How to succeed at crowdfunding: Picking Dates

One of the reasons our clients succeed 97% of the time – compared to the 38% industry average – is that we’re strategic about campaign dates. Timing is everything!

So, why not just hit “launch” as soon as the campaign is built, and then run it as long as possible? There are so many reasons.

  1. Lead time for VIP buy-in. We pick a launch date at least three months away so there is time to get your Day 1 Backers, Influencers, and Benefactors (follow the links for more about these VIPs) on board. Most people need to hear something 7 times to remember and understand it, so we need time to get your VIPs ready and excited for launch.
  2. Avoiding holidays. Summer, Christmas, Passover, New Year’s, and Easter are terrible times to try to hold the average person’s attention. Don’t fight it. As a general rule, May and October are the best months to run a campaign because they aren’t interrupted by major holidays.
  3. Optimum length. Kickstarter ran the numbers, and 30 days is just about right. Many people think a longer campaign will be more successful, but it won’t be. It will run out of steam. Click the image below for the full data rundown. duration_success_rate_full
  4. The magic of T/W/Th. Tuesday, Wednesday, and Thursday are the days of the week that are easiest to get and hold someone’s attention. We often launch on a Tuesday and close on a Thursday to maximize the momentum on the all important first and last days.
  5. Month-end urgency. The calendar doesn’t always cooperate, but when possible, we like to contain campaigns within a calendar month. This avoids backer procrastination, putting off the task of participating until “next month.”
  6. Project launch date. A crowdfunding campaign is excellent marketing for the eventual launch of your project. The nature of the perfect timing varies, but we like to time the campaign so it’s also setting up the marketing momentum for your project.
  7. Key date tie-in. Doing an environmental-themed project? Run the campaign in April to hit Earth Day. Or is your project about Halloween? Run it in October. Anytime we can catch an awareness tailwind, it helps the campaign.

For a free analysis of your crowdfunding plans, please fill out our Artist Questionnaire. We typically respond within 2 weeks. We look forward to hearing about your project!

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