Crowdfunding doesn't end when you pledge. Your new goal is increased funding to support the designer and unlock rewards for fellow backers. According to statista.com, only 35.93% of campaigns in 2018 have successfully funded. What can you do to get the campaign to its funding goal, or unlock the next stretch goal? It’s going to boil down to two main things; the goal of the project, and your experience with the campaign.
Pre-Sales vs Stretch Goal Projects
There are primarily two groups of crowdfunding campaigns related to board games.
Pre-Sales largely focus on funding a single backer reward. This approach is intended to justify demand for distribution to retail by establishing a funded project.
Stretch Goal Campaigns
Stretch goals are intended to fund enhancements to the base reward in order to add value and uniqueness to the items delivered.
Your Experience with a Brand
Think about other purchases you have made. Feeling good about a purchase means that there was more to it than just making a payment. Connecting with the product, service or brand carries emotional significance. Tap into your excitement and it will help the project succeed. How can you help a campaign succeed? It's easy.
Tell Others About the Kickstarter Project
- A lot of people follow Kickstarter on social media. Find them, and post about the project you’re promoting. Your authentic comments are a great way to help the designer promote their project.
- Visit the Kickstarter Blog. Checkout the boards discussing current projects in the same genre as the one you’re backing. Comment and link to the game so that others can jump to the project.
Social Marketing is for Everyone
- Kickstarter is crowdfunding and crowdfunding is social by definition. Always like, comment and share posts with others to increase the size of the crowd. Use a picture or a video to catch the eye, and ask the audience a question to get the conversation rolling.
Board Game Geek Posting
- Wikipedia has nothing on Boardgamegeek.com. BGG is the epicenter of the board game information exchange and is often considered the best source about a new game. Make sure the Kickstarter has a BGG page so you can promote the Kickstarter in the BGG feed.
- If you have already played the game your backing, give it some love on boardgamegeek.com. Make sure to give the game an honest rating and like it (note that this requires making an account on BGG).
Win With Other Backers
- Projects will post updates and often have a forum running during the project. Become part of the conversation and find other interested backers to follow and promote your social media work. Encourage the designer and other backers to ramp up the online excitement when approaching goals of the project.
- Kickstarter projects have a Comments section. Be sure to ask questions that help other potential backers and answer any that you know will help the project.
March to the End
- The final week is critical for a Kickstarter project. Stay on top of the updates and messages from the project. Repost final day updates on your social feeds to find those last minute backers.
- Always remember to link directly to the Kickstarter backer page for a project so that potential backers don’t get lost.
Remember that the two kinds of board game projects have different objectives and shareable content. The goal is to share what you like about the project, and get others to share their excitement with potential backers. Think about the people, the cause, the product. Be sincere and you’ll have your rewards before you know it.
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