How To Do a Kickstarter: E-Mails
Skullgirls has probably done one of the most successful campaigns ever. Their initial goal was $150,000, but they ended up earning close to a million dollars. If you look back at the How To Do a Kickstarter (Short Version), and compare it with how Skullgirls did their campaign, you can see what they’ve done right.
One really important thing that I forgot to mention in the short list (might go back and add it) is INVOLVE YOUR DONORS IN THE PROJECT! Skullgirls created surveys and everyone who donated any amount of money got some say in who the new downloadable character would be. This is how they got me to donate. I paid $1 so that I could vote for Marie, a character voiced by Rina-Chan. By the way I should note, I DON’T EVEN PLAY SKULLGIRLS!
This brings me to the greatest benefits and faults of their campaign, E-mails.
Do’s
1. Keep your donors updated
Use the e-mail feature of Kickstarter to keep your donors informed about what their money is doing. People work hard for their money. They want to know what they helped to create with it. This will make them more inclined to contribute to future projects or spread word of mouth on this one. Dale Carnegie said, “People support a world they help to create.” And boy, let me tell you, Skullgirls kept the donors updated…maybe too much. More on that in the “don’ts” section.
Dear Jerks,
Today I used your funds to buy a burrito. It was delicious. You guys are such saps.
-Spike (Bad example. Good idea.)
2. Involve your donors
Skullgirls gave all donors a chance to vote on the new downloadable character. They used the e-mails to send out links to surveys which allowed the donors a chance to take a real role in the development of the game. Based upon how much additional funding they’ve received, I believe this alone could easily be responsible for over $100,000 of their contributions.
3. Rally the troops
People have given you money, because you’re their friend and they don’t want to hear you bitch about how you didn’t support them they believe in what you want to do. Sending out mid-campaign e-mails to remind people the clock is ticking and that they can help by sharing your campaign with their friends is a good way to make money. Don’t just crowd source your funds, crowd source your fund gathering. With Rina-Chan’s participation, quite a few bronies championed the funding of Skullgirls. At least I know Spenser from the Brony Clubhouse was shouting from the social media heavens about it.
4. Sell to the lower tiers
So your creative team is paid, your work is done, and the final product is hitting stores. Now what? Well, not everyone bought your work. The lowest tiers probably gave you a dollar for basically nothing in return. They’re clearly a hot lead for someone who likes the project. E-mail them and let them know that your movie/game/hot dogs are now for sale.
“I know you didn’t give me enough money to actually get a ‘free’ bus playset, but it’s now available in stores for you to purchase with additional money.” (Image Source Dawn Somewhere)
Maybes?
1. Numbered only for uniformity but this is the only maybe. It’s a good idea to use this e-mail list serve to promote future projects.
This is a good idea, because these people are already interested in what you do and are hot leads for your next project. IT IS A BAD IDEA TO JUST START E-MAILING PEOPLE! The right way to do this is to e-mail your donors (burying the lead) thanking them, and then asking if they would like to sign up for a mailing list about your future projects.
Trust me, you don’t want to e-mail people directly about your other projects (see the first don’t). Best case scenario people unsubscribe. Worst case scenario, they flag you as spam and your e-mail will get shot down by spam blockers. It’s in your best interest to ask them to subscribe to your personal newsletter (Bonus tip: You’ll get more people if you reassure them that they can unsubscribe! Also make a method for them to unsubscribe.)
If you’re so daring, don’t be a selfish tool when doing this. Keep in mind that your work may have brought publicity for the stars of your project. Your donors may want to follow the artists or actors on Twitter or Facebook. Spread the love, because those stars probably promoted your Kickstarter.
Don’ts
1. Don’t spam!
Do not send people info about other people’s projects or the projects of your friends. Try to keep everything relevant and on topic to what people signed up for (I know this kinda contradicts the advice immediately above this).
2. Don’t overwhelm your donors.
This is the one thing I hated with the Skullgirls campaign. They e-mailed me ALL THE TIME. Limit e-mails to a MAXIMUM of 2 a week.
“Sh*t”
3. Most importantly, don’t make it all about yourself or your project.
Your donors have just made it possible for you to fulfill a dream. They may do it, because they love you. But they can also be motivated by their desire to be a part of something important. It is never a bad idea to make someone feel special. Look through your e-mail and see how many times you say “I” or “We” versus how many times you say “you.” Remember even though this is about you, make it about them. They gave you money, it’s the least you could do…other than the perks they bought.
More:
How To Do a Kickstarter: Sharif Acts Like Don Draper on an E-Mail (Public Relations)
How To Do a Kickstarter: Perks
How To Do a Kickstarter: E-Mails
How To Do a Kickstarter (Short Version)
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