Kickstarting Cami the Kangaroo—How one author reached 100% in 9 days

Did you do any research before launching your Kickstarter? If so, what did you do?

 
Yes! I started researching Kickstarter campaigns three months ago (in November), when I first read about it on one of the author Facebook groups I’m a part of.
 
I did several things:
– I asked for advice and tips from several authors who had already run successful Kickstarter campaigns,
– I searched “Kickstarter” on Facebook author group pages and read all I could that people had already posted, and
– I went onto the Kickstarter website and studied people’s campaigns (past ones and ones that were running at the time) to see what they did that made them successful and
– I read several articles on the Kickstarter website itself to learn more about the program.
 
I also spent time backing several authors who were running campaigns.
 
 

Why did you select Kickstarter over IndieGoGo or another crowdfunding platform?

 
The main reason I chose Kickstarter was because it was the platform most other authors in my Facebook groups used and were using. It was the one I could get the most advice about from others! 
 
 

What types of “behind-the-scenes” work did you do that you think contributed most to your success?

 
As stated above, research, research research! I spoke with other authors, reading about Kickstarter and crowdfunding. Then in December, came the marketing.
 
Being a teacher, I literally knew nothing about marketing, so once again, I enlisted the help of other authors for ideas. I had magnets made and a press release and took them around town, dropping them off at local coffee shops and stores.
 
I called and visited numerous dentist offices. I called and emailed local TV and newspaper outlets and told them about my project and scored two newspaper stories and two TV interviews.
 
I researched and emailed parenting bloggers asking for support. I joined teacher and parenting groups on Facebook. I contacted local libraries, schools and just started passing out my magnets to anyone and everyone!
 
I had to think about the rewards, shipping costs and make a video (which my colleague Jim made for me). I also started my author Facebook, Instagram and websites and started building support for those as soon as I could. 
 

It sounds like you reached out to tons of people. How many people do you think you’ve emailed during the campaign? 

 
Oh gosh! Hundreds! Family, friends, my book club, my church, my school I teach at, newspapers, TV stations, bloggers, other authors, libraries, schools, dentist offices, the MN Dental Foundation (who I hope to donate books to)…I’m sure I’m forgetting some! 
 
 

How did you get your local TV coverage? Did you have that connection before you launched?

 
Nope! I just prepared and sent an email about my journey from teacher to author and they contacted me about doing a segment! 
 
 

What has been the most surprising thing about your Kickstarter campaign? What did you not expect to happen that has happened?

 
So many people have helped me. I shouldn’t be surprised, but I am just so grateful!
 
From my friend, Malina, who gave me the idea to choose a kangaroo for my main character, to my friend Jen who put me in contact with someone to help create the bookmarks I plan to give all backers. The ladies in my Bible study who have prayed for me and supported me through this entire thing to my friend and colleague Jim who created the video for my campaign.
 
From people like you and other authors (especially Diane Alber) who have given me so much great advice and support to my friends (old and new) who have championed for me this whole time.
 
My family (parents, sisters and my extended family in WI, TX and CA) has been especially supportive—every time I make a new post on my author page, they are right there sharing it and supporting me.
 
My #1 fan and cheerleader has been my husband Will. He has supported me every step of the way—I definitely couldn’t have done any of this without his unconditional support and love.
 
 

Have you had to change your strategy mid-campaign? If so, why?

 
Yes! I was surprised and excited AND grateful when I found out that we made our goal about 9 days into the campaign! So, I then had to start thinking about stretch goals.
 
Once again, I had to research, talk to my author friends and do a lot of thinking about how to go about that. I really wanted to be able to donate books to schools and also to the MN Dental Foundation and since I have over two weeks left of my campaign, I’m hoping to keep the momentum going to be able to do that. 
 

What advice would you give a fellow author who is looking to crowdfund their book?

 
Reach out and talk to people! Ask questions. Start researching and building up support for your book a couple of months before you launch. 
 

I know you’re still in the midst of your campaign but would you pursue crowdfunding again or recommend it for other authors like yourself? If so (or not) why?

 
Yes! It’s been so fun! I’ve loved every minute. The amount of support I’ve had has been overwhelming and exciting.
 
I am so grateful to have had this experience. I have learned so much, made so many new friends and have had so many new experiences. 

Watch the video below to back Stacy’s book and help her reach her stretch goals, Cami the Kangaroo has too many sweets!

Want more crowdfunding help for your book? 

Lessons Learned from a Serial Crowdfunder

If you are interested in using crowdfunding to fund your book, then you would do well by studying Don Moyer’s success on Kickstarter.

Don is a serial creator with 32 projects on Kickstarter (probably more if you are reading this a few months after publication.)

Not only does he successfully crowdfund books on Kickstarter but he also creates unique ceramic pieces that he sells on calamityware.com.

After browsing through only a few of his projects, you’ll find that he is consistent, his style is distinct, and his work is high-quality. You’ll need those qualities as well if you want to replicate his success.

How I Discovered Don’s Work

Kickstarter has a great social feature that allows backers to follow one another. Every time someone backs a project, a notification email is sent out to all of their followers alerting them to the new project. This is a great benefit to Kickstarter and generates a community built on common interests and trust.

However, none of my friend’s had backed Don’s latest project—I actually saw his campaign shared on Facebook.

I watched the 1-minute video and was immediately charmed by the campaign’s goal.

Don’s content was authentic, the video was on point, and everything resonated with me as a reader. Home run.

The Campaign

Let’s dig deeper into Don’s successful campaign.

Campaign title: Stay Home: The Ugly Truth About Space Travel

Funding goal: $2,500

Total raised: $21,150 (846%)

Total backers: 843

Campaign Content

Don Moyer delivers a hilarious, snappy, and succinct 1-minute pitch in his campaign video about why it’s much better to stay home than suit up and explore the stars.

Seriously. Go watch it.

Coupled with his unique illustrations featuring aliens and his robot and alien themed porcelain creations at Calamityware.com, the reader can easily find a lot to pair with this fun book.

https://www.kickstarter.com/projects/159974695/stay-home-book-reveals-the-ugly-truth-about-space

Rewards

Don kept it really simple by focusing on the book with the highest level reward being $100 for original artwork plus four signed copies of the book.

He charged $11 for international shipping, which I thought was cheap. I normally see $15 for international shipping rates on Kickstarter.

One signed copy of the book was $13—$2 less than retail price.

Two signed copies of the book—$22

Four signed copies of the book—$42

Original artwork + four copies of the book (limited to 25)—$100

Communication with Backers

Let’s take a look at the one email I received from Don during the campaign. Note how his message is in keeping with his personality and the book’s tone which keeps things light, entertaining, and informative.

“Lisa,

I’m so happy you’re supporting Stay Home, my latest Kickstarter project. These books tell the truth about the perils and inconveniences of space travel and may make you laugh.

If you know anyone who needs encouragement to stay home, be sure to tell them about this project before it closes tonight, November 22.

Watch for my updates as the project advances. I’ll try to keep you up to date without being an email pest. The latest update is here.
https://www.kickstarter.com/projects/159974695/stay-home-book-reveals-the-ugly-truth-about-space/posts/2043134

Thanks for your amazing support.

Don

****
PS: Breaking news: Cheese factory explosion. De Brie everywhere.

****
PPS: Left-overs from my previous Kickstarter projects are available at www.calamityware.com, while supplies last. A great place to find some unusual gifts, including the world’s most delightful shower curtain.”

Don’s humorous personality is really what makes his video fun to watch but then his call to action in his email reinforced my desire to share.

In fact, I did share it on my Facebook page because I sincerely wanted to share this project with my friends. I knew they would like it too.

Don is back at it with another Kickstarter project that currently has reached $70k as of this writing and has two more weeks to go before it closes.

He’s projected to reach 4878% of his goal.

How does he do it?

Don is a Kickstarter veteran and has created 32 projects. Not only is he a super creator but he is also a super backer.

If you are going to venture into the world of crowdfunding, you need to understand that becoming a backer of other people’s projects is vitally important.

Check out Don’s stats: he has backed 152 projects, created 32, and commented 292 times on Kickstarter.

He’s an active member of the Kickstarter community in both creating and supporting other creators.

Don told me,

“I’m always deeply suspicious of people who launch a project when they have never supported even one. Ridiculous.”

You heard it directly from the pro, folks, go back a few campaigns before you launch your project.

Serial backers who support random campaigns on the platform look at creator’s profiles to assess reliability.

You don’t have to create 32 projects like Don, but you will need to support at least one project before you launch your own.

What happens when you support other people’s crowdfunding projects

You will learn a lot when you support other people’s crowdfunding projects. I have had many email communications with fellow backers and they were fonts of knowledge and tips.

After backing someone’s project, email them with a simple request to chat if they have a moment. Ask them if they can share any lessons learned with you or give you any advice. You’ll learn so much from them and who knows? Maybe, just maybe, they’ll support you when you launch your campaign.

Back to Don’s success…

How can we find success on Kickstarter?

No doubt, Don’s past projects have garnered quite the devoted following. But look at his funding targets—they are insanely reasonable.

Across his 32 projects, his funding goals range from $2500-$5000 and he exceeds them by tens of thousands of dollars.

Setting a low funding target does a few things:

  • Guarantees funding which, in turn, guarantees happy backers. Nobody wants to back a project that looks like it has zero chance of reaching their funding goal.
  • Funding XXX% over your goal means that your campaign is WILDLY popular and you’ll hit the top posts on the Kickstarter homepage. More eyes will see your campaign, see how many people are on board, and will throw in their support as well. Exceeding your target builds social capital. Everyone wants to be a part of the latest cool thing.

Here’s a screenshot of the Most Popular projects on Kickstarter under Art

As a backer, I’m going to check out the one that’s 1,034% funded first because that one is clearly the most popular and I want to find out why.

Consistency

Don is consistent in delivering high-quality products that are unique, interesting, and best of all, downright fun.

His messaging is consistent throughout everything he does—his campaign page, reward descriptions, communication with backers, and his public updates.

Even better was his book, you know, the thing I wanted from the beginning, had the same style and voice as his campaign.

Anyone who can insert humor into the copyright page is someone I want to continue to support.

Don used Fulfillrite based in NJ, USA—a third-party service to fulfill his orders—and everything was seamless. I completed a quick survey and my book arrived in the mail a few weeks later (most likely due to my international address).

Shared on my Instagram account @knockdupabroad

What can you learn from Don’s success?

Be yourself. Be quirky. Be weird.

Put out high-quality stuff, set small goals, fulfill your projects consistently, and be yourself in all of your communications with your backers.

If you have a project with a big funding goal, think about what you can do to break it down into pieces.

Don has amassed a huge collection of porcelain creations that are part of his Calamity Ware store, but he didn’t get there by asking for $100k in funding.

He raised funds for each mug, plate, platter, and book, and delivered them one at a time building success upon past success.

Engage in the community

Back other projects, communicate with fellow backers, and comment regularly so you build a presence.

You’ll get the same advice from the Facebook, Instagram, and Twitter social media wizards—you have to be a genuine part of the community to benefit from it.

Don’t reinvent the wheel

Don has successfully created a store full of related items and once he figured out the format that connected with his audience, he repeated the process time and time again.

Do loads of research before you start and evaluate what works and what doesn’t work from other creators.

Want more crowdfunding help for your book? 

Feel free to send me an email for a free 20-minute chat where we can figure out what works best for you.

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