Crowdfunding campaigns from every platform are often seen using the Indiegogo InDemand program. But how effective is it? Can any campaign get positive results by using it?
It's been quite a few years since we've had crowdfunding campaigns switch to Indiegogo InDemand as soon as they hit their goal. But even after that kind of a response, there are still people who would hesitate to take that leap and run an InDemand Indiegogo campaign.
It looks like an extended version of your crowdfunding campaign, and, being a creator, you might wonder why you should consider an InDemand phase for your campaign at all?
You've reached your goal, you've got your backers, and now you're ready to get into production. Why add another phase to your crowdfunding journey with a separate InDemand setup?
The answer is simple: this is the fastest way to bridge the gap between crowdfunding and e-commerce.
If you are still in the planning stages of your crowdfunding campaign, start with our comprehensive Crowdfunding Checklist for Kickstarter and Indiegogo to ensure you are set up for success from day one.
What Is Indiegogo InDemand?
If you are new to crowdfunding and haven't created a campaign yet, Indiegogo InDemand is a specific feature from the Indiegogo team for successful campaign creators. It gives them the opportunity to set up a crowdfunding-like page on Indiegogo and continue taking preorders for their campaign even after their original campaign phase is over.
Think of InDemand as a bridge between your crowdfunding campaign and your eventual e-commerce store. While your campaign runs for a fixed period (we recommend 30-45 days), InDemand has no end date. You can keep collecting orders for as long as you can fulfill them.
Pro Tip: InDemand is not just for Indiegogo campaigns. Kickstarter campaigns can also transition to Indiegogo InDemand after their campaign ends. This is actually one of the most popular strategies among successful Kickstarter creators, since Kickstarter itself has no equivalent post-campaign ordering feature. Contact the Indiegogo support team 1-2 weeks before your Kickstarter campaign ends to set up a smooth transition.
Who Should Go for It?
If we had to suggest, we'd say all successful campaigns can opt for this feature to continue taking preorders if they have the capacity to fulfill them on time. It's like having access to a full-fledged e-commerce setup before even diving into that area of business after your crowdfunding phase is over.
You might consider your crowdfunding success as a stepping stone for your business setup, but Indiegogo InDemand is going to take it one step further. The time you usually take between finishing a campaign and launching an e-commerce platform can be more fruitful with InDemand. All you have to do is opt for it.
This is especially relevant if you are not yet ready to set up a full online shop. For tips on when and how to launch your own store, see our Ultimate eCommerce Checklist.
Planning a Crowdfunding Campaign?
Growth Turbine has promoted 100+ crowdfunding campaigns on Kickstarter and Indiegogo. We can help you plan your campaign, execute your marketing, and maximize your results through the InDemand phase and beyond.
Schedule a Free ConsultationHow Easy Is the Setup?
It's as easy as can be for those who are already on Indiegogo. They just have to click the relevant button from the Indiegogo dashboard as soon as their campaign is over, and — voilà — the InDemand phase will be up and running in no time.
Kickstarter campaigns, on the other hand, might need to be a little more prompt with their approach by contacting the Indiegogo support team around a week or two before their campaign comes to an end. This will help them get maximum support from the Indiegogo team in setting up their InDemand campaign page on Indiegogo.
Pro Tip: When setting up your InDemand page, don't just copy your original campaign page. Update your content to reflect your campaign's success: show the total amount raised, the number of backers, and any press coverage you received. Social proof from your successful campaign is your strongest selling point for new InDemand customers. Highlight your press mentions on the page to increase credibility.
Should You Go for Indiegogo InDemand at All?
InDemand campaigns end up getting more backers and sometimes even earn higher funds as compared to their usual crowdfunding phase. It's all about getting the nitty-gritty of setting up the InDemand campaign page on Indiegogo. Be it the pricing or the duration or even the content you put up there, if you try to make the most of the feature and keep your promotions running, your InDemand campaign phase can actually boost your campaign outreach more than you can imagine.
The key factors that determine InDemand success include:
- Pricing strategy: You can adjust your pricing from the original campaign. Many creators increase prices slightly for InDemand, reflecting the reduced risk for backers (the product is already funded and in production).
- Continued marketing: Don't stop your performance marketing just because the campaign ended. Keep running ads, email campaigns, and social media promotion to drive traffic to your InDemand page.
- Updated content: Refresh your page with production updates, new images, and testimonials from original backers.
- Selective perks: You don't need to keep all perks open. Focus on the ones you can realistically fulfill.
Pro Tip: Some of the most successful InDemand campaigns raise more money during InDemand than during the original campaign. This happens because the campaign's success serves as powerful social proof, and ongoing marketing continues to drive new customers. The InDemand phase can run indefinitely, giving you a long runway to build revenue before transitioning to your own eCommerce platform.
From Crowdfunding to E-Commerce: The Full Journey
InDemand is one piece of a larger journey from idea to sustainable business. Here's how the typical progression looks:
| Phase | Platform | Purpose |
|---|---|---|
| Pre-Launch | Landing page, social media | Build email list, generate buzz (1-3 months before launch) |
| Campaign | Kickstarter or Indiegogo | Raise initial funding, validate product (30-45 days) |
| InDemand | Indiegogo InDemand | Continue taking preorders while fulfilling first batch (ongoing) |
| E-Commerce | Shopify or own website | Full retail operation with direct sales |
| Growth Capital | Wefunder, Republic, etc. | Raise equity capital to scale operations |
Many successful crowdfunding creators eventually transition to equity crowdfunding for their next phase of growth. Your existing backer community becomes a powerful asset — these are people who already believe in your product and brand. Converting backers into investors through platforms like Wefunder or Republic creates long-term brand ambassadors who are both customers and shareholders.
Pro Tip: If your crowdfunding campaign and InDemand phase together raise significant revenue, you are in an excellent position to pursue equity crowdfunding. Investors on platforms like Wefunder and Republic want to see proof of demand, and a successful crowdfunding track record is one of the strongest signals you can show. Your backer emails, press coverage, and revenue numbers become the foundation of your investor acquisition strategy. Talk to our team about building a transition plan from rewards-based to equity-based crowdfunding.
Ready to Maximize Your Crowdfunding Results?
Whether you're planning your first Kickstarter campaign, transitioning to InDemand, or ready to raise growth capital through equity crowdfunding, Growth Turbine has the expertise to guide you through every phase.
Get Started TodayFrequently Asked Questions
What is Indiegogo InDemand?
Indiegogo InDemand is a feature from Indiegogo that allows successful campaign creators to continue taking preorders after their original crowdfunding campaign has ended. It functions like a crowdfunding-like page on Indiegogo where new customers can place orders, bridging the gap between your campaign and a full e-commerce operation.
Can Kickstarter campaigns use Indiegogo InDemand?
Yes! Kickstarter campaigns can transition to Indiegogo InDemand after their campaign ends. Contact the Indiegogo support team approximately 1-2 weeks before your Kickstarter campaign concludes to get help setting up your InDemand page. This is one of the most popular post-campaign strategies among successful Kickstarter creators.
How do I set up Indiegogo InDemand?
For Indiegogo campaigns, simply click the relevant button in your Indiegogo dashboard when your campaign ends. For Kickstarter campaigns, contact Indiegogo support 1-2 weeks before your campaign ends to arrange the setup. The Indiegogo team will help you create your InDemand page and transfer your campaign's momentum.
Should every successful campaign use InDemand?
We recommend that all successful campaigns opt for InDemand if they have the capacity to fulfill additional orders on time. It gives you access to a functional e-commerce setup during the time between finishing your campaign and launching your own online store. The only reason not to use it would be if you cannot handle additional orders.
How long does InDemand last?
Unlike a regular crowdfunding campaign (which we recommend running for 30-45 days), InDemand has no end date. You can keep your InDemand page active for as long as you want, continuing to collect preorders until you transition to your own e-commerce platform.
Can InDemand raise more money than the original campaign?
Yes, some campaigns raise more during InDemand than during the original campaign. This happens because your campaign's success provides social proof that attracts new backers, and ongoing marketing can continue driving traffic indefinitely. The key is to keep your marketing efforts running and update your InDemand page with production progress.
What pricing should I use for InDemand?
Many creators increase prices slightly for InDemand compared to their original campaign pricing. This is justified because the product is already funded and in production, reducing risk for new backers. You don't need to keep all perks open — focus on the ones you can realistically fulfill.
How does InDemand compare to setting up my own online store?
InDemand is a bridge between crowdfunding and e-commerce, not a replacement for your own store. It's faster to set up (no website building required), comes with Indiegogo's built-in audience, and leverages your campaign's momentum. However, when you're ready, you should eventually launch your own store for full control. See our Ultimate eCommerce Checklist for guidance.
What happens after InDemand? What's the next step?
After InDemand, most creators either launch their own online shop (a simple Shopify site works) or transition to equity crowdfunding to raise growth capital. Your crowdfunding track record and backer community make you a strong candidate for platforms like Wefunder, Republic, or SeedInvest.
How can Growth Turbine help with my InDemand strategy?
Growth Turbine has promoted 100+ crowdfunding campaigns across Kickstarter and Indiegogo, including InDemand phases. We help with campaign page optimization, performance marketing to drive traffic, email campaigns to convert leads, and strategic planning for your transition from InDemand to e-commerce or equity crowdfunding. Contact us for a free consultation.
