Running a Campaign
Learn about raising funds for anything, from products to personal campaigns. Tips to help you spread the word.
Before launching a campaign
Your Pitch Video
- Make a short video (1-3 minutes) that expresses your goals and intentions.
- The first ten seconds of your video count. First impressions are everything.
- If constructed wisely, this segment of your video can be leveraged as a YouTube banner ad and as a long-term piece of marketing collateral as you continue to grow your business.
- Star in the video yourself to make it more personal.
- Give Contributors a sneak peak of your project, product, film, etc.
- Use music to set a tone for the video and the campaign.
- Make sure the video is clear and concise; visuals help.
- Invite your audience to join you on your journey; you are not just asking for money.
- End with a clear call to action.
Your Written Pitch
- Explain exactly why you are raising money.
- Put the most important information first
- Tell a compelling story, and keep it short
- Share details about yourself, your team, and important events or people that shaped your project.
- Build trust with a specific budget breakdown.
- Spelling and grammar are important, so be sure to proofread.
- Break long text into sections with headings.
- Include pictures of your perks in the pitch text. They add personality and help break up lots of copy.
Small Image, Title & Short Description
Make sure your image is both interesting and relevant to your campaign. This information is what people will see on the Indiegogo landing page, and they should be compelled to click on it.
Your title and short description are like the headline and subhead of your project — make sure you include everything someone would need to know for them to want to contribute.
Perks & Perk Strategy
- Make perk names and descriptions clear.
- Ensure you can fulfill perks and still complete your project.
- Call out the urgency of perk availability related to the length of your campaign. Use words like “limited edition,” “exclusive,” and “early-bird.”
- Create perks that will connect the contributor to the project emotionally as well as physically.
- Consider your perk pricing strategy — offer a $25 perk and a $100 perk to incentivize funders with varying disposable incomes.
- Be reasonable with your perk prices. Offering a magnet and mug for $500 or a t-shirt for $1,000 wont encourage contributions.
- Make sure to set clear Shipping Costs, by country and region, when creating your perks.
- Add links to Facebook, Twitter, and other social media channels related to your campaign.
- Add links to your business/other website — outside links help Contributors learn more about who you are, your background, and why you are qualified to run the campaign. These may help to inspire more confidence in you and your team.
Managing your campaign
Stay connected with your audience throughout your campaign.
Remember all that work you did planning for early momentum? Now is the time to ask everyone in your immediate network to contribute so your campaign enjoys strong early momentum. Once your campaign is about 30% funded, publicize your campaign fully by reaching out to everyone in your target audience, including people you don't know personally.
Reach out to your immediate network and then beyond through promotional efforts.
Expand your reach with email. Contributors who visit a campaign page from a link in an email tend to give more on average than Contributors sent by any other referral source. Maximize the potential of email:
- Make a community outreach schedule
- Use a template to keep it simple
- Maintain a friendly, personal tone
- Build an email tree: ask friends to email 5-10 of their friends on behalf of your campaign
Maximize Social Media:
- Use share tools to get the word out
- Put effort into promoting your campaign in a personal way
- Respond promptly to messages, tweets, and comments
- Avoid spamming your followers with repetitive content
- Use Twitter to connect with journalists and bloggers who may be interested in writing about your campaign
- Run a referral contest. Running a referral contest is a great way to motivate supporters to share your campaign. Find out who's sharing your campaign by using the dashboard tools, and publicize your referral contest using updates, email, and social media. Then, recognize and incentivize the supporters who send the most contribution dollars your way.
- Talk with Contributors and keep them in the loop. Try to find new ways to involve your community and renew their curiosity. Here's how:
- Update your Contributors through the Updates Tab on your campaign page. Campaigns that send out at least 3 updates raise about 115% more money than those that post two or fewer.
- Send an update at least once every 5 days. Typically, the more updates a campaign sends, the more money it raises. Send an update when there is news or new information to share about your campaign - think of it as bringing your Contributors along for the ride.
- Share your latest campaign achievements.
- Review comments on your campaign page to see if there are any questions or issues you need to address in an update.
- Let Contributors know about any changes or delays regarding perk fulfillment.
- Contact Contributors individually.
- Use video in your updates to keep things interesting for your audience.
- Say thank you:Write a general thank-you message in advance, and use it to send a personalized thank-you message to each Contributors.
- Listen to your Contributors:List a contact email address on your campaign page so Contributors can share feedback, make requests, and ask questions. Value their input and try to find ways to incorporate their ideas.
The dashboard is full of valuable information about your campaign. We will be adding more functionality to give you the most insights out of your campaign.
Use it to learn about your audience and what websites and communities you should look to for additional support. Visit your dashboard to learn about:
- the number and location of your Contributors;
- the number of visits and referrals to your campaign page;
- the name, description, dollar amount, and quantity of each perk claimed;
- your perk fulfillment progress;
- the amount of funds raised, the fees you will be charged, and the timeline and method of disbursement.
Use your dashboard to identify at least three communities you want to reach out to. Then connect with these communities through grassroots efforts or strategically target your marketing accordingly.
Introduce new perks at any point during your campaign to get the conversation started again.Feature one of your best or latest perks to bump it to the top of the campaign page. People will be more likely to contribute at that perk level.
Poll Contributors to find out more about their perk preferences halfway through your campaign. Ask what they liked best and least, and what they found too expensive or insubstantial. Use their feedback to brainstorm additional perks to add. If possible, start fulfilling your perks before the end of your campaign. Contributors are likely to share perks with friends, which is great publicity while your campaign is still running.
After your campaign ends
Fulfill perks and promises
You must fulfill your perks if:
- You chose Flexible Funding and you received one or more contributions in exchange for perks;
- You chose Fixed Funding and you met your funding goal.
You do not have to fulfill your perks if:
- You chose Fixed Funding and you did not meet your funding goal.
Working on fulfilling your perks? Use your interactive dashboard to track which perks you have and have not fulfilled. If you need specific information from a contributor to fulfill their perks (a size or color preference, for example), reach out to them directly
Contributing to a campaign
Learn how to discover interesting campaigns and how to discover new startups, funding opportunities, and Orbitmuse partners. As you begin, use these simple steps to assess the project:
Contributing to an Orbitmuse campaign is not the same thing as making a purchase in a store.
By contributing to a campaign you are supporting an idea, project, or cause you care about. One of the amazing parts of crowdfunding is pitching in and helping ideas you'd like to see come to life! It's very rewarding to see projects that you fund go from idea phase, to seeing the stages of it's development, and (if all goes according to plan) see the project be successful.
It's important to know that you are not buying an existing product.
Like anyone getting in on an early-stage project, you accept the risk that the project may experiences changes, delays, unforeseen challenges, and it's possible that a project you fund might not come to fruition. We leave it up to you to make your own judgment about a campaign’s merits before making a contribution.
We've compiled the following list, as a starting point, to help you evaluate a campaign before making your contribution:
The More Information, The Better.
Orbitmuse’s democratic nature makes it easy to judge a campaign's likelihood of success. In order for a campaign to succeed, its team should have a thoughtful pitch that makes it clear how they will use the funds they raise to move their project forward. Campaigns that aren’t transparent with their story, goals, and project status tend not to attract Contributors.
Before you contribute to any campaign, assess its story. Ask yourself a few questions:
Who Are The People Behind The Campaign?
The campaign owner and any team members will be listed below the Campaign Owner's Name. Click "About" to see more information about the campaign owner and the team behind the campaign.
- Who are they?
- Why are they raising money?
- What is their background and experience?
- Why are they passionate?
- Are photos of the team members included?
- Does the campaigner appear in the campaign’s video?
- Are external links included (websites, news/media coverage, etc.)?
If their background and motivation for the project are not clear in the pitch, you can always do a web search to learn more about their professional experience and how it may relate to the project.
What Is The Campaign Raising Money For?
The campaign’s pitch should be clear, transparent, and reflect the team’s passion and hard work.
- Is the pitch transparent and personal?
- How about the perk info? Any images of the perks? Descriptions?
- Does the pitch text provide any perk fulfillment information?
- When would you get your perk?
Has The Campaign Already Raised Funds?
Successful projects usually secure a strong funding base from close family and friends who know the campaign owners personally.
After you contribute
Please contact the campaign owner if you:
- Want to know the status of a claimed perk
- Have questions about a perk
- Want an update about the campaign
- Need to correct or provide a shipping address or additional information for your contribution
Please contact us if you:
- Have made a contribution and accidentally claimed the wrong perk
- Aren’t getting a response from the campaign owner
- Have any other questions or issues not listed here