The 6-Figure Kickstarter Campaign Formula

Matt Hornbuckle Co-Founder/CEO, Stantt

Funded! This project was successfully funded on Nov 18.

Funding Unsuccessful! This project’s funding goal was not reached on Sept 22.

ü  “Donations” based crowdfunding platform

ü  Created to help bring creative projects to life

ü  Validate your market

ü  Build your customer base  

ü  55% of campaigns fail

ü  <5% raise $20k

ü  <1% raise $100k  

POPULAR PAGES

STAFF SELECTIONS

MANUAL DISCOVERY

A DIFFERENT TYPE OF E-COMMERCE

STANTT BACKERS BY SOURCE

13%  

41%  30%  

11%  5%  

PR MENTIONS KICKSTARTER

POPULAR

FRIENDS & FAMILY KICKSTARTER DISCOVER

CROSS PROMOTIONS

HOME PAGE POPULAR

THE IMPORTANCE OF THE POPULAR PAGE

On Home-Page Popular

Build the rocket

Give it a boost

Fuel the momentum

Build the rocket

Give it a boost

Fuel the momentum

COMPONENT 1: FIND YOUR HOOK

TECHNOLOGY, AMAZING DESIGN, FIRST OF ITS KIND, CAUSE, HUMOR

COMPONENT 2: THE VIDEO

TELL A STORY PEOPLE WANT TO BECOME A PART OF

START ON A POSITIVE NOTE

LEAVE THEM FEELING GREAT!

DIVE INTO THE NEGATIVE

STEADY POSITIVE EMOTION BUILD

VS

COMPONENT 3: THE LANDING PAGE

FOCUS ON WHAT’S IN IT FOR HIM & MAKE IT VISUAL

First Campaign

Second Campaign

VS

COMPONENT 4: SET A LOWER GOAL

PEOPLE WANT TO BE A PART OF SOMETHING SUCCESSFUL

Build the rocket

Give it a boost

Fuel the momentum

ü  Friends & Family

ü  Existing Customers/Followers

ü  Press Mentions

ü  Paid Media  

COORDINATE FOR A BIG DAY 1!

GETTING PR: AGENCY NOT REQUIRED

1,000+ E-MAILS SENT, 300+ UNANSWERED PHONE CALLS, 50+ VOICEMAILS LEFT

PR TIP #1: DO YOUR HOMEWORK

GETTING “WARM” INTRODUCTIONS IS INVALUABLE

PR TIP #2: REFINE AND TARGET YOUR STORY

First Campaign

Second Campaign

KEEP THINGS SHORT AND SWEET

PR TIP #3: BE PERSISTENT, BUT NOT OBNOXIOUS

WRITERS ARE PEOPLE TOO. BE COURTEOUS. DON’T BE A D*CK.

Build the rocket

Give it a boost

Fuel the momentum

WHEN YOUR PROJECT FALLS OFF POPULAR, TRAFFIC FALLS WITH IT

Key PR Mentions

FUEL THE MOMENTUM: PLAN FOR BURSTS DURING YOUR CAMPAIGN

PR Mention Into Closing

On Home-Page Popular

THE 6-FIGURE CAMPAIGN FORMULA

•  Find your hook

•  Tell a story in your video

•  Focus on what’s in it for him

•  Make your landing page visual

•  Tap into shopping psychology

•  Never stop your PR outreach

•  Paid media can help

•  Round up friends and family

•  Get scrappy with your PR

•  Do your homework

•  Refine and target your story

•  Be persistent, but not

obnoxious

•  Coordinate your boost at launch

GIVE IT A BOOST

BUILD THE ROCKET

FUEL THE MOMENTUM

matt@stantt.com