launch

2. Set Up Pre-Orders

Choose a pre-order platform

• BackerKit: Integrate seamlessly with your Kickstarter campaign
• Shopify: Set up a pre-order store on your own website
• Indiegogo InDemand: Continue taking orders on a crowdfunding platform

Create special post-campaign offers

• Bundle deals for late backers
• Limited edition versions for post-campaign orders
• Early access to future products or add-ons

Develop a marketing strategy for ongoing sales

• Retarget visitors who didn’t back during the campaign
• Leverage your backer community for referrals
• Continue content marketing to attract new customers

3. Maintain Communication

Provide regular production updates

• Share photos and videos of the manufacturing process
• Explain any challenges you’re facing and how you’re addressing them
• Celebrate milestones in the production journey

Be transparent about timelines

• Give realistic estimates for delivery
• Update backers immediately if there are any delays
• Explain the reasons behind any changes to the timeline

Engage backers in the process

• Ask for input on minor design decisions
• Share prototypes or samples for feedback
• Create excitement for upcoming phases of production

4. Fulfill Rewards Efficiently

Choose a reliable fulfillment service

• Research options like ShipBob, Fulfillrite, or Amazon FBA
• Consider factors like cost, reliability, and ability to handle your volume

Implement a robust tracking system

• Use software that integrates with your fulfillment service
• Provide backers with tracking numbers as soon as items ship
• Set up automated notifications for shipping updates

Plan for international fulfillment

• Understand customs requirements for different countries
• Consider using local fulfillment centers for major international markets
• Clearly communicate any additional fees for international shipping

Address issues promptly

• Set up a dedicated customer service email or helpdesk
• Aim to resolve problems within 24-48 hours
• Be prepared to replace lost or damaged items quickly

TCF Expert Insights: Ensuring Smooth Reward Delivery

Here are a few pointers for how to make sure you achieve full fullfillment.

Strategic Deadline Communication: Set your communicated shipping deadline about a month later than your target. This buffer allows for unexpected delays while delighting backers with early delivery.

Utilize Pledge Management Tools: Leverage platforms like PledgeBox or BackerKit to streamline and organize your fulfillment process efficiently.

Clear Reward Structure: Ensure your rewards and items are clearly and correctly set up on Kickstarter. This foresight simplifies the creation of post-campaign surveys and smooths the fulfillment process.

Maintain Backer Communication: Provide regular updates to keep your backers informed. Encourage prompt survey completion to compile a comprehensive shipping list well before the delivery phase begins.

5. Leverage Your Success

Use your campaign’s success in pitches

• Approach retailers with data on backer interest and sales
• Leverage media coverage from your campaign in press kits
• Use backer testimonials in your marketing materials

Consider partnerships or licensing deals

• Explore collaborations with complementary brands
• Look into licensing opportunities for your technology or design

Plan for the future

• Start ideating on your next product or campaign
• Survey your backers for ideas on what they’d like to see next
• Begin building an ongoing business strategy beyond crowdfunding

Common Pitfalls to Avoid

Drawing from our extensive experience in crowdfunding, we’ve identified several key mistakes that project creators should be mindful of:

Underestimating Costs

Incorporating a financial buffer for unexpected expenses in your project is crucial. Emergencies or unforeseen costs can easily derail your budget if not accounted for. It’s important to factor in all fees, including those from the crowdfunding platform, payment processing, and applicable taxes, as these can significantly impact your overall budget if overlooked. Additionally, remember to account for marketing and fulfillment expenses, which are vital for reaching your audience and delivering your promised rewards.

Setting an Unrealistic Funding Goal

Before setting your funding goal, it’s important to calculate the true costs of bringing your project to life, covering all aspects from production to marketing and shipping. Also, consider the psychological impact of your funding goal. If set too high, it may deter potential backers; if set too low, it could indicate a lack of preparation and financial planning.

Neglecting Backer Communication

Develop a plan for consistent and regular updates throughout the campaign and fulfillment process; keeping your backers informed fosters trust and engagement. Be prepared to answer questions promptly and thoroughly, as effective communication can prevent misunderstandings and maintain backer satisfaction.

Promising Unrealistic Delivery Dates

Allocate extra time for potential delays, such as production setbacks or shipping issues, to avoid disappointing your backers. Be transparent about the entire production process and any potential challenges you may face. Honesty about timelines engenders trust.

Failing to Plan for Success

Have a strategy for exceeding your funding goal, as rapid success can bring challenges like increased demand and pressure. Be ready to scale up production if needed, which might involve negotiating with suppliers or seeking additional resources to meet the higher demand.

By keeping these common pitfalls in mind and planning accordingly, you can enhance your project’s chances of success and create a rewarding experience for both you and your backers.

Conclusion

Launching a successful Kickstarter campaign is a complex but rewarding process. By following this comprehensive checklist and leveraging expert insights, you’ll be well-equipped to turn your innovative idea into a funded reality. Remember, flexibility and authentic engagement are key to navigating the crowdfunding journey. With careful planning and persistent effort, you can join the ranks of successful Kickstarter creators.

Are you ready to launch your crowdfunding campaign? Our team of expert campaign managers at TCF is here to help you every step of the way. Contact us today to start your journey to crowdfunding success!