Crowdfunding is a marathon, and most of our clients hit the wall halfway through.
Actually, crowdfunding is more like two back-to-back marathons, one leading to launch, and one leading up to the deadline. Executing a sustained 7-step marketing strategy is very hard work, and halfway through, it can feel exhausting – even futile.
This is exacerbated during marathon two – the month of the campaign – because backer behavior makes the middle of the month feel like even more of a slump. This data from Kickstarter shows that most pledges are made at launch and deadline, leaving an anxiety-inducing doldrums in the middle.
There is no fighting human behavior. So our advice to our clients if they hit the mid-campaign stall-out is simple:
Go ahead and take a vacation from your campaign when few people are likely to be pledging to it anyway.
Stop the incessant hitting of the refresh button on the browser window showing your campaign. Turn off social media. Log out of your email. Put all electronic devices down, and go do something that fills your heart up. Two or three days away is not going to sink your campaign. In fact, your buoyed spirits are far more likely to propel your campaign forward than frantic, exhausted tweeting ever could. Walk away and come back refreshed – and potentially, with some fresh ideas.
If you would like a personalized analysis of your crowdfunding plan, please fill out our questionnaire. A detailed report – a $125 value! – will be delivered for free in two weeks.