Most crowdfunding campaigns fail due to lack of preparation. Only 37% of Kickstarter campaigns hit their funding goal, and the first week is often the deciding factor. To avoid launching to an empty audience, you need a six-month plan with 17 weeks dedicated to pre-launch preparation. Here’s how to set yourself up for success:
- Define Your Crowdfunding Strategy: Choose the right platform (Kickstarter or Indiegogo for physical products), set realistic funding goals, and create a memorable campaign identity.
- Build Your Pre-Launch Audience: Use a landing page to collect emails, engage your network for early pledges, and secure commitments to cover at least 20% of your goal.
- Create Campaign Materials: Develop high-quality visuals, a short and engaging video pitch, and well-priced reward tiers.
- Plan Marketing and Timing: Launch mid-week, avoid holidays, and align your email, social media, and PR efforts for maximum visibility.
- Ensure Legal and Product Readiness: Finalize your prototype, verify production plans, and meet all legal requirements.
The key is preparation. Spend time building an audience, refining your pitch, and locking in early support to ensure your campaign doesn’t just survive but thrives.
6-Month Crowdfunding Campaign Pre-Launch Timeline and Checklist
Define Your Crowdfunding Strategy
Before diving into creating landing pages or shooting videos, it’s crucial to lay out a solid strategy. This means making three key decisions: selecting the right crowdfunding model for your product, determining how much funding you need, and building a campaign identity that stands out. For insights to sharpen your strategy, check out our free AI Acceleration Newsletter here. At M Accelerator, we guide founders in creating AI-driven go-to-market systems that deliver measurable results. These initial steps will shape the success of everything you do pre-launch.
Pick Your Crowdfunding Model and Platform
Choosing the right crowdfunding model is a game-changer.
- Reward-based crowdfunding is ideal if you have a physical product that’s new or exciting for your audience. It lets you validate your idea and generate pre-sales before going into full production. Platforms like Kickstarter and Indiegogo dominate this space, especially for early-stage products.
- Equity-based crowdfunding, on the other hand, offers backers a stake in your company. While this model has its place, it’s less common for product validation compared to reward-based campaigns.
Physical products tend to perform better in reward-based crowdfunding because backers are drawn to tangible items. Digital products like apps or SaaS, while possible, often face more challenges due to backers’ preference for physical rewards.
Set Your Funding Goals
When setting your funding goal, aim for a minimal, achievable target rather than an overly ambitious one. This helps you hit your goal faster, boosting social proof and attracting more backers. Crowdfunding expert Joseph Hogue suggests:
I suggest you choose a crowdfunding campaign goal that is no more than four or five times your pre-launch pledges. This will make it achievable and help get you over 20% funded in the first few days.
Start by calculating your total funding needs, including production, marketing, and contingency costs. Hitting 20% of your goal within the first few days is critical for building momentum. If you can’t secure early commitments from your network to cover at least 20–25% of your goal, it’s a sign your target may be too high.
Once your base goal is set, use stretch goals to keep the excitement going. Plan at least three stretch goals and pair them with enticing rewards to encourage continued contributions. For pricing, use tiers ending in 9 (e.g., $29, $49, $99) – a tactic that aligns with consumer psychology. Offer around 10 reward levels, starting with a $5 entry-level option and scaling up to premium tiers for your most dedicated supporters.
Create Your Campaign Identity
Your campaign identity is what makes you memorable. Start with a strong name, slogan, and visual branding. As Kickstarter staff explains:
Your title and blurb are like your campaign’s elevator pitch.
Choose a name that’s easy to pronounce and conveys positivity. Include relevant keywords in your title and description to make it easier for people to find your campaign through search engines. Test your primary project image to ensure it looks good even when partially covered by a "play" button, especially on mobile devices.
Focus your messaging on the features that matter most to your audience. Use the 80/20 rule – survey your backers to identify the top features driving interest, and center your campaign around those. Write in plain, conversational language that highlights both the features and benefits of your product. Share photos of early prototypes and document your journey from idea to finished product to build trust with your audience. Finally, proofread everything – typos and broken links can quickly undermine your credibility.
Build Your Pre-Launch Audience
Getting a solid pre-launch audience in place is crucial for your campaign’s success. The first week can often make or break your efforts – without early supporters ready to back you on day one, building momentum becomes a serious challenge. The goal? Secure enough early commitments to hit at least 20% of your funding goal within the first few days. Hitting this milestone creates social proof, making your campaign more appealing to new backers and boosting your visibility. Want to leverage AI tools to refine your pre-launch strategy? Subscribe to our free AI Acceleration Newsletter.
Set Up a Pre-Launch Landing Page
Your landing page has one job: collect email addresses from potential backers. This isn’t your full campaign page – it’s a streamlined page designed to generate leads before launch.
To make your landing page stand out, use high-quality visuals and an engaging video. Show your product in action with a working prototype to prove its functionality. Including behind-the-scenes photos – like early prototypes or snapshots of your development journey – helps build trust and shows your dedication.
You can also survey visitors to understand what features or aspects of your product excite them the most. Look for recurring themes to identify the key selling points. Sweeten the deal by offering early bird discounts or special pricing tiers to encourage signups. Make sure your page is optimized for both desktop and mobile users, and include a clear, compelling call-to-action that guides visitors on the next steps.
Reach Out to Your Network
Your personal and professional circles are your first line of support. Start by reviewing your email contacts from the past six months and categorizing them into three groups:
| Outreach Level | Target Audience | Primary Goal |
|---|---|---|
| Level A | Close Friends & Family | Secure early pledges and recruit core team members |
| Level B | Acquaintances | Build awareness and gather feedback |
| Level C | General Connections | Encourage social media shares and spread the word |
Begin with Level A contacts to test your pitch. Crowdfunding expert Joseph Hough emphasizes:
If you can’t build enthusiasm from at least a few from your closest network, you need to work on the pitch before you put it in front of strangers.
When reaching out, personalize every email. Start with a tailored opening, then follow with a clear explanation of your project and a specific ask. Don’t just request funding – ask them to share your campaign with their networks. Sometimes, their ability to spread the word can be even more impactful than a single pledge. Recruit 2 to 5 passionate people from your network to join your team. This not only adds credibility but also helps spread the workload for outreach. Once your network is primed, focus on locking in early commitments.
Get Early Commitments
Early pledges are the fuel your campaign needs to hit the ground running. Reach out to your closest network, email subscribers, social media followers, and influencers to secure day-one pledges before your campaign officially launches.
Hosting a small pre-launch event can be a great way to rally support. Invite your 10 most engaged supporters and use the opportunity to secure commitments covering 10% to 15% of your funding goal. Share your campaign’s preview link with trusted contacts to catch any errors or unclear messaging before going live.
As a rule of thumb, your funding goal should be no more than 4–5 times the amount of pre-launch commitments you’ve secured. If you’re struggling to reach that level of early support, it might be time to revisit your target or refine your pitch. Keep in mind, only 37% of Kickstarter campaigns successfully meet their goals – don’t leave your campaign’s success to chance.
Create Your Campaign Materials
Your campaign materials are the bridge between curious visitors and dedicated backers. High-quality content is the key here – projects that include videos tend to raise much more than those without. This means your visuals and overall presentation need to reflect a professional standard. Tools like AI can help refine your creative process – get weekly tips by joining our free AI Acceleration Newsletter. Every component of your campaign should work together to tell a compelling story: what problem you’re solving, how your product is the solution, and why people can trust you to deliver.
If you’re looking to streamline your efforts, AI-powered strategies can simplify the creative process and improve engagement. For more tips, join our free AI Acceleration Newsletter, or explore M Studio / M Accelerator, a Los Angeles-based innovation studio focused on building AI-driven go-to-market systems. Below, we’ll break down the essential elements – from video pitches to reward tiers – that help make your campaign a success.
Make Your Video Pitch
Your video pitch is often the first thing potential backers see, so it needs to leave a strong impression. Keep it short – under two minutes works best – and aim to strike a balance between emotion and logic. Share your story in a way that feels personal while clearly outlining the practical benefits of your product.
Start by carefully planning your script. Many successful creators dedicate months to refining their scripts, ensuring every word resonates with their audience and aligns with their brand. Use simple, conversational language that’s easy to understand, even for a global audience. Avoid unnecessary jargon unless absolutely required. Show your product in action with footage of a working prototype (Kickstarter requires this as proof of functionality), and include behind-the-scenes clips to highlight your development journey. This “show-and-tell” approach builds credibility and demonstrates your dedication.
Add social proof early in the video. Positive reviews or testimonials from early testers can instantly boost your project’s credibility. As Kickstarter staff explains:
A video is by far the best way to get a feel for the emotions, motivations, and character of a project. It’s a demonstration of effort and a good predictor of [success].
Before launching, upload your video early to check for formatting issues and test it on both desktop and mobile devices. Also, make sure your main project image looks polished and professional, even with the “play” button overlay.
Design Your Visuals
Your campaign page should feature high-quality images that showcase your product from different angles and in real-world scenarios. Include visuals that document your product’s journey – photos of sketches, early prototypes, and even the raw materials you started with. This type of visual storytelling helps build trust and shows backers how much effort you’ve invested.
Focus on the most impactful features of your product. Use the 80/20 rule: highlight the 20% of features that will appeal to 80% of your audience. If you’ve gathered feedback from potential backers during pre-launch, use that data to decide which aspects to emphasize. Create GIFs and infographics to simplify complex features and ensure all visuals align with your brand’s identity.
Double-check that your images, GIFs, and infographics look great on both desktop and mobile devices. Update your social media profile pictures and banners with campaign-specific branding to generate curiosity among your existing followers.
Plan Your Reward Tiers
Your reward tiers should cater to backers with varying budgets while keeping your costs under control. Start with your core product as the entry-level reward, and then offer higher-priced options like multipacks (e.g., 2-pack, 5-pack, 10-pack) to encourage larger pledges.
Use psychological pricing – for example, $49 instead of $50. Offer early bird discounts to the first 50–100 backers to create a sense of urgency and reward your most enthusiastic supporters. Include bulk discounts for larger orders, which can appeal to groups or businesses. To simplify the checkout process, factor domestic shipping costs into the reward prices rather than listing them as separate charges.
When pricing your tiers, account for production, shipping, Kickstarter’s 5% platform fee, payment processing fees, marketing, taxes, and any unexpected expenses. As Zach Smith and Thomas Alvord from Funded Today explain:
Prices should accommodate production costs, platform fees, marketing costs, collection/transfer fees, data management, ‘free’ packaging/shipping, returns, taxes, and the unexpected, along with both ‘early bird’ and bulk discounts.
Carefully proofread all reward descriptions – once a backer selects a tier on Kickstarter, you cannot edit it. Share your campaign preview link with trusted contacts to gather feedback on your pricing structure and perceived value before going live.
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Plan Your Marketing and Launch Timing
Your marketing strategy and launch timing can make or break your crowdfunding campaign. With only 37% of Kickstarter campaigns hitting their funding goal, nailing these details is crucial. Want to use AI to perfectly time your crowdfunding launch? Join our free AI Acceleration Newsletter for weekly insights on automating your outreach and marketing.
At M Studio / M Accelerator, we help founders integrate AI-driven strategies into every phase of their funding journey. This ensures your campaign launches with a well-coordinated, automated approach. These steps are part of a six-month plan designed to align every detail of your pre-launch.
Timing isn’t random. Your launch date should align with email sequences, social media activity, and PR efforts to maximize visibility right out of the gate. As Thomas Alvord, Co-Founder of Funded Today, puts it:
Everything with your launch is going to impact and influence, everything, whether the press picks you up, whether there’s social proof, whether you get the traction you need.
Here’s how to coordinate your marketing and select the best launch window for your campaign.
Pick Your Launch Date and Duration
Choose a launch date that falls mid-week (Monday–Wednesday) during U.S. morning hours. This timing captures peak online activity when potential backers are most engaged. Avoid weekends, December (holiday distractions), and August (vacation season). Also, steer clear of major U.S. holidays to prevent your campaign from getting buried.
Plan for a 30 to 45-day campaign. This timeframe keeps momentum going while maintaining a sense of urgency. If you need to end your campaign at a specific time, adjust the closing hour manually. Ideally, wrap up your campaign between Wednesday and Friday before evening in the U.S. to avoid the slower weekend traffic.
Submit your campaign for Kickstarter’s review at least two business days before launch to avoid delays. Allow a minimum of two months for preparation – or consider a full 17-week pre-launch phase – to ensure every piece of your marketing and outreach is ready to go.
Once your launch window is set, shift focus to building a solid email and social media strategy.
Prepare Your Email and Social Media Campaigns
Divide your network into three groups: "A" contacts (close friends and family), "B" contacts (acquaintances), and "C" contacts (distant connections). Personalize your outreach by adding a unique opening line to each email before including the standard campaign details. This small effort can significantly boost engagement.
Draft email sequences in advance to keep communication consistent throughout the campaign. Use social media scheduling tools to plan posts ahead of time, but focus on creating genuine connections rather than coming off as overly promotional. Subtly update your profile pictures and bios to hint at your upcoming campaign, sparking curiosity without overwhelming your audience.
Before launch, host an event or launch party to secure early pledges. These early backers provide immediate social proof when your campaign goes live. Be ready with answers to common questions – like shipping, timelines, and product details – and post an FAQ section as soon as your campaign launches.
Line Up PR and Influencer Outreach
Compile a list of at least 50 bloggers, journalists, or influencers who have covered similar campaigns. Start building relationships with them at least a month before your launch. Engage with their social media posts, share their content, and send thoughtful, personalized emails. Build a connection before asking for coverage.
Reach out to successful campaign creators in your niche for advice or influencer introductions. Collaborate with at least two organizations that share a similar audience to tap into their communities. If organizing outreach feels overwhelming, hire a virtual assistant to collect contact details and manage your list.
Lock in commitments from influencers and journalists before your campaign goes live. This way, you’ll have immediate social proof and media coverage at launch. As Michael Volkin, Marketing Expert and Inventor, advises:
You won’t get any attention from anyone if you connect with a stranger and immediately tell them about your campaign.
Focus on building authentic relationships first. When the timing is right, ask for their support. These efforts, combined with your email and social strategies, will ensure your campaign gets the attention it deserves.
Check Legal and Product Readiness
Before launching your campaign, it’s critical to ensure your product delivers on its promises and meets all legal requirements. Skipping these steps could lead to delays, legal complications, or even the failure of your campaign. With your strategy and audience locked in, the next step is to make sure your product and legal framework are ready to go. As Zach Smith, Co-founder of Funded Today, advises:
Your job as a creator, as a crowd funder is to mitigate those risks as much as possible.
Here’s how to confirm your product is ready and ensure your campaign complies with regulations.
Verify Your Prototype and Production Plan
Your prototype needs to be fully functional and refined before you launch. Platforms like Kickstarter and Indiegogo require more than just sketches or concepts – they expect working demonstrations. Focus on creating a "minimally viable" version that delivers the key functionality your backers are counting on. As Zach Smith explains:
Your product’s form is maximally appealing, but your functionality is minimally viable… Get your product to do the main thing that you wanted to do right.
Survey at least 30 people to identify the 20% of features that will provide 80% of the value. Build your production plan around these core elements. Document your development journey with photos of early prototypes and various components to build trust and demonstrate your ability to deliver.
To protect your intellectual property, sign an NNN Agreement before working with manufacturers. Research shipping costs thoroughly to avoid undercharging and losing margins. Also, complete bank account and identity verification several days before your launch to prevent payout delays.
Review Legal Requirements
If you’re raising funds under Regulation Crowdfunding (Reg CF) in the U.S., you must comply with specific SEC rules. All transactions must go through an SEC-registered broker-dealer or funding portal. Use FINRA BrokerCheck or the SEC’s Funding Portals directory to verify your intermediary is properly registered.
You’ll also need to file Form C with the SEC, which includes details about your business plan, financial condition, and how you’ll use the funds. The type of financial documentation required depends on the amount you’re raising:
- Up to $124,000: Certified financials
- $124,000.01 to $618,000: Reviewed financials
- $618,000.01 to $5 million: First-time issuers need reviewed financials; subsequent offerings require audited statements
Be mindful of advertising restrictions. Promotions outside your funding platform are limited to basic "tombstone" notices with a link to the portal. Ensure all marketing – whether on social media or via email – follows SEC guidelines to avoid violations. Additionally, consider filing provisional or design patents before your campaign goes public to protect your invention from being copied.
Prepare for Problems
When setting your funding goal, include a buffer for unexpected challenges. Factor in production costs, platform fees (typically 5% for Kickstarter plus payment processing fees), marketing expenses, shipping, taxes, and a reserve for returns or delays. This cushion can help you navigate surprises without derailing your campaign.
Be cautious with stretch goals – they can boost funding but also complicate production and delay delivery. Formally incorporating your business can provide legal protection for the founders.
If your campaign struggles in its first week, don’t hesitate to cancel, refine your strategy, and relaunch later. Double-check all reward tier descriptions and pricing before launch, as changes can’t be made once backers start pledging. Finally, schedule your campaign to end at a time when you’re available to engage with backers and provide support during the final push.
Conclusion
Preparation is everything – only 37% of Kickstarter campaigns reach their funding goals. Every aspect, from setting your funding target to fine-tuning reward tiers, needs careful attention. The first week is often a make-or-break moment for your campaign. If things aren’t going as planned, don’t hesitate to pause and adjust your strategy. Want to integrate AI-driven tactics into your pre-launch process? Sign up for our AI Acceleration Newsletter to get weekly tips on automating outreach and optimizing your campaign efforts.
The most successful campaigns are built on months of groundwork. Many creators invest 17 weeks or more in building a community, securing early support, and refining every detail – from completing bank verification to crafting thorough FAQs. This checklist serves as your step-by-step guide to systematically tackle each phase of preparation.
Once your campaign takes off, advanced tools can help you scale even further. For founders aiming to grow beyond their initial success, M Studio’s Elite Founders program offers hands-on workshops that teach you how to use AI automations for tasks like lead scoring and managing post-campaign customer success. This program has already helped over 500 founders cut their sales cycles by 50% and increase conversion rates by 40%, freeing up time to focus on delivering an outstanding product.
Treat this checklist as your blueprint for a successful campaign. The structured, data-driven approach outlined in these sections – from strategy development to legal readiness – ensures you’ve covered all the bases. By completing each step and double-checking every detail, you’ll be ready to launch with confidence, minimizing the risks that can derail even the most promising campaigns.
FAQs
What are the best strategies to build an audience before launching a crowdfunding campaign?
To build an audience before launching your crowdfunding campaign, start by setting up a landing page. Use this page to collect email addresses from people interested in your project. This gives you a direct line to share updates, behind-the-scenes details, and build excitement leading up to your launch. Regular newsletters and sneak peeks can help keep your audience engaged and eager to support your campaign.
Next, focus on crafting a story that resonates. A strong narrative not only highlights your product or cause but also helps you connect with influencers, media outlets, and community groups that share similar interests. Sharing early versions of campaign materials, like teaser videos, and inviting feedback can spark conversations and improve your overall presentation.
Don’t forget to tap into social media and your personal network to boost visibility. Automation tools can also simplify your outreach efforts. For instance, platforms like M Studio offer AI-powered systems that make pre-launch tasks more efficient and scalable. Starting early, staying genuine, and building trust with your audience are key to having a loyal group of supporters ready to back you on launch day.
How can I set a realistic crowdfunding goal for my startup?
Getting your crowdfunding goal right is a critical step toward a successful campaign. Start by carefully calculating every cost involved – this includes production, shipping, marketing, and even platform fees. Your goal needs to strike a balance: it should be high enough to cover your expenses but not so high that it feels out of reach. Setting a goal that’s too ambitious or too low can hurt your campaign’s credibility and make backers hesitant to contribute.
Take time to research similar campaigns in your niche to see what has worked for others. Look at industry benchmarks and trends to guide your planning. A detailed budget and a clear breakdown of how funds will be used not only help you set the right goal but also build trust with potential backers. Transparency and realistic expectations go a long way in convincing supporters that your project is worth backing.
Curious about how AI can simplify your startup’s planning process? Sign up for our free AI Acceleration Newsletter for weekly tips and tools to help you grow smarter.
How can I prepare my campaign materials to boost engagement?
To create campaign materials that truly resonate, start by focusing on a clear and engaging story that showcases the unique value of your project. Pair this with high-quality visuals – like eye-catching images or videos – that not only grab attention but also help your audience connect with your idea on a more personal level. Aim for messaging that feels genuine and emotionally relatable to build a strong connection with potential supporters.
Before hitting "launch", make sure your campaign page is polished and free of errors. Build anticipation ahead of time through social media posts, email updates, and outreach to your community. Offering rewards that align with your audience’s interests can also make it easier for them to see why contributing is worthwhile. Lastly, consider using AI tools to tailor your communication and streamline updates. This can help you keep backers informed and maintain their trust throughout the campaign.
