7 Things Backers Look For On A Crowdfunding Page

Creating a crowdfunding page is the most important thing creators do when building their brands and launching new products by way of sites like Kickstarter and Indiegogo. And while it might seem that creators can haphazardly throw their idea on the page and achieve success, the truth is that there’s an art and science behind what makes campaigns successful.

1. Product Name and Description

While it doesn’t totally matter what you name your product, there are some key things to keep in mind.

Backers should be able to remember your product name easily. Google the name you’re thinking of to see what comes up. If you want to build a brand, you want to make sure your product doesn’t get tied in with something else.

Your subheading description should clearly state what your product is, and how it makes your backers’ lives better. This one-liner should be memorable and repeatable. If backers can remember it, they can share it with their friends.

2. Clear, Compelling Video

The video on your crowdfunding page is one of the most important assets you’ll create. Here is your chance to capture a backer’s interest, introduce them to your product and help them see why backing it will improve their lives. The video isn’t the place to tell your company’s story, but rather where you invite the backer into understanding how your product will help them achieve their goals.

Keep the video short. While videos on Kickstarter range from 30 seconds to 5 minutes, the sweet spot falls around two minutes. Use the seconds wisely. Be sure to show your product working in real-life scenarios, too.

3. Copy That Informs

Be clear, not cute. The language you use on the page matters. Backers need to understand what you’re offering and why they need it after looking at your page for 10 seconds. Does your messaging pass the test?

Once you’ve clearly laid out your idea and the benefit(s) it provides to backers, you can expand on it with additional copy. Here’s where you’ll talk about the specific features of your product, your process in developing it, and your team’s experience.

4. High-quality Images

The assets you create for your page will also be used in a variety of marketing materials. It’s important that the images are clear, demonstrate the product accurately and help backers envision the product in their lives. While shooting images, aim for variety, but be sure to get clear product images on white backgrounds and lifestyle images.

For most brands, it’s best to shy away from overly artistic images. Opt instead for clarity. Show happy people using your products. These images convey the subconscious message that if I back your project, I’ll be happy too.

5. Demonstrated Value

How you price your product is important, but it matters more how potential backers perceive the value of your product. For example, you might be selling a $200 computer accessory. But does your accessory remove the need for multiple other products? That might increase the perceived value by $50. Does it save them time in their day? Perceived value might increase again by $100. Now backers might value your product at $350 for all the ways it will make their lives better, but you’re selling it for $200. That’s a STEAL in the mind of the backer.

Make sure these benefits are clearly spelled out. This increases the perceived value and makes backers more likely to commit.

6. Honest Communication

If your campaign is live, are you responding to backer comments and questions? If not, why not? Potential backers regularly look at the comments to see what questions have been asked and how you, the creator, respond. Because there aren’t real-life reviews available for crowdfunded projects, transparent communication in the comments is often the next best thing.

In addition to the comment section, public project updates are another great way to communicate with backers and potential backers. Showing gratitude and an appreciation for feedback encourages potential backers to support the project and join your crowd.

7. Creator Story

For most brands, your messaging shouldn’t be about you at all. It should be about the customer and their journey. Crowdfunding is a little different because backers are supporting early-stage ideas and want to come along for the ride. Toward the bottom of your campaign page, introduce yourself and tell a little bit about your story as a creator and a brand. This human touch can go a long way toward creating a connection between you and potential backers.

Backers look for each of these things when deciding whether to invest their money in your campaign. It might seem daunting, but doing the work to clarify your message, images and video will make it easier for backers to see how their lives would improve with your product. If you need help with crafting the perfect page, reach out. We’d love to help you achieve success.