Crowdfunding is both challenging and profitable.
Here are some of the things that were challenging for most of the crowdfunding campaigners during the Pre-Launch phase and also some tips on how to make this easier for you.
If you are looking for a comprehensive step-by-step guide covering the entire crowdfunding process, see our Ultimate Crowdfunding Checklist for Kickstarter and Indiegogo, which covers 37 items across pre-launch, during-launch, and post-launch phases.
Pre-Campaign Items You Must Do Right
1. Price Your Perks Well
This is usually a hard part as you don't want to offer too high or go too low. You must know how much it will cost for you to fulfill your perks. You want to overestimate the costs so you can afford the mistakes you'll surely make. Use market-validation to find out exactly what's the best price for your product/service.
Your reward tiers should be related to the actual product, not generic items. Think about product-based bundles like 3+1 free or 4 + free shipping to entice potential backers. For more on structuring effective reward tiers, see item #13 in our crowdfunding checklist.
2. Build an Audience
This is hard to do because you don't have a product yet. That's ok. Make a website and send people to your webpage. Have an email capture tool on your site so visitors can sign up for more information. You can send them an email once your campaign is live.
Start building your audience 1-3 months before launch. Create a landing page, set up newsletter sign-ups, and begin sending monthly updates to build anticipation. Campaigns that launch with an existing email list of 1,000+ subscribers consistently outperform cold launches.
3. Get Followers on Facebook and Twitter
Market-validation test can help you figure out exactly who your target audience is so you can target the right audience and generate the social buzz every successful campaign needs.
Set up your social media channels early and post regularly. Add images, videos, or GIFs to your social posts as they perform better than links only. Our statistics show that lifestyle images perform 60% better than white background images.
4. Making a Video
The video is the single most important part of your whole campaign. It's not easy to come up with a script, find a director and edit a great video. It's worth the effort though. A great video is the difference between success and failure.
Your campaign video should tell a compelling story about your journey toward making the product. Focus on the problem you are solving, demonstrate the product in real-world settings, and show the team behind the vision. Keep it under 3 minutes and lead with the most impactful footage in the first 30 seconds.
Pro Tip: The video is where most creators either win or lose their audience. Invest in professional production if your budget allows, but authenticity matters more than polish. Backers want to see real people solving real problems. If you are planning to raise more than $100,000, the video quality becomes even more critical. Growth Turbine can help you craft a campaign narrative that resonates with your target audience.
5. Setting Up Your Banking Information
Kickstarter needs to verify your details before your project can go live. Make it easy by preparing everything before you launch. You must make sure you have your bank account in order before you hit "launch."
This is a step that often causes unexpected delays. Kickstarter requires identity verification, tax information, and a valid bank account. Indiegogo has similar requirements. Handle these administrative tasks at least 2-3 weeks before your planned launch date to avoid last-minute issues.
6. Come Up with a "Stretch Goal"
A stretch goal is a feature, perk or benefit you'll give to all backers if you reach a certain milestone for funding. Most people use this in the middle of the campaign. Make sure you prepare for one too.
Plan your stretch goals before launch so you can reveal them at the right moment to maintain momentum. A well-timed stretch goal announcement can reignite interest during the mid-campaign slowdown and help you get to 30% of your goal as fast as possible.
7. Deciding When to Launch
It was hard to know the best day and time to launch your campaign but we recommend you launch on a Tuesday. Do not launch on a holiday or just after a holiday.
Tuesday launches give you the full work week ahead to build momentum. Avoid Fridays (people disengage over weekends), holiday periods, and major competing events. Plan your launch to align with when your target audience is most active online.
Pro Tip: The first 48 hours of your campaign are critical. Campaigns that reach 30% of their funding goal within 48 hours are far more likely to be featured by Kickstarter or Indiegogo, creating a visibility flywheel. This means your pre-campaign preparation (email list, social following, press contacts) needs to be strong enough to drive significant day-one pledges. For more on this, see our crowdfunding checklist.
Need Help with Your Pre-Campaign Strategy?
Growth Turbine has promoted 100+ crowdfunding campaigns on Kickstarter and Indiegogo. We know exactly what pre-campaign preparation separates successful campaigns from failed ones. Let us help you get it right from the start.
Schedule a Free ConsultationHow to Promote Your Campaign
1. Get Some PR Help
Hire a PR firm that specializes in PR for pre-seed tech companies.
Media coverage is essential to get the word out. Reach out to journalists and bloggers in your niche at least 2-4 weeks before launch. Prepare an official press release 24 hours before your campaign goes live so media outlets can publish as soon as you launch. If you have a million-dollar idea, press attention is inevitable.
2. Social Advertising
Create an advertising campaign on Facebook. This is the best way to go about advertising since you can be very specific in who you target. Use images and videos in your ads.
Facebook Ads allow you to target by demographics, interests, and behaviors, making it the most effective paid channel for crowdfunding campaigns. Start with small test budgets to find your best-performing audiences and creatives, then scale the winners. For broader performance marketing strategies, consider adding Google Ads and Instagram to your mix.
3. Find Influencers
Use Buzzsumo to find social influencers in your niche. Engage them and see if they're open to posting about your campaign.
Look for influencers based on your product niche and ask them to spread the word. You can also collaborate with previous campaign creators on Instagram or other social channels. Prepare your influencer outreach list well before launch day.
4. Use Social Media Tools
Use free tools like Tweetbuzz to manage your accounts and respond to mentions and comments.
Social media management tools help you schedule posts, monitor brand mentions, and engage with potential backers across multiple channels from a single dashboard. Consistency matters — post at least once or twice per week before your campaign goes live, and increase frequency during the campaign.
5. Referral Sites
You can use Indiegogo's built-in referral engine or submit your link to other affiliate websites.
Crowdfunding services like Gadget Flow, BackerClub, and referral programs like Kickbooster can help you reach more backers. Budget for these services at least a month before your campaign starts.
6. Advertise on Websites
Find websites that have the audience you want and advertise on their site.
Display advertising on niche websites can be highly effective because you are reaching an audience already interested in your product category. Negotiate direct placements with site owners for better rates and more prominent positioning than programmatic advertising provides.
Pro Tip: The most successful crowdfunding campaigns don't rely on a single promotion channel. They combine PR, social advertising, influencers, and referral sites into an integrated marketing strategy. Budget at least 15-20% of your target raise for marketing spend. Companies that pair their listing with a data-driven performance marketing strategy consistently raise 3-5x more than those relying solely on organic traffic.
Things You Should NOT Do
1. Buy Traffic
Indiegogo and Kickstarter use fraud detection to catch campaigns that use illegal and unethical means to drive traffic. This includes buying traffic from Fiverr.
Purchased traffic consists of bots and low-quality clicks that won't convert to backers. Worse, it can get your campaign flagged or suspended. Invest in legitimate marketing channels that reach real people genuinely interested in your product.
2. Wait Too Long
You want to make a big push when you first launch your campaign. You want to get funds ASAP.
Campaign momentum is everything. The algorithms on Kickstarter and Indiegogo reward campaigns that show early traction. If you wait to promote, you miss the critical window where platform visibility can amplify your efforts.
3. Spam Other People
Don't overload your social channels with too many posts. And don't spam journalists and influencers. Be polite.
You need to do your part too. You need to actively promote the project on your social media, and engage with other people on Twitter, Facebook and Instagram. But there is a line between active promotion and spam. Be professional, personalize your outreach, and respect people's time.
Pre-Campaign Checklist Recap
| Category | # Items | Key Actions |
|---|---|---|
| Must-Do Items | 7 | Price perks, build audience (1-3 months early), social media, video (most important element), banking setup, stretch goals, launch on Tuesday |
| Promotion | 6 | PR firm, Facebook ads, influencers (Buzzsumo), social tools (Tweetbuzz), referral sites (Gadget Flow, BackerClub), website advertising |
| Avoid | 3 | Don't buy traffic (fraud detection), don't wait too long (momentum critical), don't spam journalists |
Pro Tip: After your crowdfunding campaign succeeds, the journey doesn't end. Consider transitioning to Indiegogo InDemand to continue taking preorders, then launch your own eCommerce store. When you are ready to raise growth capital, equity crowdfunding through platforms like Wefunder, Republic, or SeedInvest lets you convert your backer community into investors.
Ready to Launch Your Campaign?
Growth Turbine has promoted 100+ crowdfunding campaigns and supported 200+ equity crowdfunding raises. Whether you are launching on Kickstarter, Indiegogo, or exploring equity crowdfunding, we can help you get every pre-campaign item right.
Get Started TodayFrequently Asked Questions
What are the most important pre-campaign items for crowdfunding?
The most critical pre-campaign items are: pricing your perks correctly (overestimate fulfillment costs), building an audience with an email capture tool on your website, creating a compelling video (the single most important part of your campaign), setting up banking information, planning stretch goals, and choosing the right launch day (we recommend Tuesday).
How should I price my crowdfunding perks?
You must know exactly how much it will cost to fulfill your perks, then overestimate the costs so you can afford the mistakes you'll surely make. Use market-validation to find the best price for your product. Avoid generic rewards like $1 Thank-You cards — instead, offer product-based bundles like 3+1 free or 4 + free shipping.
How far in advance should I start building my audience?
Start building your audience 1-3 months before launch. Create a landing page with email sign-up, set up Facebook, Twitter, and Instagram, and begin posting content regularly. Campaigns that launch with an existing audience of 1,000+ email subscribers consistently outperform cold launches.
Why is the campaign video so important?
The video is the single most important part of your whole campaign. It's the difference between success and failure. A great campaign video tells the story of your journey, demonstrates the product in real-world settings, and connects emotionally with viewers. Keep it under 3 minutes and lead with your most impactful footage in the first 30 seconds.
What day should I launch my crowdfunding campaign?
We recommend launching on a Tuesday. This gives you the full work week ahead to build momentum. Do not launch on a holiday or just after a holiday. Avoid Fridays, as people tend to disengage over weekends. The goal is to maximize your visibility during peak online activity.
How do I promote my crowdfunding campaign?
Use a multi-channel approach: (1) Hire a PR firm specializing in pre-seed tech, (2) Run Facebook Ads with specific targeting, (3) Find influencers using Buzzsumo, (4) Use social media tools like Tweetbuzz, (5) Submit to referral sites like Gadget Flow and BackerClub, and (6) Advertise on niche websites. Budget 15-20% of your target raise for marketing.
What should I avoid doing when launching a crowdfunding campaign?
Three things to avoid: (1) Don't buy traffic — Indiegogo and Kickstarter use fraud detection and will catch campaigns using illegal means like Fiverr bots. (2) Don't wait too long to promote — make a big push at launch. (3) Don't spam journalists, influencers, or your social channels. Be professional and polite in all outreach.
What is a stretch goal and when should I use it?
A stretch goal is a feature, perk, or benefit you give to all backers if you reach a certain funding milestone. Most campaigns use stretch goals in the middle of the campaign to maintain momentum and re-engage backers. Plan your stretch goals before launch so you can reveal them at strategically timed moments.
How important is banking setup for Kickstarter campaigns?
Kickstarter needs to verify your details before your project can go live, including identity verification, tax information, and a valid bank account. Prepare everything 2-3 weeks before your planned launch date. Delays in banking verification are one of the most common reasons campaigns miss their planned launch windows.
What should I do after a successful crowdfunding campaign?
After success, consider transitioning to Indiegogo InDemand to continue taking preorders. Then launch your own eCommerce store. When you are ready for growth capital, equity crowdfunding through platforms like Wefunder or Republic lets you raise investment while converting backers into shareholders.
